Creative Strategies for Effective Content Marketing

Effective Content Marketing

An effective content marketing strategy is a roadmap for any company that wants to promote its product. Its main aim is not only to attract new customers but to demonstrate the values of the business, and for this, it has a set of effective instruments. However, if all companies use the same tools, how can one stand out from the herd and make your product memorable? How do newly created startups get thousands of clients within a few months while brands with a long history stay afloat?

Creativity is the answer. Writing interesting texts and making beautiful pictures is not enough anymore. Instead, the audience is thirsty for something innovative, brave, and eye-catching. In this article, we will discuss what the constituents of great content marketing are, the types of content, and how a creative approach can make a business reach its highest peaks.

Content Marketing Strategy and How To Create It

Content Marketing Strategy

A content marketing strategy is your company’s roadmap that defines how different types of content marketing specialists use can help your business establish contact with the audience and persuade the latter to buy your products or services.

To create a functioning content marketing strategy, you should ask yourself a few questions.

To create a functioning content marketing strategy, you should ask yourself a few questions.

1. Who is my audience?

When you create something, including content, you should understand for whom you do it. Chupa-chups creates content for children, while Adidas does it for sports enthusiasts. These audiences have different needs and interests and, consequently, will pay attention to different types of content.

2. How have my competitors succeeded?

Envying is a bad thing, but using others’ experiences to avoid mistakes is not. If you sell sneakers, it’s more rational to check what content is created by companies that also sell sneakers rather than high-heeled shoes.

3. What do I want to tell my audience about the product?

Why should people know about your company so they can buy your product? Is it eco-friendly? Affordable? Handmade? Show it through the content you create.

4. How do I want my audience to feel?

Identify your company’s tone of voice and what emotions you expect to trigger in people. If you trade sports cars, you may sound cool and even aggressive, but if your company sells teddy bears, it’s better to take a different approach.

5. How much money can I spend on content?

This includes salaries of content writers, SEO specialists, photographers, videographers, and SMM specialists and expenditures on photo sessions, banners, website, etc.

6. What content do I need to create?

Based on all the above-mentioned factors, you need to choose content marketing tools that best meet your needs. What are they? Let’s find out!

Types of Content

Types of Content

Generally, there are four main types of content depending on the channel through which it interacts with the audience:

1. Textual

  • Blog posts;
  • Journal articles;
  • Social media posts;
  • Newsletters;
  • Guides and tutorials;
  • Reviews and critiques;
  • Email messages and newsletters;
  • Forum posts;
  • User comments.

Though there is an opinion that modern users do not want to read much, leading companies keep proving text is still effective. For instance, HubSpot publishes in-depth blog posts covering a variety of marketing topics. Their articles are well-researched, informative, and designed to solve specific pain points for their audience.

Check out our recent article on how to make your texts great and memorable.

2. Visual

  • Infographics;
  • Photographs;
  • Illustrations;
  • Memes.

For example, Moz masterfully uses infographics to break down complex SEO topics into visual, easily digestible formats. Their “Beginner’s Guide to SEO” infographic is widely cited and shared, which helps them gain backlinks and increase their visibility.

3. Audial

  • Podcasts;
  • Audiobooks;
  • Interviews.

The Tim Ferriss Show is a podcast that has become immensely popular due to its engaging interviews with successful individuals from various fields. The use of this audial content has built a loyal audience and extended Tim Ferriss’s reach far beyond his original book publications.

4. Video

  • Tutorials;
  • Webinars;
  • Product demos;
  • Vlogs.

Chipotle, an international chain of Mexican food restaurants, launched the #ChipotleLidFlip challenge, which quickly went viral. The challenge encouraged users to film themselves flipping a burrito bowl lid in a unique way and share it on TikTok. This user-generated content helped create a buzz around the brand while engaging their audience in a fun and interactive manner. Videos, short or long, are a great way to attract new audiences and engage the existing ones.

Check our guide to discover the secrets of effective video production for businesses.


Creative Content Marketing Tips

1. Interactive content:

Create quizzes, polls, interactive infographics, calculators, and surveys. They engage users longer and provide immediate feedback, encouraging them to remember your product.

BuzzFeed’s interactive quizzes and polls, such as “Which Disney Princess Are You?” and “What City Should You Actually Live In?” have become extremely popular among users of different ages. These interactive elements encourage people to spend more time on the site and share their results, which increases brand visibility and engagement.

brand visibility and engagement

2. User-generated content (UGC)

Encourage your audience to create content related to your brand, such as reviews, photos, videos, or testimonials.

Starbucks’ #RedCupContest campaign encourages customers to share photos of their holiday-themed red cups on social media. This UGC initiative generates organic content and provides Starbucks with original promotional material created by its own customers.

3. Collaborative content:

Partner with influencers, industry experts, or even other brands to co-create content. This can help you reach new audiences and prove your brand deserves to be trusted.

For instance, Adidas partnered with environmental organization Parley for the Oceans to create a line of eco-friendly sneakers made from recycled ocean plastic.

4. Storytelling:

Create exciting narratives around your brand, products, or customers. Emotional stories can create a stronger connection with your audience.

Nike’s “Dream Crazy” campaign featuring Colin Kaepernick tells powerful stories of athletes overcoming adversity and fighting for their beliefs. These emotional narratives resonate deeply with Nike’s audience and strengthen the company’s message of empowerment and determination.

5. Webinars and live streams:

Host live Q&A sessions, product demos, tutorials, or presentations. Live content allows real-time interaction, fostering a sense of immediacy and engagement.

Salesforce hosts regular webinars and live streams, such as the “Salesforce Live” series. These interactive sessions allow real-time engagement, provide valuable insights, and help establish Salesforce as an industry leader.

6. Repurposing content:

Maximize the value of your content by creating it in different formats. Turn blog posts into podcasts, infographics, videos, or social media snippets.

Gary Vaynerchuk repurposes his long-form content, like keynote speeches and podcasts, into shorter videos, quotes, and articles. For instance, he breaks down his daily vlogs into bite-sized social media posts.

videos attract

7. Seasonal and trend-based content:

Align your content strategy with current trends, holidays, or seasonal events. This keeps it relevant and timely.

Oreo is known for its timely and clever responses to current events and trends on social media. During the 2013 Super Bowl blackout, Oreo tweeted “You can still dunk in the dark,” which went viral for its quick wit and relevance.

8. Expert roundups and interviews:

Feature insights from industry experts and thought leaders in your content.
CMI frequently publishes expert articles that compile tips and insights from industry leaders and influencers. This approach provides valuable, varied perspectives to their audience and helps position CMI as a hub of expert advice.

9. Behind-the-scenes content:

Offer a look behind the scenes of your business operations, product development, or company culture. This humanizes your brand and builds trust.

Everlane shares behind-the-scenes content showcasing their ethical production processes and factory conditions. This transparency helps build trust with their customers and reinforces their commitment to ethical fashion.

10. Data-driven content:

Use statistics and analytics to create insightful and valuable content. This can include original research, case studies, or industry reports.

Legal Peculiarities of Creative Content Creation

Creativity is a powerful marketing tool, but only if it doesn’t violate any laws. When you use images, music, or videos, always ensure they are either original, properly licensed, or fall under fair use provisions to avoid copyright infringement. In case you know who the author is, it’s better to ask them for written permission to use their materials. For this, use online forms available at Lawrina — a reliable legal tech platform where you can find a variety of legal templates for any of your legal purposes.

It’s equally important to be cautious when referencing or quoting other people’s work — always credit the original source. If your creative project involves collecting personal information from users, you must comply with data protection laws like GDPR or CCPA.

Additionally, if you use trademarks or logos without permission, it can cause you legal troubles. For collaborations, make sure there are clear written agreements detailing rights and responsibilities.


A content marketing strategy defines how your business will use various types of content to engage with your audience. It defines the types of content you’ll create, the channels you’ll use, and the tone of voice that will resonate with your target audience.

It allows you to create content that is tailored to their interests, needs, and preferences. Knowing your audience, you can choose the right content types and channels and be sure that your message resonates with your client’s values and needs.

Businesses should consider a mix of textual, visual, audial, and video content to engage their audience effectively. Each type of content has its own unique advantages and can attract different segments of your audience.

Creativity is essential for making your content stand out in a crowded market. Innovative and eye-catching content can capture the audience’s attention more effectively than traditional methods.

Ensure you’re not violating any laws. Use original or properly licensed images, music, and videos, and adhere to fair use provisions to avoid copyright infringement. Always credit original sources when referencing or quoting other works.

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