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31st July 2019What are the different types of content marketing?

Doug - Business Development Director

By DougBusiness Development Director

We have already talked about why we feel content marketing is so important. Hopefully you can all see this and if you are committed to implementing a content marketing strategy, this article will give an overview about the different types of content marketing strategies available.


Website copy for specific products and services

Every page on your website is an opportunity to both rank for keywords and give your audience more information about what you do and more confidence in your ability to deliver. Each page should, therefore, be about a clearly defined topic, and ideally, if you can have a page for every one of your core products or service offering, you will give yourself the best opportunity to have excellent search engine rankings for targeted keywords.

Blog/article content

This is an extremely popular method of creating content for your website as almost every business has information they could talk about in a blog. Many clients feel they don’t have anything of interest to say, but just remember, if you’re creating a blog for your business, your goal should be to give away as much information as you possibly can. Most website visitors will not be able to implement the detail and information you’re giving them so you’re not losing anything by offering free advice, merely showing them you have the appropriate skills!

Case studies

We think case studies are an incredibly effective way of showing to your audience both how you approach your work and adding credibility to your business as you’re showing successful examples of your work. Good case studies should include a combination of the following:

  • Images – this could either be images of an event like we did for Circa Group  or perhaps the finished product as we did for BPS and maybe as a builder, you could include before and after shots
  • A testimonial – named testimonials within a specific case study context adds real credibility to the case study
  • Copy – it’s important to describe the work you did for a client or a customer, although think about your audience here – if your audience typically reads a lot of text then, by all means, add a great deal of information whereas if they’re more likely to like shorter, snappier snippets then add less copy


Video content

People consume content in all sorts of different ways – I personally would always rather read a copy rich article than watch a video, but many visitors love watching video content. Depending on what your audience is looking for, video content can, therefore, be a good option to make sure everyone can enjoy your content even if they prefer video over copy!


Ebooks can be a good way of consolidating your content into a longer, more detailed format. Or you could collate a series of articles into one place. Ebooks can be an excellent way of capturing data as if you have something compelling to share and talk about, you can ask for details in exchange for downloading your ebook.


Whitepapers can be a little hard to define – a great definition from Hubspot: “A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.” So, it’s usually more focussed and more researched than a blog or article post and if you’re looking for a way to show the depth of your knowledge to your target audience, and how seriously you take researching around your industry, then a whitepaper could be a great option.

Email newsletters

Email newsletters are still an excellent way of keeping in touch with your customer base. There is a theory that you should never go more than 90 days without communicating with your clients and a monthly or even quarterly newsletter ticks this box. It’s also a great way to push new content, products or ideas out to those who already know about your brand and business and as you’re sending to them, you’re not relying on them to go out of their way to read your content as you are with other types of content marketing.

There are many more content marketing methods, but these are all useful methods to communicate with our audience, and indeed methods our clients use. If you need any help with your content marketing, then we would love to hear from you!



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