Before you dive into content creation, it’s important to have an understanding of
all of the options at your fingertips. The types of content you can create may
seem limitless, but it’s likely that some content will be better suited to your
content strategy than others. Take a look at the seven common types of content
below and start thinking about whether or not any of them might be a good fit for
the goals that you outlined in the previous chapter.

1. A Company Blog
Starting a company blog is a great way to position your business as a thought
leader (while also giving your content a nice SEO boost). Your blog can become a
wonderful resource to those looking for more information about your industry,
which can help build a community around your brand, bring in new prospects, and
cultivate a following of brand evangelists. Blogs can require as little or as
much time commitment as you like — just make sure you decide on a posting cadence
so that your audience knows what to expect.

2. White Papers and E-books
Creating long-form pieces like white papers along with a company blog allows you
to offer higher value content that can be gated behind a form. This gives you the
opportunity to deliver a valuable resource to your audience while also collecting
lead data to support your demand generation efforts. Having a library of white
papers positions your company as a resource to buyers during the buying process
(and to current clients who are looking for more information on a topic).

3. “Snackable” Video Content
Video is on the rise, and with video-hosting sites like Wistia and Vidyard, it’s
becoming easier than ever to collect lead data and integrate it directly into your
CRM. Not only is video good for lead generation, it’s also a great way to connect
with buyers and current clients on a more personal level (think product
demonstrations, training videos, and more). Videos are also one of the easiest
types of content to digest — just sit back, relax, and enjoy the show!

4. Visual Content
Visual content has grown in popularity, and will only continue to grow as the
marketplace becomes more crowded with content. Buyers are looking for content that
is easy to absorb and doesn’t require a large time commitment — and visual content
like infographics fits the bill perfectly.

5. Case Studies
Case studies show potential buyers exactly how others are using your product or
service, and since they’re conducted with client approval, they carry much more
weight than the generic marketing copy that covers your website. This makes case
studies an extremely valuable piece of collateral for your sales team. Tap into
your brand evangelists to see who might be willing to participate in a case study
or video testimonial that you can feature on your website.

6. Educational Webinars
If your goal is to position your company as a thought leader, educational webinars
are a great way to demonstrate your knowledge of industry trends and best
practices. You can also use your webinar program as a lead generation tactic by
collecting data from registrants through forms. Just like blogging, webinars can
be as much of a time commitment as you want them to be — just make sure that your
expectations on scheduling and execution are clear from the start.

7. Podcasts
The New York Times has dubbed this “The Great Podcast Renaissance.” As buyers get
busier and busier, podcasts give them the opportunity to learn while they’re
doing something else, making podcasts a great tool for education while multi-
tasking. They also add more variety to your content marketing mix, so you can
incorporate an audio element along with visual and written elements.

Choose the types of content that best match your goals and resources. Then, use
the information in the next chapter to decide who should get each piece of content
you create, and when.

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