It seems like there are as many channels for marketing content online as there are channels on your television. The ways in which brands can engage customers has expanded tremendously over the last decade. And while new channels emerge and take their place among the throng, there are some content marketing channels that are tried, true and tested. Here are our favorite channels:


Not only are blogs a great way to humanize a brand and build reputation and sentiment with customers, regular blog updates on a website provide a significant impact on SEO.

A study by Forbes found that a company that blogs has 97 percent more inbound links; 434 percent more indexed pages in Google; and provide 67 percent more leads for their company.

Social Media

Social media works best when it is consistent and . . . social. Along with the updates to content a business provides, it is imperative to show up every day and interact with followers and fans in a relational way. Engaging regularly through comments, replies, and likes will build trust and prove that there are real people—just like them—behind the brand.


Email marketing is essentially being “in the pocket” of your customers—a client’s message is going directly in their inbox which is accessible on desktops, laptops, tablets and phones.

Email marketing can be paid or earned. When an email address list is earned through site visitors entering their email address for an offer, that brand can know that the person submitting their email address is a qualified lead—someone who is interested in what you’re offering.

Paid email marketing means that a brand bought an email list of addresses with the goal of marketing their brand message. While most members of the paid email list will be qualified, many may not be and will opt out of receiving future correspondence from the brand.


According to, 51 percent of people have listened to a podcast—49 percent listen at home, and 22 percent of listening is done while driving. Podcast listeners are loyal, affluent and educated. Eighty percent listen to all or most of an episode and they listen to an average of seven shows per week.

Brands who start podcasts are able to have control over their content, allowing brands to build relationships through content marketing.

Brands can also choose to pay to sponsor already established podcasts. According to, statistics show:

  • Podcast listeners are much more active on every social media channel (94 percent are active on at least one – vs 81 percent for the entire population)
  • Podcast listeners are more likely to follow companies and brands on social media
  • Podcast listeners are more likely to subscribe to Netflix or Amazon Prime (meaning they are less likely to be exposed to TV advertising)
  • Podcast listeners are more likely to own a smart speaker (Amazon Alexa or Google Home)
  • 69 percent agreed that podcast ads made them aware of new products or services

Text Messaging

Text messages are an even more personal way to get in the pocket of customers than email marketing is. Therefore the content of text messages should convey friendliness and helpfulness in a succinct manner. Text messages are often used for relaying information about sales, free offers, or special events. Text message marketing should be used intentionally and conservatively.


Downloadable content on a brand’s website might include, infographics, free guides, checklist templates, case studies or ebooks. In exchange for an email address, site visitors download branded content that provides value and calls-to-action.

SHERPA can help you level up your content marketing through any of these platforms. Get in touch with us so that we can help you grow your business to the right audience.

Jennifer Wilder

Jennifer Wilder

Jennifer is a writer, editor, and content manager with over 25 years of experience spanning publishing, public relations, and digital marketing. Through her creative pursuits, she has worked with Rinnai America, Truck Accessories Group, The reThink Group, LifeWay Christian Resources, and John Maxwell Company. When not working with words, she's making all-the-memories with her husband, Nathan, son, Tucker, and Labrador Retriever, Copper.

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