November 25, 2015 / by Susan Guillory

When you think of content marketing, you probably think of blog posts. But they’re just one of the many types of content that can help you establish your brand as a thought leader in your industry and attract new leads.

By diversifying the types of content that you share, you attract different people with different needs. Let’s look at the types you absolutely need in your content marketing strategy.

1. Blog Posts (All Lengths & Types)


Yes, you know you need blog content on your business site. But it’s more than that. You’ll attract more people if you vary the lengths and types of blog posts. Some posts are great at 400-600 words, while some need more in-depth content (called skyscraper content). If you’ve got the knowledge to write a 2,000-word post and have it be useful and informative, by all means, write one or two of these posts a month.

Also diversify the types of posts you write. Here are some ideas for post styles:

  • How-to
  • Product reviews
  • Lists
  • Roundups of your best posts
  • Interviews
  • Tips

2. White papers & E-books

When you’ve got more than enough content for a blog post, you can turn it into a white paper or e-book. This is a fantastic tool to get email sign-ups, as well as to support a certain type of customer with a specific problem.

Let’s say you run a content marketing firm, and you cater to software companies. You could offer a white paper called “10 Reasons Your Software Company Needs a Blog” and get people to give you their email address to download the white paper. Right away, you know that the people who signed up for that list are interested in blogging and might need your services. You can set up an automated email campaign with more useful content about blogging for software companies, since you already know your audience.

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3. Infographics

Content marketing isn’t just the written word. Infographics, which visually interpret data, appeal to visual learners. Not everyone loves reading content, and many people prefer to digest it in another format. If you’ve got rather dry data, turning it into an infographic is a great strategy for getting people to give a crap.

4. Videos


Another way to freshen up your content marketing is through videos. You can post a video to your YouTube channel, social media accounts, blog and email, so it can really spread far. You can use video apps like Vine or Periscope to break out of the traditional talking head video and appeal to the audience that uses those apps. Here are a few ideas for your videos:

  • Take viewers on a behind-the-scenes tour of your office
  • Interview someone at a conference
  • Talk to the camera and give short, useful tips in your industry
  • Highlight a new product

You don’t need fancy video equipment to become a video master, but you do want to spend some time learning how to optimize your video so it gets great SEO online.

5. Guest Blog Posts

While these can cover the same topics and styles you used in number one, you’ll be writing them for other blogs. By publishing content on other established blogs, you can expand your brand’s reach. Just keep in mind: guest blogging works better if you establish long-term relationships and contribute regularly on the sites that are sending you traffic.

Implement one or more of these content marketing strategies into your existing efforts and see if you can’t expand your reach!


Images: Text100Christian SchnettelkerSoe Lin

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About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.