At HARTMAN, we frequently address questions from clients about the role of content creation in modern marketing. Whether it’s crafting engaging articles, producing visually appealing designs, or developing compelling videos, our team understands that content is the driving force behind digital success.
Content creation is the engine that powers search engines, delivering the right answer to your query with just a click. It’s the reason why your favorite videos pop up on YouTube after a long day, and it’s also why you might find yourself scrolling through TikTok for hours on end. We’re not here to judge—we’re part of that digital landscape, too.
Content creation involves generating engaging ideas for your target audience and producing various formats like articles, videos, or infographics to share this information. It’s crucial for inbound marketing as it attracts and retains customers while adding significant value to your business. With 50% of marketers increasing their content marketing investment in 2024 and nearly 40% deeming it essential, content creation is key to driving business growth.
Let’s explore the types of content you can create and refine your strategy.
Articles
Articles, like the one you’re reading, are a powerful content type that can educate, entertain, and inspire your audience. When people search on Google, blog posts often appear in the results. Despite its effectiveness—56% of marketers consider blogging their top content strategy—many are not fully leveraging its benefits. Blogging is a valuable and manageable task for reaching and engaging your audience.
Podcasts
Podcasts are accessible to both professionals and beginners, making it a competitive landscape as it offers a significant audience. Engaging podcasts are driven by hosts who connect with listeners and provide valuable insights.
A successful podcast focuses on a strong idea that incorporates listener and expert feedback. Popular formats include storytelling and educational podcasts. For first-time podcasters, maintaining a consistent posting schedule and episode structure is key. Authenticity is also crucial for connecting with your audience.
Videos
Video marketing is increasingly popular, with both short-form and long-form videos playing essential roles in your content strategy. With 86% of video marketers finding it effective for lead generation, original video content is a crucial part of any content creation plan.