Types of Content

“Content” is a broad term, encompassing everything from a quick tweet to a detailed whitepaper. It’s the lifeblood of every marketing channel, but many agencies fall into the trap of producing only written content like blog posts and landing pages. At Unity, we know that to truly stand out, your content strategy must be as diverse as your audience. A smart, integrated approach is the key to maximising your visibility and engaging people on their own terms.

A varied content mix delivers two key benefits to your digital strategy:

Your Audience: A spectrum of content production is vital to connecting with your audience. By offering different types of content, you put your customers first, allowing them to learn about your brand in the way that suits them best.

The SERP: This diverse mix also provides significant organic benefits. It helps your website rank for a wider range of search queries and positions you to capture valuable SERP features, boosting your overall visibility and authority.

Why a Diverse Content Mix is Essential

Relying on just one type of content is like fishing with only one type of bait – you’ll miss out on a whole lot of opportunities. A varied content strategy is crucial for several reasons:

Appealing to Different Learning Styles: Some people prefer to read, others to watch, and still others to listen. By creating a mix of written, visual, and audio content, you ensure your message is accessible to a wider audience.

Targeting Every Stage of the Customer Journey: A blog post might attract a customer who is just starting their research, while a case study or testimonial video could be the final nudge a potential client needs to convert.

Building Brand Authority: A comprehensive mix of content establishes your brand as a knowledgeable and reliable source in your industry.

Content and the SERP: Optimising for Every Feature

The search engine results page (SERP) is no longer just a list of blue links. Google now uses a variety of SERP features to provide users with quick, direct answers. By creating different types of content, you can position your brand to win these highly visible spots:

Featured Snippets: These “position zero” results are often triggered by question-based queries. By creating concise, paragraph-based answers within your blog posts or articles, you can earn this valuable real estate.

Image Packs & Carousels: High-quality, properly optimised images can appear at the top of the SERP. By adding descriptive alt text, captions, and relevant filenames to your images, you increase your chances of being featured for a visual search.

Video Carousels: For “how-to” guides, reviews, or product demonstrations, videos often dominate the SERP. Creating and optimising video content on platforms like YouTube can significantly boost your visibility for these types of searches.

People Also Ask (PAA): This feature lists related questions to a user’s query. By incorporating a FAQ section or using H2 and H3 headings to answer common questions in your long-form content, you can get your answers featured in the PAA box, driving more traffic to your site.

At Unity, we combine the best of human creativity with data-driven insights to build a content strategy that works for you. We’ll help you identify the right mix of content, optimise it for maximum visibility, and ensure your brand’s story is heard across your chosen channels. 

Our content services include:

• Blogging and thought leadership articles
• Landing pages
• Whitepapers
• Email marketing content for campaigns
• PPC messaging
• Infographics
• Social media advertising
• Video content
• Photography
• Graphic Design
• Press releases and digital PR
• Educational guides
• Ebooks
• Gated content
• Script-writing and storyboards

Talk to Our Marketing Team Today

We’re always on hand to help you with all of your digital marketing needs, so get in touch today and we’ll tailor the perfect solution to help you get the leads and ROI that your business requires.

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