6 Most Effective Types Of Content Marketing For Your Audience

From the fun and light-hearted to the deep and informative, content is a versatile and powerful form of marketing. Each piece your brand puts out serves as an opportunity to engage, relate to, and ultimately build a relationship with your target audience.

The aim of the game? To boost brand awareness and connect with your market, laying down the foundations for you to convert potential customers into paying ones. If you’re wondering where to get started, you’ve come to the right place. There are a number of types of content marketing that could prove to be effective for your brand, including…

1. Good old fashioned blogs

Blogging has long been a cornerstone of content marketing – and for good reason, too. First things first, it breaks down the barrier between you and your audience, creating a direct channel through which you can show you understand their needs, foster engagement, and build relationships. Through the slightly more conversational tone of blogs (compared to, say, a pitch deck), you can show the human side to your brand, creating a sense of authenticity and trust.

Additionally, blogging provides a platform to showcase expertise and industry knowledge, positioning your brand as a thought leader in your field. Even better, relevant and consistent blog posts contribute to improved search engine visibility, driving organic traffic to your website. 

2. Snappy social media content

Nowadays, it’s not about whether or not your business is on social media – it’s about which platforms you’re using, and how often. Your content might be strictly suited to LinkedIn, TikTok, or both, as long as you’re engaging with your audience on their preferred digital platforms.

Not only does this promote your brand, but it also sparks direct interaction with potential and existing customers. Vary your output between promoting some of the content types we discuss here (like blogs, whitepapers, and case studies) with ‘in-line’ or ‘sticky’ content that can be viewed and interacted with on the platform (like infographics, videos, newsletters, polls, and more). Over time, you’ll learn more about your audience’s behaviours and preferences as well as the content they like to see, which will help you optimise future strategies. 

3. Insightful whitepapers and ebooks 

Of course, short, punchy content isn’t everyone’s cup of tea. Some readers crave depth. They want detailed solutions to an industry problem… They want whitepapers. This type of long-form content is ideal for establishing authority within a particular space – you can use them to provide your own market research or add to the conversation surrounding an existing topic, for example.

Similarly, ebooks are another meaty resource that provide your business with an opportunity to delve deep into a complex subject, offering unique insights and actionable advice that emphasise your credibility. These digital resources also act as successful lead magnets, enticing prospects with valuable information in exchange for their contact details, and expanding your email list in the process.

4. Dynamic video content 

The beauty of video content is that you can switch things up between being informative to being entertaining to being interactive – and when done well, it can be all three! When you’re in the frame, it’s your chance to show off your personality and the people that make your brand – as well as the way you work, the things you produce, and what you stand for. Pair it with a good script, and it can be a valuable addition to your content marketing mix.

Social media platforms are the ideal placement for content like this, but embedding a video in your homepage or one of your landing pages can be just as effective. Here, you can engage your visitors immediately, encouraging them to explore the rest of your site.

5. Illuminating case studies

There are some places where it pays to toot your own horn from time to time, and your content marketing is one of them. This is because the value that your business can provide to customers may seem clear to you, but for many people, seeing is believing.

Case studies paint a vivid picture of your products and services, providing real examples of when – and more importantly, how – they’ve been used to add value. So, if you’re looking to build trust between your brand and audience, put your money where your mouth is and tell a few success stories.

6. Personalised email marketing campaigns and paid ads

Emails have been a marketing campaign mainstay for almost as long as they’ve existed – what better way to grab a customer’s eye than directly in their inbox? Nonetheless, we all know that inboxes can be crowded places, so it’s crucial to ensure your email stands out and gets to the point before it becomes junk! Test out various subject lines and email designs to see what works best.

Another way of driving traffic that’s similarly direct is through paid ads, such as Google and LinkedIn ads. These provide immediate exposure to a targeted audience, allowing you to access customers who may not have discovered your business otherwise. Plus, what sets this type of content apart is its ability to be more easily measured; you can track your ad performance by keeping tabs on your cost per number of impressions (people who have seen your ad) or clicks, along with the revenue that each ad has generated.

Let’s raise your brand’s voice, together

The noise out there is at an all-time high, so why not grab yourself a megaphone? Whether you’re looking to build your content strategy from the ground up, or simply add on a few bells and whistles, we’ve got your back when it comes to ideation, creation, and delivery. Reach out to us today.