Content Strategy: Prioritizing Content Types
In an ever-evolving digital landscape, a diverse content marketing strategy is not just a luxury; it’s a necessity. As part of my series on content strategy, I thought it would be useful to share the top ten types of content that are delivering results in modern content marketing, from indispensable blog posts to immersive interactive content.
Depending on your data source (Content Marketing Institute, Moz, HubSpot, Crystal Clear, etc.) the ranking provided below may change. The list that I’ve compiled is consistent with my own experience in working with dozens of Microsoft ISVs and consulting companies over the past decade. It’s important to note that the success of a content type can vary depending on the business, its audience, and the industry it operates in. However, certain content types have been generally more successful in modern content marketing.
Working backwards from least to most successful, here is my list of successful content types:
10. Social Media Posts: Social media posts are essential for driving engagement and directing traffic to your website. However, they might not be as effective in lead generation and conversion compared to other content types.
9. Interactive Content: Quizzes, surveys, or interactive videos can be highly engaging but can also require significant resources to produce. However, they can collect user data and preferences, leading to more personalized marketing strategies.
8. Podcasts: Podcasts have been growing in popularity, but their effectiveness can vary greatly. A successful podcast can build a loyal audience over time and position a company as a thought leader. It can also drive traffic to a website if episodes include mentions of blog content or other resources.
7. Email Newsletters: While newsletters might not drive traffic to your website, they are excellent tools for nurturing leads and improving customer retention. They are particularly successful when they deliver personalized content based on user behavior.
6. Infographics: Infographics present data and information in a visually appealing way. They can be highly shareable and can help improve SEO, particularly if they are embedded with links back to your website.
5. Case Studies: Case studies provide a detailed analysis of a company’s approach to solving a problem or achieving a goal. They are effective because they give prospective customers a real-world example of what a company can do. Case studies often convert well because they build trust and credibility.
4. White Papers/E-books: This type of long-form content provides in-depth knowledge about a specific topic. It positions a company as an authority in its field, generates leads (since it usually requires user information for download), and provides evergreen content that continues to rank in SEO.
3. Webinars/Educational Livestreams: Webinars allow a company to share their knowledge on a particular topic with a larger audience. They have high lead generation potential as they typically require users to register with their email address. They also tend to have high engagement as they are interactive.
2. Videos: Videos have become a high-converting form of content. They allow a brand to show their products in action, tell a story, or share customer testimonials in a highly engaging way. Videos can significantly increase time spent on site and are favored by social media algorithms, leading to higher organic reach.
1. Blog Posts: Blogs are a staple of content marketing and continue to drive a significant amount of success. They are typically designed to provide valuable information to a target audience. This not only positions a company as a thought leader in their industry but also improves SEO as it provides a chance to rank for targeted keywords. Blogs encourage user engagement and are easily shareable on social media platforms.
Again, this list is not definitive or universally applicable, and the success of these content types can vary based on many factors. Different audiences interact with various forms of content, and employing a multi-channel approach ensures that you’re reaching your audience in a way they prefer. This diverse array of content types underscores the importance of adopting a multi-channel content strategy.
Remember that a successful content strategy is not a set-it-and-forget-it endeavor. Constant monitoring, measuring, and tweaking are vital to stay on top of performance. Metrics such as web traffic, social shares, conversion rates, and SEO rankings offer invaluable insights into what’s working and what needs to be improved.
A well-rounded, multi-channel content strategy, tailored to your audience’s preferences, and regularly reviewed and refined, is your golden ticket to content marketing success. Remember, the beauty of digital marketing lies in its flexibility – keep testing, learning, and evolving, and your content marketing efforts will continue to thrive.