- Brand Content: This is content about your company (not your product), including who you are, your Brand Heart (purpose, vision, mission, values), and brand messaging (tagline, value prop, messaging pillars). This is valuable content that helps people feel connected to you, aligned with your values, and part of your community without getting into the nitty-gritty of your business offerings.
- Editorial Content: This is content meant to educate, entertain, inspire, or demonstrate your brand expertise. This can include all types of content—often in the form of thought leadership or actionable advice, such as articles, guest posts, infographics, data visualizations, podcasts, videos, etc.
- Product Content: This pillar is for deeper-funnel content, particularly informational content related to your products or services that’ll help buyers gain trust. This includes content about what you do, such as sales materials, one-sheeters, interactive or motion demos, product trials, explainer videos, etc.
- Talent Content: Talent content is all about your employer brand, culture, etc. It’s geared toward prospective employees, as well as current employees. It’s basically everything people would want to know about what it’s like to work for your company: what your culture is like, who works for you, what life is like behind the scenes, etc. It’s also a way to celebrate and acknowledge those who do work for you and make them feel more connected to the company.
- Performance Content: This is tactical content used to drive a specific KPI, such as landing pages, CTAs, PPC, etc.—basically anything that doesn’t fit neatly into one of the buckets above. It’s often supplementary content for campaigns related to other pillars. While less comprehensive than other content types, it plays a vital role in achieving marketing KPI.
Read more → Ultimate Guide to B2B Marketing Strategy (10 FREE Templates!)