Which types of content marketing will fit your business the best?
In today’s complex digital landscape, it’s more important than ever to provide value to customers, reach new markets, and engage audiences. Data from Capterra's Marketing and Sales Alignment Survey shows that 63% of marketers use content marketing as part of their marketing or advertising initiatives.*
Developing a solid content marketing strategy is complex, especially with so many possible content types, but by varying content types, you meet the needs of your audience in different ways, strengthening the impact of your overall content strategy.
To discover what types of content marketing work best for your business, you should test different types, lean on performance data, and adapt.
What are the types of content marketing?
When strategizing on which content marketing types to implement in your business, you should develop an initial plan to use multiple different types so you can engage the many facets of your audience. For example, if you only write blog posts, those who don't engage with blogs won't become familiar with your brand—even if they are your target consumers.
People consume content in many ways, so once you identify the best options for your business, you should constantly adapt and evolve your content marketing strategy.
Blogs
Blog posts are an excellent tool to educate consumers. This subtle form of marketing can promote a brand without making readers feel pressured to purchase. According to Semrush's State of Content Marketing 2023 Report, 55% of marketers reported short-form and long-form blog posts as one of the top performers of all content types.[1]
The investment is relatively low, as it is still one of the most simple, yet effective, ways of driving traffic to your site. The key is to provide high-quality, relevant content and update your blog regularly. Publishing two to four times weekly will yield the best results concerning traffic and conversions. Data shows that companies that publish four or more posts a week receive 3.5 times the traffic compared to companies blogging less than once per week.[2]
/ Tip
When creating blog posts, include calls to action, such as links to relevant product pages or other internal resources. Respond promptly to reader comments to build relationships that help improve consumer retention.
Infographics
Infographics are ideal for presenting complex information in a simplified visual format. You can include infographics in your blog posts or leverage them on social channels to encourage sharing.
Here is an example of how you can take a lot of information and condense it to boost engagement:
Example of an infographic distilling information into a graphic for easy viewing[3]
/ Tip
Although you may want to pack in a lot of information, keep your infographic clear and ensure the content flows. Select a layout or template that fits the content, presenting it as a story. Plenty of free graphic design software options are available to get you started.
Videos
The use of videos as a marketing tool is an effective way of getting more consumers to engage with your brand. If you have a limited budget, short-form videos create buzz and capture customer attention. You can also use a live video strategy to connect with consumers in an honest, organic, and personal way.
For those with a larger budget, long-form videos help convey a lot of information to potential customers who prefer to consume content more passively. To nail these campaigns, experiment with trending content and adapt that approach to your brand content.
/ Tip
Know your audience when creating your video, especially when it comes to runtime. Data shows that nearly half of people think an ideal runtime is under three minutes. However, younger generations are more likely to prefer shorter runtimes of 15 seconds to under one minute (30%) compared to older respondents (21%).[4]
E-books
E-books are long-form, digital books that you can use as gated content/ Tip
If you already have an e-book, repurpose it into a series of blog posts, social posts, or videos to maximize the return on investment (ROI) of your initial campaign.
Social media
Social media platforms offer a unique opportunity for direct engagement and interaction. You can write fresh content for your chosen platforms or share links to your latest blogs and videos. Since you can post, promote, collaborate, and interact with social media, this has to be considered a must-have within your content marketing strategy.
To generate pre-promotion buzz, leverage paid and organic posts. Then, track performance and test varying channels and strategies.
/ Tip
Lean on social platform features if you're interested in the potential of augmented reality (AR). Facebook, Instagram, and Snapchat have all integrated AR, allowing you to take advantage of in-app effects and filters.
Why should you use different types of content marketing?
It's clear that each content type serves a purpose—plus, you can tweak them based on your objectives and audience. While blog posts are most effective in educating your audience, infographics cater to a different learning style; conversely, videos offer the opportunity to promote compelling visual stories.
Bottom line: Using different types of content marketing lets you connect with your audience across platforms, meeting them where they are. Collect data and adjust your strategy based on engagement levels and conversion rates. Remember, content marketing aims to attract, engage, and retain your target audience.
Learn more: What Is Marketing Analytics? Concepts to Build a Successful Marketing Engine
How to choose the right types of content for your business
Finding the right mix of content types is challenging. Do you stick with the popular options—blogs, videos, and social—or opt for newer forms of content, such as micro-influencer marketing or interactive content? While staying on top of the latest trends is crucial, don't let them dictate your content strategies.
The first step in choosing the best types of content marketing is understanding what type works for the use case and why. You need to select content types that will fulfill your marketing objectives—not what worked for a company you read about in the headlines. So, the question remains—how?
Types of content marketing strategies: top tips
Gartner's Content Type Adoption framework shows that while marketing leaders often focus on buzz centered around a content type, they often ignore another critical piece of the puzzle—consumer engagement. Consider the following:[4]
Nearly half (49%) of consumers prefer short-form videos (between 15 seconds and three minutes). YouTube is the shining star here, followed by Facebook, Instagram, and TikTok.
If you aim to showcase a product, know that 51% want functionality information most, followed by product tutorials (43%). Consumers are less engaged when discussing how or where to buy the product. You should avoid self-promotion that lessens consumer sentiment, regardless of content type. Instead, provide cultural relevance or value that serves the audience.
Tools such as augmented reality (AR) and virtual reality (VR) can work for higher brand investment. Among consumers using VR/AR tools, 65% use them as browsing or shopping aids. Track the performance, assess engagement, and apply insights from lower-investment content when planning higher investment types such as VR or podcasts.
When you find your groove, be sure to focus on the potential of repurposed content.
As Teajai Kimsey, director of marketing & communications at Crystal Structures Glazing, says, "Develop your core content each month and revise and repurpose it to fit different types of content marketing formats like blog posts, infographics, videos, podcasts, and eBooks. Blog posts are essential for providing value through informative articles, which can easily be used on social media to drive traffic. Infographics simplify complex information visually. Videos and podcasts allow you to connect with audiences directly. eBooks demonstrate thought leadership. And all the developed content can also be used in email marketing."[5]
Take your content marketing strategy to the next level
Content marketing will never be a one-size-fits-all strategy. You must constantly adapt your content to meet the specifications of varying platforms and formats, keeping your audience, goals, and the latest trends in mind.
When determining the types of content marketing that deliver the greatest ROI, remember this rule—stay relevant and create content that resonates with your audience. Content marketing trends are ever-changing; as the industry evolves, so must your strategy. To keep up to date, be sure to check out the latest resources available to you, including these from Capterra: