7 Content Styles to Capture Your Audience’s Attention – And Propel Your Startup’s Growth

Learn what types of content to use to enhance each stage of your marketing funnel.

As a founder, content is the expression of your brand. It’s how customers identify you and what keeps users coming back. How do you make sure your brand’s content truly stands out?

There are plenty of ways to keep your content fresh and engaging – while also leveraging styles that enhance each phase of your marketing funnel.

Different content styles help move your customers through the customer journey. Helping you achieve specific goals like:

• Capturing your audience's attention.
• Building brand affinity.
• Generating leads.

With over a decade of experience as a Fractional CMO, I specialize in helping founders implement content strategies. These proven content styles have driven significant brand and customer growth.

7 Content Styles (And Where to Use Them to Enhance Your Marketing Funnel)

Creating an impactful marketing funnel is only one piece of the puzzle. You also need to carve out the right messaging to use within these channels.

There are different content styles to use to enhance each stage of your funnel. From brand-building to customer action and retention. So, let’s talk about them.

Brand-Building Styles

1. Storytelling Content

Nothing connects more deeply with an audience than a story.?

Sharing your brand's journey, challenges, and triumphs through storytelling makes you relatable and different. This raises your brand profile and builds a loyal following.

Here are examples of where to bring in storytelling:

• "About Us" page on your website.
• LinkedIn posts about the founders’ journey or aha moments.
• Email campaigns with behind-the-scenes customer experiences.

Example: Apple, a leader in emotive advertising, transforms commercials into narratives that resonate with the human experience. The brand transcends traditional product marketing, selling dreams and a unique perspective on life.

A great example is the "Here’s to The Crazy Ones" ad. It doesn’t talk about what the products do; instead, it shows famous thinkers and innovators, suggesting that Apple is the choice for people who think differently.

2. Entertaining Content

Fun, amusing, or light-hearted messaging resonates with your audience.?

Entertaining content humanizes your brand, foster a sense of community, and keep your audience coming back for more. This leads to brand preference and differentiation.

Here are examples of where to use entertaining content:

• Social media platforms like Instagram or Twitter
• YouTube for humorous videos or entertaining series
• Blogs with a casual, engaging tone

Example: Duolingo has gained widespread recognition for its entertaining content, especially on TikTok and Twitter. The brand utilizes its owl mascot, Duo, to create humorous, often self-deprecating content.

These efforts make their offer of language learning appear fun and accessible which boosts engagement and brand recall.

Lead / Information Capture Style

3. Interactive Content

Want to actively engage your audience? Use interactive formats.

This makes the content experience more immersive and personalized. It’s effective in capturing attention, increasing time spent with your brand, and collecting valuable audience insights.

Here are examples of where to use interactive content:

• Interactive infographics or calculators embedded on your website
• Social media stories for polls and quizzes
• Webinars with Q&A sessions

Example: Typeform offers interactive content options on its platform and in its own products. The company offers beautifully designed forms, surveys, and quizzes that are highly engaging and user-friendly.?

By showcasing these tools through their marketing efforts, Typeform demonstrates the power of interactive content to collect customer data and feedback.

4. Educational Content

Build your credibility by showcasing your expertise in relevant topics.

It positions your brand as an authority and a trustworthy source of information. Educational content increases lead-generation and compels potential customers to deepen their relationship with you and your products and services.

Here are examples of where to use educational content:

• Webinars and online workshops
• Whitepapers and e-books available for download
• Email newsletters sharing insights and industry news
• Infographic that breaks down complex data into an engaging visual format

Example: HubSpot is renowned for its extensive library of educational content, including in-depth guides, blogs, free courses, and certifications that cover various aspects of digital marketing and sales.

Hubspot’s approach has helped them become a leading resource in their industry. They practice what they preach, mastering lead capture and CRM techniques through this impactful content strategy.

Action-Driving Styles

5. Social Proof Content

Showcase your customer results and testimonials.

This emphasizes the positive changes or results achieved through your product or service. It's a powerful form of content that can motivate potential customers to take action.

Here are examples of where to use this type of content:

• Case study blog posts or videos
• Testimonial pages on your website
• Social media posts featuring customer stories
• Email stories highlighting customer transformations

Example: Slack uses customer results content effectively. They showcase detailed case studies and testimonials on their website, illustrating how different companies have transformed their communication and productivity using Slack.

Loyalty-Building Styles

6. User-Generated Content (UGC)

Encourage your customers to create and share their experiences using your product.

This authentic content can significantly boost trust and engagement, as it reflects real people's experiences with your brand.

Here are examples of where to use UGC:

• Instagram, Twitter, and Facebook for sharing customer photos, videos, and stories.
• Hashtag campaigns to encourage and aggregate user content.
• Featuring UGC in newsletters or on product pages.

Example: GoPro excels at leveraging UGC, showcasing customer videos and photos taken with their cameras. This not only demonstrates the quality of their product in real-world scenarios but also builds a vibrant community of brand advocates.

7. Localized/Personalized Content

Show your customers you know them and care about them.

This could include localized language translations, region-specific offers, or personalized recommendations based on user behavior and demographics.

Here are examples of where to use personalized content:

• Digital billboards with software that enables real-time content updates
• Customer support that adjusts based on the visitor’s time zone and language
• Social media ads targeted based on user interests and behaviors

Example: Spotify harnesses the power of visual storytelling through its annual "Wrapped" campaign, which provides personalized stories of users' listening habits over the year.

This engages users by reflecting on their unique musical journey and also fosters a deeper connection between Spotify and its audience.

Elevate Your Brand with Strategic Content

Effective content enhances your brand's image and accelerates growth.

But you don’t need to stretch your resources across every possible style and channel. Instead, identify the most impactful approaches for your brand's unique needs.?

A streamlined and efficient strategy optimizes your return on investment.

Looking for guidance on how to strategically allocate different content styles to maximize their impact? I can help.

As a Fractional CMO with extensive experience, I've guided startups from their pre-seed stage all the way to Series D – helping them craft content strategies that fuel growth and brand strength. Schedule an assessment call here.