11 Underrated Content Touchpoints You Need to Take Seriously
What is content? Is it nothing? Is it everything? As we evolve from the era where blogs command every content marketing campaign, content is becoming more difficult to define.
Bear with us as we wax poetic: content is something with which to fill an empty space. Yes, it could be marketing copy, emails, blog posts, or case studies. But it could also be poetry, nonsense, laughter, or cat hair. The only certainty the generous definition of content offers is that there is a finite volume of the space that must be filled. The word itself is ironically a vessel for more content. It says: here’s an empty word –– now fill it with meaning.
Okay, we meant what we said there, but let’s rein it in. We’re trying to say that though you might not regard your billing statement as content, your customer definitely does.
If you’re short-circuiting thinking about content as a concept with all its unrefined edges and ambiguities, allow us to be your guide.
Outside of the obvious (blogs, web copy, videos), here are 11 underrated content touchpoints that you could be forgetting:
Billing actions: Billing is one of the most overlooked touchpoints, but it’s a vital step in a customer’s journey. Be imaginative, and don’t miss the opportunity to reinforce your credibility and connection.
Comments: Done wrong, comment marketing can be a bit of a dumpster fire. But done right, it’s an uber-efficient way to breathe life into your brand voice.
Conversations: Conversations, whether spontaneous or planned, over email or over chatbots, provide value while amplifying your brand story.
Infographics: Listicles don’t always get the job done (although this one is). Infographics can be the perfect content marketing tool to catch the eye and convey a message.
Interviews: Interviews are a rare and often underappreciated content strategy. Interviewing your own company experts, existing and prospective customers, partners, distributors, and influencers allows for insight into what they’re looking for from you and gives you marketable content that your interviewees may also be eager to share.
GIFs: GIFs are no longer just for kicks. Easy to consume, easy to embrace, and easy to share – these quirky moving images are a triple threat. If you can create smart GIFs that promote your business or service, cement your brand voice, and give your audience a laugh, you may be surprised who you can reach.
Easter Eggs: A well-crafted and relevant easter egg can go viral in an instant. Consider all of the places where you can tuck a thoughtful message that can delight your audience. On a clothing tag? On your 404 page? In your signature line?
Podcasts: Podcasts aren’t just an outlet for the loquacious. They are new-age content goldmines – as creators and as guests. What’s better? They’re easy to repurpose into written or video campaigns.
Quizzes: Buzzfeed shouldn’t have a monopoly on quizzes. Quizzes are an excellent collaborative addition to any content marketing strategy (and they’re marvelously fun to create). Pro tip – quizzes also turn into valuable data about your customers (who they are, what they’re looking for) and can be repurposed into “what we’ve found” articles.
Swag: What story is your swag telling? Swag adds a tactile dimension to your brand message, and it is, indeed, content (and is branded with your logo!)
Away Message: If you’re traveling or tied up for an extended period, or if your customer service goes “dark” for a period during the day, you’ll likely set up an automated away message. We’ve seen messages that seem crafted as an afterthought…or are simply thoughtless. Stand out and leave your customers with a good taste in their mouth by putting extra effort and personality into your message.