7 Content Marketing Ideas for 2022 (With Examples)

If your business doesn’t yet have a content marketing strategy in place, well, consider that your sign.

In fact, most advertising experts have already jumped on the content marketing bandwagon.

As of 2013, 60% of top marketers said they publish at least one new piece of content every day. This number has only increased. Today, it’s at the heart of almost every major brand’s marketing strategies (more on that later).

Of course, there’s a reason content marketing is so popular and ubiquitous. According to DemandMetricbusinesses get three times more leads on average using content marketing compared to traditional marketing methods, yet the strategy costs 62% less.

In advance, we’ve outlined some of the main areas you’ll want to cover if you’re new to this method of marketing. Examples are provided by some of the biggest brands in various industries. But first, let’s take a quick look at content marketing itself, including what it is and why it works.

What is Content Marketing?

Essentially, content marketing is a marketing strategy that is traded in “deliverables”.

A deliverable is, as the word suggests, something that you can deliver or offer to your potential and current customers. In other words, it’s something people want, and you give it to them for free. Sometimes they know they want it to begin with, and sometimes they don’t know they want it until you give it to them.

Typically, content marketing deliverables have a few things in common. Those are :

  • Useful or valuable in some way
  • Relevant
  • Entertaining
  • Free

When most people think of content, they think of writing or “copying”. And indeed, blog posts, articles, lists, and infographics can all be forms of good content for marketing purposes. But content marketing can also include other deliverables, such as:

  • Videos
  • Tools
  • Practical lessons
  • Tips, tricks and shortcuts
  • etc

We’ll come back to that later.

Why is content marketing so essential to any marketing strategy?

When it comes to marketing strategies today, customers and your general audience want to know they’re getting something from you. Old marketing techniques like simple billboard ads, TV ads, magazine flyers, or logo keychains… well, they can still work. But these days, it’s much more about being able to give your audience something valuable for free.

Most of the time, it’s your interest.

Then, in exchange for what you provide, of course, you get a whole list of things back. A few are:

  • Warning
  • Commitment
  • Enthusiasm

More importantly, you will also get:

  • Email addresses and other contact information
  • Sharing your content on social networks
  • Reviews of your content and/or services and products
  • Sales

If you’re new to content marketing, you might not know where to start. So, to help you get started, we’ve provided a list of 7 key content marketing techniques and ideas that almost always work to generate leads, boost your products, and make sales.

7 Content Marketing Ideas for 2022

1. Interactive Content

Interactive content is anything that involves the user taking action to interact with what they are consuming. For example, user surveys, calculators, games, quizzes, attractive maps, and other tools are all forms of interactive content. Contrast this with static content, which includes things like articles or videos that users simply read or watch.

Interactive content works because it grabs your audience’s attention and engages them. In short, it makes them stay on your page longer than they otherwise would.

A great example of interactive content was by Clinical. Clinique was one of the first beauty brands to embrace the idea of ​​different “skin types”. You can take a quiz to find yours. Now they do the same with their “Foundation Finder” tool. This tool allows customers to take a quiz to identify the perfect foundation color for their skin tone. Then it recommends the best color and foundation for each user.

2. Electronic books

E-books (e-books) are long-form digital publications that provide detailed information on a single topic. For example, the AI-based brand platform, Tailor-made brands, has an ebook called “7 Steps to Success: The Beginner’s Guide to Branding”. It details seven steps to building and improving your company’s brand – super useful content for any type of business and, of course, a great way to get readers to work with Tailor Brands.

Ebooks work because they allow you to distribute comprehensive documentation on a subject on which you are an authority. Moreover, you can provide it to a large number of people, very quickly. While publishing an actual book is time consuming and a major investment, anyone with a laptop can write an ebook.

What’s even better is to put your ebook behind a “door”. For example, ask people to provide their email address in order to receive your free ebook. This strengthens your email list and opens up new sales opportunities.

3. Behind-the-scenes content

Getting a “taste” of something is always appealing, and that’s where behind-the-scenes content makes its mark. This type of content allows subscribers and users

to see the process behind their favorite brands instead of just seeing the finished product.

In addition to engaging subscribers, behind-the-scenes content marketing strategies can also make brands more accessible and likeable. When your audience sees the individuals behind their favorite products, they can relate better and ultimately become more invested in your brand.

Nike recently used this approach when they released a behind-the-scenes “Meet the Design Crew” video of tennis star Serena Williams’ new apparel line. The video features Serena Williams discussing her design vision with footage of the design process and excerpts from interviews with some of her team members.

4. User Generated Content

Creating “challenges” or contests is another way to leverage content marketing. It’s called user-generated content marketing, and it really is a way to get people involved. However, it is different from simple interactive content (like quizzes and calculators) because it is collaborative.

The reason user-generated content works is because it uses the power of “word of mouth” advertising. In other words, it allows consumers to advertise your brand for you. They are the ones who get involved. They create the content. You just need to provide the prompt.

An example can be seen in a recent user-generated marketing effort led by Levi’s and American R&B artist DaniLeigh – the “Levi High” Challenge.

“Levi High” was a single released by DaniLeigh. She called on Instagram and TikTok users to take videos of themselves promoting a healthy body image in Levi jeans. Users would use the #levihighchallenge hashtag and post videos or photos of themselves wearing Levi’s jeans in a way that promoted body positivity. The hashtag and challenge generated thousands of posts, and a promo code to buy Levi’s jeans was released alongside the music promotion content.

5. Video

Video is one of the most powerful mediums in the content marketing world. YouTube, Instagram Stories, TikTok, Facebook Live – are all essential video formats that resonate with viewers. Not only is video a perfect way to deliver an engaging message to a large group of people in a short time, but when done correctly it can also be extremely impactful and memorable. Zen office frequently posts unique and clever videos to market its products and at the same time provide useful tips and advice. Their recent Zendesk Sunshine video is a great example. It’s fun to watch, entertaining, and provides key insights that Zendesk wants potential customers and users to know.

6. Podcasts

These days, it seems like everyone listens to podcasts — usually while doing other mundane tasks like commuting to work, cooking dinner, or doing household chores. For businesses looking to use podcasts to market themselves, podcasts offer many benefits.

First, they allow you to deliver value to your customers, for free. Remember, this is the key. Then you’ll ideally be able to build an audience through your podcast, which means more contact with potential buyers and more opportunities to sell your products or services without being too pushy. Slack (a business messaging app), for example, offers a podcast called Slack Variety Pack. It’s about teams, people and work and offers ambitious content for ambitious people. Finally, it shows you as the expert in your field or industry. This is important for building trust and a lasting relationship.

7. How to

Finally, tutorial content is exactly what the name suggests: content that explains how to do something. It could be how to make brownies, how to write an article, how to use a product, or how to calm a crying baby. Your company’s procedures should be related to your industry.

How-to content works because it’s useful and convenient for your audience, making it popular, well-received, and shareable. Clients feel a connection with you because you have generously given away your unique knowledge for free. It can also make them feel like they’re getting “insider information” that will help them in the long run.

This is what Flyp does, for example. flyp is a company that helps people “flip” (improve, then sell) their properties. Their content on Instagram is made to promote their services. But it is also useful in itself. You’ll find articles on flipping techniques, tips for better staging, and building before and after – all of which steer visitors towards buying their services.

Use the list of ideas above to get your content marketing wheels turning, then pick a strategy you think you can implement right away and get started. The sooner you start creating useful content for your audience, the sooner you’ll reap the awesome benefits of this incredibly useful marketing strategy.


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