Types of content

what are topic clusters

The different types of content marketing

When thinking about various content marketing examples, remember that people learn in a variety of ways. Different types of content appeal to different segments within your audience. Some are auditory learners and are attracted to podcasts. Others are visual learners and prefer videos, infographics, or presentations. And yet others prefer text, such as blog posts, white papers, or reports.

There is no “best” type of content marketing

Some content marketing types are useful as part of an inbound marketing program. Other formats can be an important component of an account-based marketing (ABM) initiative. Similarly, certain content naturally supports your sales team.

Additionally, some types of content are better suited for particular stages in the customer journey than others. For example, blog posts, articles, and video can be an excellent way of connecting with those in the awareness stage of the journey. White papers, ebooks, and webinars are often a good fit for the middle stage of the buying process. And case studies, success stories, and ROI calculators can be the clincher when it comes to overcoming objections and convincing a prospect to become a customer.

Benefits of using different types of content marketing

1. Blogs

Blog content is an outstanding way to build your brand and increase traffic to your website. A well-organized blog strategy keeps you focused on the keywords and topics your target audience cares about. Long-form content is the perfect way to address pain points, answer questions, and establish authority in your space.

Optimized, high-quality blog posts can also perform well in the search engines, giving a boost to your SEO. Long-form content tends to be a more evergreen type of content marketing compared to many other formats. So, the content you publish today can continue to drive traffic and leads for years. Compare this to social media posts, which can get buried in newsfeeds after a few hours.

Another benefit of blogging is that it emphasizes your brand personality. If your brand is innovative, intelligent, or funny, blogging gives you plenty of runway to showcase your unique personality.

2. Case studies and success stories

Case studies and success stories are a prime example of conversion-driven content marketing. They’re an extremely effective way to generate leads in the bottom of the conversion funnel. When prospects read about similar customers who have had positive experiences with your organization, it provides them with social proof and makes their purchase decision easier.

Case studies are especially important for higher-cost, higher-value products and services. This type of content emphasizes marketing ROI and reduces the risk of a large investment. The examples to the right come from Terakeet’s customer success page.

example of using case studies as a type of content marketing

3. Testimonials and online customer reviews

Testimonials and customer reviews are a different form of content marketing that leverages social proof. They’re especially useful in helping your brand overcome potential objections from prospects and reducing their feeling of risk. Additionally, online reviews on third-party sites like Google, Angi, or Trustpilot also serve as a valuable off-page SEO signal.

When Google sees a large number of positive reviews associated with your brand, it indicates to them that your brand is trustworthy and your website should be ranked higher in search results than brands with fewer positive reviews.

Prominently display testimonials and reviews on your home page, as well as on any other relevant pages of your website. A power tip is to place testimonials and reviews where they would be most contextually relevant to what’s on a given page.

example of using testimonials as a type of content marketing

4. White papers and ebooks

White papers and ebooks are a great way to build thought leadership, gain credibility in your industry, generate leads, and position yourself as an expert. They are usually longer and more technical than blog posts. This allows you to thoroughly explore a particular subject and share more granular information beyond what you would typically be able to do in a blog post.

Create white papers and ebooks when you have especially deep knowledge or differentiation in a specific topic area. With white papers and ebooks, it’s important to share quality content that delivers on the value they expect when taking the time to download your content.

This type of content marketing strategy tends to work particularly well toward the middle/bottom of the funnel. During this stage, you need to further educate prospects on the problem they’re facing, the solution you offer, and why you’re a better choice than a competitor.

5. Market reports

Market reports are an incredibly effective way to capture media attention and position your brand as a thought leader within your industry. This type of content marketing targets decision makers who need access to broad market data in order to build their strategy.

Below is an example of one of Terakeet’s recent reports from the beauty industry. We leveraged our internal technology to calculate the market share of the top performing websites within the cosmetics industry. Then, we published a report, a high-level blog post, and a deep dive case study about one of the top performing websites.

6. Videos

Video content is effective because it allows you to connect with your target audience in a visual, engaging way that isn’t possible through many other types of content. For example:

7. Infographics

Infographics allow you to present a significant amount of information quickly and clearly, including business, industry, or SEO statistics, maps, events, timelines, etc. They can function as standalone pieces of content that can be shared on social media platforms. Alternatively, they can act as a supplement to written content, like a blog post or a white paper.

Longform Content

Long-form content that is free and available online is a fantastic way to build thought leadership and increase subscribers. All you have to do is say “Subscribe so we’ll let you know when the next chapter of our guide comes out!”

This content won’t just be 1,000 words; it might be 5,000-15,000 words. There will be several chapters, each on their own URL page. Because of this, they offer immense value. Users don’t have to go anywhere else for information on a subject, because you have literally covered it all. These guides are also free and available online, making them accessible.

content marketing

Remember to break guides down into comprehensible sections, and promote them heavily. You want users to know that they’re there. Some great examples of long-form guides can be found here, here, and clicking on the image below:

Case Studies

Case studies are a good way of making issues relatable because they use archetypal examples to illustrate common pain points and challenges your audience may face. Another reason it’s a good content choice is because it demonstrates to prospects how your brand, products, or services can help solve problems they may be experiencing, and this will foster strong relationships and build loyalty.

Case study best practices: To create an effective case study, start by summarizing the problem your customer was facing. Next, go over what the solution was while providing actionable and step-by-step examples that prospects can use to repeat the process. Finally, provide a summary of the results that your customer achieved using your products or services, emphasizing how the results solved the problem and made your customer’s life better.

To make the content engaging and relatable, think about it more as a success story than a case study, and focus on the hows and whys of the story. Finally, don’t forget to provide a conclusion that includes a strong CTA.

Content is the way you present information, engage audiences, drive traffic, start conversations, and otherwise communicate with customers and prospects online. Choosing the right type of content for your business and your audience, therefore, can take your content strategy to the next level and help you achieve the goals you want to reach.

These 7 types of content are some of the most popular across the web, and by using the best practices outlined here, you’ll be able to create top-notch content that will engage, delight, and encourage sharing.

Source:

https://terakeet.com/blog/types-of-content-marketing/
https://adespresso.com/blog/main-different-types-content-use/
https://digitalmarketinginstitute.com/blog/7-most-popular-types-of-content-and-how-to-use-them

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