7. Dynamic content strategies for every business

When creating content for marketing and communications, variety is key to capturing and holding your audience's attention. Here are four content ideas that use different approaches and structures to generate interest and engagement:


Narratives are a powerful tool to build an emotional connection with the audience. Stories can include real-life experiences, success stories or fictional scenarios that illustrate a company's values and mission. For example, a local bakery could publish a series of stories showing how their ingredients are sustainably sourced, complete with interviews with suppliers and photos from the farms.

Product/service directory

Detailed guides and catalogs that showcase products or services are particularly useful in helping users make informed decisions. These can range from simple photo galleries to interactive web pages highlighting features, prices and user reviews. For example, an IT company could create a detailed directory of its cloud services, including case studies of how different industries can benefit from them.

Problem-solution structure

Content that focuses on specific problems and offers appropriate solutions is particularly effective in demonstrating expertise and reliability. Articles, videos or infographics that address common challenges in an industry and propose precise solutions position the company as an industry leader. For example, a financial advisor could offer a blog series on common financial misconceptions and provide practical tips on how to avoid these mistakes.

Content segmented by industry

Specific content tailored to the characteristics and needs of individual industries can be very effective. This can include industry news, trends, interviews with industry leaders and in-depth analysis. For example, a construction equipment manufacturer could launch a monthly video series showcasing new technologies and their impact on the construction industry.

Each of these content ideas can be applied to different media formats, such as blogs, podcasts, videos or social media. The choice of format should take into account not only the target audience, but also how the content is best presented and consumed. By combining these diverse approaches, a company can appeal to a wide audience while effectively marketing its brand.