• Jen Haken

Digital Content Marketing types, and how to write them



As a business owner, do you ever get that ‘head-in-hands’ moment when confronted with a new marketing content type to write? It can feel like a minefield, figuring out how to write content for different marketing types. Especially when you’re pushed for time and need to write within the remits of your brand tone of voice.


Here are some ideas on adapting your business brand tone, just a little, for your different content marketing types.


Think of it in terms of your verbal communication style changing depending on who you’re with. When you’re at work – in client meetings, or with your colleagues – I’ll hazard a guess that you tend to act and speak in a specific way; professional yet friendly and inclusive, for instance. Then, when out socialising or spending time with your family, I bet your communication style is far more relaxed. Am I wrong?


Keep that in mind when writing your different digital marketing content types. So white papers, case studies and eBooks tend to need a more professional tone, whereas blogs, videos and social media do better with a more relaxed approach. Fun, even!



Digital content types to include in your marketing strategy

Professional communication style:


White Papers – Excellent for building your reputation as a thought leader within your industry, go to town on writing about what you know. These documents tend to be fairly lengthy, so ensure you include a summary or overview at the start, split your content into sections, and add a table of contents.


White papers are ideal for use as evergreen content.


Case Studies – Good for building trust, your customers will see how others have used your products or services. Keep them relatively short. Highlight the issue, explain the solution and results, and how new users can replicate those results. Finish with a summary. Case studies can also highlight special applications or uses of your service or products.


eBooks – Ideal for earning respect in your industry and for use as evergreen content, eBooks help to increase your brand visibility and grow your contact database (being mindful of GDPR, of course). eBooks can be any length, from five to 55 pages or more, but it’s important that they offer value. So no more than 10% promotion of your products.


eBooks take time to write. To do them well, I strongly recommend using a freelance writer and/or editor to ensure they’re well written and error free.


How To / Manuals – Help your customers have a great customer experience by writing ‘How To’ manuals. They’re ideal for having on your website and sharing in social media. Keep them straightforward, writing in plain English. Don't use technical jargon unless your products are targeted at a specific audience who would pick up those keywords when searching for help.


Webinars – Excellent for sharing business content, webinars are an online seminar. They usually include a presentation and a Q&A session. You could also host a live interview through a webinar, or live stream on Facebook. Remember to give your followers plenty of time to sign up! Zoom lets you host a 40-minute online meeting with up to 100 attendees for free.



Relaxed communication style:

Blogs – An important part of your content marketing strategy, blogs are usually quick to write. Easy to read and share, they are great for SEO, helping to drive organic traffic to your website. Blogs help build relationships, are lead nurturing and help with conversions, and are ideal if your marketing budget is limited.


Post regularly (weekly or monthly), and always have a CTA – Call to Action. Read more about blog writing here.


Infographics – Great for providing useful product information, infographics are ideal for sharing in social media. Both visually attractive and educational, software applications like Canva make them easy to create, and help you keep the design clean and simple.

Video – These offer fantastic value and are a must for connecting with customers old and new. Use videos as an educational tool, for including within your ‘How To’ posts, or simply for sharing news and info. Keep them short, and use a professional filmmaker if possible. Having said that, for frequent video clips to share in social media, your phone will do!

Podcasts – Becoming increasingly popular in the business world, podcasts are used for sharing information into a format that’s long enough to go into detail about a subject. They’re also great for interviewing industry experts to add even more value, helping to position you as an expert.


Share podcasts via your blogs and newsletters, and/or include a written transcription for those who prefer to read rather than listen.

Social Media – Probably the most obvious digital marketing choice! And one of the easiest to do. Share loads of information while having fun with your customers, helping them to engage. Start conversations about topics other than your business for people to learn to trust your business. Include GIFs and memes as well as written updates on current goings-on.



For more tips on the actual writing process, have a look at this blog I wrote on the subject.


Ensure that your writing is spot on for all your digital marketing content – ask for help! I can either proofread and edit what you’ve written, or I’ll write from scratch to save you the time. Let me know how I can help by getting in touch today to discuss your future requirements.

© 2020  Jenny Haken

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