Customers today have diverse preferences regarding the medium they use to seek information. Depending on their situation, different content types are appropriate. As a savvy marketer, understanding these preferences and leveraging the right content types is essential for engaging, converting, and retaining your target audience.
Recent research from Skyword reveals that the average brand has diversified its approach to content creation, embracing at least six different content types. However, the challenge lies in effectively utilizing these assets. Surprisingly, only two of these content types, one being sales collateral, actively support customer conversion and retention.
Brands often report a 28% decline in the effective use of content after the initial engagement stage in the audience journey.Skyword
To help you navigate this landscape, let’s explore the six core types of content that can serve as essential tools in building a healthy content ecosystem. By understanding the strengths of each, you can create fresh, engaging campaigns that boost your bottom line.
Infographics are a concise way to convey complex data points. They present attention-grabbing statistics and figures in a visually compelling format. Pair high-quality research with a cohesive visual narrative to provide your audience with intriguing, easily digestible thought leadership material. Infographics can increase scroll depth and time spent on a page, boost search traffic through visual search and backlinks, and amplify social engagement.
2. Interactive Tools
Interactive tools like quizzes and calculators personalize your brand’s value proposition. They demonstrate your specific value to customers in a tangible way. For example, an assessment tool can evaluate a company’s device effectiveness, showcasing your ability to save them money.
3. Long-form Downloads
Long-form content such as eBooks and white papers is ideal for engaging potential customers in conversion. These assets explore topics of expertise in a reader-friendly layout, often supported by illustrations. Whether gated or ungated, long-form content should serve as the centerpiece of a content campaign, with shorter content types leading the audience to it.
Podcasts offer an episodic series of audio discussions or narratives, allowing your brand to broadcast thought leadership. They create opportunities to address customer challenges, industry news, and trends.
Video content is a powerful medium that excels at evoking emotion. Just as captivating movies hold our attention, well-produced videos can tell your brand’s story in a way that resonates deeply with your audience. Embed videos on your website to increase time spent on the page and enhance SEO. Additionally, consider creating short “snackable” video clips for social media, catering to the transient nature of social media scrolling.
Webinars are time-based video seminars or presentations that engage your audience through live participation. They are excellent for generating leads and offering meaningful interactions with experts. A library of webinars can serve as a continuous source of lead generation.
Your online marketing success hinges on high-quality content strategically placed throughout the buyer’s journey. Each content type can play multiple roles, helping you achieve various goals as you engage with prospective customers. Remember to adapt and diversify your content strategy to effectively meet your audience’s preferences and needs.