X

When done right, content marketing delivers benefits like no other. And that’s no surprise, considering how much time people spend consuming online content.

Over the past eight years, people’s online media consumption has consistently exceeded two hours daily. Thus, the easiest way to engage your target audience is to invest in high-quality online content for your brand. 

However, understand that achieving exceptional results isn’t easy. In fact, you must create and publish posts that appeal to your target audience.

Do you want to learn how to craft online marketing content for your brand with the ideal customer in mind? Read on to learn all the tricks for ensuring your blog posts, videos, and podcasts resonate with your audience. And more importantly, they help convert new customers.

Start by defining your ideal customer

The only way to optimize your content to appeal to your ideal customers is to have a crystal-clear vision of who you want to reach. So, as you begin your content marketing journey, you must define your target audience.

When starting a brand

If you’re starting a business, the audience research process is a crucial aspect of your branding strategy. Essentially, the only way to build a successful brand is to know precisely who you want to reach and how you can appeal to them.

When conducting audience research, start with your ideal customer’s pain points. What frustrations do your solutions promise to address?

Then, go further and try to narrow down your target audience. Think about demographic data: 

  • Where are your ideal customers from? 
  • What’s their age, gender, and family status? 
  • Do they work? 
  • What’s their income? 
  • What are their interests and preferred ways of consuming content? 
  • What are their shopping habits?

All these questions may seem excessive. Still, if you want to guarantee your online marketing content resonates, you need answers to all of this and more.

In addition to basic info about your brand’s potential clients, consider your future customers’ values and behaviors. Then, use all this information to create a buyer persona.

When expanding the marketing strategy of an existing business

What about if you’re trying to craft online marketing content for your existing business? In this case, you should know that you’ll have a slightly easier time pinpointing your ideal customers.

Look at the analytical data on your website and social media channels. Then, use the information to form a buyer persona.

Furthermore, consider the benefits of segmenting your target audience. Doing it gives you the unique opportunity to track your prospects’ browsing and buying behavior at every stage of the buyer’s journey. Plus, you can use the data in your digital marketing strategy.

By optimizing your content for each stage of the customer journey, you’ll ensure your posts reach their intended audience. Plus, you’ll guarantee they present followers with the value they seek.

For example, a brand like Moto Machines will want to know more than just the basic information about its target audience. This business needs to understand people’s motivation for customizing their motorcycles. 

That’s why its content team must closely study ‌people’s thought processes when they decide to upgrade their bikes. This is the only way they can produce relevant online marketing content like the Motorcycle Exhaust Essentials guide below.

educational post on upgrading exhaust

Source: motomachines.com

Set your goals

Producing and distributing online marketing content may seem straightforward. First, you need to craft a great resource. Then, you have to post it on your website and social media channels or submit it as a guest post.

But here’s the deal: Mindlessly publishing posts may allow you to grow your brand. Yet, to go about your content marketing strategically, you must set clear goals.

Do you want to invest in posts that resonate with your ideal customers? Then, there are three key considerations you have to make when setting your content marketing goals.

Define your desired outcomes

Creating content that will attract new leads is one thing. And publishing a piece to encourage existing customers to re-purchase from your business requires an entirely different approach. 

A piece of content may be able to achieve many goals in mind. For instance, approximately 80% of people have made an impulse purchase at some point. Thus,‌ a first-time visitor who just discovered your solution may end up buying during that first visit.

Still, to develop an effective digital marketing strategy that benefits your business, you must learn to set your goals.

Know what you want to achieve with each piece you publish. For example, if you aim to rapidly grow your following on social media, focus on engaging, shareable content that has the potential of going viral.

Starry did it marvelously on TikTok. It collaborated with singer Ice Spice to create short humorous videos featuring the new lemon-lime soda drink. All the videos centered around the idea that it’s time to “see other sodas.” 

And the content strategy worked. The most-viewed post got 12 million views on TikTok and a couple of hundred thousand likes on Instagram.

TikTok collab

Source: tiktok.com

Prioritize online marketing content that supports your value proposition

As you craft online marketing content to attract and engage your target audience, you must ensure your posts support your brand’s value proposition.

The most valuable benefit of content marketing is that it’s an excellent way to attract and retain your prospects’ attention. You can try to get your ideal customers to fall in love with your brand by highlighting your personality. But, the better way to grab customer attention is to address your audience’s frustrations and pain points. Then, you can make them aware of the value of your solutions.

Data shows that 60% of internet users go online to find information. And 49% of people use the web to research how to do things.

So, to craft content that appeals to your audience, explore ways to emphasize the benefits of buying from your business.

For a great example of how you can do this, check out the Rigging Training Course from eTraining

This brand understands that its audience has specific needs. Its target customers must learn how to do rig loads for crane operation. They need to adhere to strict standards and pass several national certification programs. 

So, the course description mentions all these pain points and gives prospects a detailed outline of the covered topics. It also supplements the sales copy with testimonials and an informative benefits section.

training course details

Source: etraintoday.com

Produce and distribute posts that reflect your brand’s personality and values

Finally, if you want your online marketing content to appeal to your ideal buyer personas, ensure that everything you post reflects your brand’s personality.

In 2024, people don’t just want to buy the cheapest or most effective product. Research shows that consumers put a lot of thought into what brands they support.

According to a 2022 poll, 82% of consumers want to support brands that share their values. Moreover, 75% of people would stop doing business with a company they disagree with on social, environmental, or governance issues.

Furthermore, don’t just use your content to show your audience you have your heart in the right place. However, many people prefer to buy from brands with memorable personalities.

Look at a business like Rolex, and you’ll realize that the brand built its reputation on personality. It perfectly embodies the values and aspirational characteristics its target audience seeks. And by publishing content that reflects those desired traits, Rolex maintains its position as the number one watch brand in the world. 

Check out how heavily it emphasizes precision craftsmanship and history on its website:

Rolex history

Source: rolex.com

Perform in-depth research on topics and competitors

Creating online marketing content with your ideal customer in mind isn’t just about producing great posts. Doing it requires you to go above and beyond to give your audience valuable content that completely matches their needs.

There’s only one way for your content to stand out, attract new leads, convert customers, and keep existing clients returning for more. It must be unique. And your target audience shouldn’t be able to find it elsewhere.

So, how can you achieve that goal? 

Well, it’s simple. All you have to do is research the topics you want to cover. You can do this by: 

  • Looking at your audience’s most common questions to gather new content ideas
  • Researching keywords online
  • Using social listening

Additionally, do your best to form a strong understanding of what your competitors are doing. That way, you’ll know what it takes to serve your potential buyers with more value. And you’ll be able to steal your competition’s traffic.

Create content for each stage of the buyer’s journey

Creating content for potential customers is about more than presenting prospects with relevant, quality posts that deliver value. To get the most out of your content marketing efforts, you also need to ensure each post finds your audience at the right moment in their buyer’s journey.

As you well know, people don’t just decide to buy a product. They go through four distinct stages of the sales funnel:

  1. During the awareness stage, consumers recognize they have a pain point. So, they started searching for potential solutions.
  2. In the evaluation phase, people compare products. Here, their goal is to find the ideal solution for themselves.
  3. During the purchase stage, buyers narrow down their selection. They look at the pros and cons of each option. And they make buying decisions based on provider reputation and promises.
  4. Finally, it’s essential to understand that the customer journey doesn’t end once you’ve made the sales. Instead, prospects move into the loyalty stage. At this point, they repeatedly decide to continue investing in your solutions.

buyer's journey

Source: hubspot.com

So, what does the sales funnel have to do with crafting online marketing content that resonates with your audience?

 It’s simple. To ensure your posts delight your prospects and nudge them toward the next stage of the buyer’s journey, you must invest in the best types of content for each phase.

Online marketing content types for the awareness stage

To reach and engage people in the top stage of the sales funnel, combine your content marketing strategy with SEO. Then, incorporate a social media marketing strategy to extend your reach.

Several great content formats work for people who are only beginning their buyer’s journey. These include short-form and long-form blog posts and social media posts. 

Alternatively, you can opt for beginner-friendly how-to videos. Or you can lean into the potential of educational content and develop courses, white papers, or kits for your target audience. These are all excellent ways to drive organic traffic to your website. 

For a great example of a brand that publishes exceptional awareness-stage content, check out Evernote. This SaaS business offers a research and note-taking tool for students and writers. To reach this audience, the brand targets specific keywords. These always reflect Evernote’s ideal customers’ common frustrations — like improving their productivity

This approach is super effective. It captures the brand’s ideal customers’ attention and introduces them to a solution that could remove those pain points.

Evernote post on improving productivity

Source: evernote.com

Pro Tip: Boost your digital marketing campaigns and increase your conversion rates with paid ads, email marketing, and other outreach tactics

Formats to use in the evaluation phase

Once they know what type of product they require to solve a need, consumers start researching the pros and cons of each available option. So, if you want to reach, delight, and convert these consumers, invest in buying guides or product comparisons.

What’s interesting about online marketing content for the evaluation phase is that a growing number of consumers start their buyer’s journey with this type of resource.

According to PWC, 29% of people start their product research on price comparison sites. However, note that more than a third of people still go to Amazon, social media, or retailer websites to research products. This trend shows how many of today’s consumers skip the awareness stage. And it means you must work hard to delight them when they land on your site.

To see how you can do it, check out Breaking Eighty’s Best Golf Rangefinders of 2024 guide. 

You’ll see that the brand goes above and beyond to meet its audience’s needs. It includes in-depth reviews of each listed product. It supplements written content with lots of imagery and video. Plus, it provides product page links for each item. So, it helps readers seamlessly navigate to a page where they can complete their purchase.

example of product description in product roundup blod post

Source: breakingeighty.com

Purchase stage content

What happens when consumers are close to converting? Well, they want to ensure they’re making the right decision by choosing your products and services. So, to maximize the chances of turning them into customers, create high-quality content that’ll give them the confidence to click that “Buy” button.

There are a few great ways to go about this. For example, does your target audience prioritize cost? In that case, you can produce and distribute content highlighting the savings they can make by investing in your solutions.

An excellent example of such a post comes from Mint Mobile. On its Instagram page, this brand actively addresses the rising prices for wireless. It also reminds followers that its services only cost $15/month. Thanks to this content marketing approach, the brand wins over users in the purchase stage who want a good product at a reasonable price.

Mint Mobile Instagram post

Source: instagram.com

Or, for a slightly different example, check out Le Creuset. 

This brand’s reputation rests on the high quality of its products. The business knows its buyers want the best solution money can buy. That’s why it makes sure to call shoppers’ attention to its no-questions-asked return policy

This lowers buyers’ perceived risk when purchasing. Plus, it’s a great way to encourage on-the-fence consumers to shop, knowing they’ll probably love their new cookware.

example of return policy

Source: lecreuset.com

Content types to inspire customer loyalty

Lastly, if you want to craft online marketing content for your ideal customers, remember that the perfect lead isn’t someone who’ll buy once from your brand. Instead, it’s the person who’ll remain loyal to your business. They’ll purchase several times over many years. That’s why you’ll want to invest in online marketing content that inspires customer loyalty.

For example, we know that exceptional customer experience inspires buyers to continue shopping with a business. So, do your best to produce resources to help your customers get that great CX. Think up articles and videos to empower your audience to get more out of their investment.

For example, you can do something similar to Golf Cart Tire Supply

This business has an active YouTube channel, but it doesn’t just use the platform to present buyers with different products. More importantly, it uses YouTube to upload educational how-to videos. 

By teaching clients how to install bought parts and maintain their vehicles, Golf Cart Tire Supply boosts ‌customer satisfaction. This increases people’s chances of becoming return customers and maximizes the amount of positive reviews it receives.

How to install Golf Cart Seat Covers – For All Carts!

Source: youtube.com

If you want a more conversion-oriented approach, you could do what Ultimate Meal Plans does. Check out this company’s Favorite Meal Prep Containers article. The UMP marketing team understands subscribers need to cook and store several meals. So, they went through the effort of choosing high-quality meal prep containers. 

The brand doesn’t directly benefit from this. After all, it lists products made by unrelated companies. But the content is valuable. It makes sure customers have the best experience throughout their meal-planning adventure. Plus, it prevents people from canceling their subscriptions due to frustration with low-quality Tupperware.

example of value content

Source: ultimatemealplans.com

Review and update existing posts

You don’t have to start from scratch when exploring tactics to craft content that appeals to your ideal customers. Chances are, you already have several posts published on your brand’s blog or social media platforms. So why not make the most of these resources?

Review your existing content. Measure the KPIs for your posts. Explore opportunities for improvement. 

After all, you can transform any old blog post into a powerful lead magnet. All you need to do is make some improvements, such as: 

  • Do search engine optimization to attract more visitors
  • Supplement text with media to boost engagement
  • Expand it with a unique value
  • Improve ‌readability

Moreover, remember that audiences appreciate up-to-date information. 

For example, new industry trends and products emerge almost daily in the beauty sector. That’s why brands like Cosmopolitan regularly update their product roundup posts to reflect the best items at the moment. Note the “Updated on” label at the top of each article. It’s an excellent way to show readers they’re consuming new and relevant information — something they’ll appreciate.

screenshot of product roundup blog post

Source: cosmopolitan.com

Final thoughts

A crucial aspect of crafting online marketing content for your ideal customers is knowing what your target audience wants and expects from your business. So, do your best to implement the tactics from this article. 

They’ll help you present your prospective customers with relevant content. They’ll allow you to position your brand in a positive light. And they’ll provide your audience with value, maximizing visitors’ chances of becoming loyal customers of your business.

SEO and content marketing are two of the most effective tools you can use when trying to build a business with genuine success potential. When done right, you can employ them to reach, engage, and convert audiences. Yet even though content and SEO are so connected, many marketers still struggle with optimizing both for their audiences and search engines.

But the thing is, ensuring that content ranks high on SERPs while offering genuine value to readers is the only way to tap into the impressive ROI it can deliver.

Do you want to learn about the relationship between SEO and content marketing? If your answer is yes, here’s the complete guide on how to optimize for your audience and search engines.

The optimization journey always begins with research

Creating content that ranks well on Google is one of the best ways to build a name for your business. After all, that’s what people first turn to when looking for answers online, but only 0.63% of people click on a result from the second page of Google. Thus, it’s easy to conclude that SEO is the name of the game for securing organic traffic for your website. 

Yet, if your content doesn’t appeal to your target audience, all that traffic won’t amount to much. 

So, you must start the production journey with in-depth audience research when developing a content marketing strategy and learning how to turn your articles into revenue-driving assets.

Producing high-quality posts (whatever your chosen format may be) isn’t just about clicking that “Publish” button as often as possible. More importantly, it’s about identifying your brand’s ideal customers. It requires you to understand their pain points. And you must know what unique value your business can offer. Utilizing social media platforms effectively to disseminate your content and engage with your audience can further enhance your content marketing strategy.

If you can get these three elements right, you’ll be well on your way toward turning content marketing into the profit-generating business activity it can be.

Identify the right keywords to target

Okay, so you know who you want your posts to appeal to. Now, it’s time to start looking into how your target audience searches for answers and solutions online.

The only way to guarantee that the right people discover and click on your content is to do thorough keyword research. Then, you can use those search terms to produce valuable, engaging posts that capture new customers for your brand.

The best place to start this research process is to define some initial keywords. These should be simple terms and concepts for your business’ products and services. But try to avoid producing content around general topics (which you’ll have difficulty ranking for). Instead, do your best to be specific.” – says Martin Kanaan, Head of Marketing and Business Development at MakoLab

For instance, a business selling supplements may try to optimize an article for the keyword “supplements.” However, that term is too broad to attract high-quality leads, plus it’s also difficult to rank for. 

screenshot of Ahrefs keyword explorer: supplements

Screenshot provided by Author

The better solution would be to narrow the topic and write about a more specific type of supplement. For example, targeting “pre-workout supplements” would be a better target. With a solid monthly search volume, a good organic CTR, and acceptable difficulty, this is a step in the right direction. Yet, there’s still room for improvement. 

screenshot of Ahrefs keyword explorer: pre-workout supplements

Screenshot provided by Author

By going even more specific and adding the phrase “to minimize workout fatigue” to the chosen search term — like ATH did with its Best Natural Pre-Workout Supplements to Minimize Workout Fatigue — the brand can secure position #1 on Google. This will ensure it reaches its target audience and achieves a higher conversion rate on its website.

screenshot of ATH home page

Source: athsport.co

Optimize for search intent

Conducting thorough keyword research is an excellent first step toward getting your content to rank on SERPs. Still, many beginner marketers fall into the trap of thinking that stuffing articles with relevant search terms is enough to attract their audiences. But this couldn’t be further from the truth. Even though keywords contribute to SEO, they’re just one factor in how Google ranks results.

So, besides using the right keywords to ensure your audience discovers your content, you also must optimize for search intent.

Search intent (also called user intent) refers to the purpose behind every Google search. Most SEO experts differentiate between four types of search intent.

  • Navigational — where the Google user wants to visit a specific website or physical location. 
  • Informational — where internet users have questions and need answers.
  • Commercial — where consumers want to learn about products that can solve their pain points.
  • Transactional — where buyers want to purchase.

Optimizing for search intent isn’t just good for SEO (even though Google heavily emphasizes user value as a ranking factor). Another significant benefit of creating content that aligns with user intent is encouraging desired on-site user behaviors. It boosts on-page time and click-through rates while minimizing bounces

Furthermore, search intent-optimized content also supports your branding efforts. It can help position your business as a reliable resource your audience can trust to deliver valuable information relevant to their position in the buyer’s journey. By crafting search intent-optimized content, you foster audience engagement, encouraging meaningful interactions and building a community around your brand.

So, how do you optimize pages for search intent? The most essential step is understanding what your prospects want from your content. From there on, the process will be relatively straightforward.

  • To align with navigational intent, create content that provides web visitors with straight-to-the-point information. You can create a simple contact page on your website. You may create a form that lets potential customers send you an email. Or, if you want to go over the top, create an advanced resource listing brick-and-mortar locations like the Locations page on the Taco Bell website.
screenshot of Taco Bell locations

Source: tacobell.com

  • When optimizing for informational intent, your priorities should differ slightly. In this situation, you’re trying to cater to an audience researching a chosen topic. So add informational terms to your post title (like “guide,” “how to,” “anatomy of,” etc.) to help with discovery. Be super committed to providing in-depth answers. And don’t forget to focus on reader value over sales.
  • To produce effective commercial intent content, your primary focus should be establishing your brand’s reputation as a trustworthy source of purchasing advice. Present your audience with lots of relevant and objective information, leveraging insights from procurement analytics where applicable. And always back your advice with trust-building elements, demonstrating a data-driven approach to sourcing and procurement decisions.

For example, Eachnight’s Best Mail Order Mattress Choices to Buy in 2023 guide includes an impressive Why Trust Us section. This element is an excellent way for the brand to earn its audience’s trust and maximize their chances of converting once they’re ready to buy.

screenshot of Eachnight's best mattress guide

Source: eachnight.com

  • Finally, to optimize for transactional search intent, you need to focus your efforts on enhancing product pages in a way that’ll inspire purchases. Write informative product descriptions. Use high-quality product photos. And don’t forget to optimize for purchase-oriented keywords like “buy,” “near me,” “affordable,” etc.

Pay attention to content structure

Creating content that ranks requires you to do thorough research, target the right keywords, and prioritize user value. But that’s not where the work ends. Layout design also plays a significant role in ensuring your posts attract customer attention and convert.

Keep in mind that people don’t really read online. According to Nielsen, they prefer to scan resources according to specific patterns to find relevant bits of information. Knowing this, it’s safe to say that paying attention to content structure and layout plays a huge role in optimizing for your audience.

But here’s the thing. Properly structuring content doesn’t just benefit web visitors — it’s also essential for SEO. 

So, to ensure your content ranks, always use clear headings and subheadings (H1, H2, H3, and even lower-level ones). Also, make sure they include your target keywords. Doing this aids search engines in understanding what your content is about. Moreover, it informs the algorithm about how each article section relates to the topic you’re writing about.

For example, check this article on net worth tracker review. It utilizes concise, keyword-rich headings like “Select Your Accounts,” “Link Financial Accounts,” and “Customize Your Dashboard” without any fluff. The article also contains data tables and focused content sections rather than blocks of dense text. Structuring an article in this way helps search engines properly index and rank the content.

For a great example, check out the Golf Cart Accessories product collections page on the Golf Cart Tire Supply website. You’ll see how the content employs H2, H3, and H4 headings. Note how each refers to products made for use with different golf carts.

screenshot of the golf cart accessories product collections page of Golf Cart Tire Supply

Source: golfcarttiresupply.com

But there are other reasons to ensure your content isn’t just a block of text but a series of logically ordered paragraphs. Structured and scannable content allows you to maximize accessibility. And this can be crucial in helping you reach a bigger audience. 

You can take structure to the next level by employing tables of contents with clickable jump links. Smash.vc does this in the Best Investing Newsletters guide. Here, it allows readers to quickly get to the part of the article most relevant to their needs.

Smash.vc best investment newsletters blog post

Source: smash.vc

The great thing about structuring content for SEO and content marketing success is that it doesn’t need to be time-consuming. 

You can use free website optimization tools like Yoast, which has a subheading distribution check feature. The feature makes it super-easy to break up your texts into user-friendly paragraphs. One of the easiest ways to get it right is to choose the best blog post template for your goals.

Focus on text understanding

You can use layout design to make your articles more accessible. But, prioritizing readability can further boost your SEO and content marketing efforts.

Ease of reading is a crucial factor for UX (which indirectly affects your Google rankings). If you write posts in simple, easy-to-understand language, web visitors can quickly find answers to their questions.

Moreover, they’ll be more likely to engage with your site. Additionally, offering downloadable PDF versions of your content through a PDF converter can cater to users who prefer offline reading.

As a result, search engines will pick up on those behavioral cues and improve your rankings. Plus, if you look at the research, you’ll see that readability positively affects conversion rates as well.

With this in mind, pay attention to how you write your content. Remember to: 

  • Optimize for clarity. 
  • Avoid using complex language (and jargon). 
  • Opt for simple sentence structures. 
  • Shorten your paragraphs.
  • Employ design strategies to improve readability using fonts, colorways, and contrast ratios.

Finally, don’t underestimate the role of visuals in aiding content comprehension. 

Scientific research has shown that illustrations positively impact information understanding. Plus, using images, videos, data representations, or interactive content can make breaking up sections of your articles easier. You can also use these elements as relevant resources that help readers digest what they have read before moving on to the next part of the text.

One of the best examples of this readability-enhancing strategy in action comes from Tasty. In the Baking Hacks resource, the author backs up each section of the text with example photos. These photos allow readers a respite from reading and serve as part of the instructions. They present readers with visual cues and guide them toward achieving excellent results when implementing real-life hacks.

baking hacks from Tasty

Source: tasty.co

Choose relevance and insights over word count

Most marketers understand that quality beats quantity. Still, they find it challenging to balance word count and value for SEO and content marketing.

On the one hand, longer articles perform slightly better on SERPs than their short counterparts. According to Backlinko, the average first-page Google result is 1,447 words long, and long-form content gets more backlinks and social shares.

But then again, writing more than your competitors doesn’t guarantee a positive user experience. Readers want resources that answer their questions — not rambling texts that waste their time for no good reason.

With this in mind, always prioritize audience value when working on SEO and content marketing. Use your company blog to present readers with relevant information; don’t be afraid to take it further. Consider whether you can share any insights to make your articles the best choice for your target audience.

To achieve this effect, you must: 

  • Invest in collaborative content to bring a fresh point of view to your company’s blog.
  • Showcase your team’s industry experience. 
  • Always rely on your expertise. 

Furthermore, don’t be afraid to point out why your articles are the best resources for consumers to learn about a topic. 

For a great example, look at how Medical Alerts Buyers Guide does it in its Best Medical Alert Watches for Seniors guide. On this page, readers can learn that the author is a professional writer specializing in Medicare regulations. A look at the topmost section of the page also reveals that a registered nurse has medically reviewed the guide. 

These pieces of info may seem excessive for basic content marketing, but they work great for the brand. They prove that the shopping advice in the article relies on insights and expertise instead of just being an attempt to sell more products.

best medical alert watches for seniors

Source: medicalalertsbuyersguide.org

Finally, don’t forget that something as simple as doing competitor research will set you up for success. 

Knowing what your competition is writing about is a good way of finding inspiration for new topics to blog about. More importantly, it can be a shortcut toward uncovering content gaps and opportunities. It can allow you to dominate your industry by answering user questions no one else is focusing on.

Don’t forget about technical optimization

SEO and content marketing work with your site’s technical performance. Both marketing techniques benefit from web design optimized for responsiveness and speed.

Google has confirmed that page speed is a ranking factor. It also strongly encourages websites to adopt responsive design practices. Paying attention to these two aspects of your site’s performance will help create pages that appeal to your visitors.

For years, most global web traffic has been coming from mobile devices. People often become frustrated when interacting with slow or unresponsive pages. Use all available website optimization tools to create an unmatched website UX.

Encourage interactions and promote sharing

Finally, don’t forget that optimizing your ROI requires you to encourage users to interact with multiple parts of your site. The more people interact with your website, the more valuable it’ll seem to Google when ranking search results.

By enhancing content pages with the right CTAs, you can: 

  • get people to browse more pages
  • capture them as leads and inspire them to convert
  • get them to share your content with their peers, giving you more exposure

These are all behaviors that’ll benefit your business. They’ll increase your leads’ chances of solving their pain points and serve as ranking signals for Google.

There are many different ways to accomplish this goal.

For instance, to boost engagement, you can always enhance content pages with relevant suggestions for further reading. 

Or, you can do what Vivion does on its Xylitol page and add a contact CTA to the bottom of your blog posts. Note how this page invites readers to “Ask one of [Vivion’s] experts about Xylitol.” B2B buyers usually use a combination of independent research and supplier communication before making a purchase decision. This is a great way to capture them as leads and move them along the sales funnel.

Vivion's Xylitol page with CTA to "Ask our experts"

Source: vivion.com

Finally, don’t forget to employ the potential of internal links in your articles. They can be excellent ways to inspire brand engagement or conversions without putting sales pressure on first-time web visitors. Look at how seamlessly Frame It Easy does it in its Puzzle Frames tips article below.

Frame It Easy blog post about using adhesive to bind puzzle

Source: frameiteasy.com

Final thoughts

Investing in SEO and content marketing — especially when you let them work together — can be a fantastic strategy for your business. However, ranking high on Google and getting a high ROI requires a lot of work.

So, in addition to implementing the advice outlined in this guide, don’t forget to regularly assess the resources you publish. Doing so will allow you to track performance based on your pre-set goals. It’ll also allow you to catch new opportunities before competitors. Yes, it’ll take up some of your resources. But it can be the key to becoming the first place your target audience chooses when looking for reliable, high-quality content or advice.

What are the best types of marketing content you can use to benefit your business? Unfortunately, there’s no straight answer to that question.

Sure, consumer behavior research reveals that some formats perform better than others. But the best types of content to add to your content marketing strategy must deliver value to your customers. Moreover, they must help your marketing team reach its goals.

Are you looking for tips on choosing content formats that will propel your brand forward? This article offers evidence-based insight into the most valuable types of marketing content.

Read on to learn more about using content to enhance your marketing strategy.

High-quality blog posts

To this day, blog posts remain one of the most popular types of marketing content. And that’s not much of a surprise. According to research, 60% of internet users read blog posts at least once per week.

But the popularity of blog posts among consumers isn’t the only reason to invest in this content format. 

The main benefit of blogging is that it can allow your content marketing team to present your target audience with well-researched, original, and insightful information that helps solve their pain points. Remember that one of the primary reasons 59.2% of people go online is to find information.

In the competitive landscape of content creation, the significance of blogging becomes even more apparent when you consider the value of expertise. A well-curated blog not only serves as a valuable resource for your audience but also positions your brand as an authority in your industry. When crafting content, it’s crucial to entrust the task to a skilled and knowledgeable individual. A more qualified person, armed with deep insights and thorough research, can effectively address the informational needs of your audience.

By producing high-quality blog posts, you can reach several goals:

  1. Well-written, information-dense blogs benefit readers. They increase their likelihood of returning to your site.
  2. High-quality blog posts position your brand as credible and trustworthy. (This is key to improving sales).
  3. Long-form blog posts covering a topic in detail perform better among readers. They also receive more backlinks.

But how do you get the most out of this content format?

Well, the best thing you can do is start with research. 

Identify the keywords your target audience is searching for. 

Learn about your potential customers’ pain points. 

And do your best to compose unique, engaging blog posts. They’ll attract readers and convince them to stick around on your site.

For a great example, check out Deel’s Guide to the High Potential Individual Visa (HPI) in the UK article. 

You’ll see that the resource is chock-full of relevant information. The info is presented in a reader-friendly way, and the formatting supports skimming. Web visitors can jump to the parts of the article most relevant to their specific needs.

Screenshot of Deel article showing highlighted key takeaways and table of contents

Source: deel.com

If you’re already getting great results from publishing blogs, take things further. 

Invest your content marketing resources in producing original research reports or white papers. For example, check out the one from ZAG below. 

These will highlight your brand’s credibility and expertise. Plus, they’re amazing lead magnets. They’ll help you transform blog posts into a key part of your sales funnel. Also, your marketing team can utilize a work timer app to track productivity and manage time effectively during the content creation process.

Screenshot of a white paper download page

Source: zaginteractive.com

Content centered around trending topics

Have you covered the basics of blogging? If yes, it’s time to move on to creating ephemeral types of marketing content.

Trends come and go. So, they’re not always the best way to improve your ROI. 

Nonetheless, producing content around trending topics can help attract new leads. And, if your post goes viral, it can put your business on the map.

Of course, to see results from this type of marketing content, get ready to do a lot of research. And if you’re aiming for Instagram growth, stay updated on trending hashtags and content styles to connect with a larger audience.

Targeting trending keywords or using the latest Instagram filter won’t be enough. 

Instead, to produce great trending content, you must understand why the subject matter is relevant to your audience and communicate it effectively through your brand voice. Moreover, you must find ways to give the post your unique stamp.

For example, when ChatGPT emerged in November 2022, every publication wrote about it. As did brands trying to profit from the hype. 

But, instead of mindlessly jumping on the trend, SaaS brand Aura chose to do its research. Aura created AI-related content that would genuinely benefit its users.

In the How to Optimize Amazon Listings with ChatGPT, the brand doesn’t just make generalized claims. Instead, the writers did a deep dive into researching and testing ChatGPT prompts that would deliver satisfactory results. Seeing that this is one of the few articles on the internet that takes such a deep dive into the trending topic, it’s no surprise that it ranks third on Google.

Screenshot of ChatGPT prompts used to optimize Amazon listings

Source: goaura.com

screenshot of Google search results showing GoAura blog post as third result

Screenshot provided by Author

Short-form video

According to the latest statistics, most marketers use video in 2023. And considering the outcomes, that’s no surprise. According to Wyzowl, video has helped 85% or more brands:

  • Increase user understanding of their products.
  • Boost brand awareness.
  • Improve website traffic.
  • Generate leads.
  • Increase sales.
  • Improve website dwell time.

With this in mind, it’s easy to see why investing in the format is worth the cost.

But what’s the best way to increase inbound leads with video marketing when producing and publishing your own videos?

If you’re interested in utilizing this type of marketing content, start with short-form videos. 

Because of the short run-time, short-form video is accessible, engaging, and often sufficient to grab your target audience’s attention. Additionally, it can improve your on-page SEO, giving you a better chance of attracting more leads. And it’s a great way to introduce complex solutions to a non-expert audience.

Consider TikTok, Instagram Reels, and YouTube Shorts. Alternatively, invest in producing product explainers for your homepage. (Short explainer videos are especially valuable if you offer somewhat complex products.) 

For example, if you check out the How Do Our Medical Alert Systems Work page on Bay Alarm Medical, you’ll see that the brand uses videos in several spots throughout the homepage. 

The helpful How It Works section introduces the concept of an alert system to the brand’s audience. And the Listen to Real Calls part of the webpage provides visitors with unique social proof.

Bay Alarm Medical homepage screenshot showing how the brand uses two short videos to improve product understandingSource: bayalarmmedical.com

Long-form videos

Do you have the resources to produce long-form videos? In that case, they could be one of the best types of marketing content to engage younger audiences. All you need is to create compelling content for your videos and use a reliable video hosting platform to reach and resonate with younger audiences who are increasingly drawn to video content.

According to Google, Gen Zers, in particular, are prepared to watch long-form content if it addresses topics they feel passionate about. 

For instance, gameplay walkthroughs for newly released titles — like the latest Sims 4 expansion pack — often rake in hundreds of thousands of views in a matter of days.

YouTube search results for the term "quiet luxury"

Source: youtube.com

The same goes for video essays on trending topics like celebrity drama, TV shows, skincare, and fashion. 

Recently, the fourth and final season of the show Succession launched the fashion world into an obsession with the “quiet luxury” or “stealth wealth” look. And unsurprisingly, people were happy to immerse themselves in long-form videos exploring the trend and teaching them how to emulate the same style as some of their favorite TV characters.

So, how do you get exceptional results by investing in long-form videos?

Follow the same rules as when producing long-form written content. Prioritize viewer value over length. 

Do thorough research and present your audience with insightful and unique information. 

And don’t allow yourself to do all that work without getting the most out of your investment. Longer formats naturally lend themselves to repurposing. So make sure you use the most engaging parts of your videos as teasers to get social followers to interact with your brand. Additionally, it is also advised to use a video compressor to further optimize your videos for SEO.

Case studies and UGC

Social proof is an irreplaceable part of the buyer’s journey. Data shows that most consumers read reviews before making a buying decision. In fact, according to PowerReviews, 99.75% of people read reviews at least sometimes. And 91% do so regularly.

With this consumer behavior trend in mind, it should be a no-brainer for you to utilize social proof-based types of marketing content like reviews, stats, case studies, and user-generated content (UGC). For example, you could write a case study about how 3PL for supply chain efficiency helped you to improve your shipping process and reduce customer complaints. You could also share customer reviews that highlight your fast and reliable shipping. This type of social proof can help to build trust with potential customers and increase sales.

Social proof is crucial for building trust with potential customers and increasing sales. One way to establish social proof is to use genuine testimonials from customers. These are real endorsements from people who have used your products or services and had a positive experience. When potential customers see testimonials from other people like them, they are more likely to trust your brand and be willing to make a purchase.

As you identify the web pages you wish to optimize, consider whether they could benefit from social proof to show your audience that they can trust your brand.

For example, the Collibra website includes a detailed case study in the first screenful of the homepage.

The brand emphasizes that its solution helps huge businesses like Heineken achieve impressive results. Even more, Collibra does this in an engaging, visually pleasing video format. It thus helps potential customers understand the benefits they could unlock by subscribing.

Collibra homepage screenshot showing social proof video featuring Heineken
Source: collibra.com

If you want to ensure that the social proof you use exudes authenticity, the best format for you will be user-generated content.

UGC is extremely powerful in bringing a brand closer to its audience. First and foremost, it exhibits trust in your product or service. People are naturally more perceptive to hearing what their peers think of your product than you, the company behind it. After all, customers similar to them have no ax to grind, and they likely have shared tastes and pain points. 

UGC also helps foster a sense of community around your brand. It’s an excellent way for you to facilitate conversations and have people gather around a common interest — your product and brand. 

According to an April 2023 survey conducted by Entribe:

  • 86% of consumers trust brands that opt for UGC over influencer marketing.
  • 90% of people prefer seeing content from a brand’s real-life customers.
  • 83% are more likely to buy from brands that share UGC. 

Now, there are a lot of great examples of major brands with millions of followers harnessing the power of UGC. (Think Coca-Cola.) One lesser-known brand that uses a lot of UGC in many of its marketing campaigns is Native Union

By reposting customer-made content, Native Union proves to potential buyers that they are guaranteed to enjoy the products. More importantly, UGC also allows the business to encourage customer engagement. After all, most young consumers enjoy having their posts shared by the brands they love. Implementing a quiz funnel strategy can further enhance Native Union’s customer engagement efforts. By incorporating interactive quizzes into their marketing approach, the brand can create a personalized and enjoyable experience for potential buyers.

Enhancing customer experience is paramount for brands seeking long-term success. By integrating interactive quizzes into Native Union’s marketing strategy, the brand not only fosters engagement but also cultivates a sense of connection and understanding with its audience.

Instagram screenshot of Native Union user-generated content

Source: instagram.com

Charts, quizzes, and other interactive types of marketing content

The engagement rate is one of the best indicators of whether your marketing strategies are working. In fact, the SemRush State of Content Marketing Report for 2023 revealed that as many as 23% of marketers wanted to focus on improving engagement through content.

And what better way to encourage web visitors to engage with your content than to make it interactive?

By investing a portion of your budget into interactive resources — different types of charts and graphs, quizzes, training guides, or more elaborate marketing content — you can encourage your audience to immerse themselves in your site. You can also consider more unusual content types and, for example, create flipbook.

For instance, if you check out the MarketBeat DOW 30 Stocks page, you’ll notice that it includes an interactive chart. 

The resource does a great job of presenting visitors with easy-to-read information on high-trading volume stocks like Maverick trading can provide. But the value of this type of marketing content is that it allows the brand’s customers to filter results based on personalized preferences like sectors, market caps, and media sentiments.

Screenshot of MarketBeat DOW 30 Stocks Page with interactive chart
Source: marketbeat.com

Or, for an even more elaborate example of interactive content, check out Going’s Cheap Fights page. In addition to the sales-oriented content one would expect from a landing page, this resource also includes an interactive search bar.

Thanks to the feature, visitors can search for affordable flights from their airport of choice. And the great thing is that the content they receive is a hyper-relevant example of what they will receive once they sign up for Going’s service.

Screenshot of Going Flights page featuring a functional search bar

Source: going.com

Sales-driving content

One of the more commonly overlooked types of marketing content for ecommerce businesses is that which supports sales pages.

Yes, a well-designed product page should do the trick in convincing your customers to convert. However, it never hurts to enhance the effectiveness of your website design and copy with resources aimed at nudging consumers toward making a purchase decision.

Consider hiring web designers or leveraging professional design services to ensure your online presence is not only visually appealing but also optimized for conversions.

For example, knowing that one of the primary conversion obstacles in the health and fitness industry is a lack of trust, brands like Transparent Labs have started improving their sales pages with information regarding the safety of their products.

On the Creatine HMB product page, you can see several trust signals. They show that the supplement doesn’t contain artificial sweeteners, gluten, artificial coloring, GMOs, or preservatives. 

And it doesn’t stop there. The brand also presents content that addresses the benefits of each of the ingredients in the product. The claims are further backed up by links to scientific studies. These are more than enough to convince the audience to purchase.

Screenshot of Transparent Labs product page showing ingredients and benefits content

Source: transparentlabs.com

Another way to use tiny bits of content to support sales productivity is by enhancing your product listings with critical product attributes. These give consumers optimal conditions to evaluate your offer before choosing what items to further explore.

On the Shop Solar Kits Emergency Solar Power Kits page, the brand uses all the available space to present decision-impacting content to describe the benefits of each kit. You can see that each listing includes a price, a rating, and a detailed listing name. There’s also a short description of what kind of use the package is suitable for.

Screenshot of Shop Solar Kits product collection page

Source: shopsolarkits.com

Email newsletters

Last but not least, if you’re exploring the best types of marketing content you need in your strategy, don’t forget about email newsletters.

Though they may not be as trendy or exciting as other formats, emails are super effective. 

The Mailmodo State of Email 2023 report discovered that email was a high-performing channel for 78.29% of marketers. It beat organic search, paid search, and social media ads.

Moreover, remember that email subscribers are already interested in your brand’s offer. Newsletters are an excellent format to keep them invested in your brand. These emails can get them to explore your original content. And they can provide incentives (like discount codes or exclusive sales) to explore your offer.

Many email newsletter tool like Beehiiv, ConvertKit or Substack offers amazing opportunities to understand how your newsletter is performing with incredible features such as magic links, survey builder, aquisition tracker, etc. etc.

The Netflix Lookahead newsletter is an excellent example of how a brand can use email to get customers excited about new products.

The latest Netflix Lookahead newsletter announcing new movies and shows

Screenshot provided by author

But, of course, newsletters can also be a fantastic method of content distribution. They allow you to send your subscribers an automatic email every time you publish a new post or video. Plus, they can be an excellent tool to use to support all your content production efforts.

In closing

When choosing the types of marketing content to add to your strategy, your best bet is to opt for the formats that will allow you to deliver the most value.

Cover your bases with well-researched blogs, videos, social proof, and sales-supporting content. Then, you can move on to more experimental formats. 

You may find exciting types of content, like live events and podcasts, resonate well with your audience. Or, it may turn out that they don’t deliver the engagement rates you’re after.

But, no matter what you do or how prepared you are to experiment, remember to always put your customers’ interests first. And invest in content that reflects your brand’s identity. That way, it will appeal to the people you want to attract and help them perceive your business for what it is and what it can offer.