Digital Marketing: Popular Content Types and When to Use Them — UNBXD

We’re spoilt for choice when it comes to content types in digital marketing - so much so that it can be overwhelming. You’ve got something to shout about, but how should you do it? With a short, snappy TikTok? A quick Instagram Live? How about an in-depth blog, or should you create an infographic to get the message across?

The misuse of various content formats can dilute your message or cause it to become lost in a sea of abandoned blogs and unwatched videos. Low-quality posts are one of the biggest social media mistakes a brand can make, so understanding when and where to use the most popular types of content is a crucial part of any effective digital marketing strategy.

So, do yourself a favour, and keep reading to discover ten of the most popular content types, and when they’re best utilised…

Blogs

Best for: showcasing expertise, encouraging discussion, and improving SEO

Blogs can serve a number of purposes, from showcasing your knowledge and expertise around a subject to giving your website more visibility on search engine results pages for specific topics. They offer an opportunity for discussion, particularly when shared on social media, and can improve your social engagement as well as your website traffic. Use them to cement your brand as experts in certain fields, using interesting discussion points to encourage readers to share and comment.

Short-form videos

Best for: short, clear messages and catching the attention of non-customers

Short-form videos have become more popular in recent years thanks to the rise of platforms like TikTok. Existing social media platforms including Instagram and YouTube have since implemented similar short-form video hosting capabilities, optimised for mobile viewing in portrait mode.

Short-form videos are ideal for catching the attention of those previously unfamiliar with your brand or message, and are the most likely form of video to gain unprecedented traction and go viral. Use them to get across short, snappy, entertaining messages which don’t require too much concentration or attention to watch.

Long-form videos

Best for: more complex messages and building deeper connections with viewers

Whilst short-form videos are on the rise, long-form videos, which last over five minutes, do still have their place. YouTube is still one of the most widely used social media platforms, and it’s not just down to YouTube Shorts. In marketing, long-form videos can be useful for getting across more serious or complex messages, as they allow brands more time to show their commitment to their mission and connect with viewers on a deeper level.

Live videos

Best for: authenticity, building relationships with viewers, and increasing reach

Just like long-form videos, live streams allow brands to get more up-close and personal with their viewers in a less scripted, more casual format. They offer a chance to build a relationship with an audience more quickly than pre-recorded videos, as you can answer questions from real people in real time. They also allow greater accessibility than in-person events: potential customers from all over the world will have the opportunity to tune in. Consider using live videos next time you’re launching a new product or hosting an event!

Stories

Best for: providing transparency and posting memorable content

In 2013, Snapchat created a new feature which would allow users to upload temporary posts which disappear after 24 hours. The feature was called ‘Stories’, and a trend was born: three years later, Instagram added a similar feature, with Facebook following suit the year after and TikTok adding stories in 2022. Due to their temporary nature, stories allow for more informal, unpolished content - there’s no need to write a script, record in a studio and professionally edit. Instead, stories are ideal for posting quick updates and providing your audience with a greater level of transparency, building their trust and loyalty. Use stories to post content which your audience finds relatable and memorable with the aim of driving engagement.

Case studies

Best for: showcasing professionalism and building trust

Case studies allow brands to demonstrate their process, skills, experience and successes in an effective and trustworthy ‘show and tell’ format. They are usually presented as a journey from receiving the client’s original brief or problem to their research, design or development processes and finally to the finished outcome, whether it’s a product or service. Including a testimonial from the client as well as relevant images also helps to cement the brand as tried-and-tested trusted experts in their field.

Interviews

Best for: providing diverse content and voices and adding a human touch

Interviews can come in several forms, each of which may be more appropriate for certain brands, interviewees, or messages than others. Interview articles can be a more cost-effective way to include the voice of an interesting or important person from within your field in your existing content strategy. If you already have a loyal readership, interview articles can be an interesting change from regular blog or news articles, and can further influence your status of expertise.

Video interviews can be more expensive to film and edit, but they are also likely to perform better and have a larger impact on your brand. Interview-style marketing videos featuring your brand’s founders or employees can highlight key messages and add a human touch to your marketing strategy.

Text-only posts

Best for: driving discussion and engagement

Whilst most of the content ideas in this article can be posted or cross-posted to social media, there’s something to be said about the most basic form of social media content: text-only posts. Platforms such as TikTok and Instagram aren’t designed for text-only content, but others, like LinkedIn and Facebook, certainly are.

LinkedIn in particular is seeing a rise in the popularity of text-based posts with zero production due to the conversations they spark. Unpopular opinions, confident statements and short listicles are all designed to drive engagement, especially when paired with questions and relevant, popular hashtags.

Infographics

Best for: delivering complex information in a visual, shareable format

Infographics allow brands to deliver a clear message in a visual layout. They are best used to present a great deal of information, such as statistics or research, in a way that people can easily understand and are keen to share with others. Even other brands may be interested in sharing your infographics, creating high-quality backlinks essential for strong SEO. Presenting data in a visual way can make it much more impactful than if the information was simply listed.

Newsletters

Best for: nurturing relationships with existing subscribers and driving conversions

Newsletters provide brands with a way of directly communicating with customers who are genuinely interested in their content, products or services. This helps brands to nurture these existing relationships, driving traffic to your website and supporting conversions. Newsletters should include valuable information such as industry updates, offers and sales, new products and upcoming events. Provide links to your existing content, such as recent blog posts or videos, as well as clear CTAs (calls to action) to convert those loyal subscribers into customers.

UNBXD is a Creative Digital Agency which specialises in social media marketing using platforms such as Facebook, TikTok, LinkedIn and Instagram to create exciting, innovative solutions for breakthrough brands. We are experts in supporting brands to outline clear objectives, develop strong communication strategies and create unique content which truly engages their audience. Come and see what we can do for you!