It might be challenging to decide which types of content marketing to employ and which ones will make a statement when it comes to content marketing. Marketers can choose from several varieties of content marketing. Southwest Airlines, for example, loves to liven things up on Twitter by tweeting gifs, blog entries, ads, and retweets. Delta has recently been on a video and gif kick, uploading just commercials, videos, and gifs about flying.
It all boils down to whatever content marketing type works best for your company. When you want to make a big statement with your campaigns, there are a few distinct content marketing kinds from which to select.
Types of Content Marketing
The 13 fundamental types of content marketing are:
- E-books with case studies
- Memes are a type of user-generated material.
- Academies/How-to Guides
- Paid Ad Content/Influencers
Now let’s see how you can use them in your content marketing strategy to scale your brand.
How to Use the 13 Types of Content Marketing in Your Content Marketing Strategy
Below we’ve detailed how you can utilize the various fundamental content marketing approaches to build your content marketing strategy with relevant examples.
1 | Blogging
Having a blog on your website relevant to your product and market can attract potential clients looking for your company’s solution. In addition, blog postings help with SEO and can be a cost-effective approach to increase organic traffic.
Keep the following points in mind when creating blog posts:
- Make your content SEO-friendly.
- Use a pillar or cluster model to organize your blog subjects.
- Maintain a laser-like focus on your product with your content.
For example, Jeff Bullas has been called one of the most powerful worldwide marketing executives. As a result, he has blog postings regarding content marketing and global social media on his website. One of the posts is about converting followers into buyers.
2 | Videos
Videos have a high level of viewer engagement. According to HubSpot research, 54% of audiences want to see videos from companies they support more than any other sort of content.
Videos are also a diverse medium; you can generate a wide range of material for your sector that will interest your audience and leave them wanting more.
Design firms, for example, can benefit from augmented reality video marketing, which creates a digital replica of what you see on your smartphone. You can learn how to video market like a pro in only 12 steps, including how to film with an iPhone.
Another example comes from Microsoft, the giant software company’s technology empowers everyone. Its most recent advertisements demonstrated how broad its notion of “everyone” is, delivering powerful messages about how technology can motivate people to achieve their goals.
3 | Infographics
Infographics are a lot of fun and may help a marketing strategy stand out by providing eye-catching material. They’re eye-catching, colorful methods to communicate data or processes. In addition, marketers love infographics because they are quick and low-cost.
When it comes to attracting leads, an infographic can help. If it doesn’t get much momentum on Twitter or Instagram, try posting it on Facebook.
When data is presented in this format, it is easier to recognize and understand. Furthermore, if your offering contains hard data, infographics can enhance its credibility.
4 | Case Studies
Case studies are helpful for leads who want to learn more about your company directly from your customers. Buyers may see a customer’s journey from beginning to end and see similar use cases in action using case studies.
An in-depth look at how Adobe uses LinkedIn to market its business and attract applications is included in a famous LinkedIn case study. It contains statistics and screenshots from Adobe’s campaign, as well as examples of how the company used the workplace platform to measure its success. This case study may be useful to other firms looking to explore how LinkedIn might help them enhance their candidate pool.
LinkedIn also conducted video case studies, such as the one concerning HSBC. It demonstrates how LinkedIn’s marketing approach involves a variety of content presentation options.
5 | Electronic Books or E-books
Consider an e-book to be long-form blog content if you’ve never published one before. They’re not a novel, and they’re not a multi-page advertisement for your company. Instead, they’re a tool to provide essential information to potential clients.
Optimizely’s “The Experience Optimization Playbook” is a free e-book that delves into optimization tactics that Fortune 500 firms use. Also, check out Hubspot’s piece for an in-depth tutorial on making e-books, including recommendations on writing a successful copy (keep it brief, utilize keywords, and check font sizes).
6 | User-Generated Content
Because it involves customers, user-generated content is an excellent content marketing strategy. People respond to those similar to them, so content from other customers is more likely to pique their interest in your company.
Let’s look at some Twitter user-generated content examples. Hannah Gadsby has a stand-up special on Netflix, and the company retweeted a fan who tweeted a quote from the program. For Netflix’s comedy account, a single tweet delivered instantly shareable content.
Another Wendy’s fan tweet provided the fast-food behemoth a chance to celebrate Friday the 13th while also promoting their customers and fries. Twitter fans also got to watch a creepy Jason/Wendy mashup as a treat.
7 | Memes
“Don’t knock it ’till you try it” is the best way to define this type of content marketing. Memes are a newer form of content marketing, but they’re incredibly effective. A meme is a picture with culturally relevant text that is widely shared on the internet. It’s an intelligent approach to drive traffic if you can time a meme right and fit it with your social aesthetic.
Hulu is a big fan of utilizing memes to promote its streaming service. That’s unsurprising, given that they’re among Hulu’s most popular tweets. However, memes necessitate a thorough examination of the present social milieu to determine where your firm fits in. That’s where social listening comes in.
8 | Customer Feedback & Testimonials
Testimonials and customer reviews, like user-provided content, are content generated directly from your audience. If you’re in a specialized market, testimonials might help you explain why your business is unique.
Nike promotes its shoes by using athlete testimonies. In reality, celebrity endorsements and reviews account for the majority of their Instagram and commercial material. Customer feedback on a website or in emails can help small businesses (because we can’t all have tennis professional Simona Halep take over our social media accounts).
9 | Whitepapers
These are not e-books, as they are frequently misinterpreted. Instead, whitepapers are more tightly packed with data and information than other types of long material. According to the Demand Gen Survey Report, whitepapers pay attention to detail and are an essential component of the research phase for 71% of customers.
The Tata Communications whitepaper on network optimization is an excellent example of a comprehensive, visually appealing document that uses charts and graphs to break down data.
Even if the substance is more practical, whitepapers can be visually appealing. So when it comes to page layout and key takeaways, keep the design in mind. Also, when creating your pages, use attractive and easy-to-read fonts to encourage visitors to keep turning the page.
10 | How-To Tutorials & Academies
How-to instructions are essential in content marketing if you’re selling a CRM or any other type of software. Training classes are an interactive approach for new and potential buyers to test drive your product before committing, from Google Ads to Skillshare and even HubSpot.
If you’re a small business and an academy isn’t an option, Instagram Carousels could be the solution. Carousels on Instagram provide a visual explanation of products and services. Instead of creating a complete guide, you can create a highlight by uploading 30-second snippets or several photographs in one post.
11 | Niche Influencers
Influencers in the industry can be pretty valuable to a marketing strategy. Having influencers promote your material can bring in a whole new audience that you wouldn’t have been able to reach otherwise.
Caitlin Shoemaker, a vegan YouTuber, performs sponsorships with other vegan brands on her social media accounts to increase her and the brands’ visibility.
Simply email their representative with a press release or contact their firm or manager directly to connect with an influencer in your sector.
12 | Checklists
Checklists are useful to potential customers, especially for small businesses. They can be designed to meet your social media pages and illustrate a step-by-step technique for solving a problem.
It’s as simple as considering how your product fits into the daily routine of your target customer. Then, create an internal checklist for the team to utilize, ensuring that certain content is always client-specific.
13 | Giveaways
Giveaways or freebies are an excellent way for new businesses to kick start their journey in content marketing. They can promote your new products in a competitive market (since you’re giving some away for free) as well as get mass participation from your potential customers.
The best way to do giveaways is to offer a few products that you’ve recently launched for free to a few “lucky winners,” chosen from a pool of candidates that have performed a specific set of tasks you’ve defined. Hence you can also make them follow you across various social media platforms to qualify for participation and get a substantial following within a short time.
Giveaway platforms like Gleam help you to automate this entire process efficiently.
Implement New Techniques Into Your Content Marketing With the Help of a Content Marketing Agency
While these are our content marketing must-haves, this is by no means a comprehensive list of content marketing categories. When it comes to content marketing, choose the types that best suit your company. Don’t be scared to try new things.
This is where a content marketing agency like ours can help you understand what’s working great for you and what isn’t and adjust your content marketing strategies accordingly. When in doubt, it’s always better to hire experts in the field and trust them to get the job done for you.
Resources related to “13 Types of Content Marketing & How to Use Them to Market Your Products”:
- Southwest’s content marketing strategy on Twitter: https://twitter.com/SouthwestAir?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
- Delta’s content marketing strategy on Twitter: https://twitter.com/Delta
- How to start a blog: https://blog.hubspot.com/marketing/how-to-start-a-blog?_ga=2.190817570.880690380.1568750897-940436819.1565181751
- Blog SEO optimization: https://blog.hubspot.com/marketing/blog-search-engine-optimization?_ga=2.190817570.880690380.1568750897-940436819.1565181751
- Jeff Bullas’ blog: https://www.jeffbullas.com/blog/
- Jeff Bullas’ blog post about converting followers into buyers: https://www.jeffbullas.com/convert-social-media-followers-to-buyers/
- Hubspot’s research on video content engagement: https://www.hubspot.com/marketing-statistics?_ga=2.116427791.880690380.1568750897-940436819.1565181751
- Adobe’s case study on LinkedIn: https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/case-studies/pdfs/LIAdobeCaseStudy5-19-16.pdf
- HSBC’s video case study on LinkedIn: https://www.youtube.com/watch?v=SG86io60xLQ
- The Experience Optimization Playbook by Optimizely: https://www.optimizely.com/
- Guide to creating ebooks: https://blog.hubspot.com/marketing/how-to-create-an-ebook-free-templates?_ga=2.183913903.880690380.1568750897-940436819.1565181751
- Netflix stand-up by Hannah Gadsby: https://www.youtube.com/watch?v=5aE29fiatQ0
- Netflix’s comedy account on Twitter: https://twitter.com/NetflixIsAJoke
- Wendy’s Twitter account: https://twitter.com/Wendys
- Adding customer reviews on emails: https://blog.hubspot.com/marketing/permission-marketing-automation?_ga=2.111568269.880690380.1568750897-940436819.1565181751
- Demand Gen survey report: http://e61c88871f1fbaa6388d-c1e3bb10b0333d7ff7aa972d61f8c669.r29.cf1.rackcdn.com/DGR_DG076_SURV_ContentPref_March_2018_Final.pdf
- Tata Communications: https://www.tatacommunications.com/
- Google Ads: https://ads.google.com/home/
- Skillshare: https://www.skillshare.com/
- HubSpot’s how-to guides: https://academy.hubspot.com/?_ga=2.111568269.880690380.1568750897-940436819.1565181751
- Instagram Carousels: https://blog.hubspot.com/marketing/instagram-carousel-posts?_ga=2.190349730.880690380.1568750897-940436819.1565181751
- Caitlin Shoemaker: https://www.youtube.com/channel/UC0cxMY7jZ_kiE2bvykJffZA
- Checklist example: https://www.everplans.com/sites/default/files/Digital-Online-Accounts-Worksheet.pdf
- Gleam: https://gleam.io/
- For comprehensive guidance in content marketing and a wholesome approach to scaling your brand and increasing sales, consider hiring the Brand Builder service offered by prREACH: https://bbp.prreach.com/
Pricing details for our Brand Builder content marketing service: https://bbp.prreach.com/pricing