As we’ve mentioned in recent posts, content marketing is more than just publishing a blog. A blog is just a tool for getting your message across. It gives you a way to connect with your audience, engage them, and build their trust. But at the end of the day, it’s still just one of many tools you can use to do so.

What if you had several tools at your disposal to accomplish the job? How much more successful would your company be? How far could you extend your reach to engage people and draw them into your circle?

The best content marketers know that people respond in different ways to different types of content. A person might not read a blog, but will watch videos. An individual might ignore PDF white papers, but ravenously consume the same information through an infographic or Kindle ebook. The solution is to create lots of different types of content to reach different segments of your audience. Give them what they want in a format they want to consume.

Here are 7 ideas to start working on today…

#1. Blog Posts

Let’s start with the most obvious idea. If your business lacks a blog, and you’re interested in publishing content, start a blog. It’s one of the simplest ways to publish content and interact with readers. Plus, thanks to the huge number of plugins available, it’s also the quickest and easiest way to encourage readers to give you some social love.

#2. “How To” Guides

It doesn’t matter if your niche is woodworking, quilting, or budget traveling. You know how to do things that other people want to learn. So, put it into a series of “how to” guides. You’ll build authority in your niche and become more widely known as word gets around about your material. Your content will be useful enough that folks will feel inclined to share it with their friends.

There are lots of ways to publish “how to” information. You can post it to a page on your site, wrap it up into a PDF, and create a Kindle ebook. You could also use it to create podcasts and videos. Putting it into different formats ensures you’ll get maximum mileage from the same material.

#3. Infographics

Infographics have grown in popularity over the last couple of years. They package a lot of data into an easy-to-digest format. Because folks tend to enjoy them, they get shared on social media sites.

One word of caution: if you create an infographic or pay someone to create one for you, don’t skimp on quality. Presentation is everything. It plays a major role in whether your infographic gets passed around.

#4. Videos

Video has become a huge component of content marketing. With it, you can deliver a lot of material quickly in a way that engages the viewer. Plus, it’s a format perfectly designed for the growing mobile space. (When was the last time you saw someone reading a PDF on their iPhone?)

The great thing about videos is that they are easy to create and highly shareable. If you have a witty sense of humor, you might hit a sweet spot and see one of your videos go viral!

#5 – Email

Email seems so 90s. After all, it’s an antiquated platform that hardly anyone uses anymore, right?


Email continues to be one of the main tools people use to communicate with each other. That means it’s a great way to stay connected to your audience. For example, you could publish a weekly or monthly newsletter. Or just email folks when you want to share something with them you’re sure will benefit them. Best of all, you’ll show up in their inboxes; you don’t have to rely on them to remember to come back to your site.

#6. Ebooks

There’s something about ebooks that creates trust, builds authority, and improves customer loyalty. They can be given away for free, used for lead generation, or sold as standalone products. If you give them away, they become instantly shareable (assuming the content is top-notch)

If you’re struggling for ideas, here’s a secret: you can repackage content you’ve created in the past and use it as the basis for your ebook. For example, a lot of popular bloggers have created ebooks from their top blog posts. Simply reformat your previously-used content, add some new insights, and voila! You have a new ebook.

#7. Podcasts

Podcasts are popular because they deliver information in a way that allows the listener to multitask. You can listen to interviews with your favorite marketers or business leaders while doing house chores. You can listen to insights about your niche while working up a sweat at the gym. You can gain knowledge while taking a walk, running errands, or driving to work.

The good news is that they’re easy to produce and easy to distribute. Simply load them up to iTunes and post a link to the podcasts on your blog. Then, get social and ask folks to share the goods with their friends.

If you’re running a blog, great! But there’s so much more you can do to get your content in front of people who want to consume it. The challenge is that not everyone is a voracious reader of blogs. So create content in formats that cater to their preferences.

Your Turn!

What types of content have you created for your niche? Which types do you enjoy creating the most? Which types do you look forward to creating the least? Let us know in the comments section below!