15 Types of Content You Need to Include in Your Marketing Strategy

Brodie Schroeder

91 percent of business to business marketers claim to use content marketing to reach their customers.

However, only 63 percent have an actual plan for their company’s content marketing strategy.

We’ve all heard the phrase “content is king” time and time again. Unique, original content can help engage potential customers and generate interest for your company.

By recognizing the various types of content to choose from, you can develop a strong content strategy to achieve these goals. Here are 15 different types of content you can use to spice up your company’s content marketing!

1. Blog Writing

One of the most frequently used types of content marketing, blog writing is a great way to generate traffic towards your website.

Blog writing is best combined with search engine optimization (SEO). This marketing strategy uses keyword research to pinpoint what customers are searching for. Once you recognize your target audience’s search trends, you can use similar keywords to lead them to your website.

Blog posts offer readers valuable insight they can’t find anywhere else.

This insight also shows readers you’re a knowledgeable expert in your field. As a result, they’ll return to your website to find the answers they’re looking for.

That way, you’re leading potential customers to your website and proving you know your stuff.

Spice Up the Strategy

To develop an effective blog post writing strategy, make a list of keywords you associate with your product or service.

Then, search these keywords and see what type of content is already at the top of the search. You can curate this content to make it your own. Add your company’s brand and personal insights as well.

That way, you’re giving readers the content they’re searching for. This also helps you improve what’s already available online by adding your distinct value to the mix.

2. White Papers

White papers are downloadable, long-form pieces of content. While they’re similar to blog posts or even eBooks, white papers are often more data-driven.

They’re also focused on persuading readers, rather than selling a product or service. With a white paper, you can demonstrate your company’s value to these readers with fact-dense content.

By asking visitors to fill out their information, this Internet content marketing strategy is also ideal for lead generation.

For example, you can feature white papers on a landing page to turn website visitors into leads. Then, you can close the sale and convert the lead into a paying customer.

That way, white papers strengthen your inbound marketing and help you grow your business. Check out these benefits to a strong inbound marketing strategy to learn more.

Spice up the Strategy

Use industry research to demonstrate how effective your product or service is at solving a specific problem.

Then, write your white paper with your target audience in mind. Remember, it’s their problem you’re here to solve. Once you’re done, create a dedicated landing page where readers can download your white paper after they’ve filled out a short form.

3. Video Content

According to Smart Insights, 83 percent of markets believe that video is growing more and more important.

The proof is evident in recent website visitor interactions. After all, more than half of consumers engage with a brand after seeing a video. Now, more companies are adding videos to their favorite types of content.

There are many types of videos to choose from too, such as:

  • Tutorials
  • Interviews
  • Product reviews
  • Product demonstrations
  • Company culture
  • Behind the scenes
  • Vlogs

These types of content marketing can help you communicate value to your customers. These videos can also help increase conversions on your website.

With a strong video content strategy, you can help website visitors learn about your company and convince them to contact you.

In addition to strengthening your social media strategy and website engagement, videos are also an effective add-on for email marketing. Displaying a video within an email can improve your click-through-rate and website visits.

That way, you’re engaging people with interesting, informative types of digital content that help you grow your business.

Spice up the Strategy

Focus on the video’s main goal. Are you trying to show customers how effective your product is, or the convenience your service provides?

In this case, a product demonstration or testimonial from a happy customer is ideal.

Make sure to add your company’s brand to the video. This will help viewers recognize your content on sight.

4. Checklists

Checklists are designed as easy-to-consume content. They can provide readers with an organized process to help them achieve their goals.

Many types of content formats can be time-consuming to create. Checklists, however, are easy to write and promote. They also provide readers with valuable information, again helping them recognize your company as a go-to resource.

When creating a checklist, consider your target audience and their goals. Create a list of items that will help them accomplish one of those goals without stress or hassle. Make sure the list is easy to read and follow.

Then, you can promote your checklist within a blog post or on social media. This will help increase website traffic and show readers you’re there to help!

Spice Up the Strategy

Instead of creating a dull text list, give your checklist some flare. Design a checklist that uses brand identity elements. That way, the checklist stands out.

This will also encourage readers to download or print your checklist. They might even hang it up on a refrigerator or keep it in their office.

That way, your company logo is within sight, giving readers a reminder of your business.

5. Infographics

You can turn an information-heavy blog post into an engaging, eye-catching infographic to spice up the content. An infographic is a visual content marketing format that displays information in imagery as well as text.

Many types of content can feel long and tedious. This often leads to readers skimming content. An infographic, on the other hand, provides readers with content that’s easy to consume and fun, too!

Infographics are a great way to educate your readers while keeping them engaged.

You can also use infographics as a way to repurpose old content. That way, you’re giving readers something new and exciting while making the most of previous research.

Spice up the Strategy

Like checklists and other content formats, you can add your brand to the infographic to give it a little extra kick.

Focus on making your infographic visually appealing. This will help draw the reader’s eyes to specific points of information. Of course, the content itself is important to.

By balancing the visual elements with the content, you can inform readers but still have a little fun.

6. Social Media

Using social media, you can advertise these different types of content marketing online. That way, you’re promoting your business and your website while offering readers valuable content.

If you’re a little behind with your content marketing, you can also spruce up old content before posting it to social media. For example, you can change an old blog post’s headline and featured image before posting the link on Facebook and LinkedIn.

That way, you can keep attracting readers to your website, even if you’re running a little behind.

Spice up the Strategy

Social media is also an effective strategy for boosting engagement. Post engaging photos on social media paired with strong captions. Ask your followers questions, use polls, or host caption contests.

That way, you can generate a buzz towards your business and put your content to good use!

You can even use helpful apps such as Later and Hootsuite to schedule your posts. That way, you don’t fall behind with your content management.

7. Emails

Like social media, emails are an effective way to lead readers to your website.

You can inform readers of current promotions, news updates, or just remind them of what your company does.

Emails also allow you to remind customers you’re there to help. As you build an email list, you can offer exclusive content and value readers can only find in their inbox.

Here are 10 email marketing tips to help you build your own email list.

Spice Up the Strategy

Promote your recent blog posts by sending out a regular newsletter. This will increase traffic towards your website and help boost your SEO.

8. Case Studies

Another one of the most valuable types of content is the case study. This content tells a success story to demonstrate how your business helped a client.

Case studies are an effective tool for showing website visitors your company’s value. You can also use case studies to tell a story. This will help keep readers interested and help them connect with the content.

Spice it Up

Case studies allow you to use real-life examples. Tell the story honestly while still highlighting the benefits of your product or service.

This will help develop brand trust with new customers and brand loyalty with existing customers.

9. Interviews

Answer customer questions and show them you’re an expert in the industry with an interview. You can post these interviews in a Q&A-style article or as a video.

10. eBooks

Like some of the previous types of content marketing strategies mentioned, eBooks are another opportunity to offer customers with a valuable resource.

Focus on the difficulties your customers are facing. Then, create a short eBook that provides insight into a solution.

Spice it Up

Like white papers, eBooks are a great lead generator. Have website visitors fill out a form before they can download the content.

11. Landing Pages

You can display many of these types of digital content on a dedicated landing page. That way, the landing page has a sole purpose, whether it’s encouraging someone to fill out a form or download your recent white paper.

Learn more about landing pages and how they can help improve your lead generation.

12. Podcasts

According to Podcast Insights, 51 percent of the world has listened to a podcast at some point.

Give people a new way to consume content by hosting a podcast. Like blog posts, you can update this content regularly so subscribers keep coming back for more.

Spice it Up

Discuss industry news and offer relevant insights during your podcast. That way, subscribers will recognize your company as a knowledgeable resource and keep tuning in.

13. Presentations

Turn a webinar or event presentation into a slide deck customers can explore.

Don’t forget to consider what interests your readers. Then, pretend you’re presenting the content to them. That will keep the content focused and help improve engagement.

Spice it Up

You can embed presentations on a blog post or within an email. That way, you’re adding a little more to your content.

You can also add your brand to these presentations to maintain brand consistency and improve recognition.

14. Quizzes & Polls

Websites such as Buzzfeed thrive off quizzes and polls. For a growing business, it’s also a fun way to engage readers with your content.

You can even use quizzes and polls to gain valuable insight into your readers. Then, you can use this data for a future blog post or make an informed business decision.

Spice it Up

Whether it’s silly and playful or direct and informative, remember who you’re talking to. Write your questions with your target audience in mind, then speak their language.

That way, they’re more likely to participate in your quiz—and perhaps keep an eye out for the next one, too.

15. Company Updates

Did your company reach a new milestone, win an award, or recently hire new team members?

Company updates are a great way to keep people informed about what your company is up to. In addition to reminding readers about your company regularly, this is also an opportunity to showcase your accomplishments.

Spice it Up

Post company updates regularly—weekly, monthly, or quarterly, depending on business growth. This keeps your blog up-to-date with new content.

Then, promote this content on social media and in an email newsletter to encourage traffic back to your website.

Spice it Up: 15 Types of Content Marketing Strategies

With these 15 different types of content marketing strategies, you can attract readers to your website and promote your business.

Check out our blog for more helpful tips, tricks, and effective marketing strategies.


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