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Types of contents in a content marketing strategy

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Quality images are a great way of providing users with something of value while at the same time showing what your business has to offer. You can provide your website with a photo gallery which is constantly updated with new images depicting your products and/or services. Moreover, you can take pictures of the activities that you organise in order to provide images that will help connect your target public with your brand. For example, if your company offers group tours, it would be a good idea not only to include pictures of the main city monuments, but also to include pictures in which actual tour groups and tour guides can be seen. You can also include proof of customer satisfaction from clients who have participated in a tour with your company, etc.


Videos are the kind of online content that is most likely to go viral, so they play a very important part in any content marketing strategy. The big advantage of this format is that it allows for a range of possibilities: from video tutorials to interviews, creative pieces, reports, summaries, testimonies, and so on. Continuing with the example of the tourism company mentioned above, when using videos in your content marketing strategy, you could ask your employees and customers to record short pieces about their experiences, the way tours are carried out, and what exactly is shown to tourists during the routes.


Tutorials can be a very good option for your content marketing strategy, especially if they are oriented towards providing useful advice and recommendations to users in terms of the products and services offered by your company. For example: if you own a company that is dedicated to organising excursions that entail activities such as hiking, camping, and so on, it would be a great idea to offer guides in which important points are explained in greater detail (for example: what type of clothing, footwear, and equipment to bring in order to improve the experience). You can even include details of where customers could go to find the best products for every occasion.


Infographics12 are a very modern type of web content, and they often go viral thanks to social network users. The big advantage of this format is the combination of images, graphs and data provided. The use of infographics can therefore be a good way to present reports, statistics and other types of information as part of a content marketing strategy. Take for instance, a hotel wishing to reflect its positive figures from last summer. Instead of a boring report full of numbers and graphs, it can create an infographic that displays the most relevant data by combining images and other sophisticated elements, creating a more visually pleasing and interesting report.

Mobile apps

The use of mobile devices continues to grow each day and, in a sector such the tourist industry, it is a particularly important factor for most consumers. In many cases, the modern day consumer has substituted traditional elements such as maps or travel guide books with apps that are available on smartphones and tablets. It is also important to mention that these devices are already an important source when it comes to making hotel reservations, buying tickets for shows and activities, booking travel, and so on. Well-developed mobile apps can therefore be the star of a content marketing strategy as long as they provide something which is of real use to the consumer and not simply something they can easily find elsewhere. One example of a useful app for consumers could be a restaurant app which, among other things, allow customers to quickly view the menu, see if discounts are available, make table reservations in a few short steps, and even make an approximate calculation of the price of a lunch or dinner for various guests.

There are two aspects you must keep in mind for a well-defined content marketing strategy. On the one hand, you must remember that the sum of the different contents is what will strengthen the strategy as a whole, given that different contents can cover more channels and a greater audience. On the other hand, remember that the level to which your contents are distributed will be related to the users’ experiences and how you make them feel.

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