Customers today have diverse preferences when it comes to the medium they use to seek information. Depending on their situation, different content types are appropriate. As a savvy marketer, understanding these preferences and leveraging the right content types is essential for engaging, converting, and retaining your target audience.
Recent research from Skyword reveals that the average brand has diversified its approach to content creation, embracing at least six different content types. However, the challenge lies in effectively utilizing these assets. Surprisingly, only two of these content types, one being sales collateral, actively support customer conversion and retention.
