Some purchases are made based on gut feeling and emotion. Others are made with full conviction, preferably after extensive research and comparison. The higher the total investment, the greater the need for valuable information. Because gaining knowledge means gaining trust. In such cases, a single blog or social post won’t suffice. A multi-layered content mix will. We are sharing a number of strong client cases with you.
An e-book or white paper is an excellent way to inform your target audience extensively about one specific topic. Consider it a trust builder, not just a pure lead magnet, even though you can place an e-book behind an opt-in page.
At the same time, an e-book is a perfect format to serve as a starting point for other content derivatives, such as social posts and short-form explainer videos. And your target audience can keep it close both digitally and old school analog.
Our client Keytrade Bank, an online bank and investment platform, understood this perfectly. They engaged our content team to develop a seven-part e-book, from structural design to copywriting.
The target audience: novice investors. The approach: explaining 7 well-known stock market wisdoms in plain language, linked to current examples, concrete tips, and more. Very accessible, so that the reader can find their own way in the stock market landscape. They will soon distribute this content via an extensive social media campaign, as well as through their newsletter and mobile app.
Conveying information in an accessible way can also be done via audiovisual content carriers. A great example of this is explainer videos. An ideal format for explaining more complex subjects in a digestible and light-hearted way and conveying them to your target audience in as many ways as possible. Via social media, but also via your website, newsletters, WhatsApp messages, you name it.
Futech and iLumen, both active in the world of renewable energy, eagerly use the strengths of this format. For example, to debunk persistent myths or to explain complex, technical terms clearly to the consumer, such as:
Extra strong move: they deployed their own employees to provide the explanation on camera. Smart, because not only do they claim expertise across all their teams, but the companies also appear more human and therefore more accessible to their target audience. Authenticity at its best in these AI times, resulting in their videos standing out from the rest.
Gaming marketing is conquering the world at a rapid pace, but not every company is up to speed with what is possible today. Gaming marketing agency No Noob, specialized in this field, wants to change that completely.
Their weapon of choice: the video podcast. Founder and manager Tim Buysse dives deeper into a specific topic in episodes of about 50 minutes with multiple guests — such as the impact of gaming Gen Zers on the marketing world — or he explores how organizations like Engie or KRC Genk keep up in this fast-evolving landscape.
Thanks to the combination of audio and video, their content can be used on numerous platforms, whether or not it is cut into snippets. And what doesn’t get discussed in depth due to time constraints becomes potential fuel for new content in the future. Whether through a new podcast episode, a blog, you name it.
These are just a few examples of how you can use different content forms to convey the complexity behind your business to your (potential) customers in a creative and accessible way. With the ultimate goal of informing them as well as possible and thus winning their buyer confidence.
In an ideal scenario, all these different formats dovetail perfectly, so that you fulfill every step in the customer journey perfectly. From a complete content approach to a consistent brand story: as a full-service marketing agency, we are happy to help you with that. How about an initial, no-obligation introduction?