SKC Insights

Content is the main ingredient when you’re cooking up a luscious digital marketing strategy. Just like how a chef works with different ingredients, a content creator works with varying types of content to entice their audience.

Here are 8 types of content to boost your digital marketing:

1. Publish a Hearty Blog

Short for “weblog,” blogs function both as a type of content and a channel to publish that content. This makes your company blog an excellent hub for all of your other content. As a channel, a blog is a homemade meal to social media's restaurant. Preparing all of your ingredients seems like a hassle at first, but you get to decide how your blog looks, feels, and tastes to give it a personal touch that serves you and your audience.

2. Send a Sweet Treat E-Newsletter to their Inbox

We've talked before about how newsletters can grow your business, but it's also a great piece of a digital marketing strategy. When paired with other content, like a review of your month's blog posts or promoting your latest e-book, personalized newsletters make for a compelling one-two punch. Newsletters are a place where you can talk directly to one customer instead of having to feed an audience. This makes them intensely personal and a great way to connect.

3. Write a Savory White Paper on Vital Issues

For those customers who want a more in-depth look at your product or service, a white paper can both explain complex topics and position you as a thought leader. White papers work for an audience that is just starting to get interested in your product or service but doesn't quite know how it will fit into their life. Entice them with expert knowledge in an easy-to-digest format, and they'll be lining up around the block to try your dish, er, business.

4. Use Articles to Add Texture

Articles are a flexible medium that a PR pro can help place in targeted publications. Contributed articles are an opportunity for your business to address issues, trends, concerns, and the topics that your target audience is talking about. The right PR partner will know the best outlets to publish your articles so you build your credibility and thought leadership in the eyes on self-selected readers.

5. Give More to Chew on with an E-book

More in-depth than a white paper, an e-book can explain multiple topics and provide an excellent incentive for your lead-gen machine. A key point of digital marketing strategy is offering content of value to potential leads to gain their information and trust. Dedicated e-books provide a lot of that value to your audience, and can be from re-purposed content, like white papers and blog posts!

6. Spice Things Up with a Zesty Case Study

Add a dash of story to the first-person authority of a testimonial, and you've got a case study that builds trust and credibility. The simple three-stage format of a case study (challenge, solution, results) is a compact piece of relatable content that a customer can consume. It lets them see and imagine what you can do for them. The best part is that you can post case studies on your blog, website, direct mail, press kits, even give out as sales handouts.

7. Garnish your strategy with Videos

A Microsoft study found that humans now have a shorter attention span than a goldfish, which lasts about eight seconds! Thanks to platforms like TikTok, YouTube Shorts, and Instagram Reels, Bite-size or micro-videos spread information in easily digestible chunks. Bite-size videos are also perfect for sharing among people for a wide reach.

8. Save a Place at the Table for Press Releases

A classic piece of content, a proper press release will never go out of style. Like a good soup stock, press releases can form the base for other types of content (inspiring a blog post) and deliver others (letting people know about a new white paper). Don't be afraid to be creative with your story while providing the facts. Just because it's news doesn't mean it has to be boring.

A healthy digital marketing menu has a variety of content that play off each other in order to drive lead generation. Click below to talk to one of our PR pros today about which types of content work for you.