In the world of inbound, content marketing strategies are plentiful and widespread, but how do you cut through the junk to get to the useful stuff? Sure, you may already know that inbound marketing thrives on content, but what kind of content? You probably also know that having a blog is essential, but is that the only way to push out content? Get beyond the basics with these five effective content marketing strategies.

1. Get Comfortable with Content Basics

Not all content is created equal; who among us hasn't chucked a news article only to share the latest cute cat video? Why does pretty much every Upworthy piece go viral immediately while other, equally compelling articles sit on the proverbial shelf? No, there is no magic trick to memorize, but there are a few key things to keep in mind, let's call them the content basics. Essentially, your content should:

• be longer-this may seem counter-intuitive in a culture that wants everything to be bite-sized, but longer blogs and articles rank higher in searches.
• have visuals-everyone likes a picture!
• be easy to follow-think listicles, bullet points or infographics.
• elicit an emotional response-anger, joy and "awws" will all suffice

2. Think Outside the Blog

When people think "content" they immediately fall upon "blog" and then never let it go. Sure, a blog is a great way to promote yourself and publish content, but it is not the only way! Consider sending out a monthly email newsletter; although emails may seem like the way of the past, it is actually a highly effective content pusher. Additionally, a strong social media presence, and published pieces on well-known trusted sites can add a level of thought leadership and trust that a personal blog might not quite reach.

3. Create Content for All Stages of the "Buyer Journey"

Marketing lingo aside, each of your customers does undertake a journey before coming to the final stage of purchasing a product or a service; they start with doing preliminary research, progress to narrowing down their options and comparing, and finally they reach a point where they are ready to sample and make a decision. Don't forget about this process when creating content--you should have content types for each part of the buyers journey to shepherd your potential client along. For example, you may have blogs and infographics for the first level, e-books and white papers for the second and finish off with some webinars or free demos in the final stages. 

4. Collaborate with Your Clients

Satisfied clients can be your best salespeople--their opinion is automatically the most reliable to potential leads. Make use of these folks, who, if you've done your job right, are happy to help. Ask clients to provide reviews or even guest blogs, create a special "happy client" page where people can submit videos or photos of themselves using your product, use frequently asked questions as a guideline for content creation--the possibilities are endless! Not only are you showcasing your best work, but you are also allowing others to "toot your horn," never a bad idea.

5. Do Some Influencer Outreach

This one is tricky--unlike many other content strategies, it requires a bit more work and time. But even though the gratification is not immediate, getting influencers to speak on your behalf is well worth it; this is a long-lasting and very impactful way to reach consumers. Not sure what's an influencer? This can be an author, motivational speaker, actor, singer, or pretty much anyone with heavy...you guessed it, influence! Your goal is to reach that person and encourage them to use your product, love it and spread the word. Depending on your industry, your list of influencers may be very different from the next guy and that is also the case for your customers; you may use Justin Bieber to market something to teenage girls, but he probably wouldn't be as effective to the middle-aged male demographic. Reach out to influencers who meet your needs and speak to your customer base. 

Incorporate some or all of these content marketing strategies in your marketing and you are sure to see more engagement and growth! But remember, your marketing strategies should always be evolving, so keep reading and contact us for more information.