7 Most Popular Types Of Content In Digital Marketing Campaigns
When we talk about digital marketing there are many different types of content that you can use in your campaigns. Content marketing can be a tough space but to be able to actually choose the right type of content for your marketing campaign is even a tougher task.
Content marketing also tends to be a lot more lucrative if done right. Content marketing is something where the work needs to be put in once, if done right it can keep on giving to your business for years to come.
There are many different types of content that people can choose for their digital marketing campaigns. There are some more popular ones that are going to give you the better of both worlds, better reach and better chance to get more customers in the long run.
With that being said a digital marketing campaign does not need to be made with only one type of content.
A digital marketing campaign can have multiple types of content living on different platforms catering to different feelings and emotions of the audience. These emotions might differ based on the platform that that content lives on.
For example, a person on Instagram behaves differently while on LinkedIn.
So here are a few of the most common and most lucrative types of content that you can use in your digital marketing campaigns.
Through the types of content that I am talking about in this article you will also see that I stress a lot on building authority for your business. If you are able to build an authority in your industry it really never goes away, and since you've done it through content that you circulate for free it helps generate a lot of positive emotion and good will towards your business.
A blog is the written piece of content that lives on your business’s website. It acts as an attraction medium for better customers through the principles of what we call as inbound marketing.
Inbound marketing is where you attract customers. In inbound marketing customers come to you to your website rather than your business going out and running ads to reach where the customers are at.
So a blog helps customers by giving them extra value apart from your product of course that is. A blog solves a specific problem that your customers might have or it can even act as a medium of communication with those customers by providing them maybe let's say an industrial report.
A blog helps to optimize your website for better SEO (Search Engine Optimization). A well written blog helps search platforms such as Google determine the relevancy of the content in your blog to the search term that a customer might have put up in Google.
Optimally when writing blog posts you should stay around your business’s niche or stay around the doubts that your customers or your prospects might have when looking through Google.
Blog articles can also be divided into three types of content.
This is the type of post that helps boost your authority by explaining a topic that a lot of people might have or a question that a lot of people might have.
In an affinity post you answer a lot of common questions that quite a few number of people might have to drive more traffic to the website
Pillar Posts are huge blog posts that go into depth about one very specific topic of your industry or your field and act as a proverbial pillar for your website.
Since these pillar posts have a lot of words and they're quite in-depth they help Google determine the authority of your blog or your website in a specific type of niche.
Videos are also a very popular type of content that companies use to boost their brand name as well as reach a lot of people organically. The reason they are able to achieve this through video is because most of the videos in today's world actually live on YouTube.
As we know YouTube is basically Google and it is the second largest search engine on the planet right now.
So having content in the form of a video is definitely beneficial for a business in multiple ways.
A lot of people actually look for videos when they are looking to solve certain specific problems.
So if your business for example is in marketing consulting, you could make videos teaching a lot of people about marketing in turn developing an authority in your industry that is going to help you get more clients.
Videos help engage your audience way more than a blog post. Blog posts are written in a scannable way however in videos because of the visual nature of the content people interact with it more and stay on the page for longer as they go through the whole video or they spend more time on the video as compared to something like a blog.
Just as an example, if you are a photographer and you work with clients in your industry, you could start making videos teaching people photography.
So let's say you are a wedding photographer and you have made a lot of videos on wedding photography and you are teaching people on YouTube for free providing value to a lot of people.
You are automatically going to be perceived as the authority in this field because you have so much value to share. When someone has more value to share with the world especially when it is for free they are automatically treated as the authority in that niche.
So taking into account what I just told you in the paragraph above you could formulate a video content marketing strategy for your business very easily.
With that being said video is a difficult medium to produce. It is not as cheap and as easy to produce as compared to a blog post.
A blog post can be produced through the people you already have in your company, but for video you will need somebody who is experienced in video editing or similar skill set.
Although a device like iPhone makes it relatively easy and convenient to produce video content and publish it online for your business you might want to learn the basics of producing video like where to shoot, how to shoot, you should face the window while shooting for example.
3. Case Studies
Case studies become an important factor in being able to prove your authority and generate content for your business's website. Case studies solve multiple purposes for a business when published on the website.
Firstly a case study shows that you have worked with other people/businesses and it gives out the social proof that you have a viable business that works with human beings.
A case study also shows people how other people work with your business and what kind of a work culture you might have based on the way you record and publish data.
This act of publishing case studies not only generates more content for better search engine optimization but also boosts your social presence in your industry as somebody who shows how things can be worked upon is a very strong point to have if you want to show your authority to other people and businesses in the industry.
E-books are a very popular medium of putting out content that you might want to share with the world. That kind of e-books that I am talking about right now are not the ones that you put out on Amazon and sell, but the type of e-books that are potentially used as lead magnets on different websites.
An e-book acts as a lead magnet because it is a physical/tangible product that you can give away for free in exchange for contact information of the lead.
An e-book is written on a very specific topic and acts as a very powerful pre-qualified lead magnet because only somebody who is really interested in the topic is going to download that e-book.
For example, if you look above on this website I give away one of my books that actually sells on Amazon, for free in exchange for your email.
Now that the book is about getting your first 10,000 Instagram followers, if you download my e-book I know that you are interested in growing your social media presence either for you or for your business.
Since when you download this e-book you give me your email and you agree that you are going to hear from me through my weekly newsletter, I can send you periodic communication regarding different products that I might launch, or services that I might launch, or just provide you with some extra value till I come up with a new product.
Infographics are a relatively new form of content, but are extremely powerful to convey the design methodology that your business might have. An infographic is a piece of information that might look like an image but conveys everything that a blog post can convey but only as a single graphic.
And infographic compiles a lot of information into one single graphic, that is visually engaging for your audience or the visitors on your website.
An infographic might not be as powerful for the On Page SEO aspect but it definitely boosts your authority as well as an infographic holds a very high chance of being published on somebody else's website with the backlink to your website in turn affecting your Off Page SEO in very good terms.
So using an infographic judiciously and making infographics for the type of content that is very easily shareable in your industry is going to give your business a very high chance of getting that additional organic backlink/mention on somebody else's website which speaks volumes about the authority that your business might have.
6. White Papers
White papers are basically small research papers that are published on your website. A white paper has a lot of data and a lot of information as compared to other forms of content.
A white paper focuses on the research way more than any other form of content. If they are presented in a good way they can act as a huge authority booster for the business.
Since there is a lot of data and a lot of information in a white paper it becomes imperative to use some design methodology while formatting the content. A lot of huge companies such as HubSpot, Tata etc. publish white papers regularly to keep themselves relevant in the industry and to keep getting more and more people who would value them as the authorities in the niche.
7. Influencer Content
Influencer generated content can be divided into two parts. One is for which your business or you have paid an influencer, second is where your business might have just sent a free product to the influencer to produce content about.
Now once again there are multiple ways an influencer can generate content for you. One of the most popular types of influence are generated content is photos and videos posted on Instagram mentioning your business.
An influencer can also be an influencer on a different kind of platform, somebody with a huge email list, somebody with a big YouTube subscriber base or somebody with a lot more reach than your business might have.
So this content can be in the form of small videos, long videos, images, podcasts etc.
Usually to get an influencer to start making content for you you just have to reach out to them through one of their mentioned contact points usually on their social media handles.
Different influencers might have different ways of working with businesses, but that does not mean that if an influencer only does paid gigs they will not do a free gig with your brand.
So these are the most popular forms of content that are used for digital marketing campaigns. Of course podcast is another form of content that is up and coming and you could explore either starting a business podcast of your own or getting a podcast influencer to promote your business.