There are many different types of content marketing, and each one has its advantages and disadvantages. This blog post will discuss the eight most popular types of content marketing, including blog posts, social media posts, videos, e-books, and more. We will also discuss which type of content is best for each buying cycle stage.
Understanding where the buyer is in the funnel is key to understanding what type of content to create.
Top of funnel: The top of the funnel is the beginning of the buyer journey when a potential customer is first introduced to your product or service. At this stage, they are not yet ready to buy anything, so you need to provide them with educational and informative content. Blog posts, social media posts, and articles are all excellent types of content for the top of the funnel.
Middle of the funnel: The middle of the funnel is when a potential customer starts to consider your product or service. They are beginning to compare you to other options, so you need to provide more persuasive content. Articles and e-books are suitable types of content for the middle of the funnel because they allow you to go into more detail about your product or service.
Content that informs and educates is best for buyers at the middle of the funnel. They have recognized a problem or opportunity and are now looking for more information to help them evaluate their options and make a decision.
This is where case studies, how-to guides, demo videos, webinars, and other educational content can be very helpful. By providing detailed information and real-world examples, you can build trust and credibility with middle-funnel buyers and help them move closer to a purchase decision.
Bottom of the funnel: Bottom of the funnel buyers are ready to purchase. They have likely already interacted with your brand, whether through an ad, social media, or your website. At this point, they are looking for more information that will help them make a decision.
The best type of content to create for bottom-of-the-funnel buyers is product-focused content. This can include detailed product descriptions, user reviews, demos, or how-to videos. This type of content will help the buyer visualize using your product and understand its features and benefits. Ultimately, product-focused content can be the difference between a bottom-of-the-funnel buyer making a purchase or moving on to another brand.
Now that you know the different types of content marketing, it’s time to start creating content that will help you achieve your business goals!
Blog posts are a great way to provide valuable information to your readers while promoting your product or service. They are typically shorter than other types of content, and they can be published more frequently. However, blog posts can be challenging to write if you don’t have much experience with writing.
Blog posts are best for the top of the funnel as they provide valuable information to potential customers and help generate leads. However, they can also be used in the middle and bottom of the funnel, depending on the campaign’s goal.
Top of Funnel: A blog post about the different types of content marketing and which one is best for each buyer’s stage.
Middle of Funnel: A blog post about how your product or service can help solve a specific problem.
Bottom of Funnel: A blog post that provides a detailed review of your product or service.
Social Media Posts
Social media posts are an ideal part of content marketing because they are timely, relatively inexpensive to produce, and have the potential to reach a large audience. In addition, social media posts can be customized to target specific audiences and objectives.
For example, posts intended to generate awareness of a product or service can be designed to reach users who are likely interested in the topic. Similarly, posts designed to generate leads can be targeted to users in the middle of the purchase funnel.
Ultimately, the type of social media post that is best for each phase of the funnel will depend on the specific objectives of the content marketing campaign.
For example, if you are a real estate agent, you might consider your social media posts’ following content marketing types.
Top of funnel: Informational blog posts about the real estate market, first-time homebuyer tips, etc.
Middle of the funnel: Posts featuring properties for sale, open houses, etc.
Bottom of the funnel: Posts highlighting testimonials from past clients, information about the agent’s services, etc.
Email newsletters are a popular content marketing type because they are easy to produce and can be tailored to fit any stage of the buyer’s journey.
For example, a top-of-funnel newsletter might include information about a new product launch, while a middle-of-funnel newsletter might provide helpful tips on using the product.
A bottom-of-funnel newsletter might include customer testimonials or special offers. By creating email newsletters targeted at each buyer journey stage, marketers can ensure that they provide relevant and valuable information to their audiences.
There’s no question that video is one of the most, if not the most, popular forms of content marketing today. But why? And what types of videos are best for each phase of the buyer journey?
Video is a very versatile medium. It can be used to communicate a message, educate, entertain, or even connect with an audience personally. What’s more, it’s a very easy format to consume. People can watch a video while doing other things, such as commuting or working out. And thanks to social media, videos can be easily shared with friends and followers.
Different videos are best for each stage of the buyer’s journey. For example, top-of-funnel videos should be focused on raising awareness about a problem or need that your product or service can solve.
Middle-of-funnel videos should provide more information about your product or service and how it works.
And bottom-of-funnel videos should highlight the benefits of your product or service and why it’s the best solution for the customer’s needs.
Webinars are a popular content marketing type because they allow audience members to engage with the presenter in real-time. This interactive format allows for a two-way exchange of information, which can be particularly helpful in the middle and bottom of the funnel when audiences are making decisions about products or services.
Additionally, webinars can be easily recorded and repurposed as on-demand content, making them a valuable asset for any content marketing strategy. When planning a webinar series, it is important to consider which stage of the buyer journey each installment will target.
For example, a top-of-funnel webinar might focus on introducing a new concept or raising awareness about a problem that your product or service can solve.
A middle-of-funnel webinar could provide more detail about how your solution works and how it compares to competing options. Finally, a bottom-of-funnel webinar could offer a deep dive into your product or service, including case studies and testimonials from satisfied customers.
By carefully planning each phase of the buyer journey, you can ensure that your webinar series provides the most value to your audience.
For buyers at the top of the funnel, case studies can be used to educate and raise awareness of a problem or opportunity. They can help buyers understand the potential implications of taking a particular course of action and highlight other organizations’ successes.
On the other hand, Middle-of-funnel case studies tend to be more focused on specific solutions. They can provide detailed information about how a particular product or service has been used to overcome a particular challenge and help buyers understand the benefits that they might be able to achieve.
Finally, bottom-of-funnel case studies are typically used to reassure buyers who are close to making a purchasing decision. They can highlight the risks associated with taking a particular course of action and showcase similar organizations’ successes. In short, case studies are an essential tool for content marketers – regardless of which stage of the buyer journey they’re targeting.
Ebooks are a popular content marketing type because they can be very comprehensive yet still relatively easy and quick to produce. In addition, they can be highly targeted to specific audiences and used at different stages of the buyer journey.
For example, an ebook on “How to Choose the Right Tires for Your Car” would be ideal for someone in the middle of the buying process looking for more detailed information on a particular product.
On the other hand, a book on “10 Ways to Save Money on Your Car Expenses” would be more appropriate for someone just beginning their research at the top of the funnel.
And finally, an ebook on “The Top 10 Used Car Models That Hold Their Value” would be most beneficial for someone ready to purchase at the bottom of the funnel. By understanding which type of ebook is best suited for each buyer journey stage, you can more effectively use this powerful content marketing tool to reach your target audience.
Podcasts are a growing trend in content marketing, and it’s easy to see why. They’re relatively easy and inexpensive to produce, they can reach a broad audience, and they offer listeners a convenient way to consume content while on the go. But which podcasts are best for each stage of the buyer journey?
For top-of-funnel awareness, look for podcasts covering various topics related to your industry. These can be general interest shows that appeal to a broad audience or more specialized shows that attract listeners who are already interested in what you do. Either way, the goal is to get your name in front of as many potential customers as possible.
Focus on podcasts that provide more in-depth information about your products or services in the middle of the funnel. These shows should target listeners who are already familiar with your brand and are considering making a purchase. Look for opportunities to be a guest on these shows, or consider starting your podcast covering everything from product features to customer testimonials.
At the bottom of the funnel, your goal is to close the sale. Here, you’ll want to focus on podcasts that feature case studies, testimonials, and other examples of customers who have used your products or services to achieve success. These shows will help build trust and confidence in your brand and ultimately lead to more sales.
As you can see, various content marketing types can be used at different stages of the buyer journey. By understanding which type of content is best suited for each stage, you can more effectively reach your target audience and achieve your business goals.
Lori Ballen is a real estate agent in Las Vegas. She’s a digital marketing specialist, speaker, and marketing coach and loves to share her “Ballen Method” to generate website traffic and leads online. Lori’s specialties are SEO content writing (ranking on the search engines), social media strategies, and affiliate marketing. Need a website? Contact Lori’s brothers Jeff and Paul Helvin at Ballen Brands.