Already one of the most talked about online advertising platforms, content marketing is fast becoming one of the most effective, too. It’s not enough to simply request content for your site, though. Different forms of content are suited to different types of businesses, and you must only select the ones you need to create a truly personalised strategy.

On the other hand, if you’re opting for the battering ram approach, separating your content makes it easier to organise and manage your various campaigns – in other words, to determine what’s working.

All these different forms will set out to do a similar thing – to increase your search rank through search engine optimisation, build a relationship with your target audience and convert a higher percentage of web visitors into customers. However, it’s their suitability that causes people to opt for one over the other. Here we have the five most popular to choose from.


news content marketing

News content should feature on your own company website in a dedicated feed. These pieces will focus on a current topic (the freshest news will be welcomed by Google) and contain a few hidden messages to help push sales. For instance, a letting agent could choose to report on a rise in house prices or an increase deposits. Someone may come across this article after searching for rental properties and choose to make an enquiry then and there. Even without a decent level of conversions, you’re packing your website with informative content!


Perhaps one of the most popular techniques to create content and arguably the easiest, blog content is a certified traffic driver for all. Pieces will usually stretch to around between 700 words and tend to pass comment on a topical issue, making it easier to find in web searches. It’s a combination of all the things that good content should stand for. Blogs take the creator’s knowledge in the field, a hint of their opinion and present everything in a non-salesy manner (perfect for that subtle sell). Skilled writers will draw the reader in with their article and the contained links are then ready to be accessed. That’s the aim, anyway.


Evergreens earn their title for being timeless. Rather than covering topical issues, these pieces will focus on more general topics. Our letting agent, for example, could focus on the importance of gas safety certificates or the benefits of using their service. These pieces could still drive traffic after five years as people continue to search for the same terms.


Not all content starts at the keyboard, though. Google is currently giving preferential treatment to videos that find their way onto its very own content sharing site, YouTube, which means you could find success in a completely different field. Even with a limited budget, all it takes is a snazzy slideshow and a voiceover to convert your blog ideas to the big screen. They’re also fun to create and may well impress your existing customers more than a written blog. After all, variety is the spice of life.

Landing pages

As hinted, a landing page will provide the starting blocks for your site visitors. This single web page informs the prospective customers f what they can expect from the site before they start navigating around. Marketers can use landing pages to cater for short-attention spans and click-happy customers, giving them just a minute to prepare themselves for what’s in store. From there they can check out your other content or, even better, go straight to the sale!

In effect a landing page acts as a homepage, so you shouldn’t feel like you’re never gaining from this investment. It’s yet another vital cog in the content marketing machine, which is beginning to make real strides.