6 Types of Content to Kick Off Your Online Marketing

Young businesswoman woman is sitting at kitchen table and uses laptop, working, studying. On table tablet computer, paper documents. Freelancer works at home. Online marketing, education, e-learning.

High-quality content is a powerful way to supercharge your online marketing. In fact, it’s essential if you want to attract the high quality leads you’re looking for.

When the words “content marketing” are mentioned, the primary example that comes to mind is probably blogging, the one way to create content that most people are familiar with. It’s true that blogging is a powerful way to strengthen your marketing funnel and improve search engine optimization. However, making sure your online marketing repertoire is more diverse can help you attract and nurture leads at every point in the buyer’s journey.

Given that, here are 6 content formats you should be including in your content marketing strategy, especially when you’re first starting out.


Blog posts from the bread and butter of your content marketing approach and should be one of the first content types you add to your online marketing arsenal. Blog posts are usually shorter and easier to read, posted regularly, and feature current and engaging topics that make them clickable and appealing.

Blog posts can be easily shared through social networks or email, thereby creating friendly and accessible content that’s also highly valued by your readers.

A couple of essential points to keep in mind when it comes to blogging is that you should do so regularly and consistently. Your blogs should also be expertly written for maximum conversion and search engine optimization. A digital marketing specialist can help you develop high-quality clickable posts for your blog when you’re just starting out, or if you don’t have the time to do it yourself.

online marketing

White Papers, Guides, and E-books

Guides, white papers, and e-books are fantastic pieces of content for your digital marketing as they showcase your knowledge, are highly valued by customers, and give you an opportunity to bring in leads like no other content can.

Remember, though, that such content needs to provide value with high-quality, well researched and accurate content. It needs to show enough value that your lead would be willing to offer valuable contact information like an email or phone number in exchange for what you’re offering.

Checklists, Planners, and Templates

Checklists, planners, and templates can be powerful content tools to attract high-quality leads that are deeper into the buyer’s journey. These could be industry-specific examples like a remodeling budget planner, or whole home remodel checklist created by a remodel contracting company.

Customers highly value these tools which help to establish your business as an authority in the industry, while also encouraging email signups.

Pillar Pages

Pillar Pages are similar to blog posts, but provide much more detailed information on a particular topic that’s important to your customers. They may be from 1,000 words up to 15,000 words long, with multiple click-through pages to help deliver this valuable content.

Pillar Pages help to showcase who you are and what you do, allowing leads in the Consideration stage to weigh their options. It can also drive email and blog sign-ups (more leads!).


Video content is continuously becoming a popular content format to add to online marketing. Engaging, exciting, and punchy video can deliver your message quickly in an appealing way. Videos can be included in blog posts and social media campaigns to liven up your message and attract fresh leads.


Infographics can help to make a boring message exciting – especially if you’re just going to talk about certain products or services. Not to mention they pack a considerable amount of information into a picture, graph, or diagram that’s easy to understand and absorb. Don’t forget to include infographics in your blog posts to highlight a point, or add them to your social media posts for more clicks.

If you’re not including these 6 outstanding content formats in your digital marketing strategy, you’re missing out on huge opportunities to win new leads and increase company sales. To find out how each of these content types fits into your business’s marketing approach, don’t hesitate to talk to the experts at Leads Ngin to create the perfect online marketing strategy today.