Types of Content & Their Roles in Content Marketing

Anchored Content (Quick Recap)

  • Definition: “Anchored content” = core, evergreen assets built to earn authority (links, shares, loyalty) over time.
  • Contrast with purely “emotional/viral” pieces (e.g., funny videos) that may spike in views but seldom build sustained SEO value.
  • Rule of thumb: Use other content formats (video, infographics, etc.) to SUPPORT or PROMOTE the anchor rather than replace it.

Video Content

  • Example: “Double Rainbow” YouTube clip – 42,000,00042{,}000{,}000+ views because it was funny, not because it pointed to a strategic campaign.
  • Take-aways
    • Videos can be discovery tools AND stand-alone search assets (YouTube = 2nd largest search engine).
    • Must invest in production quality: proper studio, lighting, clear audio, compelling script.
    • Recommended workflow:
    • Publish on YouTube for native search traffic.
    • Embed in a blog post + full transcript ➜ on-page SEO + accessibility.
    • Build a branded “video channel” that compounds authority.
  • Strengths
    • High engagement, multi-sensory storytelling.
    • Potential to repurpose one recording across many platforms.
  • Weaknesses
    • Cost & skill barriers (editing, equipment, on-camera talent).
    • Success is algorithm-dependent (YouTube search + suggested videos).

Infographics

  • Shown example: Visual hierarchy infographic earned 31,00031{,}000 shares on Pinterest.
  • Best-practice guidelines
    • Ensure data accuracy & citation integrity (avoid “pretty but wrong”).
    • Choose topics that naturally translate to visuals—statistics, processes, comparisons.
    • Maintain brand consistency in color, typography, and logo placement.
  • Links & Shares Driver: Visually distilled information saves readers time.
  • Pitfalls: Commodity “template” graphics with thin research = low credibility & low linkability.
  • Real-world precedent: USA Today’s micro-graphics in bottom-right corner of print edition – quick, snackable data wins reader attention.

Instructionals / “How-To” Posts

  • Definition: Blog posts with a strong step-by-step, educational slant.
  • Example title: “How to Build a 2020-Foot Functional Geodesic Dome out of PVC.”
  • Value proposition
    • Practical utility → readers bookmark, share, and link because they can act on the advice.
    • Positions brand as trustworthy mentor.
  • Formatting tips
    • Break steps into enumerated lists, add photos/diagrams, provide tool lists & cost estimates.
    • Embed downloadable checklists or printable PDFs for extra lead capture.

Data-Driven Research Studies

  • First successful case the instructor published: Voice search shoot-out – Google Now vs. Siri vs. Cortana.
    • Coverage: Huffington Post, Tech Times, NBC News, etc.
    • Companion video: 152,000152{,}000+ views (strong engagement for digital-marketing niche).
  • Why they work
    • Original data = “link magnet.” Journalists and bloggers cite numbers to support their own arguments.
    • Establishes thought-leadership authority; differentiates from anecdotal content.
  • Execution checklist
    • Rigorous methodology (sample size, controls, raw-data transparency).
    • Visualize results (charts, tables) + provide executive summary for quick pickup.

Interactives

  • Highlighted piece: New York Times income-vs-college-attendance predictor.
    • User draws a prediction line on empty chart (parents’ income on xx-axis, child’s college-attendance probability on yy-axis).
    • System reveals true blue line, letting readers compare accuracy.
  • Engagement mechanics
    • “Lean-forward” experience – users invest effort, increasing memory & share-worthiness.
    • Gamified curiosity: People want to test & reveal their intuition.
  • Must-have: Underlying dataset must matter. Interaction alone without meaningful payoff ≠ links.

Other Content Formats Highlighted

  • Images / Pictorial Essays
    • Example: Best Made’s Instagram travel series – storytelling through sequential photos builds place-based emotional connection.
  • Short-Form Vine-Style Videos (e.g., Zach King)
    • Zach’s follower count ≈ 3.5 million3.5\text{ million} ➜ leveraged into paid brand deals.
  • Snapchat Stories
    • Ephemeral format demands creativity; great for authentic, behind-the-scenes glimpses & rapid follower intimacy.
  • Surveys
    • Similar to research studies but source is human opinion rather than empirical measurement.
    • Useful for detecting trends, preferences, sentiment analysis.
  • Interviews
    • Covered in influencer-marketing module – create reciprocity with thought leaders; interviewee often amplifies reach via own channels.
  • Case Studies
    • Present real-world application, metrics, lessons learned.
    • Audiences find proof points highly persuasive; sales teams love the collateral.

Strategic Selection & Capability Alignment

  • Keys to choosing the right mix
    • Map format to business goal: awareness, authority, lead gen, conversions, or customer retention.
    • Audit internal resources: tech skills, design talent, budget, time.
    • Balance content portfolio: evergreen anchors + periodic promotional/support pieces.
  • Creativity = limitless, but practicality = critical constraint.
  • Evaluate ROI continually: track links, shares, traffic, conversions per content type.

Ethical & Practical Reminders

  • Accuracy over virality – misinformation erodes long-term brand trust.
  • Quality production values signal professionalism but should not overshadow substance.
  • Data privacy & survey ethics: secure consent, anonymize sensitive responses.
  • Accessibility: transcripts for videos, alt-text for images, keyboard navigation for interactives.

Connection to Previous & Upcoming Modules

  • Built on “social media” module examples (Best Made, Zach King) & “influencer” module (interviews).
  • Next lesson preview: “Power of Partnerships” – leveraging collaborations to amplify content impact.