12 Key Content Types to Boost Engagement and Convert Buyers

Beck from Marketing goodness is wearing a blue jacket, sitting behind a brown desk, in front of a computer looking at her phone.

It's noisy out there

Imagine standing in a room full of people, all talking at once, each trying to get their message across. That’s a lot like online and socials, where we’re all shouty saying ‘look at me’, ‘listen to me’, ‘buy my stuff’.

Absolute chaos!

The secret to getting your message out to those who are genuinely interested in what you have to say.
Well, it’s having a content strategy and understanding what type of content will help you meet your goals.

Content marketing is about crafting messages that resonate, inform, and guide. Creating content that’s engaging and designed for conversion.

Creating content your potential clients enjoy and need is how you get the attention of your audience through their buyer’s journey – from the first oh’ what’s this about, to the final flurry of ooh, this is for me – I’m buying.

Not all your content will be relevant all the time.
As your client moves through the buyer’s journey,  your audience wants different things from you.
Each type of content has a job, fits a scenario, and answers a need.

So, if you’re ready to cut through the noise, connect meaningfully with your audience, and convert curiosity into clients who love you, this blog is written for you.
If you’re not, it’s cool. Head on back to TikTok or scroll through reels. I won’t even be mad. Hell, even send me some.

But first, let me explain what content marketing is

What is Content Marketing?

At its core, content marketing is an approach to communication to build a connection, help people choose you, and position you as a leader in your niche. It’s a key tactic for content strategy.

By sharing information that is both useful and compelling, you turn your expertise into an opportunity to connect.

This isn’t about making a sale—yet. It’s about starting conversations, providing answers, and being there when your knowledge is most needed.

When done right, content marketing doesn’t just draw people in; it keeps them coming back for the powerful insights and reliable advice that only you can offer. It’s how you become known as a trusted source.

Why invest in content marketing?
Content is everywhere. Having a consistent message and a way to communicate the value you bring pays dividends.

You, your experiences, and how you speak to the heart of your audience stands out in a same same marketplace. Even more so now that AI is overrunning the place. 

Whether it’s through blogs, videos, or podcasts, each content piece helps to carve out a niche for your brand in crowded markets and raises visibility and trust in what you do.

Content marketing works quietly behind the scenes, enhancing your brand visibility and attracting potential clients who are not just interested but are invested in what you have to offer.

These are the people who will click through, sign up, and maybe even proceed to checkout. But it’s not just new clients that benefit. Content marketing nurtures ongoing relationships by providing continuous value, turning single-time buyers into loyal, raving fans.

Content marketing feeds SEO
Content marketing is at the heart off all things digital marketing. The right words will boost your search engine optimisation (SEO), energises your social media presence, and shows up all through your customer experience.

Content marketing isn’t afterthought, or an item you tick off your marketing checklist. It is the backbone of digital experience.

If we go back to our original noisy party idea, ignoring content marketing is like refusing to speak at your own party. You miss the chance to mingle, to tell your story, and to win over the crowd. So, as the fight for attention increases, content marketing is essential to bringing your business strategy to fruition.

Buyer's Journey

By understanding which forms of content resonate during the different stages of the buyer’s journey – you can effectively lead your potential customers toward choosing your solution over all others.


This is where it all begins. Your potential client has identified a need or a challenge but they aren’t quite sure how to solve it yet. During this time, you want to come up in their research and educate them so they have a clear picture of their problem


Once your audience knows what the answer to problem is they move quickly into evaluation and research mode. 
  They look for content that will help them compare options and continue to educate them on solutions to their challenge.


This is where you need to get people over the line.
 It’s the final stretch where potential customers are making their choice on which solution to commit to, and your content here needs to motivate that last step towards purchase.

15  types of content your business needs to help people get to YES.
And moving through the Buyers Journey.

Best content for Awareness

  • Blog Posts and Articles: These should inform and enlighten, offering valuable insights and educating readers on issues they’re experiencing.
  • Infographics: A visually appealing way to breakdown complex problems into digestible, memorable pieces.
  • Long Form Content – Ebooks and Whitepapers: Thorough, in-depth guides that delve into the intricacies of an issue, setting the stage for deep understanding.
  • Educational Videos: Visually engaging content that explains pain points while being easily consumable.
  • Social Media Posts: Quick snippets of information coupled with engaging visuals that raise awareness about issues or topics.

Best content for Consideration

  • Comparison Guides: Content that pits different solutions against each other, highlighting the pros and cons of each.
  • How-to Guides: Step-by-step content that provides actionable advice on potential solutions.
  • Webinars: Interactive sessions where prospects can learn more about their options and ask questions in real time.
  • Case Studies: Real-life examples demonstrating how others successfully navigated similar issues can be particularly convincing.
  • Podcasts: Audio content that deep dives into topics, often featuring experts who can offer new perspectives on solutions.

Best content for Purchase

  • Product Demos: Showcasing the functionality and benefits of your solution to persuade prospects that it’s the right fit for them.
  • Testimonials and Reviews: Social proof that builds trust and credibility, easing any remaining skepticism.
  • Product Comparison Sheets: Detailed comparisons that show why your solution outranks competitors in key areas.
  • FAQs: Assuring content that addresses common concerns or questions that might be barriers to purchase.
  • Special Offers, Bonuses and Free Trials: Enticing content that can tip the scales by offering low-risk ways to experience your product or service.

At each step of the buyer’s journey, the content should feel like a helping hand rather than a sales push.
By building a roadmap of content tailored to these stages, you encourage organic progression from awareness to decision, transforming interested parties into empowered customers who feel good about their choice to invest in your offering.

What the research tell us about Style of content
In a recent Hub Spot article, they analysed the type of content consumers want to see.
And it comes down to style and personality. So before you create your content think of how your brand wants to come across.

Funny Content: 49% of consumers find funny content most memorable and engaging. Marketers are already leveraging humour on social media, and many plan to increase their investment in this type of content.
Note: this only works if you are funny! Some brands can easily lend themselves to humour but if you’re not funny in your interactions, this would be a huge disconnect.

Relatable Content: 36% of consumers appreciate relatable content. About 42% of marketers currently share relatable content, valuing its effectiveness on social media.

Note: this is where you can really shine, relatable content shows you ‘get’ what’s going on for your audience and makes it easier to position yourself as the solution to their problems.

Content Reflecting Brand Values: Consumers stay more engaged with content that reflects a brand’s values, with 30% of marketers creating such content. Sharing brand values on social media resonates well with consumers, particularly on topics of social advocacy like racial justice, climate change, and LGBTQ+ rights.
Note: don’t do this if how you go about business does not reflect your outward declarations. For example, don’t advocate for women if women executives earn significantly less than male counterparts.

Do you have a content marketing strategy?

By diversifying your content across the buyer’s journey, you not only cater to different preferences and learning styles each interaction with your brand is enriching and persuasive.

Implementing a variety of content types may seem daunting, and a lot, but remember – you don’t have to work this out alone. Start weaving these content forms into your strategy and watch them work effortlessly together to guide your audience from awareness to decision, and beyond.

If you’re ready to leap but unsure where to start, I’m here to help.
Book a Content Marketing Strategy session or a dedicated Activation Day, where we can map out your content journey together.

It’s time to take content marketing seriously and invest in your business’s success.

Financial Services Marketing

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About the Author

Rebecca Cofrancesco is an experienced marketing strategist and content creator.

She works with professional services brands and offers freelance services without the overhead of a full-time employee.



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