Written
by Kayla Carmicheal
When
it comes to content marketing, it can be tough to know which ones to use and
which ones will make a statement. There are a variety of content marketing
types that marketers can choose from. For example, Southwest likes to mix
it up by posting gifs, blog posts, commercials, and retweets on their Twitter
page. Delta has recently been
on a video and gif kick, posting strictly commercials, videos, and gifs about
flight.
It’s
ultimately about what type of content marketing promotes your business
effectively. And there are a handful of different content marketing types to
choose from when you want to make a splash in your campaigns.
Content
Marketing Types
1.
Blogs
2.
Videos
3.
Infographics
4.
Case Studies
5.
eBooks
6.
User-generateed content
7.
Checklists
8.
Memes
9.
Testimonials/Reviews
10.
Whitepapers
11.
How-to Guides/Academies
12.
Influencers/Paid Ad Content
1. Blogs
Having
a blog on your website
that corresponds with your product and its market attracts potential customers
looking for the answer your business solves. Blog posts improve SEO and can be a
low-cost way to boost organic traffic.
When
writing blog posts, be sure to keep these things in mind:
·
Optimize your content for SEO
·
Use a pillar or cluster model to organize your blog topics
·
Keep your content focused and relevant to your product.
For
example, Jeff Bullas has been
named one of the top influential global marketing officers. Therefore, his
website has blog posts about content marketing and global social media. For
example, this post is about
turning followers into customers.
2. Videos
Videos
engage an audience quickly. According to HubSpot research, 54% of
audiences want to see videos from brands they support, which is more than any
other type of content.
Videos
are also a versatile medium; you can create a variety of content in your
industry that engages your market and leaves them wanting more. In this post, we walk you
through how to use video marketing to your advantage.
For
instance, design businesses can benefit from AR video marketing, which delivers
a digital model of what you view using a smartphone. In 12 steps, including how
to shoot with an iPhone, you can learn how to video market like a pro.
Microsoft
uses their technology to empower everyone. Their recent commercials have shown
just how inclusive their definition of "everyone" is, producing
powerful messages about how technology can inspire many to achieve their goals.
3. Infographics
Infographics
are so fun and can wake up a marketing strategy with eye-catching content.
They’re bright, visually captivating ways to present stats or processes.
Infographics are quick and low-cost music to a marketer’s ears.
This
infographic about content marketing gives 10 ways an infographic can make a
difference in landing leads. For example, if it doesn't gain that much traction
on Twitter or Instagram, try uploading it to Facebook.
Data
can be easier to recognize and understand when presented in mediums like this.
Further, infographics can make your product more reputable if there’s hard data
involved.
4. Case Studies
Case
studies are effective for leads who want to learn more about your business from
the customers themselves. With case studies, buyers see a customer’s journey
from start to finish and see similar use cases in real life.
This
case study by LinkedIn, provides an in-depth look at how Adobe uses LinkedIn to
market their business and drive applicants. It provides data and screenshots of
Adobe’s campaign and demonstrates how the brand measured their success using
the workplace platform. This case study could help similar businesses see how
using LinkedIn in a similar way could improve their applicants.
LinkedIn
also conducts video case studies, like this one about HSBC. It shows how
LinkedIn’s marketing strategy includes diversifying the way their content is
presented.
5. eBooks
If
you’ve never created an eBook before, think of them as long-form blog content.
They’re not a novel, they’re not a multiple-page ad for your business. Instead,
they’re a way to give potential clients valuable information.
The
Experience Optimization Playbook by Optimizely is a free
eBook that explores optimization strategies from Fortune 500 companies. For an
in-depth guide on how to create eBooks, including tips on how to write
effective copy (keep it short, use keywords, and check font sizes) click here.
6. User-generated content
User-generated
content is an amazing content marketing method because it gets customers
involved. People respond to others like them, and it’s more likely to make them
interested in your business.
These
are user-generated content examples from Twitter. Netflix has a stand-up from Hannah Gadsby and this
retweet is from a fan tweeting a quote from the special they enjoyed. A single
tweet provided instantly shareable content for Netflix’s comedy account.
This
Wendy's fan tweet gave the fast-food giant a way to celebrate Friday the 13th,
and promote their customers as well as their fries. As a bonus, Twitter users
got to see a spooky Jason/Wendy mashup.
7. Checklists
Checklists
provide value to potential customers, especially for SMB customers. They show a
step-by-step method for solving a problem and can be formatted to fit your
social media pages.
This
example, by HubSpot Academy, shows
how marketing is tied to the content with the last checkbox. It’s as easy as
thinking of how your product fits into your target audience’s daily routine.
You can also create an internal checklist to use for the
team, making sure some content is always client-specific.
8. Memes
A
form of content marketing best described as, "Don’t knock it 'til you try
it." Memes are a relatively new type of content marketing, but they work
extremely well. A meme is an image set with culturally relevant text that is
rapidly circulated online. If you can time a meme perfectly, and align
it with your social aesthetic, it’s a savvy way to increase traffic.
Hulu
loves using memes to promote what’s on its streaming service. That’s not
surprising, considering they’re some of Hulu’s most popular tweets. Memes
require digging into the current social climate and seeing where your company
fits. Social listening can help with that.
9. Testimonials and customer reviews
Like
user-generated content, testimonials and customer reviews are content generated
straight from your audience. If you’re operating in a niche market,
testimonials give a short synopsis of why your company stands out.
Nike
uses testimonials from top athletes to market their shoes. In fact, most of
their Instagram and commercial content comes from celebrity endorsements and
reviews. Smaller businesses can benefit from adding customer reviews on their
website or in emails (because we all
can’t have tennis pro Simona Halep take over
our social accounts).
10. Whitepapers
These
often misunderstood pieces are not eBooks. Both are forms of lengthy
content, but whitepapers are more densely packed with data and information.
Whitepapers pay attention to detail and are a key part of the research phase
for 71% of buyers, according to the Demand Gen Survey Report.
This
whitepaper, by Tata Communications, about network optimization is a great
example of an in-depth, visually stunning document that breaks down data using
charts and graphs.
Whitepapers
can be visually appealing, even if the content is more … uh … utilitarian. Keep
design in mind when you’re formatting page layout and key takeaways. And use
appealing and easy-to-read fonts when constructing your pages, so readers are
more inclined to keep turning the page.
11. How-to guides/academies
If
you’re offering a product like a CRM, or any other kind of software, how-to
guides are a must in content marketing. From Google Ads to Skillshare and even HubSpot, training
courses are an interactive way for new and potential buyers to test drive your
product before committing.
If
you’re a smaller business and an academy isn’t feasible for your company,
Instagram Carousels might be the answer. Carousels allow for
further explanation of products/services on Instagram in a visual way. Instead
of creating an entire guide, you can upload 30-second clips or multiple photos
in one post and make it a highlight.
12. Influencers
Industry
influencers can be highly beneficial to a marketing campaign. Having
influencers promote your content can attract an entire audience you weren’t
previously able to reach.
Vegan
YouTuber Caitlin Shoemaker does
sponsorships with other vegan brands on her socials to boost her reach and the
brands’ reach as well.
To
connect with an influencer in your industry, simply email their representation
with a press release or reach out to their company or manager directly.
While
these are our must-haves for content marketing, this definitely isn’t a
definitive list of content marketing types. When it comes to content marketing,
choose the types that fit your business the best and don’t be afraid to
experiment. For a complete guide on content marketing, be sure to check out this post.
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