So, you want to know what kind of content will help you reach the most customers? The answer may surprise you: An effective content marketing program requires a little bit of everything.

A November 2012 survey of B2B marketers found that a combination approach to content marketing is the most effective. Successful tactics include everything from email marketing and SEO to webinars and blogs.

Each outlet has a unique purpose and function, so you need to fit the message to the medium:

• Email: It’s great for sending a direct message to prospects and clients, and with smartphones, your readers get the message anywhere they happen to be, 24/7.
• Social media: This outlet is best for fostering participation and one-on-one interaction between prospects and your company. Social media is also one of the best outlets for contests and sweepstakes because you’ll reach people you didn’t know existed as your customers share your posts with their friends.
• Blogs: Your blog is the place to let your industry expertise shine and highlight the personality of your company. Writing high-quality blog posts is also great for SEO since search engines just love fresh, relevant, and frequently updated content.

Connecting with your customers and prospects is paramount. You need an organized and detailed content marketing plan to get the most out of every outlet. Tailor your content to take advantage of the attributes of each platform, reaching out to people the ways they prefer to receive information.

For best results, take an “all of the above” approach to content creation.