Ranking 5 types of Digital Marketing Content to Grow your Business

Kijaffa Hall
Aug 4
5 min read

As a growing business, getting your brand name out there is probably the biggest thing on your mind. You want people to know that your business exists, what you offer and that you are open for new clients. Marketing is a necessity for your business's survival- but with all the advice about how to market your business, what tools to use, the do's and don'ts for marketing, it can be hard to decide the best way that would work FOR YOU.

So, here's my ranking on a few types of digital marketing content to help you with your decision making.

A few caveats before we dive in:

You know your business and your clientele better than I do. So even though I may think a certain type of content is a good or bad choice, doesn't mean it's a good or bad choice for you.
My rankings are my thoughts on not only if it is a good marketing opportunity, but it's effectiveness in raising your visibility and creating business growth opportunities for service professionals.
As I am ranking I am thinking about the needs and capacities small sized service based businesses. Retail, luxury, nonprofit, etc. all have different marketing goals, audiences, and outcomes. So if you find applicability in those spaces, great! But if not, use the guide as just a starting point.

Ok, now on to the fun part: My rankings for types of digital marketing content!

Email Marketing — Rank: A

Even though most of our inboxes are full, email is still one of the best ways to reach people who already said yes to hearing from your business.

Unlike social media, your email marketing, including your newsletters, gives you a direct line to your audience. That means your content doesn’t have to fight the algorithm to be seen.

It also means you have more room to build familiarity, brand trust, establish authority, and stay top of mind when a potential client is ready to sign up.

Why it’s an A:

You own and control your marketing list. Therefore changes to a platforms operations, won't affect if and when your audience sees your content.
It's great for nurturing your leads over time. For service businesses, the decision pipeline can be a long one. Staying present in the inbox gives you the opportunity to build a rapport and dive deeper into what you can offer.
It can support your other marketing tactics: share your blogs and podcasts, craft special offers for subscribers, promote services in a more targeted manner all through your email marketing.

How to maximize it for visibility and growth:

Start with a weekly or bi-weekly newsletter.
Share helpful tips, business updates, behind-the-scenes thoughts, upcoming offers or events, and a clear call to action.
Segment your list over time (e.g., past clients, warm leads, new subscribers).
Build and track targeted campaign funnels for offers and services

Blogging — Rank: B

Yes, people still read blogs. At least I hope so! (wink!)

Blogs are great for sharing in depth views, helpful tips, and point of views. But it can also help people find your business services through internet searches. ChatGPT and other AI models are drawing their responses to inquiries from blogs, which helps to build your authority with people searching for answers to the problems your business is set to resolve. As another bonus, blogs can give newcomers a sense of your perspective, and help them decide if you’re the kind of business they want to work with.

Why it’s a B:

Blogs are great for strong long-term SEO and AI visibility potential.
They are great for showing how you think and what working with you is like.
However, it can be time consuming and requires consistency & time to build momentum.

How to maximize it for visibility and growth:

Focus on questions your ideal clients actually ask.
Share your brand's perspective, share stories, and educate your audience.
Pair it with your email marketing and social media strategies to continue to grow readership.

Podcasting — Rank: B

Podcasting will always make my list. As the proud creator and host of Coffee and a Notepad, I’ve seen firsthand how powerful podcasting can be for growing your network, building community, and introducing your business to a wider audience.

The beauty of a podcast is that it gives people time with your voice, your perspective, and your way of thinking. That kind of access helps people get to know you in a way that feels personal, even if they’ve never worked with you before. Podcasting serves to benefit your personal brand and business brand when done well.

Why it’s a B:

A strong tool for relationship-building and authority.
Excellent for networking and partnerships.
Podcasts take time and investment. To be done well, you will need to be consistent and be patient as your audience builds.

How to maximize it for visibility and growth:

If doing a guest based show, invite guests who align with your ideal audience and business goals.
Get creative with how your show shares tips, stories, and industry related topics.
Repurpose episodes into clips, quotes, blogs, and email content to support audience growth across platforms.

Reels / Short-Form Video — Rank: C

Reels, TikToks, and short-form video can be powerful for reach, but they are also some of the most time-intensive and algorithm-dependent channels that may have not show a return on investment. Social media platforms prioritize video content and audiences have turned to reels and short form content for entertainment. But views and followers don't necessarily translate to clients.

Why it’s a C:

Short form content can be very time-consuming to produce consistently and consistently well.
Reels rely on the algorithm to be successful, so your visibility is less predictable.
However, video content is great brand awareness and building new audiences.

How to maximize it for visibility and growth:

Batch-record multiple videos in one session.
Use other stronger content like your podcast or your blog topics as the basis for reels to point them towards more deeper content options.
Don’t make Reels your only strategy; treat them as a top-of-funnel tool.

Influencer Marketing — Rank: D

Influencer marketing can be powerful, but it’s often less reliable for service-based businesses. Yes, they have shown great success for product based marketing, but an influencers cachet doesn't translate to success for the business.

Instead of influencers, invest in turning your audience into clients and supporters that become authentic champions of your brands.

Why it’s a D:

True, influencer marketing can open doors to new audiences quickly.
But there has to be clear alignment between the brand and the influencer.
Influencer marketing can be expensive or complex to manage.

How to maximize it for visibility and growth:

Start with micro-influencers or peers in your space.
Co-create content like panels, interviews (see podcasting here), joint workshops, that can give both of your brands visibility.
Choose partners whose values and audience genuinely align with yours.
Track results and focus on how the arrangement is affecting your goals and your audience alignment.

Whatever type of content marketing you choose, maximize it!

If you’re putting in the effort into creating all this content, don’t let it sit in one place collecting dust. .

Repurpose it. Reuse it. Put it where people can actually see it.

A podcast episode can become a blog.
A blog can become a newsletter.
An influencer post can be added to a email marketing campaign.

Remember, the goal isn’t to do everything. It’s to choose a few channels that can consistently work for you over time. Create content strategically so your content can continue to connect your business with the right people AND works for your business over time.

So how'd I do? Agree? Disagree? Did I miss a crucial piece of content??? Let me know below!