Content marketing is a multifaceted and varied strategy. Businesses looking to succeed need to offer a steady stream of good, diverse content in order to maximise the benefits. While there are several other types of content (such as image- and video-based), in this article, we’ll be looking at the types of written content, and how you can best leverage them for your business.

Blogs are the bread and butter of written content. They give you a space to connect indirectly with existing and potential customers, while also linking your business to the subject matter. Done right, blogs can add to your brand awareness by giving your brand a voice and a personality – which serve to make customers feel more invested in your brand.

Blogs are also incredibly versatile. Essentially, they're akin to editorial slots where you can expand on different topics in a way that can offer a value-add to your customers, without too much in-depth analysis or focus on a single topic. When you add proper SEO into the mix, blogs are also great for helping new potential customers find you.

If you have happy customers, you should shout about it! And there’s no better way to do so than through testimonials and case studies.

A testimonial is a statement of satisfaction from a customer, which is priceless in today’s world; 93% of people said online reviews impact their buying decisions, while 91% said that positive reviews make them more likely to use a business and 76% said they trusted online reviews as much as personal recommendations.

A case study is similar to a testimonial (and often contains at least one written testimonial within it), however it is expanded. Case studies are usually used by B2B businesses, as they delve into the end-to-end process that the customer went through with you – from the initial challenge faced, all the way through to the solution that your business facilitated. Case studies are a powerful way to help potential customers see the benefits that can be reached through using your product or service.

White papers are a longer form piece of content (often ranging from 6 to 15 pages) that act as both an in-depth informative report or guide and a persuasive tool all in one. White papers are generally written in a more scholarly tone and focus on unravelling or investigating a single specific topic or existing problem.

White papers are great for lead generation, especially in B2B companies with a more technical leaning, and they are known for having a high conversion rate.

Offering white papers lends your brand added weight as a voice of authority and helps you to become a thought leader in the industry. A gated white paper (where people must sign up to download the material) can also help you to build up a mailing list of potential leads.

While white papers are more academic, ebooks can serve as more of a general ‘how to’ guide about a subject. Information is broken down into bitesize, easily digested parts, making it a suitable read for laypersons and those unfamiliar with the topic.

So what do ebooks really offer?  In a nutshell, they're go-to collections of information for the reader. This may take the form of tips and tricks, overviews of a subject, dispelling of myths, and so on. Like white papers, ebooks are a fantastic resource that can lead new people to your website and assist in lead generation and establishing your company as an expert in the field.

Finally, there is the infographic. While primarily pictorial in nature, the infographic remains a ‘written’ piece of content as it requires the reader to engage with the text – albeit, with eye-catching visuals and graphics as an aide.

Infographics are an amazing way to capture the interest of more casual readers. The graphical format helps to easily transmit information and is particularly good for relaying facts and statistics at a glance. Infographics are very well-suited to delivering information to readers on smaller devices such as mobile phones or tablets.

If you need some help to pinpoint the best type of content for your business, or if you have an idea of the sort of content you want to make but have no idea where to begin, then drop us a line HERE, or call us at +6012 607 5508. We’re happy to help.