Top 3 Most Effective Content Marketing Channels

Content Marketing, content marketing

Major brands like John Deere, Jell-O and P&G have been telling stories, using radio, magazines and recipe books, in order to attract and keep customers for over 80 years. Fast forward to the late 90’s, where technology is no longer a barrier, and online content marketing begins to boom. Online conference services, Microsoft Corporate channels, digital magazines and more are developed to keep up with the internet boom. Nowadays, with all the available content options, it’s critical to hone in on the top Content Marketing Channels to reach the highest response rate and ROI.

According to a survey by MarketingSherpa, the 3 most effective content marketing channels are Webinars, eBooks and Landing Pages. Let’s take a closer look at each of these channels.


  • Webinars are the most immersive content experience available. No other tactic offers attendees the experience of interacting with the content so thoroughly. Attendees can ask the presenter questions live and interact with peers, which can be memorable and impactful.
  • Content is delivered in real-time. Marketers can use planned material with the option to offer other content to move potential customers down the sales funnel quicker.
  • Cost Effective. Webinars are cost-effective for both marketers and content consumers. They are less expensive than producing or attending a live event and offer a much wider reach due to their virtual nature.
  • Convenience. There is no travel and the content can be enjoyed from the convenience of the office or any location via mobile devices.


  • Establish Expert Status. You want to be an industry leader and a knowledgeable expert who clients can trust. When you offer an ebook, they can see that you’ve literally written the book on the subject and this will help establish and solidify your status as a specialist in your industry.
  •  Visually Interesting. Although eBooks are similar to white papers, they often include charts, infographics and videos that make them visually pleasing and easy to get through.
  • Convenience. eBooks can be created in as simple format as a PDF file that readers can easily read on their computers, tablets, and smartphones without any special apps. They also contain a quick call-to-action for prospects, by having them click on a link that takes them directly to a landing page.
  • Quantifiable. eBooks containing links allow businesses to easily track their success and measure ROI.

Landing Pages

  • Lead Generation. You can use a landing page to prompt page visitors to download your latest eBook or webinar in return for their email address and other contact info. Or you could use a landing page in an online e-commerce situation to make a sale right there.
  • Targeted. Instead of driving potential customers to your generalized website, landing pages are clean, focused and customized to your target audience, causing them to travel down the sales funnel at a quicker pace.
  • Reach. Landing pages offer an easy way to interlace social sharing. When sharing is weaved into the call-to-action, it provides the potential to reach a greater audience and have a larger impact.
  • Search Engine Optimization. Since search engines like Google and Yahoo are all about relevancy, they want people to find what they’re looking for. If your landing page does a good job of that in a straightforward way, then chances are, you’ll steadily outrank your competitors for being the answer to the searcher’s needs.

Whether it’s a B2B or B2C company, the Content Marketing Strategy is vital to success. Most importantly, it’s critical to find the right content channels to reach the maximum potential of your marketing efforts.


Tracy Weinstein