The 4 Types of Content & The Appropriate Time of Use

the 4 types of content
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Content marketing attracts prospective clients to your website, builds brand awareness, and helps your brand to stand out when the time for the prospect or customer to make a decision and take action comes.

With content marketing done right, it saves the organization money, increases sales, creates loyal customers, and generates profit.

It’s entirely your duty as a content marketer to help them make a decision by positioning your brand as an authority within your industry.

So, what strategy are you going to use as a content marketer that will enable you to carry your prospects through the process?

You can make all these possible by creating content that attracts readers to the brand, establishes you as a credible authority, connects with the reader’s worldview, and drives action.

This is the reason for today’s article the 4 types of content: attraction, authority, affinity, and action.

The 4 Types of Content

types of content
Image: DemandJump

1. Attraction Content

Attraction content as the name suggests are blogs written and is definitely meant to be read and shared to drive in additional traffic.

The main idea here is to build content that provides valuable information. something you know people are searching for—free of charge.

Let’s assume you are new to blogging and you’re trying to learn more about it to grow your knowledge around it. Attraction content should hook a reader and provide useful content to keep them reading to the end.

Once done reading, they’ll be encouraged to take more action like visiting your webpage to learn more or downloading a provided resource. You’ve just added a new lead to the pipeline!

2. Authority Content

This type of content isn’t just about attraction, it’s supposed to go beyond by positioning your brand as, well, the authority on a particular topic.

Your content here should clearly demonstrate your authority. This can be done by presenting content that is highly informative that you need not say you are the authority as it speaks for itself.

Authority content can take a wide variety of forms. List posts can be authority content, as can content that answers frequently asked questions, offers a solution to a defined problem, and so on.

How do you show authority?

Offer a piece of well-assembled valuable information written in an easily understood voice with an appropriate tone to the topic. This will clearly show that you understand your targeted audience.

By building exceptional authority content, you’ll be able to expand your reach.

3. Affinity Content

The fact that authority content is important, affinity content goes beyond inspiring prospects to actually like or prefer you over the competition. The point is to connect with readers’ emotions by showing that you understand them.

This type of content positions you as the trusted brand and also the brand that shares their worldview. A brand they are beyond willing to actively do business with.

To tell the difference between authority content and affinity content is the fact that the connection you form with readers through emotional resonance. It shows your readers that you care.

4. Action Content

Just like the other types of content, the name itself tells you what it’s all about. This type of content is specifically designed to turn interested readers into customers.

To achieve this, create content with specific business goals in mind.

  • Do you want people to see a landing page touting your newest product or service offerings?
  • Do you want them to answer a survey, or sign up for a mailing list?
  • Are you trying to generate enthusiasm (and sign people up) for an upcoming webinar?
  • Do you have a gated resource you want them to download (by providing their contact information)?

With this, you’ll need to ensure that your content makes a compelling argument for taking that action.

All in all, at the end of the day, what you should be trying to achieve with the 4 types of content is trying to help readers find you (attraction), trust you (authority), relate to you (affinity), and, finally, do business with you (action).

Using an SEO keyword research tool as Ubbersuggest simplifies the process by letting you access what your targeted audience is actively searching for online and where there are opportunities to create high-ranking content.

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