If you’re looking to get your brand noticed, a strong content marketing strategy is an absolute must. And in a world of endless content options, it’s equally as important to make sure you have a diverse range of content types so that your audience can interact with your brand in any way that they prefer. That being said, what are the different types of content marketing?
Did you know, there are 3.9 billion active email users? To put that into more perspective, at the time of writing this article the population of the whole world is around 7.9 billion, that’s almost 50% of the entire world using email. A channel that you can grow organically, and that allows you to offer your services to exactly the right person in a business. Sometimes called ‘E-shots’, email newsletters are the marketing emails we’re sure you’ve already received quite a few of. The best newsletters are usually organically built, simply by inviting people who might be interested to sign up. You can encourage email subscriptions through use of gated content (content that requires you to give over your email in order to access it) and buy including plenty of forms around your website that people can fill in as they browse. For example, around your blog, you might want to encourage people to sign up for your newsletter in order to receive more content like that in the article.
Video is a type of content that has gained a lot more popularity in recent years. With the introduction of TikTok and Instagram reels, more of your audience are getting used to interacting with small bite-size videos. Video content spans a wide range of platforms, it can be used to advertise on channels like Youtube as well as Facebook, LinkedIn and even on your website landing pages. It’s particularly useful when you want to condense longer-form content into a video that can be more easily viewed by your audience. Video content is often used in paid advertising too.
Webinars and podcasts are another content type we see more and more companies adopting into their content strategy. It’s a great way to build a personal relationship with your brand’s audience, and to showcase the value of your business. Most podcasts will have a host and guest speakers, which gives you the opportunity to offer incredibly high quality content as well as to build a community of avid listeners. The great thing about this content type is the ability to repurpose it. Clips from your webinars and podcasts can be used as part of a paid ad strategy in awareness campaigns, or posted to your social media. It can be used on Youtube or posted into community groups. It can also be kept for a really long time and reused, so it’s a great form of evergreen content that can work for you in the background of your content marketing strategy.
Social media is possibly one of the most popular content types because it’s something that pretty much all businesses recommend the need to have. In fact, recent studies show ‘58.4% of the world’s population uses social media.‘ That’s a whole lot of people, so the opportunity on social is massive. How can you make your brand’s account stand out in the crazily busy landscape that is social media? One tip is to offer valuable content that genuinely answers peoples questions, rather than just using the channel as an area to post ads. In reality, people follow and engage with accounts that offer them some knowledge or advantage they wouldn’t have without them. What can you confidently talk about in your industry that you know your audience is interested in?
Social media design is something we spend a lot of time working on for clients, and that’s because of the high demand for it! Social media is busy, and the quality of content is only ever getting better. Template designs and rushed graphic design work just won’t cut it for businesses looking to be the top of their field. Your channels are a representation of your business just as much as your website and your logo, so it’s good to take the time to invest in professional graphic design for that.
Ebooks are another content type that can do a lot to generate new traffic to your site. To choose ebook topics, it’s a good idea to carry out a bit of research beforehand to see what topics your audience are searching for. Tools like SEMrush are great for that keyword research, and will give you information on the average search volumes of a keyword as well as the intent of the person searching for it (for example are they looking for information or looking to purchase?)
Ebooks are quite often offered as gated content, which just means that a viewer needs to give 0ver some information (usually their email address and name) in order to read it. That helps businesses to build up newsletter lists. It’s worth bearing in mind that this can occasionally mean the subscribers to your newsletter aren’t as interested as somebody who has seen the value of your content and organically ended up subscribing to your newsletter, so it’s up to each brand to decide on a strategy for gating content.
Because ebooks are usually longer-form content, using them as part of a resource section on your website and having dedicated pages can also help to improve your SEO strategy.
Infographics are basically just graphics that visualise information, usually data, in a way that’s easier to understand. You’ll see infographics used to explain processes or facts and figures, using lots of icons and charts. They’re a fantastic content type to add additional value to things like your blog area and social media, but you can also create infographics that can be used on other websites in order to generate backlinks to your website. As a brand, conducting research and creating infographics with relevant data from new studies can be an invaluable way to generate more interest around your content strategy.