You have many different types of content marketing to choose from to deliver your message to your audience. Since the late 19th century, content marketing has been evolving from a print magazine to radio and television. Fast forward to today, and we have the internet and social media.
Thousands of promises from ads are bombarding consumers every day. As a result, they are more skeptical than ever, and they don’t easily trust what you say in your marketing anymore. Businesses need a new way to communicate with consumers. And the only way to gain the trust of consumers is to provide great value and useful content first.
As the famous marketing guru, Seth Godin, said, “Content marketing is all the marketing that’s left.”
So what are the six types of content marketing and how can they propel your business to the next level?
Many marketers are already shifting their focus heavily to content creation. And now, we can publish hundreds or even thousands of pieces of content in a matter of seconds. In a world that is more overloaded with information than ever, how can you stand out in the noise of the digital world?
Let's start with the dependable but slow style of content marketing.
Today, there are over 77% of people online who read blogs regularly. When you compare websites with blog content to ones that have none, the ones with blog content have 434% more search engine indexed pages. You see, merely having a blog can grant you a higher chance of positioning your website on the first page from the search results.
Starting a blog can indeed be frustrating compared with other types of content marketing. It takes a lot of time and effort. But once you develop an established blog, your website will have much more traffic. If you post 16 or more blog posts each month, you will have 3.5 times more traffic than those that post four or fewer each month. And you know what the best part is? This traffic doesn’t cost you a dime.
Now, you might be wondering, “What kind of content should I put on my blog?”
According to Google, 68% of people now are using search engines to help with questions they want to address in the future. These include learning more about products before purchasing, learning something new, and solving day-to-day problems.
Knowing this, you can produce a blog that provides valuable information to help your audience to solve their problems. Not only that, but it can also build a stronger bond with your audience. According to HuffPost, 81% of U.S. internet users trust the advice and information they find on blogs, and they are very likely to make a purchase after reading a blog that recommended it.
There you go. Even though starting a blog is a long and slow process, it’s well worth it. All you need to do is to produce great content on a blog consistently. Then, it will substantially improve your SEO ranking, and a steady stream of traffic will start flowing into your business.
Here are a few types of blogs you can start to create useful content to drive more traffic to your website:
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According to a report from HubSpot, more than 85% of consumers prefer seeing more video content compared to other types of content marketing.
By 2022, online videos will make up about 82% of all consumer traffic, which is 15 times greater than it was in 2017, as reported by Cisco.
Even more astounding, having videos on your website significantly increases your SEO ranking. A website that includes videos is 53 times more likely to reach the first page on Google. That’s a huge improvement just by having videos on your website.
As you can see, more and more internet users are consuming videos more than ever. It is now not a preference but a must to market on video. Nowadays, people prefer engaging and entertaining videos. It’s just how the human mind works.
Statistics show that YouTube is the best platform for video content right now. You see, YouTube is the second most popular website in the world right after Google, and there are over 1 billion hours of user views each day.
Now you might be thinking, “So what kind of video do I need to make?” I’m glad you asked. When you hear that people are watching YouTube videos, you might be thinking of entertainment or prank videos. However, this might not always be the case.
According to a report from Google, 56% to 65% of people turn to YouTube to learn something new or help them to solve a problem. Knowing this, you can produce YouTube videos to provide tutorials about solving day-to-day problems or provide product reviews.
If you want to produce an even shorter form of video, you can use the stories function on Instagram, where you can share the story of your business, and showcase your knowledge and expertise. For example, if you are in the weight loss industry, you can produce 5 minutes worth of videos to show what kind of workouts to do at home.
In short, video is the most engaging and entertaining out of these six types of content marketing.
Even though eBook is the least preferable choice for most consumers, it is still great for business. Here’s why.
An eBook is like a real, physical book. Its content has the longest lifespan out of other types of content marketing. For example, a Facebook video can be lost quickly in thousands of pieces of content in a day. (Have you ever tried to find an old clip on Facebook? Good luck finding it if you forgot to save it.)
Also, publishing an eBook can serve as a great authority booster. This often used by professionals who want to increase their authority and credibility.
Moreover, since an eBook has a higher perceived value, 63% of buyers said they are willing to register for and share information about themselves in exchange for an eBook. This is especially useful if you want to build an email list.
Research also shows that more than 63% of customers would rather buy from an authentic brand. This is not something you should ignore. By publishing an eBook, you are demonstrating your expertise and positioning your brand with higher authority and credibility. Also, it becomes easier for you to attract more customers.
Out of the six types of content marketing, email is slightly different since you need to build a list in the first place. But, it is by far the most rewarding. According to HubSpot, over 46% of consumers prefer hearing from a brand via email. That would mean email is the second-most favorite choice to receive content after videos.
Let me ask you this: What do you think is the first thing most people check when they wake up in the morning? Most people would think it’s Facebook or Instagram. It’s obvious, right? Wrong! A report shows 58% of people actually check email first, 20% check search engines first, and only 14% check social media first.
Also, the report shows email has a much higher average clickthrough rate, which is about 3.7%. For social media like Facebook, Instagram, and Twitter, the average engagement rate is only about 0.6%.
This is excellent news. That means when you deliver your content via email, your message is very likely to reach your intended audience.
Perhaps you’ve heard most marketers say email is only for paid advertising. But it doesn’t have to be that way. Email is also a great way to deliver useful content to educate your audience.
For example, let’s say you are in the weight loss industry. Every week, you can send free, useful tips like “How to Lose Weight without Starving Yourself” or “5 Essential Routines You Need to Know if You Want to Lose Weight in 3 Months”.
You can even include links to your videos or blogs in your emails. It is a great way to drive more traffic to your website.
Because you can quickly contact your audience through emails, it is much easier to build and maintain a long-lasting relationship. So, don’t forget to integrate email as a part of your content marketing strategy.
Almost all marketers—92%—agree that influencer marketing is beneficial. A report shows that influencers created a higher user engagement rate at 5.7%. It is about two times higher than content published by brands themselves, which are at only 2-3% on Instagram.
Moreover, unlike the old days, marketing campaign collaborations with influencers performed better than with traditional celebrities. According to Google, YouTube influencers have three times as many views, two times as many actions, and 12 times as many comments compared to videos owned by traditional celebrities. Certainly, leveraging an influencer’s power can bring greater awareness to your brand.
However, it doesn’t stop there. A recent report even shows that 8 of every 10 consumers purchased because they have previously seen a recommendation from an influencer.
That’s right. An influencer not only helps you to forge a positive relationship with consumers, but also closes more sales for you.
Now, you see the advantages of leveraging influencers. But, the real question is, “How do you create a content marketing strategy with an influencer?”
One way is to combine influencers with a blog. A real-life example is the MVMT watch lifestyle blog. In the blog, MVMT company, which offers affordable and stylish-looking watches, partnered with top fitness, fashion, and style influencers. MVMT filmed a video featuring these famous influencers wearing the MVMT watches. Not only did it expose the brand through influencers, but it also associated its brand with the well-known influencers’ high status.
It is a brilliant move from a positioning standpoint. With the brand having a significant association with famous influencers, MVMT now appears as a more luxurious and stylish watch brand.
In short, out of the six types of content marketing, influencers not only help you to bring more awareness to your brand, but they can also elevate your brand, resulting in more sales flowing into your business.
Since most people look for content via video or blog, this one might seem to be a strange choice out of the six types of content marketing.
According to Facebook, 800 million small businesses are using the Facebook business page, while there are only over 800,000 podcasts. Therefore, it is one of the least competitive platforms right now.
Next, more than half of podcast listeners are multi-tasking while they are listening. More than 52% choose to listen while they are doing housework or driving. This means your content is more likely to be delivered to your audience as they have more “time” to consume compared with a video or blog.
Even better, a podcast has one of the highest engagement rates among other social media platforms. Almost 80% of podcast listeners finish the entire podcast episode or most of it. This indeed ensures your message will reach your audience if they subscribe to your podcast.
More than that, a report shows that podcasts are very likely to attract more educated and wealthier people. Over 45% of the listeners have a college degree, and over 37% of listeners make $100,000+ in a year. Isn't that great? This means your podcast listeners are more willing to learn and pay for new products or services.
Also, podcast listeners are more active on social media across channels, and they are more likely to follow brands and companies. Once you capture their attention through a podcast, they are certainly going to follow you on other social media platforms. Then, you can deliver more useful content to drive them to your business.
You see, even though the podcast is the least “popular” choice for most marketers, there are a lot of benefits to podcasting. With only 800,000 podcasts available out there, there is absolutely no reason why you shouldn’t take advantage of this. Let's get onto this less competitive platform before it's too late.
Nowadays, you must not only know how to produce ads, but you also need to understand how to create great content with these types of content marketing:
They're not only going to improve your SEO ranking, but they'll bring you a limitless stream of traffic.
Remember, customers are more skeptical than ever; you must provide value first to gain their trust. With great content, you can build and maintain a lasting relationship. Then, they will become life-long customers who will always come back to your business.
A great copywriter should know how to write great content for your content marketing. If you are ready to generate more ongoing traffic to your business, hire a dedicated copywriter now to write high-quality content for you.
Eddie Lam is a trained and certified copywriter. His great passion for advertising, marketing, and sales has led him to ventures like eCommerce, investing, and business. He also likes advanced technology, and he is a big fan of Apple. He now devotes his time to help businesses to grow by being a great copywriter.Hire Eddie