The 7 most effective forms of content

Visuals, interactive formats, and authoritative tomes make up the array.


Creating credible content should be the No. 1 activity of every marketer today. Its impact is directly related to search engine optimization, brand reputation and interest, and, most important, lead conversions.

But what kind of content should you create? What are the must-haves, and what forms get you noticed and attract potential customers?

Below is a list of the seven most-effective content forms.

Must-haves. The first three content forms on the list probably don’t need a lot of explanation. More than 70 percent the nearly 6,500 SEO Industry Survey Data respondents are already employing these tactics because they’re so important.

1. Blogging
2. Social media
3. Articles and guides

The remaining four content forms on our list may not be as obvious, but they are just as important. Prospects clamor for content in these forms for several reasons.

4. Infographics. According to customermagetism.com, infographics are 30 times more likely to be read than text articles. Publishers that feature infographics see their Web traffic grow 12 percent faster than those who don’t incorporate infographics into their mix. Best of all, infographics improve your SEO performance, which translates to more Web visits and higher click-through rates.

5. Videos. According to BrightRoll, 70 percent of Internet users watch videos online. In a recent survey, 64 percent of advertisers believed that online video is equally or more effective than television. Because of its appeal, video use is growing faster than any other content form.

6. White papers. White papers are seen as credible and containing valuable knowledge information. In a recent B2B Technology Collateral Survey, 83 percent of respondents reported white papers were moderately or extremely influential in their purchasing decisions. The report went on to say that dollar for dollar, white papers are the most cost-effective way to distribute content.

7. Polls and surveys. Fewer than 25 percent of SEO Industry Survey Data respondents are currently using polls and surveys in their content. Polls and surveys are a fantastic way to engage readers, and the results provide valuable data points for fresh content.

Need a little help with creating content? Download our Content Creation Templates. These templates will help you identify exactly who you want to talk to, what you want to tell them and what form you should consider using to make sure your message gets out.

A version of this article first appeared on Weidert.com.

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