Content marketing involves creating and distributing relevant content to attract and engage target audiences online. Infographics, blog posts, paid ads, and whitepapers are types of content that build trust, establish authority, and cultivate customer loyalty.
Content is part of your brand, no matter your industry. From your About page, blog, and product descriptions to your social media posts and the copywriting in your paid search ads, it all falls under the umbrella of content.
Great content boosts brand awareness, search engine optimization (SEO), and trust with your target audience. When you publish genuinely valuable content, more people discover and connect to your brand. The outcome? A healthy boost to your bottom line.
Just ask the nearly three-fourths of companies that use content marketing to ramp up lead generation.
But what is content marketing, and how does it play into your strategy?
In this guide, Patience Hurlburt-Lawton, content marketing manager at HawkSEM, shares insights on content marketing types, benefits, and tips to scale revenue with exceptional content.
What is content marketing?
Content marketing is a digital marketing strategy that involves the strategy, creation, production, and distribution of online media that educates and engages a brand’s target audience.
Sometimes referred to as inbound marketing, brands use content marketing to increase organic traffic and guide people along the buyer’s journey. However, the most effective content marketing is high quality and provides immense value to a specific audience.
This engages your audience’s needs and interests, which in turn increases organic traffic and guides people along the buyer’s journey.
For instance, a software company might publish weekly how-to guides and video tutorials to attract potential customers and eventually convert them into buyers.
Guides and videos are just a couple of examples, but you can harness countless other content marketing activities to achieve your marketing goals.
14 types of content marketing and examples
Different types of content will resonate more (or less) with specific audiences. This applies to both audience demographics and interests, but also to audiences at different stages of the sales cycle:
- Awareness: customers have a problem and are interested in finding a solution
- Consideration: they are weighing their options of potential solutions
- Decision: they’ve decided on a solution and are ready to buy
Our advice? Experiment with different content formats to pinpoint which ones engage and convert your audience the most.
Let’s explore each type of content marketing:
- Blog posts
- Social media posts
- Videos
- Podcasts
- Infographics
- Newsletters
- Case studies
- Webinars
- Paid ads
- User-generated content (UGC)
- Interactive tools
- Whitepapers
- Press releases
- Landing pages
1. Blog posts
Blog posts are long-form informational content that range in length and cover a specific topic or question. They are a type of educational content that offers valuable information and insights, which attracts top-funnel, potential customers in the awareness stage.
According to Hurlburt-Lawton, top-funnel audiences want to learn without being forced to commit to a purchase:
“It’s important that we approach this content from a purely empathetic point of view: What would help this person better understand their problem and their options for a solution?” she explains.
2. Social media posts
Social media content is the perfect way to build brand awareness and foster engagement at all stages of the customer journey.
That’s because engaging content that has catchy captions, compelling visuals, and infographics on platforms generates audience chatter and buzz around your brand.
Some of the popular platforms include Facebook, X, TikTok, and Instagram.
3. Videos
Hurlburt-Lawton says video content is an incredible tool for content marketing. Videos help audiences absorb information more easily, and present opportunities to extend reach across multiple formats and platforms.
Plus, video has abundant possibilities for various types of content:
“A really robust, informative video can be a standalone piece of content, or it can add a visual element to an article, and be broken into smaller YouTube shorts or clips for social media,” she says. “There are so many ways to leverage videos in a content marketing strategy.”
Plus, they humanize your brand. “People want to make purchases from other people, not businesses,” she says.
4. Podcasts
A podcast is audio content such as in-depth discussions and expert interviews on relevant topics to your industry. They’re ideal for people in the awareness and consideration stages.
For instance, the beloved grocery brand Trader Joe’s hosts monthly podcasts with shopping lists, recipes, and more that highlight its exclusive products. What more could you want from your go-to market?
5. Infographics
Infographics are super shareable and speak to audiences in the early stages of the buyer journey.
They’re appealing thanks to their short, visually organized structure. They also convey important info at a glance, breaking down complex details into easy-to-digest points (as you can see in our m-commerce graphic above).
6. Newsletters
Newsletters highlight articles, news, and promotions for your subscribers. They nurture audiences by keeping them informed and engaged at all stages of the marketing funnel.
Past shopper on your site? Tempt them back with a loyalty discount.
Potential buyer ditched their cart? Send a limited-time coupon to sweeten the deal.
7. Case studies
Solid testimonials help 72% of shoppers trust businesses more before they open their wallets. You can use them to share success stories that prove the value of your brand offerings during the decision stage (bottom-funnel audiences ready to convert).
Hurlburt-Lawton elaborates:
“Bottom-funnel content is where the prospective customer is pretty close to converting,” she explains. “So we want to focus on content that confirms you’re the best provider for what they need. You can do this through things like free trials and demos, spec sheets, and more case studies.”
Need some inspo? Visit HawkSEM’s library of case studies.
8. Webinars
Webinars are virtual presentations, workshops, or expert discussions that serve up comprehensive info. You can use them to answer customer questions as they weigh their choices. Hello, brand trust!
The ultimate duo, though? Content marketing and PPC.
9. Paid ads
Paid advertising lets you pay to display content at the top of the search engine results page (SERP). This involves paid search ads, social media ads, display ads, and more. Use paid ads to reach a wider audience and drive traffic to your site.
Fun fact: you can put your existing customers’ content to use, too.
10. User-generated content (UGC)
Did you know 78% of shoppers are more inclined to buy from brands when they see other customers hype them up in their own content?
Reviews, testimonials, and other types of UGC build trust and credibility with potential buyers. These authentic experiences can influence and reassure your audience at the decision point.
11. Interactive tools
Our early ancestors used stone tools to make their lives more efficient. Us modern folks reach for calculators, apps, and software tools.
Content marketing tools let audiences plug in custom details and interact with your website. This engages visitors, while also tailoring solutions during the consideration stage.
12. Whitepapers
Whitepapers are detailed, authoritative pieces of content that showcase expertise and build credibility. Their goal? To educate buyers on complex topics and help them make informed decisions.
You can also turn news into buzz with a well-crafted press release.
13. Press releases
Use press releases to share official announcements about your business. They generate media coverage, stirring up awareness and attention from potential customers.
Take the example above, in which Tesla lays out the voting results from one of their recent stockholder meetings. Why does this matter? It shows this brand is transparent about its future plans, which is a win for credibility.
14. Landing pages
Landing pages are web pages that audiences navigate to after they click on your ad. They inspire specific actions, like sign-ups or sales, which are crucial to capture leads and drive conversions at key decision points.
So, how do you find out what kind of content strikes the right chord with your audience?
Pay attention to what they engage with most. Then, optimize your efforts or experiment with new content types from there.
Now, we’ll be the first to tell you: content creation is no small undertaking. So, why invest all this effort?
Why content marketing matters
Every brand, new or old, big or small, benefits from a well-planned content marketing strategy. According to Hurlburt-Lawton, it doesn’t need to be overly ambitious; but it does need to exist.
Proper audience and keyword research, a content schedule, and regular audits are a must. She argues that content is especially crucial for new businesses that want to establish a strong foundation and set the stage for future growth.
“At the very least, a content strategy helps fill out your website to give you more credibility,” says Hurlburt-Lawton. “As you grow, your content strategy can focus more on increasing your reach and driving revenue.”
But those aren’t the only reasons 82% of marketers prioritize content marketing in their strategies. Here are a few more upsides to keep in mind:
1. Increases website traffic
The more useful your content is, the more likely potential customers will visit your site and check out your offerings.
That’s because relevant, high-quality content speaks directly to their needs and interests. This satisfies search engines, awarding your site with better visibility and organic traffic.
2. Bolsters SEO
If you consistently publish well-researched and keyword-optimized content, you improve your chances of ranking higher in SERP. This attracts backlinks, increases session time, and reduces bounce rates, all of which contribute to a more potent SEO content strategy.
3. Engages your target audience
Content marketing creates opportunities for your target customers to interact with your brand. Whether through blog comments, social media shares, or interactive content like polls and quizzes, it has the power to encourage two-way communication.
Not only is this another win for SEO, but it also fosters a sense of community and deeper customer relationships.
4. Enhances brand authority
High-quality content is original, well-researched, and engaging. It should provide expert-backed value to your audience, be free of errors, and be optimized for both readability and SEO.
This authoritative presence makes potential customers more likely to turn to your brand for advice and solutions to their pain points.
5. Drives more leads
Effective content marketing strategies turn visitors into leads. How? You can offer valuable content (like ebooks, webinars, and whitepapers) in exchange for readers’ contact information. This will grow your email list and nurture new customers through the sales funnel.
6. Boosts ROI
The New York Times reports that content marketing costs about 62% less than traditional advertising methods, which sets the stage for a higher return on investment (ROI). Plus, the long-term benefits of content marketing, like ongoing traffic and engagement, make it a cost-effective strategy for sustainable growth.
7. Cultivates trust and loyalty
When audiences see that you truly understand their needs and provide reliable solutions, there’s a good chance they’ll develop loyalty to your brand. Trust and loyalty mean repeat business and positive word-of-mouth referrals.
8. Supports sales efforts
Your content marketing strategy can support your sales efforts by providing prospects with the information they need to make informed decisions.
Content like case studies, product reviews, and how-to guides answers questions and addresses concerns, making it easier for sales teams to convert leads into paying customers.
9. Facilitates long-term results
One of the most significant benefits of content marketing is its ability to deliver long-term results. Evergreen content continues to attract traffic and generate leads long after you create it (given that you update it once in a while, but more on that later). As your content library grows, it becomes a valuable asset that consistently drives engagement and conversions.
10. Gives you a competitive edge
When done right, your content can differentiate your brand from competitors.
High-quality, unique content helps you stand out in a crowded market and demonstrates your commitment to providing value to your customers. This competitive edge attracts more prospects and positions your brand as a leader in your industry.
Ready to kick off your content marketing game plan? We’ve got you covered with what works and what to avoid.
The do’s and don’ts of a successful content marketing plan
Whether you’ve got a digital library stacked with content or starting from square one, there’s never a wrong time to implement a cohesive content strategy.
Here’s what to do, as well as what to steer clear of:
1. Write for people, not search engines
When you create online content, it’s easy to get tunnel vision for high rankings on the SERPs and forget who you’re actually writing for: your readers. The best content speaks directly to its target audience at every stage of the customer journey.
For example, an article about wedding planning probably won’t mirror the tone and rhetoric of one about BMX biking. It’s not that the same person wouldn’t be interested in both, but each site has different offerings and, thus, different goals.
As Search Engine Journal puts it, creating valuable content for people earns Google’s favor, which isn’t always the case with content made just for search engines. This raises the question: how do you zero in on your target audience?
One way to do that is to create ideal client personas (ICPs) with the data you already have.
This includes the data in your customer relationship management (CRM) tools, Google Analytics, or the analytics section of your social media profiles. You can even survey customers or offer incentives for additional feedback.
This will help you paint a picture of who you want to speak to with your content.
2. Don’t overlook the power of content calendars
A content marketing calendar is invaluable to keep your content targeted, organized, and manageable.
Many content marketing teams create a cloud-based spreadsheet (like a Google Sheet) that can be modified, shared, and updated as needed. This spreadsheet can be a catch-all for your brand’s content creation.
A content calendar typically includes elements like:
- Content type
- Title
- Metadata
- Author
- Dates for editing, revisions, and publication
- Keywords to include
- Funnel stage
- Search intent
- Future article topics and ideation
Your content calendar can be as simple or as detailed as you wish. As your team grows, you may want to include more information for clarity and coordination, like style guides, target audience insights, and competitive analysis. This keeps everyone consistent and on the same page in terms of content creation.
Pro tip: Another way to organize content is through pillar pages or the hub-and-spoke method. This means you create more comprehensive, broad pieces of content as your hub and link it to more specific pieces (the spokes) for better structure and impact.
3. Audit and revamp your content regularly
You might have published good content a year ago, but is it still relevant today? As you expand your content library, some pieces will inevitably become outdated. This is because industry trends evolve, new information emerges, and audience needs change.
You can conduct regular content audits to keep your content fresh, accurate, and valuable. These periodic audits (also called revamps or revitalizations) help you identify redundant or irrelevant content. This way, you update these pieces without losing the link authority the URL has already built up.
So, how often should you audit your content? Most marketers agree that you should revisit content after six months to fix any broken links and verify that the information is still accurate and relevant.
Audits are also a great opportunity to look for:
- Thin content (According to Wix, the ideal blog post length is 1,500 and 2,500 words, with the sweet spot being 2,450 words.)
- Duplicate content that can be consolidated or redirected
- Content marketing mistakes like grammar errors, wonky formatting, or dead links
- Cohesion in formatting, brand voice, and overall writing style
- Data or statistics that have more current figures tied to them
- Outdated images or graphics that need to be updated
- Content that underperforms and could be reworked or fleshed out
Hurlburt-Lawton stresses that regular content audits keep old content up-to-date and accurate, inform your ongoing strategy, and uncover areas of improvement.
Long story short? They’re a non-negotiable for ongoing success.
4. Don’t rely solely on AI for content creation
Artificial intelligence (AI) content writing tools have generated quite the buzz as of late. However, Google warns that sites overloaded with spammy AI-generated content from large language models (LLMs) could face penalties.
But that doesn’t mean you can’t harness AI to support your content marketing strategy.
In fact, Hurlburt-Lawton agrees it can speed up the writing process by helping brainstorm and spark creative ideas. However, she also warns overreliance could muddle your content’s quality.
“The content AI comes up with doesn’t compare to a powerful human writer,” she says. “As we know, AI content is unoriginal by nature. It’s a reflection of what already exists online — and it’s our job to provide insights that AI just couldn’t come up with.”
Plus, its outdated data sets mean it’s not always accurate, as ChatGPT’s creator noted.
Hurlburt-Lawton emphasizes that while AI can assist, human insights and creativity are unmatched for truly engaging and unique content.
Her stance? Use AI as a brainstorming and organizational tool, not as a replacement for the human touch.
5. Take advantage of content marketing tools
Digital marketing tools can help with almost every facet of your content marketing: creation, management, and optimization. These tools come in free and paid versions, each with different features and benefits.
Here are 10 of our favorite content marketing tools:
- Google Analytics: Provides detailed insights into your audience to optimize your content strategy.
- HubSpot: Offers comprehensive tools for content management, SEO, social media, and analytics.
- Canva: User-friendly design tool with templates for social media graphics, infographics, and more.
- Grammarly: Improves your content writing by checking grammar, punctuation, and style.
- BuzzSumo: Analyzes content performance, identifies influencer opportunities, helps with ideation, and more.
- Hootsuite: Schedules posts, monitors social conversations, and analyzes performance across multiple social media platforms.
- Trello: Visual collaboration tool for organizing and prioritizing tasks
- Ahrefs: Provides extensive tools for backlink analysis, keyword research, and competitive analysis.
- MailChimp: Manages email campaigns, automates workflows, and tracks performance.
- ConversionIQ: Tracks performance metrics across your entire marketing strategy in one unified dashboard for easy insights. Every HawkSEM client gets instant access to this exclusive tech.
Hurlburt-Lawton’s holy-grail tool? One that’s at all of our fingertips.
“You can do so much important keyword research, competitor research, and content planning with Google alone,” she says. “You don’t need pricey subscriptions to get started with a solid marketing plan.”
Tools like Answer the Public can help with further keyword research and, of course, Google Analytics offers concrete data on how your content is performing further down the line.
As for which is right for you, it ultimately depends on your business needs, budget, and industry-specific requirements.
6. Innovate, don’t imitate
You don’t want to copy another brand’s content in a thinly veiled attempt to outrank them. Why? Well, for one, this doesn’t cater to your audience’s specific needs, and search engines favor fresh, authentic content.
Originality not only differentiates your brand but also builds genuine connections with your audience, fostering trust and loyalty.
However, you can look to your competitors for insight into what you might do differently. Analyze their strengths and weaknesses to find opportunities for innovation in your strategy.
Outside of the SERP, explore a few of your rivals’ websites. If you’re unsure who they are, simply search for your specific business and see what other related sites come up.
Pay attention to the topics they cover, their content presentation, and how they engage their audience. This can spark ideas for your content and help you identify gaps where you can add unique value.
While it’s not always easy to outrank big-name brands, you can still learn from their strategies.
Focus on creating high-quality, original content that addresses your audience’s needs more effectively. By doing so, you’ll improve your search rankings and build a loyal, engaged audience that values your unique perspective.
7. Use keyword research to brainstorm content ideas
Keyword research is table stakes for any thought-out content strategy. It helps you determine what topics you want to tackle through content and reveals what keywords you’re already ranking for, if any.
You can conduct keyword research through tools like Moz, Ahrefs, and Semrush. These sites can reveal insight into industry-related questions and topics people are already searching for on search engines. They can also uncover related keywords, their search volume, and certain terms or phrases’ competitiveness in the rankings.
Once you’ve zeroed in on your target keywords, compile them into a spreadsheet with details on search volume and competition. This organized approach helps you prioritize your efforts and focus on the most impactful keywords.
Next, do some hands-on research on Google itself. Check the SERP for related keywords and questions associated with your terms — see any more opportunities for optimization?
The SERP is an excellent indicator of what other things people search for when they’re scoping out similar products or services. Pay close attention to the “People also ask” section, as well as the “Related searches,” and the source behind the featured snippet.
Use these sources to draw inspiration for keyword-target content.
Pro tip: Check out your website’s Google Search Console profile to see some of the terms you currently rank for.
8. Don’t forget to promote your content
With all the strategy and finesse that goes into content creation, it’s easy to assume publication is the final step. But without actual eyeballs on your content, all that time and effort is in vain. After all, you’re writing for people, not search engines, right?
Sure, strong SEO will attract organic traffic over time, but content promotion can generate immediate visibility and buzz. That’s why you’ll want to carve out time and a plan to promote your content marketing campaigns.
You can promote organically and through paid distribution channels.
On the organic side, you can lean on social media marketing and post links to your social channels, like Facebook, LinkedIn, TikTok, and so on. The key, says Hurlburt-Lawton, is to meet your audience where they are to maximize engagement.
“You don’t need to publish content on every social media channel,” she highlights. Otherwise, you risk overextending yourself.
On the paid side, you can boost your posts and turn them into paid social efforts. Additionally, you can gate longer-form content and promote landing pages that offer this content in exchange for form submissions.
9. Keep tabs on relevant content marketing metrics
At HawkSEM, our motto is simple: results are everything. That’s why we harness the power of data to drive success. The same goes for your content marketing efforts.
The right data provides insights into engagement, traffic, and conversions so you can optimize your content for top-tier performance. The more you analyze these metrics, the more data-driven decisions you can make. The goal? More efficient resource allocation and nailing your marketing goals.
We suggest brands keep a specially keen eye on the following content marketing metrics:
- Traffic: The number of visitors your content garners
- Engagement: How audiences interact with your content (likes, shares, comments)
- Conversion rate: The percentage of visitors who take a desired action (sign-ups, purchases, etc.)
- Attribution: Which pieces of content contribute most to conversions
- Bounce rate: The percentage of visitors who leave your site after viewing a single page
- Time on page: How long visitors stay on your content
- Lead generation: The number of leads your content generates
- Social shares: How often audiences share your content on social media
- Click-through rates: The number of recipients that interact with your email content
- SEO: Monitors keyword rankings, organic traffic, and backlinks
10. Don’t try to tackle all your content marketing in-house
When you first dive into content marketing, it’s tempting to juggle it all yourself. But let’s face it — a business owner’s plate is always full. Adding content marketing to your to-do list can lead to burnout and diluted results.
Besides, how can you give content marketing your best effort when you’re also focused on product development, fundraising, outreach, and other business tasks?
Outsourcing to a content marketing agency means your content gets the attention it deserves while you stay tuned in on your core business activities. That said, not every brand has the budget to hire top-tier experts right away. And that’s okay — everyone has to start somewhere.
However, as your business grows, a time will come when your content marketing must evolve with it. Content marketing experts know how to optimize every part of your strategy. Outsourcing can even save you money in the long run, says the Content Marketing Institute.
So, what will pro content marketing run you? Short answer: Around $5,000 to $20,000 per month. Long answer: It depends on the scope of services, content volume, level of expertise, tools and tech, and duration of your partnership.
While it might seem like a big investment upfront, splurging on expert content marketing services solidifies your brand’s authority and keeps customers hooked. Stronger ROI and more revenue will soon follow.
The takeaway
Content marketing offers unparalleled benefits, from boosting SEO to expanding your reach. With 50% of marketers set on increasing their investment in 2024, brands that ignore content marketing could leave potential revenue on the table.
High-quality content with relevant knowledge shows your target audience and existing customers that you genuinely understand their pain points. Plus, it offers viable solutions and establishes your brand as a trustworthy industry resource.
Clients who trust HawkSEM to take the reins on content marketing reap an average of 4.5X ROI. Hit us up, and we’ll bring that same heat to your strategy.
This article has been updated and was originally published in April 2020.