7 Types of Content That Convert and How to Use Them

7 Types of Content That Convert and How to Use Them

Amanda Au

Content is a significant driver of business growth. So, you want to be creating as much quality content as possible.

But with so many different types of content out there, it can be overwhelming. To help you, we’ve compiled this guide that looks at 7 types of content that your customers will relate to and that you can use to drive business growth.

Different Types of Content for Different Types of Customers

Different types of content will help you to connect with different kinds of customers. It’s crucial to understand your audience inside out—both your existing customers and prospects. That way, you can create content that is tailored and connects with their needs and wants.

The one-size-fits-all approach doesn’t work in content creation. You need to build a winning content strategy to create an outstanding online presence. For your strategy to work, ask yourself the following three questions before producing any content:

Who: Who are your customers? What is their age, gender, location, and demographic?

What: What questions do your customers ask? What are their pain points? What solutions are they looking for? What are you doing to give it to them?

Where: Where do your customers search for answers and solutions? Do they ask Google, or do they look on LinkedIn, YouTube, or Facebook?

How: How do your customers search for answers and solutions online? What devices do they use? Do they prefer images, video, text, etc.?

Blogs

Blogs are an essential type of content and have been around for a long time. But they have evolved a lot. In the early days of the internet, they were more like personal diary entries of individuals ranting and raving about their lives. There wasn’t much value to the customer.

But thankfully, they have become more sophisticated, with businesses using them to relate to customers by providing answers and solutions.

You can create a blog on just about any topic, and the internet is full of millions of blog posts. They are great for building trust, authority, and engagement for your brand. Some may be relatively easy to write but require regular commitment (at least 1-2 times a week).

But if you’re strapped for time to write them, you can hire a content creator to write your blogs. It’s worth the investment as they are highly shareable content and have the potential to go viral. Plus, they are favored by search engines.

Keep in mind the following best practices for blogging:

  • Impeccable writing (well-written, free of grammar and spelling mistakes)
  • Use bullet points to break up text
  • Break up sections with sub-headings
  • Have plenty of white space
  • Use high-quality images
  • Have a compelling headline
  • Have a compelling call to action
  • Include relevant links
  • Use relevant keywords (work them in naturally, no keyword stuffing)
  • Only write about topics that interest your target audience

Video

In 2020, video content skyrocketed and was king of the internet, with some estimates showing that it accounted for 80% of all web traffic. Such an upward trend is set to continue in 2021 and beyond.

It’s easy to see why video has become so popular—it offers a more intimate and engaging way to connect with your audience. Consumers, in general, find videos helpful and are more likely to engage and become a customer with a brand creating video content.

Like with written content, you can use many types of video to relate to your customers: interviews, expert panels, a behind-the-scenes look at your brand, vlogs, etc.

Similar to other types of content you create, it must relate to your audience for you to see a return on investment (ROI). So always create videos that provide value to your audience through answering questions, offering solutions, presenting different perspectives on topics, addressing pain points, etc.

Never just create a video for the sake of it (or because other brands are doing it). There must be a purpose behind your video. Keep in mind the following best practices for video:

  • Test all equipment and make sure it’s in working order
  • Focus more on the content than on the technical aspects
  • Stick to your time limit as much as possible (try not to go over)
  • Include a CTA at the end telling your viewers what to do
  • Upload your video to different sites to increase exposure
  • Share it on different platforms—website, blog, social media, etc.
  • Repurpose it into a blog post

Listicles

List articles are a prevalent form of content in the digital age with high audience engagement. Consumers relate to them because they are easy to read, easier to remember, scannable, and visually appealing. On top of this, when done right, they are exciting and are shareable.

Once you have a topic and a number (e.g., “11 Steps to Improve Your LinkedIn Profile”), you have an outline to go on. However, this doesn’t mean you don’t have to put any thought into your content. Listicles still require high quality and valuable content for audiences.

Keep in mind the following best practices for listicles:

  • Optimize them for relevant keywords
  • Create catchy and unique headings that grab attention
  • Ensure the heading matches the content (or else its clickbait)
  • Treat them like writing a blog post (subsections, bullet points, CTAs, etc.)

eBooks

eBooks are electronic books and are fast becoming a significant content trend. Initially popularised by authors to publish their books, brands are now creating eBooks to create long-form content for their customers. Unlike traditional books, eBooks have a low entry point to publishing, are cheaper to produce, and can be sold at wholesale price.

For brands, this type of content is a great way to establish yourself as an expert in your given industry. Customers generally come to see you as an authority in your field after having published an eBook. With eBooks, you have great chances of increasing engagement, lead generation, and growing your email list.

Keep in mind the following best practices for eBooks:

  • Be prepared to invest time on research
  • Put effort into the title and the design
  • Provide high value by offering solutions
  • Spend more time on the content than on promotion and advertising
  • Apply the same principles you would to a traditional book
  • Break up content using chapters, subheadings, graphics, and other attractive formatting elements

Infographics

Infographics are all about making information visually appealing and are proving to be a popular form of content. You can present a vast deal of information—research, statistics, and other data—in a way that’s engaging, shareable, and digestible.

Some research has shown that they are shared on social media three times more than other forms of content. This is good for helping you build backlinks as well as growing your audience.

Keep in mind the following best practices for infographics:

  • Don’t stuff your infographic with too much information (keep it clean and easy to read)
  • Break up content into sections
  • Use color to drive engagement
  • Use clear fonts that are easy to read
  • Have a descriptive title

Case Studies

Case studies demonstrate social proof and help build brand credibility and trust amongst customers. Every brand, including ones just starting out, should include this type of content. Customers relate to them as they show how a real client overcame issues using your product or service.

Through case studies, you tell your customers that your brand has helped solve other’s problems and can do the same for them. This is a fast way to build loyalty among your customers.

Keep in mind the following best practices for case studies:

  • Use relatable examples for your customers (use pain points and challenges your customers may have)
  • Use the before and after model (present the problem and solution you offered)
  • Explain it to them using step-by-step examples
  • Focus on the how and why of the story
  • Include a strong CTA

Long-form Content

As the name suggests, long-form content is longer than your blogs and listicles. It can start at 1,000 words and go up to even 15,000 words. It’s a great way of building thought leadership and expertise.

This type of content automatically generates a higher level of respect and trust among customers who rely on it for more in-depth knowledge on topics.

White papers and ultimate guides packed with instructions are some of the best forms of long-form content that brands use to drive growth.

Keep in mind the following best practices for long-form content:

  • Have clear instructions
  • Incorporate checklists
  • Design and layout must be easy to read
  • Break tasks up into manageable steps
  • Include diagrams, graphics, screenshots, etc. to highlight crucial points

These 7 types of content will help drive brand engagement, conversations, and with time, conversions. Take your content strategy to the next level with a winning content plan in place. To discuss the types of content that can strengthen your brand and drive growth book time with our team today.