Conversions are the bread and butter of eCommerce and service-based brands. No matter how much monthly traffic you get, no matter how well your posts are written, or how much quality you can offer: if you are not able to convert your visitors, you are not doing a good enough job.

In this post, we’ll discuss the seven types of content you should utilize in your digital marketing strategy in order to boost your conversions and keep your audience engaged.

Boosting Conversions in 2023 and Beyond

7 Types of Content You Should Use

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Long-Form Content

Long-form content tends to rank better, especially when written on an evergreen topic that will see year-round interest. It provides more value and is more informative, and it can establish you as an expert and as a credible brand.

When writing this type of content, make sure that you are actually knowledgeable about it and that it will match your audience’s interest.

Prove why you are the one they should trust on the matter by clearly displaying your bio. Aim to provide as much value as possible in an easy-to-digest manner.

Each Night’s guide on the best mattresses made in the United States is a great example. It has been reviewed by a doctor, it cuts right to the chase and gives you the answer straight away, it’s detailed without being boring, and it is formatted well for easier readability.

Interactive Content

Interactive content is another format you should consider this year. It’s great for boosting time on page and thus helping you rank, but it’s also obviously a great engagement booster and a great way to add even more value to your online presence.

Consider making a quiz, a calculator, an interactive video or infographic, or a questionnaire.

Yet again, make sure it’s directly tied to your brand and that your audience will either have a lot of fun with it or use it to solve a specific problem.

This UnscrambleX guide on a word finder for Scrabble is a good example of both. It’s fun to use, and it helps avid players of the game get better at it. It’s also simple to use and provides a great avenue for the brand to boost its revenue via ads.

Comparison Posts

Moving over to the realm of blog posts, a format you should definitely explore is the comparison post.

It’s another evergreen format that will likely see a lot of interest and traffic. Plus, it’s often easy to promote via social media and email, and it again gives you the chance to solve a problem your audience faces.

If you are comparing one of your own products or services with that of a competitor, make sure you stay grounded and don’t make yourself sound too good to be true. Be honest, list the actual pros and cons, and let your audience decide for themselves what suits their needs.

On the other hand, if you are doing a post like this Discord vs. Whatsapp one, which does not mention your own product, you will have an easier time keeping it real. Again, keep it relevant: this topic is a great choice for the productivity app that published it.

Listicle Posts

Another great blog post format to consider is the listicle post. As the name suggests, this is the kind of blog post or landing page where you provide a list of certain things, perhaps comparing them to each other, or perhaps just providing information.

This content format is also very shareable on socials, especially if you do a listicle on a fun topic or give it a unique twist.

You can, of course, keep it very serious and professional. MarketBeat’s guide to the best blue chip stocks is essentially a listicle post, but one that targets a high-powered keyword and that is of great value to the brand’s audience.

Product-Related Guides

eCommerce brands should also make sure they provide blog posts that are directly related to their product(s). Guides on how to choose or use an item are a great way to both drive traffic, but also to direct said traffic down the sales funnel.

Take a look at this guide on how to choose a parcel box. The brand is clearly in the business of selling this particular item, so this post gives them the opportunity not only to showcase the quality of their products but to explain why a parcel box is a product you would be interested in the first place.

Make sure to add a clear CTA or product recommendation to this type of post. You want readers to be very clear on the next steps they might want to take if they like the product you are describing.

Video Content

Video content is great for boosting conversions because it allows you to do an incredible lot. You can use it to tell a story, you can use it as social proof, and you can help your audience make an informed decision.

Practically anything you can say in a blog post, you can also say with a video.

Look at Basecamp and their great homepage video. It explains the benefits of using the product while also showing the product itself. It highlights how you can utilize it to boost your productivity, get more organized, and streamline your business operations.

When creating a video, make sure you have a clear purpose and goal for it. You want it to inspire a certain action (which does not necessarily need to be a conversion).

For example, you might use it to direct traffic to a certain page or boost your newsletter signups, which you will later turn into paying customers.

Case Studies

Finally, aim to provide a couple of case studies that will again highlight your expertise and experience and that can directly demonstrate the value of doing business with you. They are not only great social proof but they also make up a fantastic sales tool, as they can help you address a lot of your audience’s doubts and questions.

If you need to anonymize your case studies, make sure to at least describe the client in question in the broadest terms, so that your audience is better able to relate to them even if they don’t know who they actually are.

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Wrapping Up

While all of these seven content formats are worth your attention, make sure to first take a look at your buyer personas, competitors, and currently best-performing content.

Figure out what your audience is interested in the most, and only then start producing content. You may discover that one of these content types works exceptionally well for you.