Every marketer knows that digital advertising is a great way to communicate with their customers. Analytics and micro-targeting make it easy to pinpoint audiences and speak to specific demographics. The trick is to make sure you’re saying something that they want or need to hear. That’s where content marketing comes in.

Types of Content Marketing

Content marketing is simply a type of advertising where the ad itself provides a benefit to the audience. In the digital world, video is king, so a popular way to provide useful content is to produce simple, short how-to videos. The benefit of a step-by-step walkthrough a DIY home project or recipe is obvious, and videos always rank highly in social media algorithms and search engines.

If you don’t have the time or resources to produce video, consider behind-the-scenes photos that give an inside look in your produce, service, or workplace. And don’t underestimate the power of a good blog, especially if it can be embedded into a post, and delivered to a highly targeted audience.


Like all forms of advertising, content marketing needs to include a strong call-to-action to get people to your website or other ordering interface and begin the sales cycle. Simple can be strong; “click here,” “learn more,” or “for more videos like this, subscribe here,” are tried, true, and effective. You can also incorporate an offer or promotion into your call to action, like “sign up now, and get 20% off your first purchase,” or “all through December, use the code CONTENT and get a free gift.” Hopefully, you’ve given them a benefit through the ad. Now promise them another when they go to your site.

Customizing by Platform

If you’re using social media as your primary content marketing channel, do your homework and make sure you’re using the platforms that are most popular with your target audience. It’s difficult to effectively run accounts on every social outlet; focus on the right ones. If you’re using Facebook, Instagram, or Twitter, most people will view your content on a mobile device, so design it to be square-shaped to take up as much of the screen as you can. Add text to tell your story to people who have audio off. On LinkedIn, focus on professional-looking blog articles with photos incorporated.

We actively seek content to answer questions, provide solutions, or help us learn. If you can integrate these concepts into your marketing, you will generate leads and boost sales!