Getting content marketing right for your business

Getting content marketing right for your business

There are many types of content that can be used to add to what already exists on a website. But knowing what they are and choosing what to use can be difficult and every kind of media may not fit the industry or identity of your business. Content needs to be suitable to the subject it is representing and the audience it is trying to reach out to. For example, if your target audience are fast paced and unlikely to read huge amounts of text short pieces with plenty of imagery are likely to work better than long in depth pieces of writing. Below are some ideas of extra website content and their benefits to get you started on choosing what may be right for your business.


An infographic is a visual graphic that depicts facts or information. Usually statistics or data that would conventionally be displayed in some form of diagram or chart. The purpose of infographics is usually to make otherwise dull information interesting with the use of colour and imagery, getting a wordy or hard to read point across to someone without them having to read paragraphs of information. They usually involve little text and rely heavily on images. If your business can provide customers or client with useful information but want to keep a lively vibe within your brand an infographic may be a good route to go down, as they can be utilised and customised to fit your business theme and possibly attract the attention of more people than a page full of writing would.


A video for advertising or content purposes would normally contain some sort of product or be about a topic related to a business. They are helpful because they convey a lot of information within a short period of time and again save the need of having huge amounts of writing on a page whilst offering visually stimulating moving images, sometimes interactive. For a more interactive and engaging website videos could be a good choice. They are helpful if your business relies heavily on people seeing your products or services in use, or you have a lot of information to convey and a decent budget to put behind production of these videos.

Guides / How to

All guides are generally instructions on how to do something, they usually include step by step detailed instructions for a person to follow to make something easier for them. Not all guides appear the same however, they can appear in the form of a full post, a short card or even a video. The variation of forms they can be created in means they they are suitable for whatever business as they can be smart and official purely made up of text, or a bit more relaxed with a few images and colours involved. This kind of content is definitely worth looking into if you offer products or services that may need a bit of explaining, or even if you offer more creative products and offer guides on imaginative things to do or make with them.

Product reviews

These kind of reviews involve someone who has had experience with a  product or service leaving a comment or writing a blog on their opinion of it. They usually give a general overview about quality unless they are more developed blogs, when more developed they tend to delve deeper into what was good and bad about the service and the details of their personal experience. Product reviews are usually more beneficial if they are customer reviews of a company’s own products on their website, as these are the kinds of reviews that influence customer purchases. However it is also beneficial to have independent blogs or companies review your businesses products as a blog post and keep it up on their site or blog for their readers to see, this is as long as their content is similar to the theme of your own. It can even sometimes be beneficial to have blog posts on your own company blog on others products, as long as they are not your direct competitors and you do not mind sending some of your traffic away elsewhere in exchange for traffic from people searching for a review of the product you have written about.


Lists are quick, occasionally detailed items or points listed consecutively one below the other. They make for quick reading and get information across in short, no nonsense points that cut out any extra information leaving the main point. Though sometimes they can be expanded and become a little more detailed if required. They are helpful for use as extra content if your business can cover topics such as ‘10 best….’ or ‘15 ways to….’ many businesses can usually turn their expertise into this kind of content, simply by listing the best things in the industry or even the best way to do things. They can be extremely beneficial if you have customers or clients that ask a lot of questions regarding recommendations.

Link page

A link page is a page of content on a website that solely contains links to other pages or websites. These links commonly link to related or notable pages that have something to do with the page they come from. Many websites offer them as a reliable extra source of information for their customers, or even just a source of interesting websites for them to visit for any specific purpose they require. This kind of page can be useful if your company cannot produce the amount or kind of content required by your audience as you will become their source of finding the kind of websites they need without having to search for them themselves. Using them can even be beneficial to sales as it can be an opportunity to send potential customers to specially selected websites that may influence their decision and promote the idea of a purchase to them.


Specifically for online purposes an eBook is a virtual equivalent to a printed book. They can be read online or are downloadable to devices to be read, usually displayed in the same way as a book in layout and the addition of page numbers and on specially designed handheld devices the pages of the book can be swiped between as a real book would be. They are useful to businesses that have too much information to give out through blog posting or any other form of content. They also suit more creative websites such as ones that actually feature books, or can be exclusive content from a writing or artistic website. They can be beneficial to a business as having an available set of self written eBooks can portray them as a reliable information source, and can even be charged for giving the writer or business revenue whilst saving them the added expense of printing handheld books.

Case study

Taken from data over a period of time, a case study is usually a detailed piece of information that studies the effects of something over time or the progression of a situation or idea. They are reliable sources of information that are based of real and usually self collected data to prove a point or find an outcome. They can be useful as extra business content if it is used for an informational website, using them on a fashion website would be useless, however websites based around the mechanical or scientific community would be a lot more suitable. Case studies can also build up a company’s credibility in its field as they display the knowledge a business has and shows their dedication to providing their readers with fresh and interesting information.


Commonly on radio, podcasts are purely audio files that are available for listening online or for download for private listening. They are usually used to make a series of ongoing files that users can download themselves or receive automatically depending on how they are being distributed. They rely heavily on talking and engagement as no imagery or visuals can be used and must be engaging. Most commonly used for more interactive websites rather than informational ones, as long audio recordings of facts and research can be dull to listen to. They are worth considering for use if your brand has a big personality and a lot to talk about, creating an ongoing series of successful podcasts can bring in listeners that keep coming back in order to receive the next installment.


Used to gather information about a particular person or group, an interview is a one on one meeting of people in which questions are asked specifically to the person or group being interviewed. Questions are normally about themselves personally, their career / business or some kind of current project they are working on or event in their lives. The aim of them is to gather information that is unavailable through other sources and delve deeper into what is already available. Interviews are useful on websites that have key figures or events in its community, as it means a company may be able to arrange an interview with an influential person or leader of a relevant event that their readers may be interested in.

Blog posts

A blog post is simply a piece of writing that is published on an online blog, whether the blog be independent or belong on a company website. They contain information, discussions, facts, ideals and questions about a huge variety of topics. Blog writers are free to talk about whatever they feel on independent blogs, as readers will come across the blog through search terms of similar interest. Writers for a company blog however will have to write about things related to their specific field, as their audience has already been made and their content will have to cater to them. They can contain imagery to break up text, but this depends on personal preference. Their use in a business is huge, any kind of company can have a blog whether their specialise in mechanics or fashion, as long as there are things to discuss about that field it is possible to write engaging content about it.


An image depicts something the eye can see in paper or graphic form, they can contain anything that is relevant to the purpose it is being used for. Images online can be photographs, sketches or graphic images and can be used alone or with pieces of text. For businesses images can do a lot to stop their extra content being purely text, they can be used to break up blog posts or as stand alone pieces on social media pages such as Facebook or Instagram and can be a great way of engaging readers when there is nothing to say or a piece is in progress.

About the Author
Content Manager