What is Content in Digital Marketing? A Comprehensive Guide for Beginners

If you’re new to digital marketing, this comprehensive guide is for you.

You’ll learn what content is all about, its forms and types, and why it’s important in digital marketing.

Key takeaways

• The main goal of digital marketing is to connect businesses with potential and current consumers online.

• To make that possible, businesses need various types and forms of content to attract, engage, and influence the right customers to buy their products or services.

• Understanding and using content effectively helps businesses grow.

What do you mean by content?

Everything you see, read, or hear online is content.

Content is any form of information expressed through some medium.

It includes everything you see, read, or hear online that:

• Communicates a message to you
• Entertains you
• Educates you
• Engages you.

What is content in digital marketing?

Content in digital marketing is any material created and shared online to:

• Attract
• Engage
• Influence potential customers.

What’s more?

Brands use digital marketing content to:

• Promote their products or services
• And drive sales.

Meanwhile, what is digital marketing?

“Digital marketing includes strategies and tactics used to reach and engage target customers.“

Digital marketing (or online marketing) means promoting products and services or businesses online.

It includes strategies and tactics used to reach and engage target customers.

Why content is important in digital marketing

Content is the backbone of online marketing.

In fact, 81% of marketers see content as the heart of any business strategy.

That is why 54% of businesses plan to increase their content marketing budgets in 2024.

This shows that content improves business results.

So, with higher budgets, businesses will need more content to:

• Increase brand awareness.
• Boost sales.
• Build relationships with customers.

These are the 3 top reasons why businesses create content, according to eMarketer.

Let’s see how these work:

I. Increasing brand awareness

When businesses create great content, more people notice and find them.

Picture this:

A small food store just opened within your location.

If the store just has a signpost outside, only people who walk by might know about it.

But if the store posts pictures and videos of the items they sell on social media, many more people, even those who have never walked by, will know the store exists.

Ultimately, content tells the story of a business and shows what it sells.

So, the more people find the content, the more they’ll remember the store whenever they want anything from there.

II. Boosting sales

“When businesses share helpful content, they’re most likely to sell more.”

When businesses create content that explains why their potential customers need their products or services, it boosts their sales.

This works like magic.

Ordinarily, most people don’t know why they need some things.

So, when they come across content that shows them why they do, it’s easier for them to decide to buy.

Here’s a fact:

60% of customers choose to buy a product or service after reading about it.

Now imagine you want to buy a new smartphone.

If a phone store like Tinted Technologies Global shares content about smartphones, you might read articles or watch videos that explain:

• The features of the phones
• And why the phone is better than others.

This information makes you feel more confident about buying the phone.

So, when businesses share helpful content like this, they’re most likely to sell more.

III. Building relationships with customers

Businesses create and share content to connect with their customers.

If customers find the content useful, they’re more likely to trust and be loyal to the business.

“When businesses share content that addresses customers’ problems and needs, they build solid relationships with customers.”

It’s just like making a new friend.

Think about this:

If someone always gives you advice that helps you solve your problems, you tend to trust them and spend more time with them.

That ‘someone’ is a business; the helpful advice is the content; and you’re the customer.

So, when businesses share content that addresses customers’ problems and needs, they build a solid relationship.

What are the forms of content?

“Forms of content” or “content forms” refers to the different formats or mediums through which content is delivered and consumed.

It emphasises the structure and method of presenting content.

Here’s a breakdown of the 5 forms of content:

1. Text content

Text-based content is the most common form of content on the internet.

Text content includes written words such as:

• Articles
• Blog posts
• Social media updates
• Product or service descriptions.

A Demand Metric statistic shows that 70% of people prefer learning about brands from blogs over traditional ads.

This shows the preference for well-written content among consumers​.

For more information on this, see our comprehensive guide on content writing.

2. Visual content

“Visual content is highly engaging and can convey information quickly and effectively.”

Visual content is highly engaging and can convey information quickly and effectively.

It includes:

• Images
• Photographs
• Illustrations
• Infographics
• Memes.

Visual content gets 94% more views than text-only content (SproutWorth).

Also, people can still remember 65% of visual content after 3 days, but only 10% of written content (Digital Web Solutions).

Interesting, right?

This indicates that visual content is more effective and engaging than text.

So, imagine what happens when you combine text and visual content.

Your content will simply be more visually appealing and easier to read and understand.

The screenshot below is a good example.

3. Video content

Video content is used to captivate audiences and simplify information.

“Video content is an effective storytelling tool and delivers excellent results.”

It’s highly shareable and can quickly go viral.

Examples include:

• Short clips
• Animated GIFs
• Live streams and webinars
• Full-length documentaries
• Feature films.

91% of businesses increasingly use video as a marketing strategy.

This means video content is an effective storytelling tool and delivers excellent results.

4. Audio content

23.5% of internet users listen to podcasts (Exploding Topics).

Audio content is a convenient way to consume content while multitasking.

Examples include:

• Podcasts
• Music
• Audiobooks
• Voice messages.

Today, audio content is so useful.

Podcast is the chief among them.

Its growing influence is why the podcast industry is worth about $4 billion in revenue, globally (Statista).

504.9 million people worldwide listen to podcasts (Exploding Topics).

This is 23.5% of internet users.

The convenience of consuming content on the go drives this growth.

5. Interactive content

Interactive content is used to collect valuable data and insights from your audience.

Examples include:

• Quizzes
• Games
• Polls.

These interactive features let your audience get practical with the content.

According to WorldMetrics, 81% of marketers say content with interactive features hooks attention 2X more than content without.

So, to engage and persuade your audience, spice up your content with interactive elements.

Finally, now you know it:

Content is the lifeblood of the internet.

Without it, there’s nothing to see, read, or hear online.

Now, let’s see the types of content businesses can create to reach and engage target audiences.

Types of content in digital marketing

Unlike forms of content, “types of content” refers to the categories of content that serve particular marketing purposes.

It focuses more on the purpose and topic of the content rather than its format.

Here’s a list of 17 types of digital marketing content:

1. Blog posts and articles

The purpose is to provide:

• Valuable information
• Insights
• Updates on topics relevant to the audience on blogs and websites.

Examples include:

• How-to guides
• Listicles
• Opinion pieces
• News updates.

2. Social media posts

The purpose is to:

• Engage with audiences
• Create brand awareness
• Drive traffic to other content on platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok.

Examples include:

• Status updates
• Photos
• Videos
• Stories
• Polls
• Live streams.

3. Videos

The purpose is to offer engaging, visual content to:

• Explain concepts
• Demonstrate products
• Entertain.

Examples include:

• Tutorials
• Product demos
• Behind-the-scenes videos
• Vlogs
• Webinars
• Live streams.

4. Infographics

The purpose is to present complex information in a visually appealing and clear format.

Examples include:

• Data visualisations
• Process explanations
• Comparison charts.

5. Ebooks and whitepapers

The purpose is to give in-depth information on a specific topic.

Examples include:

• Ultimate guides
• Industry reports
• Case studies.

Ebooks are often used to generate leads that require contact information for download.

6. Email newsletters

The purpose is to:

• Communicate with subscribers
• Build relationships
• Give updates
• Market products or services.

Examples include:

• Weekly newsletters
• Promotional emails
• Product or service announcements.

7. Podcasts

The purpose is to reach audiences through audio content that can be listened to.

Examples include:

• Interviews
• Discussions
• Storytelling
• Educational episodes.

8. Webinars and live streams

The purpose is to cover a topic in real-time and allow the audience to contribute or ask questions.

Examples include:

• Online workshops
• Q&A sessions
• Panel discussions
• Product or service launches.

9. Case studies and testimonials

The purpose is to share customer success stories and positive experiences to build credibility and trust.

Examples include:

• Detailed customer stories
• Reviews
• Video testimonials.

10. Checklists and cheat sheets

The purpose is to offer practical, easy-to-follow steps or quick reference guides on specific topics.

Examples include:

• Step-by-step guides
• quick tips
• Resource lists.

11. Quizzes and interactive content

The purpose is to engage the audience with interactive elements that provide personalised results or insights.

Examples include:

• Personality quizzes
• Assessments
• Interactive infographics
• Polls.

12. User-generated content (UGC)

The purpose is to use content created by the audience to build authenticity and community.

Examples include:

• Customer reviews
• Social media posts featuring your products or services
• Video testimonials.

13. Product and service descriptions and landing pages

The purpose is to give detailed information about products or services to drive sales.

Examples include:

• E-commerce product pages
• Sales landing pages.

14. Memes and GIFs

The purpose is to engage and entertain audiences with funny or relatable content.

Examples include:

• Funny images
• Short looping animations.

15. Press releases

The purpose is to announce significant news or events to the media and public.

Examples include:

• Company news
• Product and service launches
• Significant achievements.

16. Surveys and feedback forms

The purpose is to gather insights and feedback from your audience to improve products and services.

Examples include:

• Customer satisfaction surveys
• Product and service feedback forms
• Market research surveys.

17. Guides and tutorials

The purpose is to educate your audience on how to use your products or services effectively.

Examples include:

• Step-by-step tutorials
• How-to videos
• Detailed guides.

Finally

Content is the information you create and share to connect with people online.

It has 5 forms and various types, serves different purposes, and is the backbone of digital marketing.

Content in digital marketing FAQs

1. Do digital marketers make content?

Yes, digital marketers often create content as part of their strategy.

So, creating content is essential for attracting, engaging, and delighting target audiences.

Here are some ways they’re involved in content creation:

• Writing: They create blog posts, articles, social media updates, email newsletters, and more.

• Designing: They design visual content such as infographics, images, and graphics.

• Video production: They create videos, including scripting, shooting, and editing.

• Audio content: They record and edit podcasts or other audio materials.

• Interactive content: They develop quizzes, polls, surveys, and other interactive elements.

2. What is content type in digital marketing?

Unlike forms of content, “content type” in digital marketing refers to the categories of content that serve particular marketing purposes.

It focuses more on the purpose and topic of the content rather than its format.

3. What are content types on a website?

Here are some common content types found on websites:

• Blog posts and articles
• Product or service description
• FAQs (Frequently Asked Questions)
• Case studies
• Testimonials and reviews
• Infographics
• Videos.

I would love to hear from you

Did you learn something new?

What do you think about it? And what content form are you most interested in?

Do you have any questions for me?

Let me know in the comments now.

Take the next step to start content writing NOW!

If you want personal mentorship, talk with me or send me your questions and concerns here:

• simplymoses25[at]gmail[dot]com (simplymoses25@gmail.com).

Be assured I’ll respond to you within 12 hours.