The format of content you use is completely different to the purpose of that content. Whether you are creating video content, blogs, graphics/photos or podcasts, your content will fit one of these four categories.
Cornerstone content tells your potential customers who you are and what you do. It summarises your offering and explains what makes you the company to choose. This is all the information you’ll find on your website homepage, or in your social media 'About Us’ sections. Cornerstone content is the cone of your ice cream, the foundation of your strategy, supporting all your marketing efforts.
Resource content should serve your visitors helpful information, tips or advice, helping you become known as an expert in your field. The aim of Resource content is to reach your potential customers when they are still in the DIY stage, before they need your services. No matter what industry or business you are in, you’ll have leads that are not quite ready to buy from you yet, so your Resources should help them get there. Resource content is the ice cream itself - the tasty bit people come to you for.
Active content helps you tell the story of your brand and keeps your followers feeling involved and engaged - this is the stuff you share to Social Media. Many businesses either don’t see the point of social media, or don’t take it seriously, but it can be a powerful tool for your marketing. Active content is the colourful sprinkles that grab viewers attention and show them where the ice cream is.
Your Bragging Rights videos are a chance to be proud of the work you do, either in your own words or those of your happily satisfied customers. Testimonials and Case Studies are massively powerful assets for your sales processes, as well as your marketing. Bragging Rights are the cherry on top - a chance to show off and stand-out.
By focusing on these 4 ingredients, you can be sure that your content marketing offers variety to your viewers, combining messages about who you are and what you’re selling with informative resources, happy customer testimonials and an engaging brand story.
Check out our quick guide to the Ice Cream Model, or download a Free Infographic here.
Book a Consultation to find out how the Ice Cream Model can help your business.