4 Types of Content Marketing
Content Marketing, in short, is the overall process of planning, creating, publishing and sharing quality content. It has become increasingly important over the past decade as a marketing initiative. And without a doubt, it’s a worthwhile investment, generating approximately 3 times as many leads per dollar compared to traditional marketing. We encourage you to use the following types of content marketing activities to increase brand awareness and strategically attract consumers:
Not only is blogging a good opportunity to showcase your expertise, it can also improve your Search Engine Optimization (SEO). Turn your website into a vehicle for content marketing by integrating keywords in strategic blog content. Blogging can help keep your website up to date and be repurposed for social media content. This is an effective way to prevent doubling efforts in content marketing.
2. Social Media
When designed with a purpose, social media is the most common type of content marketing. Maintaining a consistent posting schedule can help develop brand awareness and allow followers to engage with your brand. Share various organic and paid posts or add influencer marketing to introduce your business to a wider audience. It’s important to pick an influencer whose messaging, content, and values align with your brand to maximize the benefits.
Complimentary to influencer marketing is user-generated content, which is the equivalent to ‘word of mouth’ in the 21st century. This is when unaffiliated consumers or employees promote your product or service. Keep an eye out for video content using Instagram reels, TikTok, or Youtube. Current trends heavily influence the success of video content. Use templates or trending audio that you can rework to fit your business. No matter your industry, we advise you to include social media in your content marketing strategy. Be aware that this can be free advertising or a PR disaster, depending on what they post. It’s important to ensure your products are as advertised and you focus on customer success.
3. Emails & Newsletters
Emails and newsletters should be created with a goal in mind, and their visual and written content should reflect this. The email marketing strategy you use will be influenced by who your target audience is. Use a newsletter to highlight new launches and special deals or provide updates on what’s happening at your business. Other email communication may include trigger-based or time-based sequences that keep consumers interested and connected through their inboxes. Using these automated emails, you can create impactful content for each sequence. Customers are more likely to convert when they see content that’s more ‘customized’ to their journey.
4. Honourable Mentions
Alongside the above three main content marketing types, two more are worthy of consideration. If the content is data-heavy, infographics highlight key points. Infographics are particularly beneficial for charitable organizations and socially responsible companies that want to share easy-to-digest statistics. However, include plain-text or written content alongside the infographic for SEO purposes.
Another honourable mention goes to podcast audio content, which has grown in popularity in recent years. Podcasts allow for an open forum and in-depth discussion on particular topics and industries. Whether you are making a podcast of your own or simply sponsoring, you can take advantage of a targeted user base of podcast listeners.
It’s important to remember that the above content marketing initiatives are best when used together. For example, if you write a blog, post it on social media and send it via email. If you have a Podcast, add it to your site alongside a blog, re-post the podcast on your social media, or send it via email. There are many ways to use the above initiatives, but it’s always good to have a strategy.