9 Ways to Use Content in Your Business [With Examples!]
If you diversify your reach, you’ll multiply your impact.
Content marketing takes on many forms because the value you’re providing for your customers can be delivered across multiple mediums (← an obvious statement).
What platforms should you use to connect with your target audiences?
See below for a list of nine (9) different types of content marketing mediums to consider folding into your online strategy:
- Blogs
- Articles
- Videos
- Podcasts
- Case Studies
- eBooks
- Webinars
- Social media
1. Blogs
Maintaining a blog is one of the most accessible types of content marketing out there, especially for beginners. The content of your blog will vary depending on the nature of your business and the value you intend to create for your audience.
Some businesses use their blog to document what it’s like working in their office (See: Buffer’s Open Blog). Other companies might use their blog to share about what it’s like using their product (See: The WooCommerce Blog). And others might hand the keys over to the president or CEO to share what’s on their mind (See: Marriott on the Move).
Looking for help in kick-starting your blog? Check out Ryan Robinson’s website. It’s on the best resources to help you get an effective blog strategy off the ground.
2. Articles
In my opinion, articles tend to be more formal, structured, and longer-form than traditional blog posts. Some might even say technical. They contain information applicable to your audience’s interests.
Articles can be how-to articles (See: How to Explain Content Marketing to Anyone), checklists (See: A 17 Point Content Marketing Checklist Proven to Boost Your Engagement), and interviews (See: The Great Discontent: Zykera Tucker). Effective articles can also be about company news, product announcements, and more.
3. Videos
Video is one of the most popular content mediums today. Whether you’re a social media influencer, publication, small business owner, or big business, incorporating video into your content strategy can yield big wins.
Gary Vaynerchuk is one of the most well-known entrepreneurs with almost 3 million subscribers on YouTube alone! His insight into building business and becoming influential online is unmatched (in my opinion). He utilizes both long-form (1 hour+) and short-form video content.
And while what you publish on YouTube is free for all audiences, you can also offer gated (paid) video content as well. Joanna Weibe, of CopyHackers, offers incredible online courses for a cost in the CopyHackers Academy. Another great one to check out: HubSpot Academy.
There are also Instagram Stories, Facebook Lives, TikTok videos, and so much more! The possibilities of incorporating video into your content strategy are almost endless.
4. Podcasts
Another effective and popular type of content used by numerous organizations, companies, and influencers is podcasts.
Podcasts are digital audio files (episodes) typically grouped into seasons, kind of like your favorite TV shows. Some are interview-based, some more instructional in nature, while others are pure entertainment.
Some fantastic examples (and some of my favorites) include:
- Lewis Howes’ School of Greatness
- Tim Ferriss Show
- Code Switch (NPR)
- The Daily (NY Times)
- The Copywriter Club (Rob Marsh & Kira Hug)
- Online Marketing Made Easy (Amy Porterfield)
- Conan O’Brien Needs a Friend
Do you have a favorite podcast? I’m always looking for recommendations. Drop some names in the comments!
5. Case Studies
What’s it like to work with your nonprofit or business? How has your product or service transformed the lives of those who use it? What kind of impact does your organization have and what’s that look like?
These are the kinds of questions that case studies can help you answer. And they’re an effective tool to help convince people to work with or buy from you.
Case studies can highlight how you use a marketing channel to make money (See: How to Launch a Killer Content Marketing Campaign in a Few Months).
They can be examples of how others use content to make an impact (See: 10 Case Studies That Show the Real Impact of Content Marketing).
Or case studies can also be stories of how you or others are making a difference in the world through the value you offer (See: Building Your Organization For Its Future Growth).
Need help getting your case study started? Check out CoSchedule’s resource: How to Write Powerful Case Studies.
6. eBooks
People learn in different ways, so while video content might draw in one part of your audience, eBooks might appeal to another.
eBooks are often some of the most popular lead magnets for gaining new email subscribers. They could be as simple as a manifesto or as complicated as a 100-page how-to manual.
For an example of an ungated eBook, see Velocity Partners’ B2B Content Marketing Workbook or Seth Godin’s What Matters Now.
Looking for a content library of eBook examples? MLT Creative has you covered in their B2B Resource Center.
7. Webinars
Webinars tend to include video (and sometimes written) content directed to a specific segment of your audience.
Participants attend by signing up in advance, can often submit questions before or during the webinar, and the content is typically instructional in nature. Webinars are fantastic opportunities to demonstrate your knowledge and expertise.
Need help getting a webinar off the ground? I recommend The No-Fail Formula for Creating Awesome Webinar Content.
8. Email
Guess what? Email is a form of content marketing whether you like it or not. Where else do you get direct access to your customer’s inbox?
Types of email content include newsletters, promotional emails, abandoned cart emails, special offers, fundraising appeals, event emails, welcome series, nurturing sequences — the list is endless!
Some of my favorite email lists are:
Need help getting your email marketing strategy off the ground? I offer multiple email marketing services over on my website.
9. Social Media
Whether it’s Facebook, Twitter, Instagram, LinkedIn, Snapchat, or TikTok, social media is one of the most utilized mediums for content marketing on the internet.
Your business or organization can leverage social media to connect, engage, and build trust with your audience. Or as Dave Gerhardt said on LinkedIn, “Social media is a channel to test ideas.”
Great examples include:
- ProChurch Tools’ Facebook page
- Simon Sinek on LinkedIn
- Vanessa Lau on Instagram
- or once again, Gary Vanyerchuk (also on Instagram).
If your organization or business lacks a presence on social media, then you’re going to struggle in the content marketing game. Contact me so we can set you up!
Other Types of Content Marketing
What other types of content marketing did I leave off this list? What would you add to it?
Drop your recommendations in the comments below!
Get more in your inbox
Don’t ever miss out and get exclusive updates and offers sent straight to your inbox. Subscribe here.
