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In the world of digital marketing, a diverse range of content is crucial for attracting and retaining your audience. Each content type requires a unique approach to creation and formatting to effectively convey your message to your target audience.

"Creating diverse and well-formatted content is essential for effective digital marketing."

– Content Marketing Expert

In this article, we'll explore the main types of content and their respective formatting rules to help you produce high-quality, attention-grabbing material.

Informational Content

The sales process begins not with selling but with building trust. Informational content serves this purpose.

Your published information should be valuable to your audience, establishing you as an expert in your field. Followers will recognize your professionalism and gradually become accustomed to your posts in their news feeds.

Informational content sheds new light on your product and should comprise about 50% of all posts. This category includes:

• Reputational Content: Share your successes and achievements. Showcase diplomas from completed courses and training sessions, certificates, and accreditations.
• Industry News: Include opinions from market leaders and experts, industry innovations, rankings, trends, forecasts, and methodologies used in the field. Infographics make excellent illustrations.
• Reviews: Provide evaluations of products and services, useful websites, tools, and materials.
• Product Features: Answer common questions, provide FAQs, discuss pros and cons, and debunk myths.
• Details: Compare products, list the top three best items, and so on.
• Company Life: Share your mission and history, company news, profiles of founders and specialists, reports, interviews, highlights of top employees, a day in the life of an employee, event announcements, and recaps.
• Behind the Scenes: Show the process of creating your product, offer master classes on production, share secrets and tips, provide useful tricks, post photos from production, and demonstrate how to use the product.

Entertaining Content

Entertaining content is essential to prevent your audience from losing interest. It helps engage passive readers, thereby increasing their loyalty. This type of content should make up about 20% of your posts.

Entertaining content includes:

• Provocations: Challenge established norms or present opinions that go against the grain.
• Polls: Avoid conducting polls without purpose. Show your audience that their opinions matter by sharing how you used the results.
• Contests and Giveaways: The golden rule is simple: the easier and clearer the conditions and the more attractive the prizes, the more effective the contest.
• Quests: Though labor-intensive, quests are highly effective marketing tools that ensure your brand is memorable.
• Marathons: Popular challenges where participants undertake the same task. The winner might be the first to post results or the one who completes the challenge. Examples include yoga challenges or group crafting projects.
• Mood-Setting Posts: Share atmospheric photos, topic-related jokes, trending memes, greetings, relevant quotes, and unusual ways to use your product.

Engaging Content

This content type encourages clients to interact—leaving comments, sharing photos, and more. It's often used on social media to energize subscribers and make your company's page feel alive. To stimulate comments and discussions, consider these types of engaging content:

• Q&A Sessions
• Opinion Pieces
• Articles on Controversial Topics
• Interactive Content: Create tests, quizzes, polls, online calculators, or animated infographics.
• Current Event Publications

Promotional Content

Once you've earned your audience's trust and loyalty, it's time to publish promotional content.

This content brings clients to your business and drives sales. Promotional posts should constitute about 30% of your total content.

Promotional content includes:

• Product Showcases: Demonstrate your product, present offers, feature a "deal of the day," or show before-and-after photos.
• Social Proof: Share posts that highlight your product's popularity, including customer reviews and photos, stories of how others have solved problems using your product, and photos with celebrities.
• Special Offers: Provide exclusive deals, discounts, sales, and time-limited promotions.

As you can see, there's a wealth of content options available. Your task is to select the most suitable types and tailor them to your target audience. Every well-crafted post increases the likelihood of a purchase, while poorly executed ones can diminish it.