Most content marketers publish content on a regular basis. Every year, seasonal issues return and trends change quickly, so there will be a lot of content materials to use, but marketers actually feel burdened by repeated production of similar content.
How do you create content that's fresh and outcompetitive, other than common material content? For content marketers who are struggling with material depletion, we've brought you three effective know-how.

[1] 'How-to' Content🤔

"How-to" content, which tells you how to use a product or service, is unexpectedly very useful. This is supported by a survey¹⁾ in which 76% of customers said they are more likely to buy it after seeing how-to content. It is an effective type of content, especially when the product we sell is difficult to understand immediately or requires long persuasion.

When I joined the livestock product B2B commerce platform, I made a How-to video content that contains the selection (fat, fascia removal) and cut-throat method for each beef part. These videos were well received by retail livestock farmers and large meat buffet owners because the meat quality can be different depending on the part-specific cut-throat method, and it can also increase the lean meat yield (the ratio of flesh). It didn't bring in a lot of traffic at once, but it became a steady seller content that was searched by potential customers and created an influx of sites for a long time.

Another reason how-to content is useful is that it coincides with the 'search intention of a core target with high potential for transition'. Retail livestock farmers and small business owners who are likely to purchase livestock products search for 'buckles cut' and 'good-yielding imported beef'. Core targets who get useful information from our content gain awareness and favor of our company. If the core target continues to expose the informational content that is essential to the core target, the 'potential customer' can immediately move to the 'transaction consideration' stage.

[2] Thought leadership Content🧠

Thought leadership refers to content that can be trusted to customers and is also effective in marketing by providing valuable information based on expertise and insights in a specific field. Usually, Korean companies analyze their data to create in-site content or collect customer success stories to create casebooks. Platier always publishes insights reports on industry trends and trends in the form of e-book. PLATEER's AI personalized mar-tech solution, groobee, also publishes e-commerce reports regularly every month.

If it is difficult to produce such content right now, it is a good idea to utilize industry experts. We have an expert contribution section to publish quality contents that can only be found on our channel! Customers tend to trust expert reviews and recommendations²⁾. Company A, one of the leading life insurance companies in Korea, had published serial contents related to health and pets in collaboration with professional trainers and veterinarians, and Company B, a mobile financial service company, also periodically publishes articles of experts such as retakes and real estate brokerage.

As a side benefit, thought leadership content is also very helpful for Google's search engine optimization (SEO). Google recently announced in its SEO guide that it will first expose high-scoring content to search results based on four categories of E-E-A-T (Experience, Expertise, Authority, and Reliability) as criteria for evaluating search quality. Thinking leadership content is based on expertise, authority, and insight, so it is highly likely that Google's SEO will also receive high scores.

[3] Interview content🎤

Experienced content marketers make good use of interviews to extract information about their target audience. In order not to create a customer persona that is abstract or dependent on imagination, they interview with existing customers and listen to customer voices by checking the Voc organized by the CS team. Interviews provide a clear and vivid understanding of the customer's pain points. Even if you're dealing with the same topic, you'll be able to create content that touches customers' hearts much more and understands customers. You'll be able to plan content that solves real problems for customers.

If there is a influencer among our customers who use our product, it is a good idea to create interview content with him. Research³⁾ shows that 69% of customers trust their influencer, friends, and family more than the information provided by the brand itself. If a influencer can explain and recommend our products well, it will be easier to gain customer recognition and favorability. If you think this content is too artificial, there are other ways. Rather than directly explaining the product, we are conducting an interview with content that sympathizes with our brand's philosophy and values. Using the highly reliable speaker called influencer, we can more effectively convey the reason why our brand exists and the effort we put into the product.

1) Ask your Target Market survey results
2) Influence on Customers & Marketing Strategy, wisernotify
3) Matter Communications influencer Marketing Report, 2023

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