Different Types of Content for your Digital Campaign

So you know how content marketing can benefit your business, but what type of content should you use? There are many, many types of content out there, and the type you choose depends on your audience. Who are they? What specific need are they trying to address? Where are they in the buyer journey — just curious, looking at their options, or ready to buy right now? You might choose a number of different content types based on any combination of these factors.

Learn more about personas and buyer journeys in How to Create a Winning Content Marketing Strategy.

To help you choose which content is best for you, let’s explore the different types of content and what they’re typically used for.

Types of Content | Link360

Blog posts

Blogs used to be the domain of angsty teenagers, but these days they’re a powerful business tool. Having a blog on your company website can increase your visibility in search engines by 426%, and it can increase your leads by 126%.

Blog posts can serve various purposes. For your audience, they can be a great way to stay informed, educated, or entertained. For your business, they’re a useful vehicle for communicating your products, services, events, or other important news.

Learn more about blogging in Content Marketing & Blogging

E-books

E-books are typically more substantial than blog posts, with the goal of educating your prospects. They’re helpful for going into more depth on a particular topic, which offers you the opportunity to position yourself as a reliable information source.

Cheat sheets or checklists

These short guides are supposed to distill concepts down into simple, actionable steps. They might take the form of a checklist your audience can easily work through, or a series of steps they can put into action right away. The goal is to convey value through a series of quick wins for your reader, but you can point them back to your more detailed resources for more depth.

Templates

Similar to cheat sheets, templates help to simplify complicated processes for your audience. We all love the idea of an expert to do the work for us. By making it as easy as possible for your prospect to achieve a goal, you’re positioning yourself as that expert and demonstrating your value.

Workbooks

These interactive guides take your audience through a process in great detail. Just like school workbooks, they’re designed to offer practical strategies, reinforced with learning activities and exercises. Workbooks are perfect for offering maximum value while demonstrating your expertise on a particular subject, especially if the product or service you’re selling is educational in nature (e.g. courses).

White papers and reports

These interactive guides take your audience through a process in great detail. Just like school workbooks, they’re designed to offer practical strategies, reinforced with learning activities and exercises. Workbooks are perfect for offering maximum value while demonstrating your expertise on a particular subject, especially if the product or service you’re selling is educational in nature (e.g. courses).

White Papers and Reports

A white paper is a report that breaks down a complex subject for an audience. Like an e-book, the goal is to educate your audience to help them make a decision or solve a problem. However, a white paper is typically more formal and professional in tone. Use a white paper or a report when you need to demonstrate authority or build credibility.

Video

Video is by far the fastest-growing and most popular content type. Youtube alone sees an amazing 500 hours of video uploaded every single minute, while video posts on other social media sites are shared 1200% times more than text and image content combined.

There are countless applications for video at every stage of your content strategy. Informative, educational, or entertaining videos can be created on pretty much any topic, bringing awareness and engagement to your brand. How-to or explainer videos can help your existing customers to have a much more enjoyable experience.

Infographics

Not all content has to be in-depth! As the name suggests, an infographic is information presented in graphic form. Infographics pull out key points like statistics and make them visually appealing and easy to digest. Our brains respond much better to visuals than text, which makes infographics hugely popular — and irresistibly shareable.

Case studies

A case study is an in-depth account of how your product or service has helped a past customer. It could be a business that saw unprecedented growth from using your software, or a client whose life was changed beyond recognition by your weight loss program.

Case studies can be video- or text-based. They’re especially helpful when your prospect is at the evaluation stage, when you need to convince them that your product or service will get results.

An important point here is that the case study should be about the customer, not your brand. Potential customers want to see themselves in the success story, so make sure you’re allowing them to make that connection. And of course, back up your claims with results that matter to your audience.

Testimonials

Testimonials are statements of recommendation from past customers. We respond very well to social proof, so seeing that other people have had a positive experience with your business reassures us that we’re making a smart choice.

Like case studies, testimonials are useful for swaying projects at the evaluation stage. Video testimonials are especially effective, since seeing the real live person behind the words inspires more trust. Most customers will be happy to provide testimonials, so don’t be afraid to ask!

Webinars

A webinar is a live virtual seminar. They’re typically held around a specific topic, such as a common problem your audience has, with the host offering solutions and inviting questions and debate. They have the potential to offer massive value to prospects, who can attend from anywhere in the world.

Not only do webinars allow you to showcase yourself as an expert, but they allow a level of engagement that videos simply don’t. That goes a long way towards humanizing your business and building trust in the eyes of your prospects.

Gated or not?

In the interest of providing value to the customer, most content is given away for free. However, there are times when ‘gating’ your content is a smart move.

Gated content is content that you offer in exchange for information, such as an email address. You might see this on blogs or squeeze pages, where you’re asked to enter your email address in exchange for an e-book, a white paper, or a how-to guide, for example.

Your email marketing list is a very valuable tool, both in your general marketing strategy and your content strategy. However, we’re wary of offering our personal information to brands. Gated content is a great way to sweeten the deal and help the subscriber to overcome resistance. It’s also useful for qualifying leads, establishing your credibility, and positioning yourself as a knowledgeable resource.

There are some instances where gated content isn’t especially effective or appropriate. For smaller pieces of content like blog posts or infographics, for example, most people are reluctant to part with their details. And for content like reviews and case studies, there’s great benefit to you in providing them for free. But for the most part, if the content is substantial and/or provides a high level of value, gating is acceptable.

Want more resources on creating quality content?

Step 1

Download 15 Foolproof Strategies for Promoting Your Content, your free e-book guide to getting your content in front of your target audience.

Download your eBook Guide Now

Step 2

Visit the following pages:

What is Content Marketing – and Why Does Your Business Need It?

How to Create a Winning Content Marketing Strategy

How to Create Content Your Audience Will Love

How to Optimize Your Content for Search Engines

Content Marketing & Blogging

Content Marketing & Social Media

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