Joe Meloni


1. Infographics

Infographics are the fastest-growing form of content marketing, with use of this visual format growing 1.5 times from last year.

Infographics provide marketers a chance to inform their target audiences with attractive visuals they’ll remember.

2. Video

Video marketing has helped companies add a new interactive dimension to their content strategies.

Americans watch tens of billions of videos on the web every month, making the demand for relevant video content higher than ever.

3. Better landing pages

As prospects move closer to conversion, they inevitably develop new questions and concerns about products or services.

Still, 60 percent of marketers have fewer than 10 landing pages on their websites.

Quality, in-depth landing pages for all products and services are key, but brands shouldn’t post content for content’s sake.

Each page must be given careful layout consideration, answer business critical questions and have clearly optimized calls to action.

4. Case Studies

Few things impress prospects like examples of a company adding value for clients or customers (especially in the B2B sector).

The demand for success stories has led more than 60 percent of B2B companies to use case studies as part of a content marketing strategy, and this content is rated as the most effective content marketing strategy by these publishers.

5. Industry-focused glossary content

There are some terms content marketing campaigns use that prospects may need defined – and traffic shouldn’t have to bounce to other sites to learn.

Creating glossary pages that provide definitions of these terms and their relevance to a company’s industry, products and services ensures users stay on a site to find their answers.

6. White papers

White papers help companies establish industry authority. Sixty-one percent of content marketers have made white papers a part of their strategies, and the broad majority of these companies cite them as effective.

Added bonus? Forty percent of marketers say white papers are “very effective” for SEO.

7. Press releases

Announcements of new products and services can be a great way to expand brand awareness on the web.

Fifty-eight percent of B2B content marketers currently use press releases to spread the word on topics ranging from new products and services to executive appointments.

8. Product reviews and testimonials

Much like case studies, product reviews and testimonials help brands build trust with their target audiences.

Eighty percent of consumers trust product reviews on the web, especially when they’re created and shared by customers. Encouraging existing clients to share positive experiences can help appeal to new prospects.

9. Employee profiles

Show prospects who they would be working with to boost business appeal on the web.

The fact that 80 percent of consumers won’t work with brands they don’t trust demonstrates the importance of putting a face (or faces) to a company name.

10. Industry-focused new content

More than 60 percent of marketers say updating content is a leading content marketing challenge.

Developing industry news articles around the latest trends for a brand website ensures a company always has something new to write about.

Aside from the SEO benefits of news content marketing, this strategy also helps position a company as a thought leader that stays up to speed on its industry.