Different Types of Marketing Content

There are multiple ways to go out there and spread the word about your business and offerings. In fact, you can and should repurpose content from one piece into another and something I strongly recommend because you the creator are the only person seeing every single piece of content, since folks prefer different platforms. However, below are a few different ways to market your services, and don’t be afraid to choose a couple to try your hand at. 

Blog Posts: Blog posts (like this) are a fantastic way to share your expertise, build your brand’s authority, and improve your website’s SEO. They give you a way to educate your viewers about differing points in your industry. 

DOUBLE DUTY TIP: Blogs provide content that can be shared on social media and included in email newsletters. 

Social Media Content: Social media platforms like Facebook, Instagram, LinkedIn, and X are, as you most likely know, perfect for engaging with your audience in real-time. This content can range from short updates and images to videos and stories. Each platform has its unique strengths, so choose the ones that best align with your target audience. When choosing this one, the number one importance factor is consistency. 

DOUBLE DUTY TIP: Align your content along the same pillars but use it in a way that is unique to that platform. Carousel infographics for LinkedIn, a short blurb for X, a fun video for Instagram or a short caption and picture for Facebook. 

Videos: Videos can be highly engaging and can convey a lot of information quickly. They are a great way to grow your page and potentially earn money down the road. They can be used for tutorials, product demos, testimonials, and behind-the-scenes looks at your business. Platforms like YouTube, Vimeo, and even social media channels offer great opportunities to share your video content. 

DOUBLE DUTY TIP: Use content from your blogs or an interesting blurb over a video, include a section on “Read Caption” if you have more to say! 

Ebooks and Whitepapers: These are longer-form content pieces that provide in-depth information on a specific topic. Ebooks and whitepapers are great for generating leads, as you can set them up as lead magnets so the users need to provide their contact information to download. 

DOUBLE DUTY TIP: These are also a way to generate some other income through sales, or I even have a past client who wrote a physical book and gifts them to clients as a nice gesture. 

Podcasts: Podcasts are growing in popularity and offer a way to reach your audience while they are on the go, or working out, etc. They can be interviews, discussions, or solo episodes on topics relevant to your business. I have pondered jumping into the podcast world but for myself would give it a whirl by being a guest on another person’s show, so you can determine if it is your jam. 

DOUBLE DUTY TIP: Talk about your blog topic in your podcast, it will give a more authentic feel while using content you already have. 

Email Newsletters: Email newsletters help maintain regular contact with your audience. They can include updates, promotions, blog post summaries, and more. Consistency is key to keeping your subscribers engaged.

DOUBLE DUTY TIP: Pick out content from your email that resonates with your users and reuse it on your social media channels. 

Questions to Ask Yourself

Don’t just dive into creating your content before considering some important things. You need to ask yourself these important questions:

Who is my target audience? Understanding your audience is fundamental. Consider their demographics, interests, and pain points. Think about where they hang out, what their days look like, and how they like to get their information. This will help you choose content that resonates with them.

What are my business goals? Identify what you want to achieve with your content. Are you looking to increase brand awareness, generate leads, drive website traffic, or boost sales? Your goals will influence the type of content you create. It also helps to be able to measure if your content is successful or not. 

What resources do I have? Assess your available resources, including time, budget, and skills. Some content types require more investment than others. For instance, video production might need more resources compared to writing a blog post. Being a business owner requires you to wear a lot of hats but there are ways to prepare yourself to be able to successfully don the marketer one, thinking about what resources you have is a big way to set yourself up for success. 

What is my brand’s voice? Your content should reflect your brand’s personality and values. Determine if your brand voice is formal, casual, humorous, or professional etc. Continuity in your brand’s voice helps in building a recognizable brand identity. Also, consider how you want to come off in your voice, whether it be as an authority, educational or inspirational person. 

What is my competition doing? Analyze your competitors’ content strategies. Identify what works for them and see if there are gaps you can fill or opportunities to do something different.

How to Stay Consistent with Your Chosen Content

Consistency is key in any marketing strategy. Here are some tips to help you stay consistent:

Create a Content Calendar: A content calendar is an essential tool for planning and organizing your content. It helps you schedule your posts, plan themes, and ensure a regular flow of content. Whether you use a simple spreadsheet or a dedicated tool, a content calendar keeps you on track.

Batch Create Content: Batch creating content involves producing multiple pieces in one go. This approach saves time and ensures you always have content ready to publish. For instance, you could dedicate one day a month to writing several blog posts or recording multiple podcast episodes, etc.

Repurpose Content: Repurposing content means taking a single piece of content and adapting it for different formats or platforms, or taking longer content and splitting it into smaller snippets. For example, you can turn a blog post into an infographic, a video, and social media posts. This maximizes your content’s reach and keeps your messaging consistent across channels.

Use Automation Tools: Automation tools can help you schedule and publish content consistently. Tools like Hootsuite, Buffer, and Mailchimp allow you to plan and automate your social media posts, emails, and more. Automation frees up your time to focus on creating high-quality content.

Monitor and Adjust: Regularly review your content’s performance to see what’s working and what’s not. Use analytics tools to track metrics like engagement, traffic, and conversions. Based on the insights, adjust your strategy to improve your results. I would recommend sticking with something for about 3 months before making any drastic changes, it often takes a little while for us to get the hang of things and also for people to catch on. 

Engage with Your Audience: Engagement is a two-way street. Respond to comments, answer questions, and encourage discussions. This not only builds relationships but also provides valuable feedback that can guide your content strategy.

Choosing the right marketing content for your business is a journey of understanding your audience, defining your goals, and staying confident in your efforts. By exploring different types of content, asking the right questions, and implementing a strategy to maintain consistency, you can effectively engage your audience and achieve your marketing objectives. Remember, the key is to remain flexible and adapt as needed, all while staying true to your brand’s core values.