While mobile on grey bricks background

Trendjacking, commonly known as newsjacking, is the opportunity to capitalise and exploit a current topic. It breaks the information or hashtags to strengthen one’s brand association with its core target audience, attract sales leads and generate profitable business outcomes. As the term suggests, it is to hijack a trend or news. The intent is to make your brand more visible in the digital space by taking advantage of news-worthy events to propel your digital reach.

Trendjacking can be presented in the form of snackable and short-form digital content such as a tweet, a visual post, or a video. The key is to get your content quickly distributed across your digital channels as this news and trends have a very short life span.

Check out our post on 97 Types of Content Types and Content Formats.

Benefits of Trendjacking

Trendjacking allows your brand to quickly amplify your brand voice and align your brand values to the underlying cause. Done correctly, it will draw positive earned media, add organic reach, and credibility to your brand.

Trendjacking allows your brand to be seen as authentic and more relatable by identifying with causes that matter to your audience. It crystallizes your brand personality and adds an additional dimension to conversations beyond products and solutions.

Trendjacking drives short-term and “spikey” traffic to your digital campaign and social media channels. This traffic helps to generate upper-funnel awareness which drives the propensity to collate leads, thereby increasing sales conversion and the acquisition of new customers.

content marketing trendjacking buyer's funnel

Here are The Good and The Ugly examples of Trendjacking

Let’s look at how some brands have reached out to their audience. During a national crisis or pandemic, many companies shrink their marketing budget while others choose not to shy away from positioning themselves.

We have read about the passing on of a black man, George Floyd, when a police officer pressed his knee against Floyd’s neck for 8 minutes. A nationwide protest ensued with social media erupting with conversations and comments on racism and police brutality. Nike released a YouTube clip, taking its stand on this issue titled “For Once Don’t Do it”.

This latest content is aligned with its ongoing social injustice campaign #untilweallwin. Nike’s campaign garnered significant traction that even long-term rivals and competitors like Adidas, Puma, Under Armour, Brooks Running, Reebok, and other fashion brands including Alexander Wang reshared Nike’s post.

nike instagram hashtag untilweallwin

Adidas shared nike instagram untilweallwin

Alexander wang new york instagram black lives matter campaign

Brooks Running shared nike instagram untilweallwin

Another great trendjacking execution by Nike is during the current coronavirus global outbreak. It delivered a helpful and authentic message that was coherent and consistent with the worldwide Covid-19 stay-at-home efforts.

The biggest trendjacking event in 2019 perhaps was the #10yearschallenge triggered by Facebook asking its users to post a photo of themselves from 10 years ago and one from today with the caption “how did aging affect you?”

5.2 million responses and numerous brands jumped onto the trend in Jan and Feb of 2019. UN Women pulled off a masterstroke by leveraging on the trend, and with Oscar nomination season around the corner, motivated a discussion about women’s rights and equality. Lego did a tongue in cheek of the #10yearschallenge to showcase the consistency and never-changing nature of its playful bricks system.

10yearchallenge hashtag google trend statistic

Source: Google Trends

Lego 10yearchallenge instagram post

10yearchallenge women directors nominated

Adidas is another brand that gets it when it comes to trendjacking. At the height of the haze situation in Singapore in 2013, Adidas gave free passes to train at a gymnasium as it was difficult to train outdoors. Adidas’ efforts resonated with all Singaporeans well beyond its core loyal sports fans as to how the sports brand understood the need for physical and emotional well-being whilst doing their part to encourage Singaporeans to stay indoors.

Nike slogan play inside play for the world

Nike train haze free gym pass at true fitness

There are other brands where the use of trendjacking went awfully wrong. As a general rule of thumb, avoid death, tragedies, or mishaps for trendjacking (unless your brand purpose and values are aligned and it’s consistent with the underlying social cause). This is often known as “black hat trend jacking”. It spells bad taste to your audience. A campaign that drew flak was by Iuiga when Singapore’s beloved polar bear, Inuka passed away in 2018.

McDonald’s’ 2013 haze trendjacking attempt fell flat in its face with its ‘Peak Sauce Index’ campaign. Such campaigns destroy the integrity of brands and make their customers feel uncomfortable and distant which end up doing more harm than good to their brands.

Iulgas Inuka teapot campaign

McDonalds PSI Peak Sauce Index campaign

Getting Started in Trendjacking

With the “always-on” mentality of most people and the constant connection to social media, brands have increasingly more opportunities for marketers to embrace trendjacking. The million-dollar question is where or how does one get started in trendjacking?

The A to F of Trendjacking

The following A to F steps will provide content marketers with a simple how-to methodology to get started on your trendjacking journey:


Know your audience. Content is Queen and our audience is King! Knowing your audience’s pain points and what sort of content matters to them. Ask yourself what is their tolerance and capacity in consuming the content. Validate content relevancy against your customer persona profile and be ready to jump onto the bandwagon when an opportunity arises for trendjacking. When done correctly, you will get an increase in traffic, followers, and engagement rate.


Get prior clearance and autonomy from your superiors and organisation for the flexibility to publish a trend-jacked content. An early in-principle approval budget will allow you to turn around your campaign promptly to seize the moment.


Your content should be on-brand. Make sure you choose something of relevance to your brand personality, voice and values. When selecting a trending global event, a current topic, a piece of breaking news to trendjack, view it against these brand values to ensure that they are aligned and consistent. Otherwise, it may be counter-effective by alienating your core audience.

Due diligence

Research into the origins and messaging background of your content. Check if there are any backstories and also any legal implications when choosing trending news for your brand. You do not want to be caught off-guard violating any law.


Be sensitive to how your customers would feel. Build engagement with your audience and understand what emotions will be evoked upon browsing your content. These feelings have to be aligned with your current marketing campaigns. Before your trendjacking execution, do a quick sense check on the potential public sentiments. Have a litmus test and ask questions like: ‘Will I show this to my mum or spouse? And how will they respond?’. You want positive feelings or alignment with your brand values to be evoked from your target audience whilst they are consuming the content.

Flight & Frequency

The age-old axiom “the early bird catches the worm” couldn’t be more true for trendjacking. Timing is everything. Create your content within hours of the newsbreak or event. Get in before the story peaks and not after it has peaked. Timing to trendjack for the post is less than 12 hours before the peak of the news story cycle as depicted in the diagram below.

Life of a newsjack story graph

Do also check your frequency of publishing. How often has the brand carried out trendjacking in the past year? Doing it often fatigues your marketing team and lacks a freshness to your audience. You hit the spot when your customers receive your message positively or get converted.

Resources for Trendjacking Ideas

There are many platforms available for trendjacking ideas. The list below is non-exhaustive. One can pick and choose any of the following which is best-suited for its corresponding content:

  • Google Trends and news generates trending stories
  • Google Alerts  for keywords monitoring
  • Facebook or other social media feeds
  • Really Simple Syndication (RSS) feeds platform like Feedly distributes and curates headlines/news at one place
  • social influencers or leading brands for domain-specific subject matter
  • Platforms to monitor and analyse hashtags like hashtagify and Twitter moments
  • Social listening platforms like Buzzsumo or Mention

Skills for Trendjacking

Is trendjacking your cup of tea? A marketer who trendjacks has to be a news curator, devouring any updated relevant content on newsfeed and newsroom. Not averse to hard work, you need to be ready and respond rapidly when the news breaks.

Also, you must be quick-witted, work on a tight timeline, and be ready to generate on the campaign piece. You need to be a go-getter to move your team members to action so as to rightly time the release of the campaign. It is good to be able to also think out of the box; to be creative in determining the direction and be skillful in writing. That will allow you to dive deeper into the trendjacking space.

Go or No Go – That is the Question

Trendjacking as a technique and approach is gaining popularity and is here to stay. Before you hop onto it, do consider the pros and cons. Once you have jumped onto the bandwagon, prior to implementing your ready-to-go newsworthy content, stop and check.   How do you feel about the content?  Run through your content marketing team to suss out any potential positive feelings before pushing the go-ahead launch. However, if you are unsure, don’t pass the “Go” sign or proceed. Ready or not, that piece of trending news is just around the corner waiting for you to strike the iron when it is hot.

Ready To Learn More? Sign Up For Our Content Marketing Strategy Course!

What we have touched on above is just the icing on the cake.

In our Content Marketing Strategy course, we cover the six important phases of developing a Content Marketing Strategy. Straddling both the art and science of content marketing to help you better analyse your customers and competitors, embrace emerging trends in digital content creation, choose the right channels for promoting content, and measure the success of your content marketing efforts. At Equinet Academy, we cover all the 6 Core Modules of Digital Marketing that include :

with an optional Capstone Practicum Project that puts the modules that you have learnt into an actionable plan. Ultimately, this will lead to the learners attaining a Certified Digital Marketing Strategist Certificate.

content types for digital marketing campaign

There is one thing that any website needs, and that is content. There is a vast assortment of content types for any website to showcase. The challenge is for us to know when to utilize them. To be effective in employing the various types of content, one must understand the different objectives that you want to attain.

Whether to entertain your audiences by connecting them on an emotive level, or maybe in an informative way to make content more shareable, we must first know the different types of content that we can use. We have managed to compile a comprehensive list for your reference to ensure you can fully leverage on your content for the next project you intend to embark on.


An infographic is the presentation of information or data in a visual way. As the image is visually appealing and easily absorbable, an infographic displays a wealth of information. It usually consists of visual representations of charts and graphics that gives an easy-to-understand overview of a topic. With the usage of such engaging visuals, it reaches out to the audiences in a more creative manner. However, the main purpose of an infographic is to help audiences recollect the content better.

This is also a great way of having more shares and potentially it will give you valuable backlinks because the backlink to your infographic can be embedded within it.

Also, it is advisable to keep the designs simple and clean. Too many graphical elements might be too complex and cluttered for users to comprehend.  Having categorisation will ensure users will not be confused. A good usage of this is Equinet Academy’s infographic on Digital Marketing Career in Singapore as shown below. It showcases an infographic that summarizes the salaries and career paths in the area of digital marketing.

Digital Marketing Career Infographic Singapore


Memes consist of images, videos or text that have references to popular culture and are designed to be repurposed. Memes allow you to combine images with some interesting catchphrases. It is usually done simplistically highlighting mainly on a simple phrase. Memes are meant to be part of viral marketing and they often invoke humour.

Increasingly, more marketers are using memes to build communities and crafting relatable experiences to their audience. Memes ought to be funny and relatable and your audience can associate with the situation you referred to. The advantage of using memes is that it is an inexpensive content. It helps businesses to get started with relatively low-cost.


Videos consist of a sequence of images to form a moving picture and it combines with audio to form the most engaging media. It communicates messages succinctly and memorably. Usually, users prefer watching videos than reading text and are more receptive to this format than any other. This is most effective if you are doing both online tutorials and showcasing product content.

Distributing videos best approach is to upload them to YouTube, and ideally embed them in the relevant posts or articles. It’s important to note that all content has to offer value and that includes videos as well. To invoke action from users, it’s also a best practice to include a “call-to-action” CTA button to guide them to the landing page of your site.

However, understand that producing a good video does not come cheap and it might raise the cost of production. Also, know that the attention span of most people is generally short and a good duration is around two to three minutes long. A good usage that can enhance your digital marketing strategy is Ahref Academy’s video as shown below. They produce videos that detail the benefits of blogging.

Ahref Academy Blogging for Business

Videos by Ahref Academy on how to get better at digital marketing

Long-form Content

Content is king. As cliché as this might sound, this is especially true as it could help in your content marketing efforts and use it to your advantage to generate more traffic. It is advisable to consider crafting long-form content in the form of articles or guides as a way for readers to stay engaged in your site. This is because audiences crave for “meatier” content and offer them genuine value and a rewarding experience.

Long-form content not only improves your site’s SERP (Search Engine Results Pages) listing, it appeals to readers too. Information that educates or improves the lives of the readers has the most appealing kind of content. With long-form content, you can afford to have several quality backlinks which can help in Search Engine Optimization. An instance of this is Equinet Academy blog on the benefits of Social Media Marketing.

In addition, if the long-form guide is in a downloadable format like a PDF, it can function as a helpful tool in collecting email addresses from readers.


Writing Ebooks is an excellent way for readers to stay engaged and is a fantastic lead magnet. It appears in the form of a downloadable content normally as a PDF format. Make sure that the eBook offers real solutions and not some fluffy content that might frustrate readers. If it offers real value, it will strengthen your authority in a given field.

There are several stages in crafting out an excellent eBook. Firstly, it is important to have a good topic. Topic like “Digital Marketing Career Handbook” by Equinet Academy is a subject that many aspiring digital marketers would like to read. Next, it is recommended that you have connections with influencers, especially the well-known ones as this will give you instant credibility. This also gives immediate verification of the content that is written and is treated as a trusted source.
Finally, organizing and laying out the content in an orderly and systematic manner is crucial to help readers compartmentalize content. A well-formatted eBook will usually contain elements like listicles/bullets/numberings, usage of infographics or charts, relevant images, spacings and generous usage of headings and to break from the monotony of having too much text.

Digital Marketing Career Handbook Cover

an image caption of the Digital Marketing Career Handbook

Case Studies

Having case studies is a fantastic traffic generator for your website. It might sound plain but having case studies done narratively might make it more interesting. As readers are more fascinated in learning how to overcome obstacles, ensure that the case studies are written with solutions at hand. A case study that is detailed in a step-by-step manner and coupled with illustrations are treated as superb high-quality content thereby asserting your thought leadership within your field.
By employing case studies in your web content, the advantage is that it is uniquely yours. No one can share the same experience or have the same idea as you. Conversely, a badly-written case study does not have any actionable content. Readers after reading might not have any clue on how to implement strategies or solutions to actual problems. Ideally, you can use case studies to answer open-ended questions by focusing on the “why’s” and “how’s” segments of the questions.

A good example of an excellent usage of case studies is Equinet Academy’s section that is devoted to just on case studies alone. The case studies are sourced from Equinet Academy’s course participants who attended and completed the digital marketing courses.

Equinet Academy case studies

Various case studies on digital marketing by Equinet Academy


One of the most underrated content types is by blogging. This is considered to be the central part of the content marketing strategy as it contributes to a mixture of content, data statistics, and infographics to meet your audience’s needs. If it is posted with a regular cadence, it will help in nurturing leads and even conversions.

There are several types of blogs with the long-form (deep analytical pieces) being the most common. This is also generally recommended as you can get better CPA results and engagements. Moreover, with the long-form articles, you have ample opportunities for internal linking to different areas of a website, thus improving in SEO. However, some bloggers are choosing to write short-form types of blogs as they could be driven by a great idea. Though this type is not common, it is still possible as they have a strong reputation in a certain field and it’s a quick and easy way to be heard.

With the creation of a blog, you can capitalize on the opportunity for lead generation by having a clear “call-to-action” CTA command like a button that hyperlinks to the appropriate section of content or downloads. Another great advantage of creating blogs is to leverage on the keywords for SEO. The idea is to bring the most relevant traffic to your site and with proper keyword optimization, it will help your content to be seen. A good example of this is Equinet Academy’s section that is devoted to just on blogs. It focuses on Digital Marketing subjects and is written mainly by subject matter experts which command authority on the subjects.

Template & Checklist Downloads

Everybody loves a free download. It is even more appealing if you offer something actionable and useful. Having templates and checklists can save your business by improving efficiency and minimizing mistakes. At Equinet Academy, there is a huge resource on Digital Marketing Templates and checklist that can help to elevate your digital marketing campaigns to the next level.

Another advantage of using a checklist is that it will be easier to pinpoint any potential problems before it becomes worse. It enables you to meet project deadlines and stay organized. Users will appreciate resources like this as it can be utilized repeatedly, and it does not need a lot of time to create one. Ensure that it has a clean and concise organization with the branding placed in a conspicuous position.

White Papers

Whitepapers can be useful and serve as a voice of authority on a particular issue. Usually, it contains in-depth details. Usage of this method is useful if you want to be seen as a thought leader.

Many people create whitepapers for the sake of promoting a certain product or highlight certain issues. Typically, it consists of solutions to specific problems and is an important content type when it comes to selling your products and services. A good example is Blue Fountain Media which releases a white paper on “The Evolution of Consumer Privacy in 2020 and Beyond”.

The duration taken to complete a white paper is usually longer as in-depth research needs to be done. After that, whitepapers are usually categorized neatly into the different sections and preferably, a table of contents to navigate to the different sections.

User-Generated Content

User-generated content (UGC) is a form of content created by users rather than businesses. It can be text, videos, images, reviews, or any other form of media. Instagram is a popular social media platform where users create and share content mentioning brands and their experiences with them. A good example is Buffer which is a suite of products to help you build your brand and connect with your customers online.

When consumers see user-generated content, it increases their chances of buying. Therefore, UGC is of great help when it comes to selling online or building brand awareness.

Every business has its own promises and strategies to inspire its prospective customers. As a business, your message might not be that effective or persuasive. This is where you need your audience to say something positive about your brand through USG. When your prospects see your brand message through user-generated content, it drives your prospects to do business with you. Since UGC is created and shared by people who get nothing in return when saying something about your business, it’s perceived as more trustworthy and authentic.


As the name suggests, how-to-guides help people solve a problem or explain how to perform a certain process. Brands increasingly use how-to-guides to engage their audience and address their issues. People who use the internet to find solutions are familiar with all sorts of guides across social media channels and websites. From the brand perspective, creating how-to-guides is an incredible way to drive quality traffic, social shares and links. If you have a business website or social media presence, creating how-to-guides would help you build authority. A good example of how-to is Seth’s blog on how to get traffic for your blog. It is written in a succinct and enumerated manner and it is easily ‘scannable’ even on a mobile device.

How can your business create effective guides and share them on the internet? It’s difficult to create ultimate guides when there is lots of information on a given subject. When it comes to digital channels, people need simple, fast, and valuable information. Regardless of your business nature or industry, you can always create helpful guides to attract your audience and get mailing list subscribers.

Live Video

Live video has been a leading trend that successfully grabs the attention of the business community. Live video is a video that someone broadcasts live to an audience. Major social media platforms like YouTube allow their users to experience live video and interact with their audience of real people. For example, Facebook offers live video features to enable its users to start a live video session for free.

Businesses can’t miss this opportunity to have one-on-one communication with their customers and prospects. With the rise of live video, many small businesses use this feature to create virtual shops where they can show their products or talk about their services in real-time. Studies suggest that live streaming will be worth $70.05 billion by 2021. In the past, it was almost impossible for the business community to go live on any platform. As a business, you can use the live video to grow your business. You can use a number of platforms from YouTube to Instagram to set up quick live video.

youtube live video

An image caption of YouTube live channel

Live Chats

Live chat is a relatively old concept that came into being when various platforms on the internet offer their users to communicate in real-time. WhatsApp is one of the biggest examples of how people communicate with each other on the go. Businesses often develop and implement chatbots on their websites and social media profiles to provide quick and relevant information to their users. Chatting live with your prospects is a great way to understand their needs and suggest custom solutions. While emails are still an effective way of communicating, live chat allows both users and brands to get things done in a time-efficient way.

Brands can’t miss out on live chat features when it comes to delivering impeccable customer service. You have to chat with your prospects to make your presence felt. It’s more effective than leaving your visitors to browse your site. Taking advantage of live chat will help you ensure quality customer service and sustainable business success. A good implementation of live chat is Ahref where the customer success team would reply within 20 minutes.

Photo Galleries

In the digital age where people prefer to buy and sell online, visuals play a critical role in displaying products on the internet effectively. A photo gallery is mostly used by business websites to show their products or completed projects. Ecommerce businesses can’t sell if they’re unable to show their products to users. So, they add images and galleries to their online stores to help their audience take a good look at their products.

Almost every content management system allows users to add, edit and publish images. For example, WordPress offers photo galleries as an incredibly versatile and valuable tool that can be used to ensure your images are properly displayed on your site.

sample photo galleries of WordPress

sample photo galleries of WordPress

Photo galleries aren’t just a way to display generic images that have nothing to do with your business. If you have branded photos, you can display them on your site as a strategy to improve user experience. For example, you can create a gallery to showcase photos from one of your company-hosted events.

Link Pages

One web page of your website can be linked to other internal or external pages to create more effective navigation and user experience. Simply put, a link page is a web page displayed on some sites. The link page may contain a list of links that a website owner finds worthy of mentioning. An example of this is Equinet Academy’s Digital Marketing Career Progression page which displays several links to different courses that are being offered, digital marketing salaries and digital marketing job positions.

How do your website visitors benefit from a links page? Many website owners ask this question. Linking your content to some external source like a journal or a study can be valuable to your users. We often find links in a blog or a news story that want the readers to redirect to other sources. SEO specialists often link their pages to other external pages to gain a valuable advantage. You might need to use links for citation at the end of your blog, story or article in order to make your content more authentic.

Client Testimonials

In marketing, a testimonial often refers to a person’s written or spoken statement expressing their experience with a product or service. Client testimonials are a form of user-generated content that helps brands establish their authority. As a business, when you start meeting your customers’ expectations, you can ask them to write good reviews of your products. You can display your customers’ reviews to earn the trust of your prospective customers. Your business website and social media profiles are the best platforms to display client testimonials. Equinet Academy’s Facebook reviews allow participants that had attended the courses to post testimonials and reviews. This serves as a very good feedback system.

Equinet Academy's Facebook reviews

An excerpt of Equinet Academy’s Facebook reviews

There is nothing more valuable than social proof in many industries. If you want to use client testimonials to grow your business, start nurturing relationships with your happy customers and then ask them to share their experience of doing business with your company. Once you have authentic client testimonials, showcase them on your homepage where your visitors can see them and develop an interest in your products.

Q & A

‘Q & A’ is a situation where one or more than one party asks questions and others answer them. It’s one of the simplest ways of sharing and conducting an interview with an audience. In most cases, Q & A is an edited transcript of an interview that covers questions and the interviewee’s response in written format. While traditional Q&A sessions are used for a diverse range of purposes from educational to entertainment, online marketing uses Q&A techniques to help brands communicate their message. A great way of getting the message sent to the potential customer across clearly is Equinet Academy’s use of the FAQ section in the portal. This is useful as it is fashioned in a Question and Answer format where it attempts to answer the most commonly asked questions.

questions and answers of courses

Equinet Academy’s FAQ section in a questions and answers format

Questions & Answers is also Google My Business’s feature that enables Google users to ask questions about any business, and any Google user can answer those questions. Companies can use this feature to amplify their online marketing efforts. SEO specialists, agencies, and small business owners acknowledge the significance of local search results. Google’s Q & A feature is both an opportunity and a challenge for local businesses. The purpose of this feature is to help Google users to measure the credibility or reputation of a business.

Guest Posts

Guests Posts is about creating and publishing content on someone else’s blog or website. People often publish content on a website as a guest to achieve three major goals: getting exposure back to their website, building backlinks, and building brand authority. If you want to write guest posts to achieve any of these objectives, you need to find the right website that aligns well with your business. Earning high-quality backlinks through guest posting is a great way to establish yourself as one of the industry leaders.

If you are interested in writing an article or a blog on digital marketing, you can start posting on some of these top digital marketing blogs that accept guest posts.

Most people think guest posting is an outdated way of marketing something. In reality, high-quality guest posts are still an effective way of building authority. If you have been writing guest posts but haven’t seen any visible results, you need to reevaluate your strategy. You might have been publishing your content on websites that aren’t related to your business. So, make sure to find the right guest posting opportunities to achieve the desired results.


Simply put, a newsletter is a publication that is sent out to a list of subscribers. It could be a periodical, an email, or a pamphlet that readers might find interesting or informational. Whether it’s an email newsletter or a printed newsletter, it can help you promote your products and services. The ability to build brand equity and strong relationships with consumers makes newsletters an effective marketing tool. While brands use newsletters to keep their audiences updated, newsletter marketing can have a positive impact on your sales. There are many newsletter templates to help you get started and one of them is the ever popular Canva Newsletter Templates which can help expedite in the creation of a newsletter without much design experience.

newsletter templates in canva

newsletter templates in canva

Most businesses use email newsletters to build long-lasting relationships with their audience. When creating newsletters, make sure to provide your readers with value and helpful information. If your newsletters are nothing but cold sales pitches, they’re likely to end up in the junk box. Businesses have been using printed newsletters to get their message across for many years. However, with the rise of digital marketing, businesses now use e-newsletters to deliver their message.

‘What to do’ and ‘what not to do’ posts

When it comes to content marketing, there are plenty of “do’s and don’ts”. ‘What to do’ and ‘what not to do’ posts are forms of content that helps readers understand what they should and what they shouldn’t in order to solve a problem or perform an action. For example, if you run a commercial cleaning company, you can guide your audience on various cleaning issues through dos-and-don’ts kind of posts. Similarly, if you provide some kind of online coaching to people who want to be successful bloggers, you can write blog posts to explain what blogging practices they should follow and what mistakes they should avoid to be more productive bloggers.

You can use a variety of blog post formats to drive traffic and engage them. To streamline your content marketing efforts, you should use ‘what to do’ and ‘what not to do’ kinds of posts and articles. When you follow easy-to-understand content patterns, it makes things easier for your users.

Research & Data

The importance of research and data is growing at a rapid pace. Many industries need to invest in research and information gathering to improve their decision-making process. Data is the building block of many emerging industries. For instance, digital marketing uses real-time data and research to develop and implement results-driven campaigns. Brands rely heavily on their research abilities to find out challenges and opportunities in both traditional and online world.

The ability to generate reliable data makes online marketing platforms reliable. If you run a business website, you can use various tools to find out the number of visitors on your site and how they behave when they visit your site. When you have dependable data, you can then adjust or plan your future strategies. A reliable website that helps you to research and monitor your website traffic is Ahref. You can also assess whether your website has a high bounce rate and needs some conversion rate optimisation applied to it.

SEO Tools & Resources for Search Traffic

Ahref contains tools for link building, keyword research, competitor analysis, rank tracking and site audits

Build An App

An increasing number of startups and established companies are trying to experience a competitive edge by building apps. Businesses from all across the globe have started migrating from traditional marketing methods to the mobile realm. It’s due to the constantly growing number of mobile and internet users. People love to use apps to perform many day-to-day tasks. If your business can benefit from developing an app, don’t hesitate to take the step.

Before you start building an app for your business, make sure to define the objectives. Some businesses don’t have to build an app to establish an online presence. It’s also important to consider that the desktop internet usage is falling and mobile internet usage is rising like never before. Building an app for your business might be a good idea to stand out from the crowd. If your competitors have already built apps and offer the same solutions, try to build an app that is at least five times better than that of your competitors. Building an app need not be that daunting and you can follow the 12 steps detailed here.

Embedded Tweets

Embedded Tweets is a simple way of bringing your favourite content posts from Twitter to your website content. An embedded tweet includes a variety of media from photos and videos to cards. Instead of taking a screenshot and adding images to your content, you can now embed the tweet by following a quick and simple procedure. Just get a small copy of code from Twitter and paste it on your blog or wherever you want to mention it.

The Twitter for Websites Javascript to transform the code into a full-rendered tweet and an HTML snippet hosted on your web page are two parts of an embedded tweet. The Tweet menu enables you to generate or copy embedded Tweet markup. You can embed any Tweet on your blog or website. However, embed code is not available for Tweets from users who protect their tweets. As mentioned earlier, your embedded tweets include any media content and the Tweet itself.


A GIF (graphical Interchange Image) is a lossless format for image files that support both static and animated images. Businesses often use GIFs to make their content more interesting and visually appealing. An increasing number of popular news websites and blogs incorporate GIFs and other forms of visual content to make their content more lively and entertaining.

If we look around on the internet, GIFs are everywhere from social websites like Reddit and Facebook to enterprise websites. Stats reveal that over 100 million GIFs were shared on Twitter alone. Moving forward, your business should also consider using GIFs as an effective marketing technique. A moving picture might be more beneficial for your business than a long-form, text-based article.

Companies often struggle to share authentic and compelling content to build relationships with their prospects and customers. The use of right GIFs can be a perfect strategy for you to attract and connect with your audience.

Content Visualization

Visualization refers to the representation of information in the form of visual content: images, videos, GIFs, infographics, etc. The demand for visual content has increased dramatically over the last few years. Internet users prefer to consume visuals. When compared to text-based content, visuals have a higher chance of conversion and are more effective. The growing need for content visualization drives bloggers, business owners, and marketers to add visuals to their content to make it more consumable. A good example is Volkswagen where most of the Facebook posts are visual stories or short videos.

Volkswagen Facebook

A sample Volkswagen Facebook post

The purpose of content visualization is to make life easier for users. Most people don’t have time to read long web pages, all they need is simple and quick information. Nothing can be more effective and precise than a relevant, high-quality image. Sometimes a complex concept can be made easy with a proper visual representation. Visuals have the power to transform lengthy and complicated data into easily consumable form of content. There are numerous ways you can make your content more visually appealing.

Give Kudos

The word ‘kudos’ means the honour or praise received for an achievement. In the digital world, expressions like kudos are used to praise something. For example, Linkedin introduced the Kudos feature in 2018. Linkedin users can give kudos to each other to praise them for their professional achievements. A large network of professionals like Linkedin can benefit from these simple yet effective features. All the users have to do is click and give a virtual high-five to someone.

When people get Kudos, they help them get more visitors and connection requests. When you receive a Kudos, it can be seen by connections of the person or organization who gave you Kudos, making it super quick for you to promote your presence across the platform. To get more kudos, you need to share useful, desirable, knowledgeable and shareable content. How many Kudos you get on your posts is a good way of measuring the quality and likeability of your content.

Create useful spreadsheets or docs

Professionals from across industries use productivity tools like spreadsheets and doc files to create, manage, and share information. From creating simple text to drafting complicated charts and graphs, you can perform a variety of tasks on spreadsheets and docs. Google helps internet users create document files and spreadsheets that can be shared all across the internet. A group of people can use a single file to collaborate. These apps run smoothly on desktops and mobile devices. So, creating useful spreadsheets and docs isn’t a difficult task anymore.

Web-based doc or sheet files enable you to automatically save data directly to your Google drive rather than saving everything manually. Besides, these tools are free and you can download add-ons to enhance the experience. However, you must learn how to use the app. Google Doc and Sheets offer a broad range of features and functionalities. It wouldn’t be difficult for you to operate Google Doc or Sheets if you’re familiar with Microsoft Word and Excel.


The human brain processes images at a rapid speed. We have been using different formats and types of images to communicate with each other. Since the text-based information is difficult to comprehend as compared to visuals, images enable people to get their message across without writing or saying anything. There are certain resources like Pixabay or Pexels where you can download and use the stock photos for free.

pixabay image portal

Pixabay is a community of creatives, sharing copyright free images and videos

In digital marketing, brands have to reflect the emotions and needs of their customers. The use of images helps them connect with their prospects and customers at a more emotional level. Your website or any other form of online presence should have images to invoke strong feelings.

Businesses should incorporate images into their content strategy for numerous reasons: memorability, engagement, fast communication, etc. So, make sure to take advantage of branded, high-quality photos and other forms of images to inspire your audience. While you can find millions of free images online, be sure to use images that reflect your brand message.


Podcasts are typically defined as on-demand internet radio talks, a series of audio episodes focused on a particular subject. Users can either listen to podcasts live or download them. A good usage of this is Marketing School with Neil Patel & Eric Siu.

podcast with neil patel and eric siu

podcast with neil patel and eric siu

With podcasts, listening to your favourite conversations and exploring new ideas anywhere on the go has become so much easier. Millions of people across the globe listen to on-demand radio to seek information.

Podcasts have turned into an incredible marketing tool over the last few years. A large number of self-employed professionals have been counting on this medium to spread their words quickly and effectively. An increasing number of organizations are also using podcasts to engage their customers in a very open-minded way. You should consider this medium to grow your business online. All you need is great content so that your audience finds your podcasts interesting. Introduce your business to your prospects in a way that drives curiosity and trust.

Create A Chrome Extension

Google Chrome is one of the best internet browsers that enables users to experience a seamless browsing experience. One of the prominent features of chrome is its extensibility. A user can add numerous extensions to improve the browser’s functionality. Simply put, a Chrome extension is some Javascript, HTML, and CSS that enable users to add functionality to the browser.

It’s possible to create a basic Chrome extension also called Action extension. If you want to incorporate some additional features into your Chrome, just go the extension library and search relevant extensions. For example, if you want to add Grammarly to your Chrome to check your content on the go, just find the Grammarly extension, install it and add it to your browser. Similarly, a large number of programs can be added to Chrome. Evernote, Adblock Plus and Google Drive are some of the most popular extensions. If you love coding and programming, you can try creating your own extension to customize Chrome.


SlideShare is probably the largest platform for people who want to present their content to the global community of internet users. Founded in 2006, SlideShare has been helping people share their knowledge in the form of presentations. You can find over 18 million presentations on a broad assortment of subjects. People from all across the industries create presentations and share them online.

While SlideShare is an incredible source of information for students, marketers and business owners can equally benefit from the program. You can add SlideShare to your marketing strategy. It will not only help you create and share great content with your audience but also drive traffic to your website and boost your SEO results. It’s super easy to get started on SlideShare. Owned by Linkedin, SlideShare has been helping brands strengthen their online identity. If you want to sell products or services or want to promote any cause, SlideShare is surely a great platform to generate more leads for your business.

Online Games

An online game is just like a regular video game. The only difference is that online games can be played through the internet. An increasing number of video game lovers now play online games like Minecraft against real-time players. The demand for online gaming is on the rise.

minecraft image

Minecraft – a Lego style adventure game

The internet offers a broad range of online games from simple text-based games to games with heavy graphics and functionality. While the popularity of online gaming is increasing, the electronic games industry generates billions of dollars every year.

With millions of internet users playing with each other and buying in-app features, online games are here to stay and flourish. World of Warcraft, PUBG, and Minecraft are some of the most popular online games that engage and entertain millions of game lovers across the planet. You can also find some platforms that offer free online gaming experiences. Top social media platforms like Facebook also enables its users to play a number of online games.

Company News

Company news refers to updates and press releases that businesses want to share with their audience. An example would be Equinet Academy’s advisory note on the Corona virus and the precautions that the company is undertaking.

Some business websites come with a ‘company news’ section where users can find all the latest activities and updates about the business. As a business owner or marketer, you can use it to help your audience in finding interesting updates about your business. It’s a good strategy to keep your audience engaged.

For example, if you run an eCommerce business, you can use your company news section to tell your customers about the latest pricing, promotions, policy changes and even industry updates. However, make sure to keep your news section updated and clear. Old news can confuse your readers and can result in making the wrong decisions.

Some businesses use a ‘company news’ page on their websites to keep their employees and stakeholders informed. Regardless of what others are doing, you should consider sharing relevant updates. If you have recently added something to your production process that improves the quality of your products, let your prospects and customers know about it.

Company Goals And Targets

Every progressive business has a growth strategy that addresses their goals and targets. Start a business by setting goals and targets. Do you have goals for your company? It’s never too late to define a mission statement. Successful businesses usually have a clear vision and mission statements that help them stay on track. An example would be Adobe’s mission statement “to move the Web forward”. This statement shows that Adobe is all about transformation and development through its software.

While goals are about your desired achievements, objectives refer to your strategy on how to achieve your business goals. When setting a direction for your company, make sure to set measurable goals that involve all major aspects of your business: growth, profitability, customer services, etc.

Running a profitable operation is a common business goal which generally means increasing sales and revenue. In order to achieve the goals set, a business has to define certain specific objectives that could be related to lowering production costs or increasing customer base. Some companies have customer service goals that focus on customer satisfaction and minimizing complaints. By having goals, it convinces customers that your business is trustworthy.

Company Performance

Whether you are running a startup or working to scale up your well-established business, it’s important to measure company performance. To measure the performance, a business should have clearly defined goals. As a business, it’s critical to evaluate what’s working for your company and what’s not. Since everything is continuously changing from consumer behaviour to business technologies, you need to constantly measure your company performance. A good example is Statista which highlights Amazon’s performance by using statistics.

When you plan to measure the overall success of your business, see how much money it is generating. Find ways to assess the flow of money going in and coming out of your business. Is your marketing strategy sound enough to constantly drive new customers? Are your customers satisfied with your products or services? How do you feel about your company and the current progress map? Try to conduct annual performance reviews to measure the overall performance of your business. Most importantly, stay current in your market to compare your growth with that of your competitors.


A business operating in a competitive world has to map out timelines for all their major projects from marketing to sales and production. If you are working on a product development project, you must have a timeline that shows past and future expectations. A marketing timeline, for instance, will guide your marketing team on campaigns, projects, events, and sales that will be happening throughout the year.

Timelines can be used to map out important deadlines. When your team is in a position to plan ahead, you are likely to witness well-planned and executed projects. It happens when you set a realistic timeline for all of your major business developments. To make things easier for your teams, keep your timelines simple and easy to follow. Your timelines may include multiple stages to cover everything from start to finish. A simple timeline acts like a foundation on which you build your projects.

Interactive Demos of own products

Demonstration of how your products or services really work can make all the difference. An interactive demo helps your audience understand how your product is built and what kind of problems it can solve. An interactive demo is designed in a way that uses multiple media forms like videos and images of the product following a well-thought-out story.

iphone 11 interactive video demo

An interactive video demo on iphone 11 pro

Since product demos are used to provide an overview of your products or solutions, you need to be very clear about the technical aspects of your products in order to make your demo more interactive and informative. An interactive demo should be prepared in a way that allows the prospects to try the product in some way. In marketing, a product demo can play a key role in determining the success or failure of a product. So, if you’re about to launch a new product or service, don’t forget to use the power of interactive demos to get your message across.

Free Tools

Smart entrepreneurs or professionals rely heavily on tools. From digital marketing strategy and human resource management to the production process, a company can use a variety of tools to drive productivity and improve the bottom line. The internet offers both paid and free tools to help people accomplish a massive range of tasks. If your marketing budget is low, your team of marketers should use free and relevant tools to improve their planning and execution process.

Your digital marketing strategy, for example, can benefit from various free tools like Trello and Hootsuite. There is a tool for almost every problem digital marketers face. From tracking website traffic to measuring the overall performance of your marketing efforts, your marketing efforts must be guided by tools. Most tools come with both free and paid version. While the paid version unlocks the true potential of a program, free features can provide value and essential guidance.

Paid Tools

Paid tools can be powerful when companies use them in a way that completely transforms their production processes. They empower brands to achieve remarkable growth in a controlled way. For example, SEMrush is a great SEO tool for marketers who want to dominate the search. However, to utilise the full features, you need to go for the SEMrush price plans.

semrush - all-in-one marketing toolkit

Semrush – an all-in-one marketing toolkit

Digital marketing doesn’t work without tools. If you run a business and you need to build a sustainable, sound web presence, don’t hesitate to invest in paid tools. However, make sure to buy tools that align well with your marketing objectives. If you’re looking to improve your SEO rankings, use tools like Moz Pro and SEMrush to rectify your mistakes and get your strategy back on track. Companies looking to streamline their HR affairs should consider investing in paid tools like Zoho to resolve longstanding HR problems. Growth-oriented companies need to keep exploring new productivity tools to amplify their production.


A webinar is like web conferencing or a seminar conducted over the internet. It’s a short form of web seminar. The goals of a webinar can be anything from educating people to demonstrating something. Webinars can be live or recorded. Adobe, being a software company, has leveraged on using their recorded webinars to promote their products and inspire audiences around the world.

The internet makes it easy for you to also go live or conduct a virtual event. You can use audio and visual communication means to communicate your message. Companies conduct webinars to promote their business by connecting with their audience. While ebooks and downloadable checklists are useful when it comes to sharing free content, a webinar is a different kind of lead magnet that involves a presentation followed by a Q & A session. It’s a great way to connect with participants through a visual medium.

Webinars are also used to help drive attendees to sell products. However, if you want to use webinars as a channel to generate leads, don’t make sales pitches. A webinar must be about providing valuable information.


David Meerman Scott coined the term ‘newsjacking’ which means the process of adding your opinions and thoughts into small news stories. Someone can use newsjacking to make their presence felt. Piggybacking on trending news can be an effective way to grab the attention of your audience and keep them engaged. While Newsjacking requires you to align your business with popular news stories, it can boost your SEO result, allowing you to generate more valuable keywords to rank for. A good example of newsjacking is Singapore’s golden boy Joseph Schooling who won gold in the butterfly event at the 2016 Olympics. Changi Airport took the opportunity to leverage on his popularity.

Changi Airport newsjacking on Joseph Schooling's Olympic Win

Changi Airport newsjacking on Joseph Schooling’s Olympic Win

If you’re good at breaking information and trending topics into catchy stories, you should try newsjacking to strengthen your online presence. When a story gets viral, a massive number of internet users start searching for keywords in that story. Popular platforms like Google, Facebook, and Twitter also highlight trending stories. To make the most out of a story, you need to get started before the story peaks. Trending stories often come with tough competition. So, you should get in before it is too late.

Personal Opinions

The blog posts a business or person publishes can be divided into two categories: personal opinion-based and discussion-based. Personal opinion is a dominant ingredient when a writer states their minds on a topic. Industry leaders often share opinion-based content to help their audience understand a complex story. It’s important that you choose a story or subject that involves some conflicting ideas and then tell your readers what you think about it. It’s an effective way to get your readers to respond to your blog posts or articles.

You can also express your opinions on social media like Facebook or LinkedIn. It is a good idea to have users share their thoughts on a certain subject. One of the learners of Equinet Academy (Joan Liew) shared her thoughts on the digital marketing courses that she had taken at the academy.

personal opinions

Personal opinions of Joan Liew after taking several digital marketing courses at Equinet Academy

If your readers and you share similar beliefs and opinions, they will link to your posts when discussing the same subject on other websites. This way, you can use your personal opinion to improve your online presence.

Free Resource

‘There ain’t no such thing as a free lunch’, but there are free resources. A resource is free when you can use it to benefit your business. The internet is a rich source of free information and tools that a business can use to promote itself. As a company, you may consider offering free resources to your audience in order to win their trust or help them solve a problem. For instance, if someone wants to learn digital marketing and your business is about providing marketing knowledge, then your website can be a free resource of information. Another method is that a website can offer free resource downloads in the form of templates and cheat sheets that can help bring your digital marketing campaigns to the next level.

digital marketing templates

Free Digital Marketing templates of Equinet Academy

Your readers will surely admire free and valuable information. The success of your online identity largely depends on your ability to guide your audience from point A to point B, while solving their problem in a time-efficient manner. Hemingway, Medium, Grammarly, and Headline Analyzers are some examples of free resources on the internet.

Interactive Content

Interactive content is more than simple, text-based blog posts that offer information in a traditional way. It requires active engagement from readers, more than just reading or watching. Interactive content has been helping brands build better interactions between their business and their audience. Needless to mention that users’ attention span is decreasing at an alarming pace. People want quick and simple solutions. Interactivity adds a fun factor to your content making it possible for you to offer enjoyable content. An example of this is Apple AirPods Pro website which showcases interactive elements, like the cross-section of the AirPods.

interactive elements in Apple Airpods Pro website

Interactive elements in Apple Airpods Pro website

When you have to hook your website visitors in less than 8 seconds, static web copy or blog posts wouldn’t produce the results. Interactive content not only decreases the website bounce rate but also helps marketers sell in a more compelling way. Offering a quick and interesting quiz on your website is a great example of interactive content. Or, maybe you can add a calculator to help your audience calculate the cost of your products or services.

Offline Magazines

Offline magazines or paper-based magazines are still an attractive option for many to consume content. While the internet has completely reshaped the way people read, offline print materials have their own place. An offline magazine has to be printed, distributed and sold by the publisher. In other words, there are three major processes that incur a cost when it comes to offering offline content. On top of that, unsold copies represent a loss. Digital magazines, on the other hand, don’t involve paying the commercial mediation of sellers and suppliers.

Offline magazines can be a great way to market your business to local readers, but you can’t circulate your magazine on a global level. The internet makes things easier when you don’t need to deal with any barrier in order to share your content across the regions and boundaries. If you think you still need to produce offline magazines, make sure to have a well-thought-out strategy.

Online Magazines

The internet is all about digitally consumed content. Online magazines are just one of the myriad ways content is made available for digital consumption. An example would be Magzter which is the world’s largest digital magazine newsstand.

Since online magazines are published on the internet, a vast majority of readers can access and read tons of online magazines. People often find it difficult to differentiate between a magazine and a website as both offer content.

One of the key differences between a website and an online magazine is that the latter has a head and tail. A reader can jump from one section to another. While magazines come with a front and back cover, they have an end page, unlike a website. A typical website has a navigation structure and menu; users can often go from part to another. An online magazine offers its readers liner navigation, a clear chronology that helps readers guide through your content. Successful online magazines ensure that readers can enjoy a full-screen experience with relevant and high-quality content.

Pinterest Posts

With billions of pin on Pinterest, the platform is very popular among marketers as they can showcase their business. Pinterest is a popular social media network that empowers its users to discover new interests and visually share by posting videos and images to their own or others’ boards. Pinterest is built around the concept of a person’s lifestyle. As a Pinterest user, you can share your interests and preferences with others and connect with like-minded people. You can either upload something new from your device or pin something you find on the web through the Pinterest bookmarklet.

To save your pins, you have to create boards from your profile. From a marketing perspective, companies should take advantage of the platform by creating relevant and interesting Pinterest posts. For example, the images of your products or anything that relates to your business in some way or another. A good example of extending your reach by using Pinterest is the travel portal of LonelyPlanet. As it has lots of rich visuals in its Pinterest account, all it needs is just to link back to the respective landing page of the site.

lonely planet pinterest

Lonely Planet Pinterest contains rich visuals pins that inspires and enables the traveler within you

Instagram Posts

An Instagram post is a video or a photo that a user shares on the platform. With billions of active users, Instagram has gained dramatic popularity over the last few years. From individuals to companies and non-profit organizations, Instagram has turned out to be a great platform to promote something in a visually appealing way. If you’re looking to gain some traction on the internet, make sure to include Instagram to your marketing strategy. A good example is Oreo leveraging on Instagram to capture playful moments of Oreo cookies.

oreo cookies in instagram

Oreo cookies in Instagram posts

Instagram also allows companies to create posts using a variety of different tools. A business profile on Instagram can access analytics to create and monitor their efforts. So, start creating Instagram posts to reach your potential customers from all across the globe.

Whether you want to use Facebook or Instagram to promote your business, you need great content that reflects your brand voice and core message. You can even repurpose content if you don’t have time to create new posts for your Instagram profile.

Reddit User Creation

The content you share using Reddit profile can help you establish your presence as one of the industry leaders. From memes to news, Reddit offers a diverse range of content. As a social news aggregator, Reddit is a combination of link distributor and discussion platforms. Users create, consume, and curate content. There is a system that measures the quality of content in terms of upvotes and downvotes. The Reddit community mostly defines what’s important and what’s not. With moderators acting as forum guardians, Reddit is mainly a self-managed platform.

If you want to create an account on Reddit to share or seek information, it takes a few minutes to get registered. You can start submitting to Reddit as soon as your profile is registered. Reading content, posting links, joining discussions, rating content, and finding subreddits are five major things you can do on the platform. It’s recommended for companies to add Reddit in their marketing plan.


Human beings have been using maps to streamline their travelling endeavours. A map is usually defined as the representation of a geographical area on a flat surface. From political boundaries and nearby businesses location, a digital map can communicate plenty of information. For example, Google has developed a highly sophisticated mapping service that provides internet users with detailed geographical information about regions across the globe. While traditional road maps help people find their destinations, aerial and satellite views make it easier for us to understand the dimensions of planet earth.

Globally popular services like Uber use digital maps to offer great ride services. Google maps also offer street views of many sites and cities. As a part of a larger web application, Google Maps is one of the globally used services that assist individuals as well as organizations. A route planner is one of the simple features that help people plan trips from one location to another.


Storytelling has become a prime marketing tool for many brands. While stories can take a variety of forms from classic stories in literature books to tales in children’s storybooks, you can use digital stories to build your brand. When it comes to digital marketing, you might be interested to know that there are different techniques of telling stories. From data-driven storytelling to immersive storytelling, one must be versatile to know the different storytelling trends.

When you integrate storytelling into your content creation or other marketing efforts, it becomes easier to build a deep connection with your audience. Even the ancient men used visual stories to communicate their messages to future generations. We can still see thousands of years old drawings on stones crafted by men to share valuable content. It would be a mistake if your marketing strategy undermines the significance of storytelling.

Points Proven Through Analogies

Analogies and metaphors are great ways to get your messages across. Explaining your point becomes easy and exciting when you use the power of analogies. It’s rightly said that the right analogy at the right time can drive people to do business with you. The ability to forward persuasive arguments will help you communicate your message. Developing a highly profitable marketing strategy should revolve around sound and well-targeted arguments.

An analogy is usually defined as a part of your content or speech in which something is explained by comparing it to something else. Complex business ideas can be made simple using analogies. A good example of this is Steve Job’s ability to simplify concepts by incorporating analogy.

Your audience will remember your message if you prove your point through effective comparisons. While analogies don’t prove anything scientific, they can make someone feel at ease. So, start comparing your products or services with different things in a logical way to simplify your point of view.

Book Reviews

People read customer reviews about a product or service before buying it. Similarly, book reviews help prospective readers understand what their next read is all about. A book review refers to literary criticism in which a book is briefly analyzed or described based on its content, structure, style, story, etc. Your opinion about a book that you have read recently can be counted as a book review. An example of this is the customer reviews of Stephen King’s Doctor Sleep novel at Amazon. Usually, potential buyers would read the reviews before considering a purchase on the paperback.

Summary reviews or scholarly reviews are often professionally written opinion pieces that explain a book in a few paragraphs. If you want to learn more about a book before you add it to your list of books to read next, read some good reviews on the internet. A thorough review can range from 500 to 2000 words, maybe longer depending on the nature or complexity of a book. Students are sometimes asked to read a book and then write a review analyzing complex text and reaching an informed perspective.

Product Reviews

In e-commerce, product reviews are posted on online shopping stores to give product users an opportunity to share their experience with a product and rate it based on their satisfaction level. A product with plenty of positive reviews is likely to do well in the future. Other consumers use these reviews as a technique to gauge the quality of a product. Companies often ask their customers to provide honest reviews to help them sell better.

Some of the biggest online stores like Amazon and Alibaba aren’t just selling products; their websites are a great source of information about millions of products. Millions of people shop by visiting these websites to seek information in the form of product reviews. If you run an online brand to sell your products or services, make sure to generate as many product reviews as possible to improve your credibility. Honest reviews will make it easier for your prospects to make well-informed decisions. A good example is the Dyson Vacuum reviews. Before a person makes a decision to buy a vacuum cleaner, he/she can check the overall satisfaction rating from the customers that had already purchased and give an honest review. These reviews to a certain extent, hold sway the opinion and the views of the potential buyer.

Micro Blog Posts

A microblog is a brief piece of content created to help readers get quick solutions. It’s an effective way of sharing short stories and messages with your online audience to boost engagement. Popular social media networks like Facebook and Instagram are great platforms for microblogging. Rather than writing a long text, you can create short blog posts to solve simple problems that your audience might be facing. A microblog can be short audio, video, or text. The purpose here is to engage customers and keep them informed.

While long-form blog posts have their own significance in online marketing, short posts are an easy-to-read form of content that involves less time spent on the creation process. On the other hand, readers have to spend less time consuming short posts. Another benefit of microblogging is the opportunity for businesses to share content more frequently. Keep posting long-form blog posts to address deep issues, but don’t forget to share microblog posts to keep your audience engaged.


Quizzes provide businesses with a great opportunity to evaluate their products and services. It’s important for you to know what your customers think about your products and services. Encouraging them to take a moment and answer your simple questions would give your valuable insights into your customer’s behaviour and preferences. While analytics tools like Moz and SEMrush generate valuable data showing the overall performance of your online marketing efforts, traditional content sharing tools like quizzes provide real-time information.

If you’re not sure which type of content is worth investing in, use quizzes as an integral part of your online marketing strategy. When creating quizzes for your audience, make sure to create attractive titles. Also, select the right type of quiz to produce the best results. Keep things to a minimum so that your audience doesn’t have to spend plenty of time understanding your questions. A good use case of quizzes is Equinet Academy’s Course Selection Diagnostic Tool. This is a simple 3-questions quiz that will determine the suitable course to cater to the learner’s needs.

course selection diagnostic tool

Course selection diagnostic tool of Equinet Academy in meeting objectives of learners


Vlog, also called a video blog, is a form of blog presented in the form of a video. Bloggers who share their content through videos are called vloggers. A good example of a vlogger is Nuseir Yassin of Nas Daily. He is a vlogger that makes interesting videos about the world. In the videos, he will usually express his opinions on the places he has visited like Singapore.

nas daily talks about singapore

Popular travel vlogger Nuseir Yassin of Nas Daily talks about moving to Singapore in a Youtube video

From Vimeo to Youtube, you can find tons of vlogs on the internet, covering a broad range of subjects. Since the demand for visual content has witnessed an unprecedented rise, marketers and organizations now focus more on visual content, especially video and live streaming. To strengthen the presence of your business online, you can add videos to your website and social media profiles. Video content makes it super easy for your prospects and customers to consume your content.

Some bloggers have started putting emphasis on creating video content. Besides, the equipment required to create videos has become cheaper and innovative. To stand out, you should try vlogs to share content with your audience. For example, you can make a simple video blog showing and explaining about one of your best products.


A screencast is a video recording of a computer screen with audio narration. It’s a cost-effective way of creating how-to or instructional videos. Many bloggers and organizations use screencasting to help people solve a problem. For instance, if you want to teach your audience how to use particular software, you can screencast and make several short videos explaining all the technical aspects of your software.

Tutorials, recording presentations, training videos, and video lessons can be created using screencasting tools. Viewers like to consume such content because they can watch it when it’s best for them and absorb information at their own pace. While PowerPoint presentations are effective tools to educate people, screencasting is a relatively new medium that presents information in a more convincing and convenient manner. As a business, you can use screencasting to train your employees. For instance, you can use this method to explain to your new employees how to reconnect to the printer. Some good screencasts applications include Camtasia, ScreenFlow and Screencast-O-Matic.


A screenshot or “sc” is a digital image that shows a device display. Most computer and mobile devices come with a screenshot button that you can press to take a picture of your mobile or computer screen. Professionals from across industries take screenshots and share them with their teammates to effectively communicate their message. Taking a screenshot and sharing it with your audience is a time-efficient way of solving a problem, rather than explaining an idea verbally.

Content creators and marketers use screenshots to enrich their blog posts and other forms of content. We often see screenshots embedded into a blog, which tends to simplify a concept. In this instance, I have included a screenshot detailing the intricate relationships of the various media channels for content distribution. This screenshot is embedded in a blog discussing on what is Content Marketing and the importance of it.

Taking screenshots is a relatively simple task as most desktop computers or laptops come with a dedicated button to take screenshots, while mobile devices allow users to take screenshots when they press a specific combination of buttons.

Music Videos

Simply put, a music video is a song with imagery, which is produced for artistic or promotional purposes. Music videos are one of the most popular forms of digitally consumed content. If we look at the music industry, one of their primary jobs is to create music videos for broad audiences. In order to grow their audience base, It is very often for musicians and singers to invest in music videos in order to make their musical efforts a success story.

A couple of decades ago, people were fine with audio music. However, music artists have found that by employing videos, it makes music more ‘attractive’. Maybe a song by itself isn’t a hit but a good video can make it popular. Besides, the video makes it easy for music lovers to have improved musical experiences. Following the growing popularity of music videos, it wouldn’t be unfair to mention that both music and video have become two inseparable forms of media. Depending on your audience, employing music videos might be great for your site.

Personal Bios

The term biography refers to an account of someone’s life written by someone else. The word ‘bio’ is a short form of biography. Personal bios are a great way of telling your story. From your social media profiles to your website, a personal bio can help your audience understand who you are and what you do. From a professional perspective, people have to write short bios covering their professional experience and achievements.

Whether you have to write a bio on your Facebook profile or you want to write a book about your life, be thoughtful. Make sure your life story is presented in a way that the readers enjoy reading it.

Another great idea to instill trust is to have a professional corporate biography. The main goals of a professional biography are to give the reader an accurate sense of who you are and what you do, establish expertise and credibility, and qualify your experience and background. An example might include Dylan Sun the Founder and Director of Training at Equinet Academy.

dylan sun

Dylan Sun’s founder of Equinet Academy Corporate Bio

Aggregation Of Articles

The word ‘aggregation’ means the formation of various interconnected things into a cluster. In its simplest form, aggregation of articles is the collection of information involving one or more articles. In some cases, you have to aggregate other articles to augment your content while ensuring a broader perspective.

In today’s digital age, distributing recent news stories across blogs and news aggregation websites is a smooth process. However, it’s important to ensure legitimate information-sharing processes. Since news aggregation can affect the media industry’s bottom line, companies can find it difficult to pay journalists who generate genuine reports. Article aggregation is not equivalent to content curation. When you don’t have time to browse through content, aggregation can make your life easier.

Article aggregation offers a variety of different voices and styles that can attract a diverse range of people to your original articles. An instance would be the Equinet Academy’s Digital Marketing blog articles which showcase different authors and expose the readers to different styles of writing.

aggregation of digital marketing

Aggregation of blog articles in Equinet Academy’s Digital Marketing site

Book Summaries

People often find it difficult to differentiate between a book summary and a book review and use these terms interchangeably. Is there any difference between a book review and summary? Yes, a book review attempts at evaluating a book while a summary condenses a book’s content. A review can criticize or appreciate a book, a summary is supposed to summarize the entire book into a few pages. Some good book summary templates can be found here.

When you write a summary of a book, it makes you reflect on the information you have retained from the book. Publishers create book summaries to keep their audience informed and up to date regarding their new publications. An ideal book summary will help readers understand what a particular book is all about and how it develops its content. Taking a moment to read the summary of a book will help you decide whether or not you should buy the book to study the subject further.


A giveaway is a marketing tactic used to promote something. When it comes to building brand awareness, giveaway marketing can provide many benefits. There are various sizes and types of giveaways. A good example is Equinet Academy’s Digital Marketing Career Handbook. It stands to benefit aspiring digital marketers or even digital marketers themselves as it reveals the ins and outs of the field of digital marketing.

You can design the giveaway based on the nature of your products or services. For instance, a book shop can offer a free bookmark with every purchase. Or, a large giveaway could be a five-day vacation to the Maldives. The quantity or the size of a promotional item largely depends on the purpose and scope of your marketing campaign.

People love to have something for free when buying something. To give your business the boost it needs to make more sales, try running a giveaway. Social media can be used to run such a promotional project. A well-thought-out giveaway can help you achieve multiple business goals from lead generation to gain product exposure.


An illustration is a visual explanation or interpretation of an idea, process, text, or concept created for integration in published media; for example, animations, posters, video games, flyers, etc. An illustrator creates such materials for various purposes ranging from marketing to education. The way modern illustrations are created is entirely different from how people created illustrations fifty years ago as shown in the Shutterstock image below.

examples of illustrations

Examples of illustrations within Shutterstock image bank

A dramatic technological evolution has completely changed the way we design things and made them available for consumption. In the Digital Age, illustrators don’t rely entirely on traditional tools like pencils and paper. There is a variety of software like Adobe Photoshop and Illustrator that provide designers with the freedom to use their imagination and skills to create stunning designs. As a business, you need several print collaterals to make your presence is felt. From your business cards and signage to your logo and website, most of your creative assets are created on digital tools.

News Releases

A news release refers to a written statement about a matter of public interest. It is created by or given to the press by a company to communicate something important with the public. News releases or press releases are an integral part of a sound public relations strategy. An example is when ChannelNewsAsia announce and update the number of new cases of Wuhan virus. This is important as the public needs to monitor and stay abreast of the virus spread.

Your company can start creating press releases to report brief information about your product launch, website launch, events, or anything else that might be important for your audience to know. Let’s say you have redesigned your website and added some interesting features to it, you can write press releases and let your audience know about this development to earn their attention. The objective is to notify the media about your latest business development in hopes they will spread the word. When it comes to digital marketing, you should include press releases to your marketing plan.

Public Service Announcements/Video Public Service Announcements

Public service announcements (PSA), unlike conventional commercials, are made to educate or inform rather than sell something. The prime focus of making public service announcements is to influence public opinion and raise awareness about certain matters of public interest. Also known as public service ads, a public service announcement can cover issues such as drug addiction, drinking, STDs, drunk driving, diseases, or anything else that might be helpful for the general public. A good example of this is an animated story depicting elderly people staying in England that their main companion is actually television.

animated story image

Animated story depicting on the plight of the elderly living in England

Since people prefer to consume content on digital devices like mobile and computers or TV, public service announcements are usually made through a video. Organizations can use various platforms like online media, television, direct mail or print collaterals to get their message across. Most people confuse PSAs with public relations. While PR is traditionally used to promote something, PSAs are meant to educate people. Institutes that make PSAs don’t expect any profit or monetary benefits. Digital media makes it possible for organizations to spread PSAs in an efficient and cost-effective way.


Great figures say great things that keep inspiring millions of people for ages. “What the mind of man can conceive and believe, the mind of man can achieve” is one of the most popular quotes. There are several other more quotes and you can find them here. Quotes are an incredible way of making your point or explaining something in a more sophisticated and educated manner. From essays to blogs, quotations by famous people enrich your content. Some of the leading blogs feel free to use quotes from top marketing experts to support their arguments.

If you want to make your content more authentic, don’t hesitate to use relevant quotes in your blog posts, articles or whatever form of content you create to promote your business. Don’t use a quote for the sake of using a quote; use quotes when they fit the context. This way you can turn your simple content into storytelling. Just like visuals and high-quality images, quotes would help you connect with your audience at a more emotional level.

Humorous And Light-Hearted Images And Captions

Images and captions have become an inseparable part of online marketing campaigns. To build a strong web presence, you have to use light-hearted, relevant images with great captions. The use of exciting images that reflect your brand voice will surely inspire your prospects to do business with your company. When we say light-hearted and humorous images, we don’t mean irrelevant images that do not convey any meaning at all. Everything you post on your website or social media profiles should develop good chemistry with your branding or business values. At the same time, your visuals should convey the message in an entertaining way. A good example would be this visual that commemorates Star Wars Day. 4th May is the date chosen as it has the pun on the catchphrase “May the Force be with you”.

may 4

Light-hearted pun on the famous Star Wars quote ‘May the force be with you’

Whether you want to launch a paid advertising campaign or create a stunning Facebook page for your company, you need good images. An image with the right caption not only helps your readers but also assists search engines in understanding what your images are all about. So, don’t forget to empower your marketing efforts with great images.

Audio Recordings

Audio recording is the process of creating a soundtrack for various purposes from entertainment to business. An audio production company is supposed to record, design, and edit a draft of audio. How sounds are recorded vary from industries to industries. In the music industry, producers use highly sophisticated and complex recording systems to record and edit music. So far as marketing is concerned, audio production can be divided into categories: voice over services, telephone hold messages, and interactive voice records. Some digital marketers believe audio is the next frontier and has grown increasingly useful for digital marketing.

Telephone hold messages are used in many industries to improve calling experience for waiting callers. You might want to play a short recorded message whenever someone visits your website for the first time, or maybe short audio can help you welcome visitors who want to start a conversation over chat. From radio ads to call centre recordings, audio production helps companies in many ways. You can also use audio recordings to improve customer service.


The portable document format (PDF) is one of the most popular file formats used to present documents. Developed in the 1990s by Adobe, PDF format includes images and text formatting in a way that doesn’t require an operating system or hardware. When it comes to creating digital documents, security, ease of use and compatibility are some of the prime concerns. The good thing about PDF file format is that it provides users with the security and ease they need to create sensitive documents. A good use case of PDFs being a content type is the digital brochure of Equinet Academy’s Certified Digital Marketing Strategist (CDMS). It is convenient as it is downloadable, printable and viewable in different platforms (Win/Mac) and various digital devices.

Certified Digital Marketing Strategist

Certified Digital Marketing Strategist brochure in a PDF format

A PDF file is a read-only document that can’t be edited or customized without meeting all legal requirements. You can easily convert your information into PDF files and save them to your company’s server. PDF files can be printed and viewed with a freeware. PDF reader can be downloaded to open PDF files in offline mode. Internet browsers like Google Chrome enable its users to open PDF files without any additional tool.

Cost Sheet

A cost sheet is generally described as a report covering all of the costs incurred at different stages of a production process. You can prepare a cost sheet to determine the total cost or expenditures your company has made so far. A cost sheet provides valuable information about your overall performance and production efficiency. Preparing a cost sheet is probably the first recommended step when it comes down to reducing production costs. A business needs to bear overheads while running the operations. You might want to view examples of cost sheets. The purpose of a cost sheet is to represent expenditures in a systematic way. Prime costs, work costs, and production costs are some of the components of cost.

cost sheet example

Example of a Cost Sheet

Costs presented in a cost sheet typically include charges for labour costs and the actual material. If your company is engaged in producing goods, preparing cost sheets can provide a number of benefits: study the past figures, decide the selling price, determine per unit cost of a product, etc.

Promoted Posts

Promoted posts can be considered as sponsored content or native ads. Sometimes it’s not enough to create and share posts on social media channels. You can promote them through various paid programs. For example, Facebook enables publishers to promote their content to get more exposure for their posts. Businesses have to spend money on Facebook ads to put their content in front of their potential customers.

You can either boost your posts or promote them on Facebook. Before you invest money, create some good content that can drive the audience to check out your posts. When you go for Promoted Posts, it makes sure your posts get seen in the News Feeds. All you have to do is choose the best of your posts and set a budget. Your posts will then be seen by your followers, fans, or friends of your fan based on how you allocate your budget. Many small companies use Promoted Posts on a regular basis.


A disclaimer is a statement which is published on a website to limit the obligation or liability of the website owner. If you run a business website and offer products or services online, a disclaimer will help you address some of the legal issues associated with the online usage of your site. The complexity and length of a disclaimer depend largely on the nature of content, products, services, and functionality of a website. If a business is of a complex nature or offers complex products, the disclaimer is likely to be a comprehensive statement.

The purpose of publishing such statements on your site is to clarify certain aspects of your online business. Some of your products or services can be misunderstood by your customers. A disclaimer is an opportunity for you to state you’re not liable for such misunderstandings. We see disclaimers all over the web; nearly every website uses disclaimer to protect their best interests.

QR Codes

Quick response code or QR code which can be read quickly by a QR reading device or smartphones. They’re created to let people take a piece of information from a transitory media and put it in digital devices. Nowadays, we see QR codes everywhere from t-shirts to magazine advert and web pages. It’s a good way to transfer information about products and services. The good thing about QR codes is that they can save a considerable amount of data such as a text, a URL, or coupon. Instead of using a hand-held scanner, QR codes can be read by cell phones.

qr codes shirt

Model displaying the QR code when scanned will read “QR Codes Are Neat”

It’s a fact that not everybody uses QR codes to obtain information, people who do scan them will surely appreciate your inclination towards technology. When it comes to marketing your business, you should consider using QR codes as an effort to engage and convert your prospects. Tech-savvy users don’t like to perform time-consuming activities on the internet. So, QR codes are a good way to inspire your tech-savvy customers.


A plugin is a software that is integrated into a program to enhance its functionality. Plugins have become a key part of web browsing, web development, computing, and content management. From watching videos on websites to viewing documents, plugins help internet users perform many tasks properly and smoothly. Most users don’t even realize the significance or functions of plugins. As a web browser, plugins help you customize the user experience and make it more relevant as per your unique needs.

Modern web browsers now use add-ons or extensions to offer a customizable web browsing experience. For instance, Google Chrome comes with numerous extensions that users can install to perform various tasks. A good example of a plugin is for the Google Chrome browser,
Tag Assistant. This helps to inspect whether appropriate Google tags like Google Analytics have been installed correctly. So no more delving into the codes to check whether it has been implemented successfully.

Think of a web browsing possibility and you might find a plugin, add-on or extension to materialize that possibility. Plugins are also used in customizing content management systems. WordPress, for instance, offers bloggers and website developers to use various plugins to customize or add a feature.

Associates (and partners)

An associate is a partner or companion in business. The constantly changing dynamics of business have driven organizations to realize the importance of building good relationships with customers and partners. When operating in a competitive environment, most businesses have no option but to acknowledge the value of employees, customers, and other stakeholders. Being a customer-centric business, you have more chances of survival and achieving sustainable growth. It’s not all about aligning your vision with your marketing and sales efforts.

You have to study and understand your business partners and include them in your overall business plan. As a business, you need to develop relationships with other businesses to deliver your services to the end-customers. The agencies associated with your business are also your customers that demand due attention. Depending on your market, products and business model, your company might be engaging with dealers, agents, warehousing partners, distribution partners, retailers, franchisees, etc. They are your associates and business partners.


We live in the digital age where it’s so much easier to speak your heart out. Every leading social media network let their users comment on almost everything. The number of comments on your Facebook posts is a good indicator that reflects the popularity of your content. You can view Equinet Academy’s Facebook comments to understand the importance of this facet of social media.

From a business perspective, comments or likes on your social media posts can have a direct impact on your sales. An increasing number of people predict the quality of a product by scanning through comments and product reviews a product has generated so far. If you run a blog, you have probably enabled your users to comment and share their thoughts about the content you have offered.

As a blogger, you should pay attention to what your readers are saying in the comment box. It will help you improve your future blog posts. Developing good conversations with your readers is also a good way to build your following and loyal website visitors.

Media Mentions

Simply defined, a mention is when a business is referenced or tagged on the web. In other words, a mention is when a blog or publication uses a brand name. What do people and other companies think about you or your business? An example would be found in the LancerX website that prides itself on the values of freelancing. They commended on Equinet Academy’s Google Ads Fundamentals course and mentioned some of the merits of taking the course there.

media mentions

LancerX website mentioning on Equinet Academy’s Google Ads Fundamentals course

Media mentions help companies gauge their credibility online. Media mentions involve various online marketing aspects: social media engagement, SEO, PR, brand awareness, etc. If your brand has been tagged on Facebook or linked to, it would improve your organic search value too.

While a good SEO strategy leads to better visibility, media mentions further improve your SEO results. When someone links to your content, it’s a signal that your content is helpful and authentic, which eventually leads to better rankings in search results. The process to track your mentions can be complicated if you don’t have the right tools. There are paid and free apps that help brands find mentions.

Resource Page

A resource page or a pillar page is a web page that provides useful information about a particular subject. Such pages may include various valuable links and content optimized for specific keywords. A blog post can be a small version of a resource page. For Equinet Academy, there is a section on resources that is dedicated to digital marketers. From Digital Marketing Strategies, downloadable templates, Digital Marketing Guides, various Digital Marketing Tools, to the different Digital Marketing case studies.

resource page of Equinet Academy

Resource library for digital marketers by Equinet Academy

To launch successful online marketing campaigns, organizations should know the different types of content and how they can be used to achieve predefined goals. Blog posts and resource pages are often misunderstood when it comes to developing content marketing strategies.

Your website or blog probably has a set of some essential pages no matter your niche. Home, contact us, about us, and blogs are some of the commonly used web pages. However, many businesses and bloggers don’t add additional pages to their sites despite their importance. The resource page on your site has the potential to become the most high-converting and visited page. Therefore, consider adding the resource page to your site.


FAQs or frequently asked questions is a list of questions on a specific subject. Business websites use a FAQ page to enlist all of the frequently asked questions and answer them to help their customers and prospects learn more about their products or services. A good example of this is Equinet Academy’s website FAQ section where it details questions and replies on course-related and funding & payments.

Let’s say a business provides financial management services to individuals. Having a FAQ page on the website would make it easy for that business to address common queries.

If your website visitors can’t find answers to their questions, they will prefer to visit your competitors’ websites. Now, you don’t want your hard-earned traffic to leave your website without taking any action. Addressing all of the expected questions of your audience will be a great technique to make your visitors develop an interest in your products and services. Besides, FAQs provide users with the information they need to make an educated decision. Websites can also use a FAQ page to improve their SEO rankings.

Micro Videos

Micro videos are short 6-15 second video clips. They are often described as a short version of video content. Increasingly short attention spans to today’s consumer make it necessary for brands to create short and engaging content. If you’re finding it difficult to attract and retain the attention of your audience, start creating micro-videos and integrate them across your web presence from paid ads to social media pages. Micro videos are often created and shared on social media platforms like Instagram and Snapchat. An example would be Oreo utilizing micro-videos in their Instagram.

oreo cookies micro video

Oreo cookies micro video

Whether you produce all digital assets in-house or work with a rich media vendor, micro-videos will help feed consumer’s growing demand for visual content. How long or short your videos should be might be debatable. Digital marketers express different opinions on the subject. Regardless of the length of your videos, make sure you get your message across without losing the interest of viewers.

Mobile Apps

A mobile app or mobile application is a software developed to run on a mobile device: phone, tablet, or smartwatch. A popular mobile app is Facebook. The mobile app market generates billions of dollars every year. Initially, mobile apps were designed to create simple programs like calendar, alarm, email, etc. However, the growing demand for mobile apps has opened countless opportunities for app developers and businesses. Organizations have now realized the significance of apps in their online marketing strategies. However, if you intend to develop mobile apps for your business, you might have to consider several factors like the platforms of your choice (IOS / Android) or whether it’s a hybrid or native app.

A business that has a dedicated mobile app can deliver a personalized user experience. While the app market is growing at a tremendous pace, it’s not easy to build successful apps that can have an impact on the market. Thousands of apps are submitted to the app stores every day and most of them fail miserably. If you’re planning to turn your ideas into a mobile app, make sure to build something unique, valuable, and interesting. A good business app can give a competitive edge.


A poll is a process of voting to know what people think about a particular subject. We often see individuals and companies conduct opinion polls on the internet to obtain public opinion. A fun example of this is which Disney characters would win if they fought with each other? For instance, you can run a poll on Instagram and pose a question to your followers with a choice of two responses. Brands frequently use Instagram stories poll to generate valuable information about their products or services.

Consumers want interactive content to make their web experiences more fun and lively. If you find it difficult to engage your audiences using blog posts or web copy, feel free to use polls as a great way of interacting with your prospective customers. It’s not on generating insights as polls can help you put your products or services in front of your potential customers. So, leverage the power of social media polls to increase brand awareness through shares and participation. Make polls a valuable part of your digital strategy.

Background Information

As the name suggests, background information is information an individual or organization obtain in order to increase knowledge about a subject. It’s often placed right after the attention grabber. For example, in a blog post of 5-6 paragraphs, three to five sentences can be added as background information to make your content more contextual. You can use more sentences to provide your readers with some background information about a subject.

This type of content is mostly used in academic documents such as books and essays. However, you can create background information for your digitally consumed content. For example, if you have a business website, adding background information about your business can help your visitors make educated decisions. Likewise, providing some background will help you create more authentic and compelling blog posts for your business. In a competitive online environment where everybody is looking to grab consumers attention, simple things like providing a short history of your business can help you stand out.

Sponsored Content

When something is sponsored, it means that someone finances and buys time to broadcast something. We often see sponsored content on various social media channels like Facebook. Let’s have an example to further elaborate on the concept of being sponsored. A company may have a product or service that best fits the audience you have on your blog or YouTube channel. If you have a considerably healthy following, a company might approach with an offer to sponsor you. In return, you might be asked to promote their products or even videos.

People often use the term ‘sponsored content’ synonymously with native advertising. Though, the terms might be used interchangeably, sponsored content is merely just one type of native advertising. Individuals and organizations can use sponsored content to maximize their visibility. For example, Facebook sponsored posts is a great way to buy more exposure for your posts. If you want to ensure a broader reach to the number of potential fans or followers on the internet, you might want to pay to get a better reach.


A flyer is a form of print marketing collateral that is designed and distributed to market a business or a product. A company can distribute flyers in public places or send soft copies via email to prospects. While a modern business can’t undermine the importance of digital marketing, flyers and other offline advertising opportunities are still effective and produce results. An instance is shown here which showcases different design elements of business flyers.

We live in an age where consumers use the internet to seek information or buy/sell products. However, the presence of high tech advertising doesn’t decrease the effectiveness of flyers and business cards.

Flyers work. This is the reason why businesses have been using them for many decades. Whether you provide coaching services or sell products online, flyers can be used to promote your business in the local audience. When creating flyers and other marketing material for your business, be sure to create great design and content to get your messages across effectively.


A wiki is a database or website developed collaboratively by a group of users. A user can add or edit the content on a wiki to make it more accurate and authentic. Content is added or edited directly from a web browser. A simplified markup language is used to write text or rich-text editor helps users edit the content. HTML coding isn’t required to make changes.

Millions of internet users use wiki websites to obtain information on the go. A good example is Wikitravel which showcases information on different countries to travel.


wikitravel is a crowd-sourced travel guide with many writers / travelers contributing to the website

In the presence of wikis, you don’t have to go to a library to obtain authentic information on a subject. Many wikis are open to the public: no registration is required to browse the website. However, private wiki systems might ask for user authentication before they read or edit anything.

Popular companies and figures create a page on Wikipedia as a marketing technique to promote themselves. As a result, Wikipedia is a treasure trove of information.


An interview generally refers to a structured conversation where one participant or group of participants ask questions and the other party provides answers. In other words, an interview is a one-on-one conversation between an interviewee and interviewer. You can be a part of an interview to achieve various goals. When it comes down to marketing, brands and business leaders use interviews as an effective marketing technique.

If you are running a business and wish to connect with your audience, you can launch a live streaming session and let your audience ask questions about your products and services that you offer. People are usually more open to the concept of interviews. Conducting a survey or a poll can also help you to generate business insights; however, interviews help you connect with your prospects and customers at an emotional level. The use of interviews is one of the tried and tested tools for effective market research. Customer development interviews have gained considerable traction over the last few years.


Comics and cartoons are fun. When we present our content in the form of comics or cartoons, it becomes entertaining and more engaging. Needless to mention that people have started hating traditional advertising and dull marketing materials. Moving forward, marketers have to add a fun factor to their content in order to develop effective advertising campaigns. This is where entertaining forms of content like comics and cartoons can help businesses convey their message in an exciting way.


Funny comic on becoming a Digital Marketer

The true power of cartoons or comics is the integration of visual and words. When content is presented in a visual form, it produces much better results in terms of conversion and lead generation. The ultimate goal of marketing content is to convey your message and make people take certain actions. However, you need to allocate a budget to create visual content for your brand. You should consider using comics for business communication and marketing purposes.

Digital Events

A digital event is when people get together and not all of the participants are physically present in a shared environment. A good example of this is the digital summit which showcases practical solutions for the digital marketing community. The internet has made it possible for us to conduct virtual events on the web. The importance of digital events has increased following the growing demand for innovative marketing tactics. With live streaming options on various platforms like Facebook and YouTube, it has become even easier to go live and show your events to a broader audience. Live events are also included in marketing plans. Small businesses should use digital events to increase brand awareness.

In today’s digital world, everyone goes online to seek solutions. Your business can’t miss opportunities like digital event marketing to establish better connections with your prospects. A digital event can be from a virtual meeting to a virtual conference or meetup. By organising digital events, it has a far greater outreach compared to the live events and it enhances engagement amongst attendees.


Competition is a situation where two or more parties strive for something that can’t be shared. From academic examinations to marketing and technology, people need to deliver their best in order to succeed. From a business standpoint, organizations have to constantly deal with competitions whereby businesses are selling similar products and have to find ways to differentiate themselves.

With the ever growing competition amongst companies, it makes it difficult for startups to achieve sustainable growth. To overcome this competition, a business has to develop and implement result-oriented digital marketing campaigns. Content plays a decisive role when it comes to surviving in a competitive market. Platforms like Gleam can help you run your own competition to help build an engaging and competitive online presence for your business. There are tons of tools that help you understand the intensity of competition and in building better strategies to stand out. It might be impossible for startups to small companies to beat giant competitors, but they can use effective strategies to make their way to the top.

Inspirational Messages

Messages that show spiritual and creative inspiration are called inspirational messages. A relevant quote from an inspirational figure can certainly enhance the power of your content. Most content marketers and advertisers don’t realize the significance of inspirational stories. In a competitive digital environment, dull and boring content is of no use. To have your web copy, blog posts, and other forms of content increase conversion and be more persuasive, include some inspiration to your stories.

inspirational quote

Inspirational quote on learning from failure

For instance, you can use popular quotes from industry leaders to enrich your content. Sometimes having statistics or references to a popular study can add inspiration to your content. You can find lots of examples of motivational messages on the internet. However, it’s important to find the relevant stories that fit your topic or subject. If you want to entice your readers to visit your website in a bid to find out more interesting content, do apply storytelling techniques in your content.

Literary works

Literary means a piece of work connected with literature. A literary work can be a spoken or written piece. Poetry, creative imagination, fiction, drama, songs or even some journalistic piece of writing can be considered a literary work. The literary work can also represent ‘general writing’ or ‘creative writing’. To know more about creative writing, you can view this website and it shows you about 21 different ways of writing creatively.

If we look at the history of human development, we can’t help but admire the role of literature and creative writing. From a digital marketing perspective, creative writing is a great way of creating inspirational stories for your audience. From web copy to paid advertising, creative writing can help you build persuasive online experiences for your business. Many bloggers, influencers and marketers use their creative writing skills to achieve their business goals.

The internet is exploding with dull and useless content. When someone offers creative, out-of-the-box content, people can’t help but read and share it. If you want to stand out, give your content a literary touch and make it more interesting for your readers.


A list is a number of names written digitally or printed one below the other. Writers often present various headlines or names in the form of a list to make things easier for readers. For example, a list of popular marketing blogs will show the marketing websites one below the other. When creating content for your digital marketing campaigns, you should present content in the form of lists wherever appropriate. A good example of this is wikipedia’s list of contents so that readers can easily link to the appropriate section with ease.

list of content

Wikipedia’s list of content

Modern consumers are time-starved people and they usually skim through a web page to get the necessary information and move on. Very few would like to read complex and lengthy paragraphs on the web. Many websites present content in the form of lists to improve the impact of their content marketing efforts. Great content is often list-driven. The increased use of smartphones to view digital content has led to the popularity of content expressed in a listed format. This is because mobile users can easily browse through content that displays in a succinct and bulleted manner.

Online Events Roundup

One of the most desired aspects of digital marketing is having a high traffic volume on your website. Unfortunately, engaging a large number of your prospects is not exactly straightforward. So, businesses have to attempt a variety of marketing techniques from writing roundup posts to conducting digital events. Online events roundup is about compiling important updates about your online events and presenting it to those who miss your events.

When it comes to content marketing, personalizing content such as your own business stories can help build trust and relationships. A good example is a roundup blog post which is a compilation of expert answers to a question. A good instance of this is having 82 experts sharing their successful blog tips. When done right, roundup posts can be very valuable to readers because it gets consolidated into a single document. These posts will not only drive traffic to your business website but it also enhances your credibility. Besides, events roundup helps feature influencers in your content.

External Product Reviews

Product reviews are a key part of any eCommerce business. External product reviews have the potential to increase your sales exponentially. However, it requires effort and time to get great reviews on your products. You might consider offering incentives to encourage your customers to provide valuable feedback. Organizations that sell great products do not need to solicit for feedback. Satisfied customers would gladly provide positive feedback and reviews about their experiences.

You can find a large list of websites that write reviews about your competitors. You need to source for bloggers who would consider writing a review about your blog, products or services. If you’re a blogger, you can ask influencers or other bloggers to read your content and link back to your website. A good example is Heartlandboy’s blog that details things that represent value-for-money. In his lifestyle section of the blog, he gave a review on why a person should sign up for Equinet’s Academy SEO course.

external reviews of Equinet Academy SEO course

External reviews by Heartland Boy on Equinet Academy’s SEO course

This practice will help you rank your content higher in Search Engine Results Pages (SERPs). In return, some influencers might request to provide some reciprocation.

In summary

Though content can present itself in many forms, the crux is that it appeals to your audience whether to educate, entertain, persuade or to convert. However, there are many other facets of Digital Marketing to consider. At Equinet Academy, we have a Certified Digital Marketing Strategist (CDMS) that consists of 6 core modules for traditional marketers and aspiring digital marketers to have a more comprehensive understanding and a broader perspective of Digital Marketing. It also consists of an optional Capstone Practicum Project to give you an actionable plan for your next Digital Marketing project.

The core modules include :


The digital marketing landscape keeps getting tougher every passing year. However, it also presents immense opportunities for marketers with half of the world’s population now online. Content marketing has emerged as one of the most effective tools for businesses seeking to survive in this tough environment.  But this strategy is dynamic and as 2019 comes to a close, you need to look out for the major content marketing trends for 2020. It is the only way to stay ahead of the competition and survive the volatile digital marketing landscape.

Why Leverage Content Marketing?

According to an eMarketer study, 60% of B2B marketers put a premium on content marketing and create at least a piece of content daily.

Content marketing offers multiple benefits to your business, including increasing brand visibility, building lasting relationships with customers, creating brand awareness and recognition, building authority and credibility, helping with lead generation, aiding your search engine optimization (SEO) efforts and much more. This marketing technique has an impressive ROI, which makes it a worthy investment.

2020 Content Marketing Trends

Here are some content marketing trends your business should look out for in 2020:

Video And Live Streaming

Video is king when it comes to content marketing and it will continue dominating in 2020. Live streaming is not at the core of video marketing with most social networks offering this feature on their platforms. From Instagram, WhatsApp to Facebook, LinkedIn, TikTok live streaming is now more popular with brands and their audiences for better engagement.

Dynamic, Personalized Content

The modern consumer wants authentic messaging from their favorite brands over generic promotional stuff. Personalized content is thus a trend that has picked up in content marketing and it is possible through intense customer research. Such content builds more engagement and lasting relationships.

Interactive Content

The online consumer is not passive and this has made interactive content popular. From AR lenses, quizzes and games, and sweepstakes, surveys to animation, interactive content generates more engagement and build brand visibility.


While blogging and long-form content remain important today, there’s a general movement towards real-time and short-form content. This is what has made TikTok and Snapchat so popular and it hints to brevity as a trend to watch out for in 2020.

Optimization for Voice

Voice is now big in digital marketing and brands need to create content optimized for voice search. A recent study estimates almost half of all online searches by 2020 will be voice. This means brands have to work harder for their content to rank on featured snippets.

Content Driven By User And Search Intent

Different types of searches generate specific results. For instance, users can perform informational (Gucci handbags), navigational (Gucci luxury brand), investigational (best Gucci handbag 2019), or transactional searches (“buy Gucci handbag”).

Google now points users to the specific content they’re looking for and it is up to marketers to create such content. Marketers have to create content that caters to all types of searches.

User-generated Content (UGC)

85% of consumers value user-generated content more than branded content.  UGC is bound to become more dominant in 2020 as consumers demand authenticity in marketing content. It is a more engaging yet affordable content marketing technique.

Augmented Reality (AR)

Augmented reality (AR) has started making waves in the digital landscape with Snapchat’s lenses leading the way. Instagram has already started testing AR with specific brands allowing customers to test items before purchasing. The AR trend will grow further in content marketing, come 2020.

Data-driven Creativity

Data is at the core of digital marketing and this trend is just picking up. For marketers, data will become more fundamental in the content creation process to ensure personalization. Data seamlessly blends into digital technology and great storytelling for the best results in marketing.

Omni-Channel Marketing

Your customers are on multiple channels and to reach them, you have to place your content across multiple channels. You have to create content that the target audience can interact seamlessly across all platforms from brick-and-mortar stores, desktops, or mobile devices and smartphones. Brands must create a unified message and voice across all these channels.


These are only a few of the content marketing trends to look for in 2020, which you can either implement yourself or by working with Brew Interactive.  The idea is to learn about these trends and adjust your marketing campaigns to integrate them. By becoming an early adopter of new marketing trends, you have an edge over the competition and you also win your customers’ trust.

Types of Content

This article was last updated on 6 August 2019.

Content Marketing. In recent years, this term has been overly used, abused, and confused with other forms of marketing. What exactly is content marketing and why should businesses pay closer attention to it?

This article breaks down the definition of content marketing, showcases examples of content marketing, and highlights the importance of having a content marketing strategy in place. By the end of this article, you will have a clearer picture of what content marketing is and how to start doing content marketing.

What is Content Marketing?

Content marketing is a form of marketing that – involves the creation of information (in any content format) and the distribution of the content (via any marketing channel), intended to shape a brand’s audiences’ perception of the brand and influence the purchase of products and services.

The truth is, content marketing “tactics” and “principles” have been applied for centuries. In fact, one of the oldest examples of a content marketing campaign launched in November of 1867 was a magazine publication by Hartford Steam Boiler Inspection and Insurance Company providing helpful technical information for operators and equipment owners to manage risks and solve operation problems.

In the recent years, the term content marketing has been splashed on almost every single online marketing activity imaginable by marketers across various industry sectors. Speaking of “term abuse”, there have even been cases of unimaginably bold statements made by digital marketing agencies that “content marketing is digital marketing”.

Content Marketing is Digital Marketing NOT

To avoid all confusion on the meaning of the content marketing, it would be best to reference Content Marketing Institute’s comprehensive definition:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Let’s break it down.

Content marketing is a strategic marketing approach – Content marketing is not a channel nor a marketing tactic by itself. Rather, it is a more of an approach or a discipline within the domain of marketing, holistically speaking.

Focused on creating and distributing valuable, relevant, and consistent content – Content marketing is focused on the creation of content that provides immense value to the intended audience, the crafting of content that is relevant to both the business objectives and the target customers’ pain points and goals, and developing content that is delivered to the target audience in a timely and consistent manner.

To attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action – This is the marketing objective of content marketing, which not only seeks to acquire newly defined audiences, but also retain them for future marketing campaigns which ultimately, and aims to drive more profits to the business through valuable customer activities.

Why Content Marketing?

In APAC, more than half of marketers and agency bosses ranked content marketing as their top priority, according to a global report by NewBase. This doesn’t come as a surprise as smartphone penetration rates and the amount of time consumers spend on digital devices continue to rise.

In Singapore, a poll conducted by The Straits Times revealed that Singapore consumers spent an average of 12 hours and 42 minutes a day on their smartphones. While the top online activities engaged by them at least once a day are ranked as follows:

  1. Reading personal e-mails
  2. Online messaging and calling
  3. Social media and networks
  4. Work and business purposes
  5. News and sports updates
  6. Game apps on smartphones and tablets

People are consuming content on their digital devices at an unprecedented rate. Yet, the average click through rates across all display ad formats and placements is just 0.05%. In fact, you are 475 times more likely to survive a plane crash than to click on an ad according to Solve Media.

There is an impending need for organisations to shift their focus in creating valuable and consumable content instead of dumping all their dollars into advertising spend.

Another study found that 88 percent of consumers conduct pre-research online before making a purchase.

What do these studies mean for businesses and why is content marketing so essential?

Content marketing generates positive ROI in the long term

Content marketing costs 62% less than traditional marketing and generates approximately 3 times more leads than traditional marketing for every dollar spent. – Demand Metric. Content marketing adopters have conversion rates that are nearly 6 times higher than non-adopters. – Aberdeen.

Brands who can provide great value during the consumer’s buying stages gain their trust and build a loyal following

People love consuming content and rely on content to aid their buying decisions. B2B companies who engage in blogging efforts received 67% more leads than their competitors, while small businesses who blog experienced 126% higher lead growth than their non-blogging counterparts. – Social Media Today. An audience that trusts what you say will choose your brand over your competitors. This is evident in Demand Gen’s Content Preference Report 2016, where 80% of B2B customers consume at least 3 pieces of content before talking to sales.

Content marketing complements the efforts of other sales and marketing channels

Content marketing helps boost lead generation and sales campaigns. A 2017 Content Preferences Survey Report by Demand Gen found that B2B buyers are most likely to share their details in exchange for white papers, webinars, ebooks, and analyst reports.

Content marketing also provides more opportunities for link building, which helps boost organic search engine rankings. Creating and distributing valuable content such as case studies, research papers, and long-form guides are great ways to build backlinks.

Content marketing is trending

Over the past decade, content marketing has made a dramatic impact on the way brands and consumers interact, with customers expecting more authenticity and transparency from brands and more and more B2B and B2C brands committing more of their budgets to content marketing.

Content Marketing Google Search Trends

Content Marketing Examples

What are some marketing activities that constitute content marketing? First, it is important to differentiate pure advertising from content marketing. The focus of content marketing is not to push for the consumer to buy a product, at least not directly. Rather, it takes on a more indirect approach of providing valuable information to consumers throughout their buying journey.

Examples of Content Marketing Include:

  • Planning out an editorial calendar of blogposts (e.g. sharing free tips, tutorials, guides) and implementing search engine optimisation to rank and drive traffic to them.
  • Doing an interview with the CEO of your company on sharing industry insights and distributing the content on social media channels (Facebook, YouTube, LinkedIn).
  • Creating a newsletter series (e.g. free course, article series, trends reports), setting up a lead capture form on your website to build your email list, and launching a drip campaign via email marketing
  • Creating a contest to curate user generated content (e.g. photo of the day for the fashion industry, completed projects of students for the education industry, PinkBike + GoPro Evolution Video Contest) and showcasing the user generated content via the brand’s marketing channels (email, social, blog)
  • Launching a video tutorial series of how-to guides and marketing it via social media, website, and SEO (e.g. Home Depot and Lowe’s)

Examples of Types of Content Used in Content Marketing

Types of Content

There are dozens of content types used in content marketing ranging from digital to offline:

  • Blogposts
  • Infographics
  • Webinars
  • Ebooks
  • White papers
  • Conferences
  • Preview seminars
  • Direct mail
  • User generated content such as forum posts and reviews on third party sites

How do you determine the most appropriate type of content for your content marketing efforts? The type of content used can vary depending on factors such as what mediums your target audiences are using, what marketing goals you are trying to achieve, and how much budget is available.

For example, if your audience frequents YouTube, starting a YouTube channel and releasing a series of video content would be a great strategy to drive engagement and traffic back to your website. Video is fast becoming a preference for consuming content compared to other content types – 64% of B2B content marketers surveyed reported an increase in usage of live streaming videos and webinars for content marketing.

If your marketing goal is to generate leads, it would make sense to gate content such as white papers, ebooks, and webinars in exchange for your prospect’s contact details. If you are on a tight budget, sending EDMs via email may be a better cost-saving alternative than directly mailing printed product catalogues.

You should also look into repurposing your content into various other content formats. It takes much less effort to repurpose a piece of content into a different content format compared to creating a new piece from scratch. For example, a blogpost series can be combined to form an ebook or a SlideShare presentation while a survey report can be transformed into an infographic.

Here’s an insane example of the power of repurposing a blogpost into a SlideShare presentation which generated over 2 million views for Eugene Cheng’s SlideShare channel.

Slideshare content analytics

Eugene Cheng’s SlideShare analytics

Examples of Media Channels to Distribute and Promote Content

Owned Earned Paid Shared Channels for Content Distribution

Owned, Earned, Paid, Shared Channels for Content Distribution

Once you have created content, the next step would be to distribute and promote the content via owned, earned, paid, and shared media channels.

Owned – Assets you actually own and control entirely

Owned media are assets that your business creates, owns, and controls the distribution of.

Examples of owned media channels include:

  • Sections within your website
    • Blog
    • Resource library
    • Press
    • News
    • Events
  • Email subscriber list
  • SMS subscriber list
  • Online forum
  • Meetup group

An example of content marketing via owned media would be to write an article and publish it as a blogpost in the blog section of a website, then emailing the blogpost to a list of email subscribers.

Earned – Publicity/advocacy that’s free

Earned media is content created/distributed by others that you’ve earned for free (not paid).

Examples of earned media include:

  • Ranking your blogpost on top of the organic search engine results pages e.g. Google, Bing, Yahoo!, Baidu
  • Getting invited to write a guest post to be published on a partner blog and receiving backlinks that will drive up your organic search engine rankings
  • Getting recommended by a partner in their monthly newsletter
  • Getting invited to do an interview with an established newspaper
  • Customers independently writing reviews on third party forums, review websites, and social media profiles recommending your brand
  • Influencers independently writing positive reviews about your brand on their own blogs and sharing it to their followers

Paid – Paying to promote content

Paid media is the promotion of content fuelled by monetary incentives or transactions.

Examples of paid media include:

  • Creating a white paper and promoting it via Facebook Sponsored Post and Display ads via Google Display Network
  • Organising an industry conference, inviting keynote speakers, and delivering branded content in certain segments
  • Paying a publication to write a sponsored post highlighting the features of your newly launched product

Shared – Co-created content on shared platforms (mainly social media)

Shared media is content produced on shared platforms where both the brand the consumer have influence over the channel. Shared media is mainly fuelled by both social media and content marketing efforts in order to produce the content.

Examples of shared media include:

  • Posting videos on YouTube and replying to user comments on the video
  • Publishing status updates on Facebook and interacting with fans who respond to it
  • Creating a forum thread on Quora and responding to replies by users

How Do Great Brands Do Content Marketing?

Content marketing is such a broad marketing approach that it’s easy to get tangled in a web of projects that don’t lead back to the main objective. What sets apart great brands from good brands? For one, great brands have a content marketing strategy. They apply models such as the Hub and Spoke and Hero, Hygiene, Hub models. They involve their customers in their content creation strategy.

Most importantly, great brands document their content marketing strategy. This allows them to create and deliver a complete content experience, maximise every piece of content, and focus on content marketing tactics that work.

Let’s look at how two of the biggest brands in both B2B and B2C industries achieved god-like status through content marketing.

B2B Content Marketing Example – Hubspot


  • Traffic rank of #5 in the world
  • Built an audience of over six million people online
  • Revenue growth of 0 to $100M in 8 years and 49% growth from 2015 to 2016 ($181.9M to $271M)


  • Rank for over 3.4 million organic search keywords
  • Offer free downloadable guides on main website to generate leads
  • Drive high quality leads from LinkedIn Sponsored Content, YouTube, Facebook, and Organic Search
  • Well-planned content funnels to nurture marketing qualified leads into sales qualified leads

B2C Content Marketing Example – BMW


  • BMW’s Instagram has 22.1 million followers till date
  • #BMW hashtag had been used more than 19 million times in 2017 (the most popular in the automotive industry)


  • BMW shares photos taken by enthusiasts and hobby photographers with the community in appreciation of its loyal fans worldwide
  • BMW uses its Instagram channel to share the BMW brand lifestyle with its followers – through the latest news on upcoming models, glimpses of its own history or looking ahead to the future of mobility. – SGCARMART

How Should One Start Doing Content Marketing? – The Next Steps

We hope this article has helped you to gain a clearer understanding on what content marketing is and how brands of today are executing it. If you are feeling inspired by this article, do note that content marketing is just one of the many digital marketing disciplines you can use. To have a fuller understanding of Digital Marketing, at Equinet Academy we offer a range of Digital Marketing courses that you can consider learning from.

Also, if content marketing is one of the priorities of your business growth and expansion plan, you might need to have a content marketing strategy.

Start by:

22 Must-Haves Elements in a Blog Post

Writing a blogpost can be a gruelling task, especially if you’re experiencing writer’s block and rushing to complete it by the deadline. On top of peeling through your brains and finding the right words to present your ideas, you also need to worry about other aspects such as:

  • The overall visual design of the blogpost to engage your readers
  • Coming up with a compelling headline to attract the intended audience
  • Including your target keywords in the blogpost to rank better on search engines

and many more.

Well, at least after penning down your thoughts, you won’t have to worry about the second part (making sure it’s all good to go live) with this cheat sheet.

Here are 22 must-have elements in a blog post.

22 Must-Haves Elements in a Blog Post Infographic

22 Must-Haves Elements in a Blog Post Infographic

1. Keyword-optimised, Short URLs

Keep your URLs short, alphanumerical, and include your target keywords for SEO ranking purposes. By keeping your URLs short, it makes it easier for users to remember and type in the full URL for convenience.

Here’s an example of a good URL for the Article Title: Learn How to Swim in 10 Steps – www.exampleblog.com/learn-how-to-swim-10-steps

Notice how the stop word “in” was removed to shorten the URL while leaving the target keywords in tact?

2. Keyword-optimised SEO Title Tag

Include the keywords you want your article to rank for in your title tag. Note that the SEO title tags do not show up on your blog post. They only appear in your browser tab title and are displayed by search engines on the search engine results pages. With that said, it will help your article to rank better for its target keywords.

3. Descriptive SEO Meta Description

The meta description is a short, approximately 160-character description in the <head> section of your page. It is commonly used by search engines to display as the preview snippet of the search engine results pages.

Write a descriptive SEO meta description that will entice readers to click through your search results.

Related: How to do Keyword Research in 4 Steps

4. Date Stamp

Include the date stamp of the article to inform readers of the currentness of your article. Some bloggers prefer to leave it out as they hardly update their blog entries, and they don’t want to risk their readers having the impression that they are inactive.

It really depends on the nature of your blog and whether a date stamp could affect your readership. If you’re a news publication, a date stamp is a must-have especially for trending news. If you’re maintaining a personal blog sharing relationship tips, people aren’t likely going to be concerned when you published it, as long as it isn’t outdated.

5. Compelling Title

Write a compelling title that attracts readers to click through, but be careful not to clickbait or you’ll damage your brand reputation in the long term.

Compelling titles or headlines can come in many forms including:

  • Posing a promise in the form of a question – also known as the Jeopardy Effect. Example: Are Organic Foods Really Healthy? Here’s What We Found
  • Including a number. A good example would be the title of this blog post itself – 21 Must-Haves Elements in Your Blog Post
  • Personalisation – e.g. using I, You, or We. For example: How I Built a Multi-Million Dollar Business in My Twenties

6. Introductory Paragraph

Start your article with a bang. A study by the Nielson Norman Group showed that 80% of a user’s viewing time was spent above the fold of the page (before scrolling down). Your introductory paragraph needs to be relevant to your article title (the promise) and entice the reader to read on.

7. Subheadings that Support the Title

Your subheadings play an important role in keeping the reader engaged. A study by the Nielson Norman group found that users only read an average of 20% of words during an average visit to a webpage. If your subheadings aren’t even able to grab their interest, then this percentage will only fall further.

Keep your subheadings relevant to the topic of the article. For example, if your article title is How to Win Friends and Influence People, your subheadings would be Make a Good First Impression and Put Yourself in the Other Person’s Shoes.

SEO tip: Be sure to wrap your subheadings with the <h2>, <h3>, and <h4> tags, not the <h1> tag, as the <h1> tag is reserved for the article title. Search engines pay attention to how you structure your article and if you want to rank better on Google, it would be good practice to include your target keywords in your subheadings.

8. Bullet Points

Include bullet points throughout your article where possible. Instead of bundling various points into commas and semicolons, don’t be afraid to format them into bulleted lists.

Which of the following looks better and is easier to read?

Variation A: Fruits that keep the doctor away include apples, oranges, pears, avocados, and kiwis.

Variation B: Fruits that keep the doctor away include:

  • Apples
  • Oranges
  • Pears
  • Avocados
  • Kiwis

Variation B, obviously.

9. Sufficiently Broken-up Paragraphs

Speaking about visual learners, cluttered paragraphs distract the reader from reading with ease. As a good practice, separate your article into many paragraphs (4 – 5 lines of text per paragraph) at most.

10. Relevant, Visual-compelling Media (Images/Video)

Include photos and videos that are relevant to and support your content. According to the Social Science Research Network, 65% of the population are visual learners.

Creating simple visual images can increase the engagement rate of your page (e.g. time spent on page) like this one below:

65 percent of the populaton are visual learners

65 percent of the populaton are visual learners

SEO tip: Remember to include your target keywords in the alternate text of your image for SEO ranking purposes.

11. References to Credible Sources

Whenever you make a bold statement, it is good practice to back it up with a study from a reputable source, and link to it. For example, earlier we inferred that users are easily disengaged. We then backed it up with a link to a study by the Nielson Norman Group showing that users only read an average of 20% of words during an average visit to a webpage.

12. Relevant Internal Links

Creating internal links to other blog posts not only help declutter your article, it also improves the search engine rankings of your linked articles.

Remember to comb through your blog entries from time to time to identify any opportunities for internal linking.

13. Clear and Readable Fonts

Take notice of the font size, font family, and font style. The font size should be large enough to be read with ease (without zooming in and scrolling from left to right) on mobile devices. The font family and style should reflect the brand and content governance guidelines.

For example, the font family Times New Roman carries a more serious tone while on the other extreme end, Comic Sans MS gives off a more fun vibe.

14. Tonality, Writing Style that Fits Intended Audience

The tonality and writing style should fit the intended audience. For instance, if you’re running a lifestyle blog, the tone and writing style should be lighthearted and conversational. On the other hand, if your blog is in the R&D industry, the tone and writing style should be more academic and serious.

15. Summary

Write a conclusive summary that provides the reader enough information to understand the essence of the article, but just enough so that they still have to read the whole post to understand the content in depth.

Another research by the Nielson Norman Group found that while 79 percent of users always scanned any new page they came across; only 16 percent read word-by-word. This means your summary might be the first paragraph they actually read.

Related: 10 SEO Content Best Practices – How to Rank in 2019

16. Curiosity Gap

The curiosity gap is the distance between what your prospect knows and what they think they want or need to know.

Before you sit there wondering why your blog posts don’t convert, follow this guideline. Delay filling the curiosity gap for as long as you can, until your prospects convert.

Picture this. You walk past a bakery and the sales girl offers you a small sample of their latest chocolate eclair. You take a bite out of it and it delights your senses. But the sample size is too small for you to feel the satisfaction she described you would.

Just when you’re about to decide it’s not worth your money, a customer walks out from the same bakery and eats the whole eclair in front of you with that euphoric look on his face. Curious to experience it first hand, you’re probably salivating and reaching for your wallet by now.

By giving just enough good information to keep your readers engaged, but not giving them the whole picture, you create a curiosity gap. The stronger your value proposition and the longer you’re able to delay this gap, the higher your conversion rates.

17. CTA with a Strong Value Proposition

A call to action without with a strong value proposition is like walking up to a random girl on a street and asking her for her number. Chances of the girl saying yes are slim, unless you’ve struck up a conversation and demonstrated value.

Your call to action or CTA should be straight to the point and actionable. It should also be accompanied by a strong value proposition, not forgetting other important elements such as:

  • A sense of urgency
  • A good combination of colours for your CTA button
  • Writing in first person

Here’s an example of a weak CTA:

Click Here to Join As a Member

It’s straight to the point, actionable, but isn’t backed by a strong value proposition.

Here’s a better one:

Join Our Free Membership Today and Enjoy Free Yearly Event Passes. Limited to the First 100 Signups.

It can then be accompanied by a call to action button and/or a form.

18. Relevant Categories and Tags

Filing your blog posts into relevant categories helps users to navigate around your blog and increase engagement rates. It also helps search engines to understand the context and topic of your blog posts better (SEO ranking benefit).

19. Author Bio

Include the author bio at the end of the blog post to establish your reputation over time. Similar to traditional book buying, people pay attention to the author of the book, and it influences the sales of the book.

Elements to include in your author bio:

  • Keep your author bio short and interesting
  • Demonstrate your authority and credibility
  • Mention what you do, your website, social media profiles, etc.

20. Social Sharing Options

Social sharing buttons encourage readers to share your blog post on social media channels, increasing your brand exposure and chances of the article going viral.

It is also a form of social proof, provided you display the total shares accumulated on the post. So, don’t forget to include them into every blog post that you publish!

21. Comments Section

Having a comments section allows your readers to contribute their thoughts, add further insights, and provides a platform for a two-way conversation to foster stronger relationships between you and your readers.

Similar to social sharing options, positive comments and feedback on your post are another form of social proof.

22. Device-Responsive

Check whether your blogpost is mobile-friendly with this free tool provided by Google. With the advent of accelerated mobile pages (initiated by Google), you can create an AMP HTML version of your blog post and become eligible to rank on the featured AMP results of Google.


We’ve covered 22 elements you should aim to have on every blog post. To take things one step further, check out our SEO Content Best Practices article for more tips on how to rank in 2019!

Hand Drawing BulbsDo you some times find yourself getting stuck coming up with content ideas for your blog? When I first started blogging, I had very little idea what types of content I should create or what topics I could blog about.

All I could think of was the typical how-to guides and list post articles, so I spent some time curating a list of 50 content ideas that we can all use for our content marketing campaigns. Here they are!

Written Content:

#1 How-to Tutorials/Guides

Create a helpful guide or tutorial on a topic you’re an expert in and share it with your community. If it’s really useful and provides great value to the reader, you may attract a fair amount of inbound links.

#2 List Posts

People love lists and are curious to see what’s in line.Whether it’s a list of the most influential people in your industry or a list of inspirational quotes by Seth Godin, make sure the title is catchy enough to arouse curiosity. i.e. “10 Things I Wouldn’t Do If I Had a Million Dollars”.

#3 Resource Directory

Browse through the web for useful information on a particular topic and gather it all into one page i.e. “Recommended Links on [Topic]”. People will appreciate that you’ve taken the time to collate useful resources into one place.

#4 Share an Interesting Conversation

Some conversations are worth sharing. It could be a humorous email conversation, an interesting tweet, or an eye-opening forum thread. Screenshot it and blog about it.

#5 Response Posts

It could be a response to a comment on your blogpost, a question on a forum, or a response to a Tweet or Facebook post. Write a response post and direct traffic back to it.

#6 Curate Content and Credit the Authors

This type of content marketing also corresponds with the link building technique known as Egobaiting, where you bait influential people in your industry to share your content.

#7 Express an Opinion

People like to hear opinions on controversial topics. The next time you discover a shocking news coverage, comment on it and include a link back to the blogpost.

#8 Share a Failure

Admitting failure and being open about it commands respect. Share how you’ve learnt from a grave mistake and share with others how to avoid making the same mistakes as you.

#9 Solve a Known Problem

For every problem there is a solution. If you discover an unsolved problem, do some research and solve it, then blog about it and include a link back to your blogpost.

#10 Comparison Article

Some times it’s hard to make up your mind when you come across two similar-themed products. i.e. “Google Adsense or Chitika, which is better?”

#11 Promotional Article

A promotional article should be interesting and beneficial to read and should not just be written in an overly sales-sy tone. Or rather it shouldn’t mention too much about the features but focus more on the benefits.

#12 Deals

Everyone loves deals. If you have an irresistible deal or promotion, include a “discount for two or more” offer and it’ll likely double up the number of shares. Be sure to feature it across your various online channels e.g. blog, Facebook, Twitter, Google+, etc.

#13 Controversial Argument

It gets really interesting when one party disagrees with a hard-to-disagree-with statement. And if you can argue in an interesting and sensible way, you could gain yourself a loyal following.

#14 Topical Debate

Everything can be seen from another point of view. The question is, how are you going to debate in such a way that convinces people to look at something differently.

Seasons Greetings#15 Seasonal Greetings

When it’s time to celebrate, celebrate! Throw in a few teasers for your upcoming chain of events to generate some excitement and anticipation for your readers.

#16 Start a Series of Articles on a Certain Topic i.e. Part 1, 2, 3…

People like to anticipate and if you’re talking about a certain topic of interest. Leave it halfway at just the right point and you’ll get people to anticipate what your next article is going to be and when it’s going to be released.

#17 Latest News Updates

Keeping up with the latest trends not only shows you’re an authority in your niche. Google also loves fresh content and may rank your blogpost on the 1st page for a trending search query. See Google’s QDF algorithm.

#18 Shocking News

If you’re one of the first few to discover some industry-related shocking news, cover it and engage your readers by asking for your opinions and comments.

#19 Organize an Event or a Contest

Get your attendees or participants to share the event or contest on their own blogs and social media profiles.

#20 Events Coverage

Attend a live event and blog about it, either live or after you’ve attended it. Share your views on the positives and negatives, what are the highlights, and how it could be improved in future.

#21 Twitter Trends Coverage

Twitter Trends i.e. #breakingnews can have many interesting tweets and comments. Find a few interesting ones and write a cover story on it.

#22 Press Releases

If your brand has upcoming product launches or any news-worthy updates to announce to the public, it will be a good to write a press release and submit it to popular press release sites such as www.businesswire.com.

#23 White Papers

A white paper is an in-depth, authoritative report written with the aim of helping readers understand a problem, solve an issue, or make a decision. – Wikipedia. Expertly-written white papers demonstrate knowledge in your niche and turns your site into a resource hub for useful information.

#24 Memorable Quotes

Create a list of meaningful and memorable quotes from influential people in your industry. Share your views on each quote and reach out to the authors and ask them to share your post.

#25 Short Stories

Facts tell, stories sell. Next time you’re in the mood for some storytelling, write a short story that’s in line with your purpose. Here’s a good example.

#26 Humorous Content

If your content is humorous enough to trigger some laughter, people will want to spread the laughter on their social profiles. Who knows it may even go viral.

#27 Reasons Why…

Start your article with “7 Reasons Why…” to arouse curiosity and give your readers a reason to check out your article.

#28 Predictions

If you have a strong feeling about the outcome of something, it won’t hurt to do a little prediction. Don’t worry about being wrong. After all, if things didn’t go the way you predicted they would, everyone would understand that it’s just a prediction.

Busting a myth#29 Bust a Myth

Every once in awhile you’ll come across a flat-out untrue myth. It’s about time you bust every single one of them.

#30 Random Rants

Reserve this for only when you’re totally out of ideas. A little random rant about how things are going on in your life can add a little “human” or should I say personal touch to your blog.

#31 Conduct Interviews

Identify and list the experts in your niche and schedule an email interview with them. Once you’ve interviewed them, post the interview up on the blog on link it back to your interviewee, thanking them for their time. You might also get a link or at least a tweet from them.

#32 User Generated Content

Suitable for review sites like TripAdvisor and Q&A sites like Yahoo! Answers. It could be a good idea to allocate a section on your website dedicated to reviews or Q&As.

#33 Market Trend Reports

Studying and gathering data and then creating an in-depth, eye-opening report on the latest market trends can help you establish yourself as an authority in your niche.

#34 Reveal Surveys Results

Conduct a survey once in awhile. Once the results are finalized, give some insights as to why the results turned out to be what they are.

#35 Product Reviews and Testimonials

Write product reviews and request for the publisher to feature your review on their company site or product. If they have an authority site, getting your testimonials and a link back to your site can be a worthy investment.

#36 Case Studies

Create a compelling case study based on your observations and backed by research. If you tackle a controversial subject, it could get really interesting.

#37 Update Your Articles

Go back and update your articles once in awhile. Sometimes, there may be too much to update that it would be better off writing a new article from scratch. Include a link from the old post to direct readers to the updated post.

Non-Written Content:

#38 Images

If you have any quality stock images, share them on popular photo sharing sites like Flickr and indicate that your image is copyrighted, however you’d allow it to be used on other sites if they credited you.

#39 Infographics

Gather enough information on a particular subject to put together an infographic. There are many types of infographics you can create- Data driven statistics, market research, how-to guide, etc.

#40 Useful Web Graphics

If you have any usable web graphics such as signup buttons, ad banner templates, web forms, etc, zip them up and share them on free graphic resource sites.

#41 WordPress Templates

If you have great WordPress templates that are free for the public to use, zip them up and share them on free WordPress templates sites.

#42 Photoshop Templates

If you have any beautifully designed photoshop templates you’d like to give away, zip them up and share them on free photoshop template sharing sites.

#43 Memes

An Internet meme is an idea, style or action which spreads, often as mimicry, from person to person via the Internet, as with imitating the concept.

#44 Mind Maps

Mind maps are great visually outlined diagrams and can demonstrate your extensive knowledge on a certain topic.

#45 Charts

A chart is a graphical representation of data, in which “the data is represented by symbols, such as bars in a bar chart, lines in a line chart, or slices in a pie chart”. A chart can represent tabular numeric data, functions or some kinds of qualitative structure and provides different info. – Wikipedia.

#46 Podcasts

A podcast is a digital medium consisting of an episodic series of audio, video, PDF, or ePub files subscribed to and downloaded through web syndication or streamed online to a computer or mobile device. – Wikipedia.

#47 Webinars

Webinars are a great way to demonstrate authority on a topic and get attention from interested prospects. A webinar is an online event that is hosted by an organization/company and broadcast to a select group of individuals through their computers via the Internet. – fsco.gov.on.ca

#48 Interesting Videos

It could be a video of your cat chasing your dog or an interesting find that you had discovered in your niche. Interesting videos are share-worthy especially if they contain insightful or humorous elements.

#49 Comparison Tables

Comparison tables that are detailed and list all the important differences between two or more features are share-worthy and will attract lots of shares.

#50 Slideshows

Your slideshows should consist of visual images and diagrams and dialogues or concepts explained below the slide. Share them on popular sites like slideshare.com

And there you go, 50 content ideas for your content marketing campaigns!

There are actually many types of content that you can create for your content marketing strategy. The problem is knowing which content ticks with your audience, and which won’t. If you face the same problem, you may want to check out the skyscraper technique article by Brian Dean.

Do you have any of your own original content ideas not mentioned above, or did I already list everything?