If you want audiences to engage with your content, you need to mix it up. Here are 52 types of content you can leverage to give your customers plenty of variety…

1. Lists

Content consumers love a good list. Why? They’re easily digestible, and in today’s content-saturated world, something that’s quick and easy to read is of high value to your audience.

Listicles, in particular, are an excellent lead magnet because they’re actionable and can be utilised repeatedly. They don’t take a lot of time or money to produce, and you can offer them at the end of blog posts, videos and landing pages in exchange for an email address.

2. ‘How To’ Content

‘How to’ content is incredibly popular with audiences. 

‘How to’ questions are one of the top three types of search engine query and its useful because it addresses the specific needs of people directly.

‘How to’ content helps to build brand loyalty because if you’re answering their questions, they will keep coming back to you for their information. You can create ‘How to’ content in many different ways, which means it can continuously be recycled. For example, if you have a ‘How to’ blog post, you can transform it into a video.

3. Question and Answer Content

If you’re always getting asked the same questions about your products and services, create question and answer content. Q&A content is highly effective as part of a web content strategy and it can be distributed on social media to help answer customer queries in real-time.

Q&A content is an opportunity to expand your brand’s influence by answering the questions that your customers are asking. Not only is this great for lead generation, but it’s good for customer service.

4. Case Studies

Case studies give your brand, products and services credibility. They are great for focusing on something specific and giving answers to particular pain points. Case studies will show up in hyper-specific search engine queries and can be distributed as part of a social media or email campaign.

Case studies allow you to go in-depth to give audiences a real understanding of your products and services, positioning your brand as an authority and a credible solution.

5. Testimonials

Testimonials are the currency of credibility online and can be leveraged on your website and multiple review platforms. Testimonials are increasingly becoming a key driver in the decision-making process, which makes them essential to your brand.

According to research conducted by Social Media Today, two-thirds of shoppers consider online reviews to be a factor in their decision-making process. In particular, testimonials posted on social media are effective because ‘social proof encourages others to buy.’ Make sure you ask customers for testimonials.

6. Interviews

Interviews with key players in your industry are a potent content marketing tool. Content consumers in B2C and B2B spaces are always looking for insight from industry specialists, making interview content highly valuable.

You can also use interviews to help customers get to know your team. You can do a focused interview on an individual staff member to help humanise your brand. This builds trust and customer loyalty.

7. Demos

The popularity of free demos of products and services online is huge. Interactive demonstrations are a great way to invite customers in to experience your products, services and the culture of your brand.

Demos allow you to gain rapid transaction, especially if you’re launching a new product or service, while creating opportunities to upsell and cross-sell. A high-quality demonstration of your products and services is a great way increase your market share. 

8. Product Reviews

Product reviews are an essential part of your branding and marketing, plus they help shape the perception of what you’re offering. Positive reviews of your products help to boost customer confidence while increasing your presence online.

Reviews are great for better understanding of your products, too. They are an opportunity for customers to give feedback, give you ideas for improvements or in some cases, give you a killer marketing idea.

9. Comparison and ‘Versus’ Content

How do your products and services stand-up against the competition? Tell your customers. You’ve seen those supermarket adverts that are constantly circulating, showing pictures of shopping baskets and comparing prices. People want to know what your product or service can do for them that similar ones can’t.

10. Company News

Now more than ever in the wake of the coronavirus pandemic, customers are looking to brands for hope and news that your company is still in operation. Company news is content that gives customers access to what’s going on behind the scenes.

Not all content has to be written to sell. In the current climate, customers will be interested in what’s going on with you and what measures you’re putting in place to protect them from coronavirus.

11. Industry News

Producing content that’s specific to your industry positions you as an authority. Industry insights are particularly sought after in the B2B space. In the current climate, reliable news matters to key decision-makers, so if you have newsworthy content specific to your industry, circulate it.

12. Roundups

Marketing mogul, Neil Patel, says that roundup content can drive ‘a truckload of web traffic’, provided that you choose the right topic. Roundup content can cover anything from marketing tools, strategies and statistics to the thoughts and predictions of specialists in your industry.

13. Book Reviews

Read any inspiring books lately that are specific to your industry? Blog or vlog about them. Reviewing and recommending books is a great way to attract traffic and will position you as an industry authority while raising your online profile.

14. Opinions and Rants

If you’ve got an opinion on something and you want to rant about it, do it. You might find an audience that agrees with you or disagrees with you. Either way, you will create engagement, attract traffic and put your brand in the spotlight.

15. Personal Stories

Top-notch content tells a story and telling your own stories will make your brand relatable. Stories are compelling because they provoke curiosity and they’re real. Storytelling is another excellent way to humanise your brand and connect with people who can relate to your stories.

16. Marketing Predictions

Marketing predictions are powerful in the B2B space, especially those forecasting the year ahead. Many businesses base their projections on industry predictions and plan their marketing around it too. Providing predictions will get all eyes on you and position you as an industry authority.

17. Research

Research is a powerful content marketing tool that’s of high-value to audiences. Audiences are often prepared to pay, or at least submit their contact details, for access to solid research. It’s a great lead magnet and can be offered in exchange for that all-important contact information to add to your database. 

18. Facts and Stats

People are fascinated by facts and stats, both in the B2C and B2B space. Facts and stats serve as a proof element for customers, and can be a key driver in the decision-making process. Using facts and stats as part of your content marketing strategy, from reliable sources, adds to the credibility of your content.

19. Guides 

Guides are a comprehensive way to cover a topic in detail and they can be used as a lead magnet, offering customers high-value content in exchange for their contact details or a newsletter subscription.

20. Worksheets 

Worksheets are a fantastic content offer for customers embarking on a specific project. Creating worksheet content offers customers a template outlining all the steps they need to take to make a project successful. 

Giving customers a worksheet to follow lessens their workload while positioning your brand as a useful resource, boosting loyalty.

21. Checklists

Checklists are an effective piece of content for helping customers to cover a project from start to finish. Lists are especially useful in the B2B space as they can be utilised across an entire business to ensure that all staff members are on the same page. You can offer a checklist as part of a lead generation campaign.

22. Templates

Any type of content that helps to make life easier is high-value, and templates do just that. Templates offer busy business owners, marketing departments and more, a blueprint to follow. It could be a template for a social media post, blog post, creating an infographic and more.

23. E-Books 

E-Books can serve as a huge revenue generator as they can be sold, or they could be offered for free as part of a lead generation campaign. E-Books allow you to go into any topic in as much detail as you like, giving customers a high-value piece of content. E-Books can be updated to give customers refreshed content as trends change.

24. Audio Books

Brilliant for today’s time-starved audiences. Audiobooks can transport people into a topic they’re interested in, allowing them to consume content at any time. Audiobooks are very marketable and profitable. Customers benefit from access to your content in audio form, and you create an additional revenue stream.

25. Infographics

Infographics are incredibly impactful, enabling you to present your content in an eye-catching, skim-readable way. You can pack big ideas into a small space and Infographics are very shareable. Infographics will allow you to simplify a concept, combining text and graphics for a powerful communication tool.

26. Photography

They say a picture is worth a thousand words, so photography is a great form of content for showcasing products and services. Photos that show your product or service in action add credibility, build customer confidence and serve as a ‘visual testimonial’ that enables potential customers to picture themselves using your product or service.

27. Web Apps

Develop an app, generate content that makes people want to use it and access valuable customer data that will help you to improve your marketing strategy. Alternatively, you can promote content through Web Apps such as WhatsApp, Facebook Messenger and more to drive traffic.

28. Tools

Create tools that equip audiences with exactly what they need to solve a problem or help them make a buying decision and integrate them into your content. 

Access to tools can be offered in exchange for a subscription, which can be free or paid for. Developing tools can be highly profitable and position your brand as a trusted solution that solves very specific problems.

29. Contests

A huge traffic driver, everyone likes the opportunity to win something. Creating content for contests posted on social media is incredibly effective. For people to enter, you can ask them to follow your page, or like, share and comment on a post. Contests are a great way to keep loyal customers engaged while attracting new customers at the same time.

30. Video 

Video content is now hugely popular; platforms like YouTube, Vimeo and TikTok have made posting video content easy. Videos give you complete flexibility in the type of content you post. You can use video to talk about products and services, a walkthrough of your business operation, showcase interviews, and so much more.

Video content is highly shareable and can be embedded into your website to give visitors an interactive experience.

31. Magazines

Online magazines are a great way to showcase your content. Popular publications have huge readerships and influence. If you can get content featured in the most popular publication in your sector, it’s an avenue to an attentive audience that is looking for the latest information.

32. Webinars

Reach a mass audience live and keep content in an archive for audiences to view later, using webinars. According to HubSpot research, 73% of marketing and sales leaders say that webinars are one of the best ways to generate quality leads. Why? They’re highly engaging and they work across the entire customer journey.

33. Workshops

Workshops can be a half-day, whole-day or retreat-like event that invites customers right into the heart of what you do. If you’re looking for a way to present content informally, workshops are the answer. The benefit is that you will have instant access to feedback, and it might help you discover new ways of thinking.

Plus, they’re highly interactive and fun!

34. Live-Streaming

Live-stream your company conference, an exhibition or a simple demo of your product or service. Live-streaming helps you to engage audiences in real-time and you can invite those watching to ask questions, comment and interact with other viewers.

35. Presentations

SlideShare, PowerPoint and even video presentations help you to showcase your products, services and brand. Presentations are engaging and great for closing customers that are at the point of sale.

36. Podcasts

Podcasts enable you to demonstrate your expertise, helping your brand to become known for being trustworthy and a thought leader in the eyes of your customers. Podcasts are easily accessible to people on the go and done right, they can be incredibly entertaining, keeping listeners engaged with your brand.

37. Vlog Posts

Vlog – or video blog posts – have been popularised by celebrities. We now have Vlog stars! Vlogs are an impactful type of content because they offer a personal touch to your business content. They’re low-cost to produce too and you can start small and when you start seeing results, you can step up your vlogging activity.

38. Blog Posts

We couldn’t put a list like this together without mentioning blog posts. When people think of content marketing, most automatically think blog content. That’s what makes blogging powerful, as most audiences look to blog posts for answers or guidance as part of their decision-making process.

Blogs are great for boosting your search engine rankings and enabling customers to find you and they’re highly shareable. Blog posts build relationships and is they’re very accessible.

39. User-Generated Content

Are customers posting images, videos, text, audio mentioning your brand? Leverage it! Positive user-generated content is a powerful marketing tool. It means that customers have gone out their way to mention your brand and is often shared on social or using Wikis.

40. Wikis

If you’re not sure what a Wiki is, take a look at this tutorial. A Wiki is effectively a piece of content that has been created collaboratively. Wikis are an incredibly powerful way to centralise your content and share it with anyone. They are great for brand building and in-house collaboration between staff. 

41. Forums

Forums are where people gather to find information and hear from others who have used products and services that they are interested in. Forums are ripe for content marketing, a great place to post links to relevant content that answers specific questions people are asking. Forums are great for engaging customers directly, too.

42. Ask Me Anything – AMA Content

AMA content is actionable and invites audiences to actively engage with your brand. This type of content is a great way to educate customers on your products, services and brand.

43. Memes

Memes are a relatively new way to present content and using them means you’ve really got to know your audience. When used correctly, they are funny, highly entertaining, easy to consume and most importantly… very shareable. A top-notch meme has the potential to go viral and they are a great way to boost brand recognition.

45. Illustrations

A highly visual way to engage audiences, illustrations can simplify a concept, helping customers better understand your brand, product or service. Illustrations are highly versatile and can be combined with other types of content to persuade, influence and inform.

45. Emails

A mainstay in content marketing, emails have helped to drive leads and sales for more than a decade. However, making your email standout from the hundreds of emails your audience is likely to receive on a daily basis, is the key to success. Your subject line and your offer need to be on point, but done right emails can be hugely rewarding.

46. Courses

Educational content is hugely sought after, especially in the current climate. Course content is a great way to equip people to do things for themselves, for example, a course on writing your own blogs. Courses are a highly value type of content and people will pay a premium for them if what you’re offering is on point. 

Alternatively, you could run free courses in exchange for customer contact details. This will help you build a database that you can use for highly targeted marketing purposes.

47. Newsletters

Newsletters are a great way to attract and retain customers, plus they will help you build a database that you can utilise for future content marketing purposes. Newsletters allow you to distribute engaging and relevant content directly to a customer’s inbox for an effective way to stay connected.

48. Awards 

Award initiatives are a great way to attract new customers and honour the loyalty of existing customers. Award-themed content adds a personal touch to your brand and demonstrates that you value your customers.

49. Polls

People have opinions, and most are not afraid to share them, which makes polls an effective content marketing tool. You can run polls through social media platforms such as Facebook or Twitter or you can create your own. 

Polls are a great way to get feedback, understand audience perception of your brand and your industry sector as a whole.

50. Surveys

Running regular surveys will give you an insight into how your brand is performing and what your customers think of several aspects of your business. This can range from anything from customer service to quality of products and services. 

Content that actively requests participation from your customers is a useful way to gauge where your brand’s strengths are and what can be improved.

 51. Quizzes

Coronavirus and Zoom have revived the quiz. As a content marketing tool, quizzes are highly engaging and fun. Quizzes give customers an extra incentive to connect with your brand, especially if there is a prize to be won. 

52. Games

Using games as part of your content marketing strategy will appeal to a younger audience demographic. According to research conducted by Kommando Tech, as of 2019, there were 2.4 billion mobile gamers. So, add a gaming aspect to your content marketing and you could attract a huge audience.

Choose Calloway Green for Content Marketing Help

This list only scratches the surface of the type of content your brand could use to connect with audiences, drive leads and generate sales. For help developing a content marketing strategy to engage customers, contact Calloway Green.