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What are resources?
Resources are integral to building brand authority, credibility, and trust. Stand out from your competitors with quality, educational content that help customers with their purchase decisions.
Types of marketing resources include guides, infographics, podcasts, videos, white papers, and webinars. Whichever you choose, the key thing is to provide a valuable, downloadable offer too good to resist.
What are the benefits of creating resources?
You can reap many benefits from content that offers solutions to customers’ problems. Keep visitors engaged by ensuring they are able to find relevant resources quickly, making it more likely that they will turn to you for content at another time.
Moreover, establishing your brand as a thought leader helps to spread your influence within your industry. Offering valuable, easy to find resources encourages people to share and recommend them to others, increasing your online visibility and credibility.
The spreading and sharing of your content not only boosts your social media following, but it also improves your SEO (search engine optimisation) and lead generation.
What should a resource centre be like?
A central hub for your downloadable content is critical in ensuring your content gets discovered. This is known as a resource centre: it keeps content organised and navigable on one page.
It ought to highlight new, popular, and updated content that visitors can easily download. You can create multiple resource centres for specific format types, or tag resources based on topics.
For each resource shown in your resource centre you need:
. An attention-grabbing heading that addresses your visitor’s needs.
. A short description of the content - if you don’t have multiple resource centres, then it is worth noting what format it comes in (e.g., video, guide, podcast, etc).
. A suitable image of the resource – like a thumbnail. Adding visuals to your resource centre contributes towards creating an engaging user experience.
. A CTA (call-to-action) to direct your visitors to a landing page where they can download a resource. To maximise conversions, use actionable words representative of the action you want them to take.
How are resources promoted?
To increase the discovery of your downloadable content, add your resource centre to your website menu and include CTAs at the bottom of your blogs that direct people to your resources.
Additionally, promote your resources in your email marketing communications and on key social channels, such as on LinkedIn and Twitter to ensure they get noticed.
Offering useful resources to your target customers (wherever they are at in their buying journey), allows you to build up the influence and trustworthiness of your brand – pivotal in your content marketing efforts.