Content marketing is a fundamental digital marketing strategy that can generate actionable leads for your business. But that doesn’t mean any old blog post or photo will get your customers picking up the phone. Effective content marketing requires analysis, strategy and a creative eye.
In this blog post, we examine seven different types of content marketing that will help grow your customer base and your business.
What is Content Marketing and How Does it Work?
Unlike traditional advertising, which focuses on selling products or services directly, content marketing aims to build trust and engagement by sharing solutions, insights, or entertainment.
By consistently producing high-quality content, you establish yourself as a trusted authority in the field and nurture potential customers.
Content marketing can also be used to guide prospective customers through their buying journey, from awareness through consideration and towards a decision.
7 Types of Content Marketing That Generate Leads
1. Blog Posts
Blog posts are one of the most versatile tools in content marketing. They are simple to create and allow you to address your audience’s challenges, answer their questions in detail, and establish your expertise. A well-written blog post can also be a great boon to your search engine optimisation efforts by targeting additional keywords, attracting backlinks, and building your site’s topical authority.
Blog posts should be informative, come from a position of expert knowledge, and provide comprehensive solutions to your customers’ problems.
Use subheadings, bullet points and imagery to improve comprehensibility. Where appropriate, include call-to-actions to subscribe to newsletters or schedule consultations. As a rule of thumb, blog posts over 1,500 words rank more highly on search engines.
For the most cost-effective and valuable blog posts, aim to create ‘evergreen’ content, i.e. blog posts that remain relevant over time and therefore require little extra investment to keep them up to date.
2. Videos
Video content is engaging, easy to consume, and highly shareable across social channels. It captures attention quickly and can communicate complex ideas in an accessible way.
Potential topics for video content include explainers, product reviews, or insight into your business, such as a ‘Meet the Team’ segment. You can repurpose longer videos into shorter videos to share on social media.
Make sure any videos are compatible with mobile devices and always include captions. These not only assist with accessibility but help users watch the video while on the go.
End with a strong call-to-action, such as directing viewers to a signup form or a sales page.
3. Ebooks and Whitepapers
Ebooks and whitepapers offer an in-depth view of a subject. They are particularly useful in B2B marketing, where expertise and detailed information are key.
Ebooks and whitepapers are also prime for ‘gating’, meaning users must provide their contact information before accessing the content. With the contact information in your CRM database, you can then nurture these promising leads through your sales funnel by, for instance, using a compelling email sequence that offers further support.
Whitepapers and ebooks should be easy-to-read and contain lots of visuals. Think data, charts and case studies to make the content engaging and credible.
4. Webinars
Webinars are live presentations that allow you to engage directly with your audience.
They’re excellent for showcasing expertise, demonstrating products, or hosting industry Q&A sessions. Like ebooks and whitepapers, they should also be gated, requiring a sign-up process.
While webinars may seem time-consuming compared to other more passive forms of content, they are a great way of injecting personality into your marketing and connecting with customers. They can also be pre-recorded.
Make sure to promote your webinair well in advance and send reminders to the registrants. Keep the presenting style light and engaging. Don’t just read off a PowerPoint presentation – boring your audience can do more harm than good.
Afterwards, follow up with the attendees and provide additional resources to keep them moving along the sales funnel.
5. Social Media Posts
Why not go viral?
Short, sharp and to the point, social media posts are powerful tools for building brand awareness and connecting with your audience. Platforms like LinkedIn, Instagram, and X offer unparalleled reach, while partnering with influencers, local or otherwise, can enhance engagement.
Create posts that entertain in order to stand out from the crowd, and make use of social media paid advertising to boost your presence. Tailor your tone for each platform to resonate with their different uses and demographics.
6. Infographics
Ever wondered what those long, scrollable images are called? They’re Infographics! Combining visuals and data, infographics present information in a digestible format.
They are great for demonstrating expertise and allow for a creative, eye-catching flourish.
Infographics often attract backlinks, which can improve your SEO. They can also be chopped up and repurposed for sharing on social media.
Use bold headings, clear charts and diagrams, and concise text for the best results.
7. Case Studies
Case studies showcase real-life examples of how your product or service has solved a problem for a customer. They build trust by offering social proof of your business’s offerings. Case studies are particularly effective for customers in the ‘decision’ stage of the funnel, especially when they are choosing a provider.
Make sure to clearly outline the initial problem and show how you solved it — use story-telling techniques to make your case study engaging. Include specific metrics about how your product and service has helped as well as before-and-after comparisons where appropriate. Quotes from satisfied customers are a great way to add authenticity.
Different Types of Content Marketing: Final Thoughts
Content marketing is a powerful lead generation strategy, but success depends on choosing the right type of content for your audience and goals.
Consistency is key. Produce content on a regular basis and maintain a high level of quality. Don’t forget to measure performance and refine your strategy based on what’s working and what’s not.
Finally, don’t be afraid to take (calculated) risks. In an increasingly saturated content market, it sometimes takes a spark of inspiration to stand out from the crowd.
