Here are some well-liked “types” of content material advertising and marketing:
  • Blogs
  • Movies
  • Podcasts
  • Emails
  • Infographics
  • Webinars
  • Case research
  • Shows
  • eBooks
  • Whitepapers
  • Testimonials
  • Slide decks
  • Quizzes
  • Instruments

You’ll discover these on just about any checklist of content material advertising and marketing sorts that pops up on Google. However the reality is that none of these are sorts of content material advertising and marketing. They’re sorts of content material… which isn’t the identical factor!

On this information, I’ll clarify why that is and share some actual sorts of content material advertising and marketing that you may use.

However let’s begin by getting our definitions straight.

What’s content material advertising and marketing?

Content advertising and marketing is the method of creating and distributing content material to draw and retain prospects.

You should utilize any sort of content material for this. However it’s not content material advertising and marketing until the content material truly promotes your corporation and is paired with a distribution technique. 

Sorts of content material advertising and marketing

Let’s undergo a couple of sorts of content material advertising and marketing to see how they work in actual life.

Running a blog for web optimization

Weblog posts are a preferred content material sort. Many companies publish them repeatedly. Nevertheless, most posts don’t get any site visitors. Even when promoted through social media, they often get a spike to start with however fade to nothing later on.

Line graph showing article traffic sharply spikes then flattens to nothing as time passes

The rationale for that is that almost all companies lack a distribution technique. They only publish and pray. To keep away from this identical mistake, you want a strategy to appeal to constant site visitors to your weblog posts. And on condition that 57.8% of all internet site visitors comes from Google, we argue that there’s no higher means than writing for web optimization.

How do you do it?

The only means is to search for subjects persons are trying to find and the place there are alternatives to write down weblog posts that promote your corporation. For instance, if we enter a couple of subjects associated to our enterprise into Ahrefs’ Key phrases Explorer and test the Matching phrases report, we see 1000’s of key phrase concepts.

List of keyword ideas and metrics like KD, etc

If we have a look at the outcomes for one of these key phrases, you’ll see our checklist of free key phrase analysis instruments rating in place #3. As a result of it ranks properly for a couple of thousand key phrases, it will get an estimated 6,700 natural visits per month.

SERP overview of "keyword research tools"

Should you have a look at the weblog submit itself, you’ll see one of the really helpful instruments is our free key phrase generator. In different phrases, our weblog submit promotes our enterprise to each single one of its 1000’s of month-to-month readers.

Excerpt of blog post promoting Ahrefs' keyword generator tool

Additional studying
  • Key phrase Analysis: The Newbie’s Information by Ahrefs
  • What Is web optimization Content? Find out how to Write Content That Ranks
  • Find out how to Write a Weblog Publish in 9 Steps (That Folks Actually Need to Learn) 

Video advertising and marketing for YouTube

With over 2 billion month-to-month logged-in customers, YouTube has an present viewers you may faucet into if you create movies. Nevertheless, there’s a lot of competitors, and your movies nonetheless should be promoted and found.

How do you do this?

Like running a blog for web optimization, the only means is to search out subjects persons are trying to find on YouTube that additionally help you promote your product naturally. To seek out these subjects, enter a couple of key phrases related to your area of interest into Ahrefs’ Key phrases Explorer, set it to “YouTube,” and test the Matching phrases report.

You’ll see lots of of potential key phrase concepts.

Keyword ideas for "keyword research" and "link building"

That’s how we constructed up our YouTube channel. Our predominant focus initially was to rank properly for key phrases related to our enterprise. For instance, if we have a look at the subject “keyword research,” you may see that we’re rating #1 for it, which drives 1000’s of views per month.


Our video additionally plugs Key phrases Explorer because the device of alternative for doing key phrase analysis, selling our enterprise to 1000’s of YouTube viewers every month.

Additional studying
  • YouTube web optimization: Find out how to Rank Your Movies From Begin to End
  • 14 Confirmed Methods to Get Extra Views on YouTube
  • 9 Methods to Get Extra YouTube Subscribers 

Podcasting for model consciousness

Like running a blog, podcasting is a superb content material sort to construct up an viewers and promote your model. However most podcasts additionally don’t get traction and find yourself getting deserted a couple of months later.

And in contrast to YouTube, the present podcast discovery panorama isn’t excellent and may make constructing momentum troublesome.

However there’s another route, which is one we did ourselves: seem on podcasts as a visitor. It makes issues easy. You don’t should sink sources into creating one that will not work out, and you may also faucet into an present viewers.

With over 2 million podcasts as we speak, there are loads of alternatives so that you can get interviewed.

However how do you discover these alternatives?

A straightforward means is to easily Google for the highest podcasts in your area of interest.

Google results showing top business podcasts

Nevertheless, most of them might be well-liked and troublesome so that you can get on. A greater means is to establish somebody of comparable caliber in your trade who’s been a visitor on a number of podcasts. For instance, Laura Roeder, the founder of MeetEdgar, is somebody in our trade who has appeared on many podcasts.

To find the podcasts she’s been on, let’s paste her website into Ahrefs’ Web site Explorer, go to the Backlinks report, set the search dropdown to “Referring page title,” and seek for her identify. Now, the hyperlinks within the “Referring page” column are just about all podcasts.

Backlinks report results for Laura Roeder

When you’ve recognized the podcasts you wish to be on, pitch your self as a visitor.

E-mail advertising and marketing to nurture leads

Brian Dean will get over 500,000 month-to-month natural visits:

Overview 2.0 stats of Brian's website

This viewers is uncovered to his weblog, the place he actively captures contact data:

Blog post showing "unlock now" option for visitors who want to read more

Then, each time Brian publishes a brand new submit, he promotes it to his checklist:

Brian's email promoting his blog post

This works like a flywheel: e mail distributes weblog content material to an present e mail checklist, whereas running a blog builds up the checklist by way of publicity to new guests and capturing their contact data.

This tiki-taka between e mail and running a blog additionally helps nurture his viewers. It helps inch his viewers within the preliminary phases of the client’s journey nearer to the “purchase” stage, and his model is all the time prime of thoughts too.

Now and again, when Brian launches his on-line programs, buying turns into a no brainer as a result of his viewers is already aware of his work and identify:

Brian's email promoting his Grow Your Blog Fast course

Social media advertising and marketing for model constructing

Don’t anticipate to succeed on social media with simply any content material. To successfully promote your model on social media, it’s a must to perceive what works on a selected platform and publish content material natively.

Manufacturers like Harmless and Wendy’s do properly on Twitter as a result of they perceive social media’s affinity for frolicsome banter, robust opinions, and satire.

GoPro is aware of that Instagram is all about lovely photos and influencer advertising and marketing. It efficiently combines the 2 (and subtly promotes itself) by curating beautiful photos and movies taken by prospects who used GoPro merchandise.

GoPro's Instagram posts

It’s not about spamming your feed with hyperlinks to your personal merchandise. Fairly, it’s about actively partaking with folks on social media.

How to decide on the appropriate sort of content material advertising and marketing for you

You’ve seen how the different sorts of content material advertising and marketing truly work. However which of them must you select? Which of them will work for you?

Your selections will rely in your solutions to those 4 questions.

Four circles intersect, overlapping in the middle. Each circle features 1 of the 4 questions.

What’s proper to your purpose?

Content advertising and marketing is in the end only a device you utilize to succeed in your targets. So the sort of content material advertising and marketing you select in the long run ought to align with what you wish to obtain.

For instance, in case your purpose is to get extra site visitors to your web site, then maybe e mail advertising and marketing just isn’t the appropriate sort of content material for that purpose. You might wish to think about running a blog so you may rank excessive on Google and get passive site visitors over time.

What’s proper to your area of interest?

Sure sorts of content material make extra sense for sure niches.

For instance, in the event you’re educating breakdancing, then a podcast doesn’t make sense. Nobody’s going to sit down down and work out bust strikes from audio. However movies are excellent as a result of your viewers can watch and learn to execute these strikes.

What’s proper to your viewers?

How does your viewers prefer to eat content material? Are they predominantly studying, or are they watching movies on YouTube? Which platforms are they spending most of their time on? Is it YouTube, TikTok, Instagram, Twitter, or one thing else?

Should you’re uncertain, discover out by what your viewers is sharing on social media or communities like Reddit. For instance, there are hardly any b‑boys or b‑women on Twitter. However they’re throughout Instagram.

B-boy's post on Instagram

What’s proper for you?

Content advertising and marketing could be resource-intensive. It makes quite a bit of sense to work on one thing that you simply get pleasure from and one thing that’s your power.

In case you are a superb author however aren’t very assured on digital camera, then maybe it will not be a good suggestion to provide movies. Running a blog could also be a more sensible choice.

Last ideas

Don’t be mistaken. Creating content material by itself gained’t work. There are loads of tales of deserted blogs, YouTube channels, podcasts, and social media accounts.

To your chosen sort of content material advertising and marketing to work, that you must get extra attain to your content material and ensure the content material helps your corporation to develop.

Any questions or feedback? Let me know on Twitter.