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Most “Types” of Content Marketing Are Nonsense. Here Are 5 That Actually Make Sense

Here are some fashionable “sorts” of content material advertising:

  • Blogs
  • Movies
  • Podcasts
  • Emails
  • Infographics
  • Webinars
  • Case research
  • Displays
  • eBooks
  • Whitepapers
  • Testimonials
  • Slide decks
  • Quizzes
  • Instruments

You’ll discover these on just about any checklist of content material advertising sorts that pops up on Google. However the fact is that none of these are sorts of content material advertising. 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 which you could use.

However let’s begin by getting our definitions straight.


What’s content material advertising?

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

You need to use any kind of content material for this. However it’s not content material advertising until the content material really promotes your enterprise and is paired with a distribution technique. 

Varieties of content material advertising

Let’s undergo just a few sorts of content material advertising to see how they work in actual life.

Running a blog for website positioning

Weblog posts are a well-liked content material kind. Many companies publish them usually. Nonetheless, most posts don’t get any site visitors. Even when promoted by way of social media, they normally get a spike at first however fade to nothing later on.


The rationale for that is that the majority companies lack a distribution technique. They simply publish and pray. To keep away from this identical mistake, you want a solution to appeal to constant site visitors to your weblog posts. And on condition that 57.8% of all web traffic comes from Google, we argue that there’s no higher approach than writing for website positioning.

How do you do it?

The only approach is to search for subjects individuals are trying to find and the place there are alternatives to put in writing weblog posts that promote your enterprise. For instance, if we enter just a few 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 just a few thousand key phrases, it will get an estimated 6,700 natural visits per month.


When you have a look at the weblog publish itself, you’ll see one of the really helpful instruments is our free key phrase generator. In different phrases, our weblog publish 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

Video advertising for YouTube

With over 2 billion monthly logged-in users, YouTube has an present viewers you’ll be able to faucet into if you create movies. Nonetheless, there’s a lot of competitors, and your movies nonetheless need to be promoted and found.

How do you do this?

Like running a blog for website positioning, the best approach is to search out subjects individuals are trying to find on YouTube that additionally will let you promote your product naturally. To search out these subjects, enter just a few 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 tons of of potential key phrase concepts.

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

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

Youtube serp

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

Podcasting for model consciousness

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

And in contrast to YouTube, the present podcast discovery panorama isn’t ultimate and might make constructing momentum tough.

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

With over 2 million podcasts at this time, there are loads of alternatives so that you can get interviewed.

However how do you discover these alternatives?

A simple approach is to easily Google for the highest podcasts in your area of interest.

Google results showing top business podcasts

Nonetheless, most of them might be fashionable and tough so that you can get on. A greater approach is to determine somebody of related 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 web page title,” and seek for her title. Now, the hyperlinks within the “Referring web 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.

Electronic mail advertising 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, at any time when Brian publishes a brand new publish, 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 levels of the client’s journey nearer to the “buy” stage, and his model is at all times high of thoughts too.

Every now and then, when Brian launches his on-line programs, buying turns into a no brainer as a result of his viewers is already accustomed to his work and title:

Brian's email promoting his Grow Your Blog Fast course

Social media advertising for model constructing

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

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

GoPro is aware of that Instagram is all about lovely footage and influencer advertising. It efficiently combines the 2 (and subtly promotes itself) by curating beautiful footage 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. Slightly, it’s about actively participating with folks on social media.

How to decide on the fitting kind of content material advertising for you

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

Your decisions 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 is finally only a instrument you employ to achieve your targets. So the kind of content material advertising 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 shouldn’t be the fitting kind of content material for that purpose. Chances are you’ll wish to take into account running a blog so you’ll be able to 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, for those who’re educating breakdancing, then a podcast doesn’t make sense. Nobody’s going to sit down down and determine the best way to 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 devour 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?

When you’re not sure, discover out by taking a look at what your viewers is sharing on social media or communities like Reddit. For instance, there are hardly any b‑boys or b‑ladies on Twitter. However they’re throughout Instagram.

B-boy's post on Instagram

What’s proper for you?

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

If you’re a wonderful author however aren’t very assured on digicam, then maybe it is probably not a good suggestion to provide movies. Running a blog could also be a better option.

Remaining ideas

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

In your chosen kind of content material advertising to work, it’s worthwhile to get extra attain to your content material and ensure the content material helps your enterprise to develop.

Any questions or feedback? Let me know on Twitter.

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