Expanding digital marketing: 8 types of content to boost engagement

With the rise of new platforms and changing customer preferences, businesses are now using various types of content to engage with their audience and achieve their marketing goals. Understanding these different forms is crucial in ensuring that your brand has an effective content marketing strategy.

Infographics

Infographics can be a powerful visual tool that allows marketers to communicate information in an easily digestible format. Combining graphics, charts and minimal text, infographics can be used to present data in a visually appealing way, making them perfect for explaining intricate topics quickly and engagingly.

Infographics are particularly useful in content marketing because they are shareable, concise, and easy to consume. Brands often use them to break down statistics, highlight key data points, or summarise blog content. In a world where attention spans are short, infographics help capture and hold interest. 26% of marketers are already using infographics while 15% plan to leverage it for the first time in 2024. 

Memes

Memes are a staple of internet culture, allowing marketers to tap into humour and relatability. These bite-sized pieces of content combine images or short videos with witty text, often referencing current events or pop culture. Memes are particularly effective for creating a sense of community, as they are frequently shared across social media platforms and can go viral quickly.

Over 60% of people say they would buy from a company that uses memes, and the click-through rate is 14% higher than email marketing. Additionally, 75% of social media users aged 13 to 36 years old share memes, and 55% of this age group sends them every week – with 30% sharing the daily

Videos

Video content is now the most engaging and widely consumed format in digital marketing. With 75% of people watching short-form videos on their mobile devices, optimising for mobile has become essential. Platforms like Instagram Reels and TikTok make videos highly accessible.

On average, video retention rates stand at 54%, but for videos under 60 minutes, retention jumps to 62%. Additionally, more viewers are watching videos with captions, especially as many now prefer watching without sound. To stay relevant, brands must leverage video to create memorable, engaging content that resonates with their audience.

Long-form Content

This type of content refers to in-depth writing, typically over 1,000 words, designed to thoroughly explore a specific topic. This type of content allows businesses to establish authority and provide valuable insights to their audience. Examples of long-form content include how-to guides, case studies, and in-depth blog posts.

By offering valuable information, long-form content helps improve SEO rankings and boosts social media shares, as readers are more likely to share detailed, useful articles. It’s particularly effective for businesses looking to nurture leads by offering educational content that addresses customer pain points.

Newsletters

Email newsletters are a direct and personal way for businesses to communicate with their audience. Newsletters typically include company updates, promotional offers, and curated content designed to keep subscribers informed and engaged.

A well-designed newsletter can strengthen customer relationships by providing valuable content directly to their inbox. With segmentation and personalised messaging, newsletters help businesses target specific audience segments, delivering relevant content that increases engagement and fosters brand loyalty.

Audio content

Audio content, such as podcasts and audiobooks, has gained immense popularity in recent years, driven by the rise of on-demand listening platforms like Spotify and Apple Podcasts. Podcasts allow businesses to dive deep into topics, interviewing experts or discussing trends in an accessible, conversational format.with podcasts engaging people of all ages with statistics showing 75% of 18-24-year-olds are podcast listeners and 76% of 25-34-year-olds are podcast listeners.

Audio content is particularly valuable because it’s passive—listeners can consume it while multitasking, driving, or working out. Brands that invest in podcasting can build a dedicated listener base and position themselves as industry experts, all while reaching new audiences who prefer auditory learning.

Social media posts

Social media posts are key to any modern content marketing strategy. From Instagram photos to Twitter threads, these short-form pieces of content allow businesses to engage directly with their audience in real time. Social media posts can include a variety of content types, such as images, videos, polls, and links to blog articles or external content.

Because platforms like Facebook, LinkedIn, and Instagram have massive user bases, social media posts offer brands the opportunity to build brand awareness, engage with followers, and promote products or services in an informal setting.

User-Generated Content (UCG)

User-generated content is any content created by customers or followers of a brand, rather than the brand itself. UGC can include social media posts, reviews, videos, or blog posts created by users who want to share their experiences with a product or service.

UGC is highly effective in content marketing because it provides social proof—potential customers are more likely to trust content created by other users than content created by the brand itself. Stats show that UGC greatly influences 79% of people’s buying decisions.By encouraging customers to share their experiences, businesses can boost credibility and build a stronger community around their brand.

As digital content continues to evolve, businesses must embrace a variety of content types to engage with their audiences effectively. From infographics and blogs to videos and user-generated content, understanding the strengths of each format allows marketers to choose the right content for their specific goals. Incorporating a diverse mix of content types not only keeps audiences engaged but also ensures that brands remain relevant and adaptable in a constantly changing digital landscape.

Experimenting with these different types of content is the key to reaching a broader audience, building a strong brand identity, and fostering long-lasting connections.

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