How to Choose the Best Content Marketing for Your Strategy

Are you looking to create more content to promote your business? If you are new to the world of marketing, you may not be aware of the different types of content that you can choose from when developing a content marketing strategy. This article will discuss some of the many forms of content and give you valuable insights to help you build a content marketing campaign.

What is Content Marketing?

It is any type of content that is created for a specific marketing purpose. This could be raising awareness of the company’s brand, increasing sales, or advertising promotional activities. 

Front view of a businessman using digital tablet with many glowing people icons coming out of it. Conceptual of social distancing and social media interactions.

What Are the Different Forms of Content Marketing?

Many people think that content marketing is just about writing blogs and social media posts, but there are many other forms of content that can be used. These different forms of content will promote your business in different ways and appeal to different audiences. Let’s dive into some of the types of content available.


Blogs are a very effective way of communicating with your target audience, particularly if you want to share a lot of information. Blogs can be used to show off your expertise, explain more detailed aspects of your business, give longform answers to common customer questions, educate customers on how they can benefit from or better utilise your services, or just spark curiosity about what you do and why it is valuable or interesting.

If your blog can offer information that your customers are actively searching for, then it can be an excellent medium for promoting your business. By strategically using SEO and linking to your website, a well-developed blog can help to draw new customers in. 

When creating blog content make sure that you consider the type of audience you are looking to attract. The voice of your blog should be consistent with that of your company to well-represent your brand. 

Additionally, you should consider what blog length will be appropriate for the information you are sharing and your intended audience to keep it engaging. Furthermore, your formatting should be inviting to readers. Paragraphs of more than three or four lines of text can be more difficult to read, so keep your blogs well spaced out to keep readers interested.


Podcasts are another great form of promotional content. They typically share a similar type of content to blogs, just in an audio format, which has the advantage of being very easy for your audience to consume. 

Like when creating a blog, you will need to have interesting, valuable information to share to make your podcast interesting to your target audience. Typically, the most successful podcasts integrate discussions of products and services into broader topics that warrant further discussion. 

For example, a mattress company might make a podcast about sleep, offering information about ways to sleep well, the importance of sleep, different sleep patterns and how your brain works while you are sleeping or dreaming. This allows them to talk about a variety of interesting, related topics whilst promoting the brand’s products throughout the podcast. 


Video content is an extraordinarily effective form of marketing because you are able to show information in a way that is easy to process and understand. These days few people have the patience to read a full explanation of the information they are seeking. It is much easier for them to watch a tutorial video than to read through an entire article. Furthermore, the ability to combine both visual and audio mediums in a video makes it a very effective way to disseminate information. 

Video content is more widely consumed than any other form of content, and it can be used in a variety of ways. For example, you could promote your business through a series of video blogs on platforms such as YouTube, embed video content across your website, use it in paid ads across other platforms, or even in social media posts. 


As the name suggests, infographics are a very effective way to convey information. The facts and illustrations provided by infographics can be very appealing to customers who value data. And unlike longer written forms of content, infographics allow you to share information with customers at a glance.

In this digital age, customer attention spans are growing shorter and shorter with each new generation. People want to get information as quickly as possible, but they also value accurate, verifiable data. Infographics can be an excellent way to give them that information and promote your business. 


Email marketing is one of the oldest online marketing strategies in use today. It’s an excellent way to share updates about upcoming events, promotions and special offers with existing customers, which helps to promote brand loyalty.

While other forms of online marketing may draw more attention, email marketing is still very valuable for reaching customers who may not be on social media or other platforms. Nearly all customers have an email address. Email marketing is easy to create and send out, so it is great to pair with other forms of content as part of your wider content marketing campaign.

Social Media Posts

Social media posts are one the most powerful tools you have in your content marketing arsenal. Millions of people spend hours a day on social media, so it is a good idea for companies to create social media accounts where they can advertise and build relationships with their customers.

Most social media posts allow the use of visuals, which immediately catch the viewer’s attention, along with varying lengths of text. These shorter formats give companies the opportunity to share inside information about their operations, product highlights, and glimpses into company culture and ideals, all in a space where customers can actively engage with them through comments, direct messages, Shares, Likes, etc. 

The ability to engage with customers so directly helps you build a relationship with them and foster brand loyalty.

Tests and Quizzes

Depending on your business, an online quiz can be a fun method for engaging customers. People love to discover more about and talk about themselves, so a quiz can be an exciting way for them to learn about their own preferences while also connecting with your brand and products. 

An example of this could be a cosmetics company creating a quiz to help customers find the scent that best matches their personality or personal style. This could potentially draw in new customers and spark interest in new products for existing customers.

Customer Testimonials and Reviews

Testimonials or reviews from existing customers are another great way to promote your company. This type of content can help instill a sense of confidence in your product or service for new potential customers.

Lead Magnets

A lead magnet is when you exchange something of value to your customers in exchange for their contact information, for example, free product samples, or free information, such as a copy of an ebook.

This can be a very effective way to use content to connect with your customers and get them on your regular promotional email list.

What Kinds of Content are Best for My Company?

The primary answer to what forms of content are best for your company’s content marketing strategy should always be the types of content that are most appealing to your customers. 

If your customer base is primarily composed of young people, creating social media campaigns on TikTok or Instagram could be most effective for you. If your customers are older, email campaigns, or ad campaigns on websites that older audience members frequent could be more effective. You need to meet your customers on the platforms and online spaces where they spend their time.

How Many Forms of Content Should Your Content Marketing Strategy Include?

Including multiple forms of content in your content marketing campaign can be a very effective strategy for reaching a diverse target audience. Your customers may come from diverse cultural backgrounds, age groups, communities, or even nationalities, so to connect with all of them may mean developing a content marketing strategy that incorporates several forms of content or disseminates content across various sites and platforms. 

Final Content Strategy Tips

Whatever form of content you choose to represent your brand and promote your business, it is important to remember that presentation is key when it comes to interacting with your audience. Customers will spend more time engaging with content that is clear, understandable, well-presented, and visually appealing. 

Much of the magic behind how marketing can grab our attention and convince us to buy, message, or talk about certain products involves creating designs that are intuitive and appealing for our brains. It is worth investing time and energy into creating content that will attract and maintain your audience’s attention, therefore more effectively fulfilling its purpose. Remember though, what constitutes appealing content may be different for different customer groups.