Comparing 5 Popular Content Types: Which is Right for Your Business?

A comparison of popular content types, from SEO articles and long-form videos to short clips, podcasts, and images. Which content format is the best fit for your business and overall Digital Marketing Thailand strategy?

In an era where content is the heart of communication with your target audience, choosing the right “content format” is a crucial strategy to help your brand connect with customers. But the question is, which content format is suitable—or unsuitable—for your brand? This article has the answers!

We’ll take you on a tour to explore the strengths of each content type, the difficulty of creation, its suitability for different business types, and the best platforms to use. This will give you the confidence to choose the right content for your needs.

1. SEO Articles: The Solid Foundation of Online Marketing

An SEO article is content written with the goal of ranking on the first page of Google or other search engines. This is achieved by using keywords that your target audience is likely to search for. For example, if you sell home decor, your customers might search for “beautiful home decor” or “budget bedroom ideas.” If you write an article that includes these keywords in the title, subheadings, and content naturally, Google will see your content as relevant and is more likely to show it to searchers first.

Strengths

• Sustainable Traffic: If you write high-quality content that meets your audience’s needs and ranks on the first page, you can continuously attract visitors to your website without an advertising budget.
• Low Cost: You don’t need an ad budget for articles to appear in a prominent position. However, you need to invest in a writer who understands the technical aspects of writing for SEO.
• Builds Credibility: The more well-ranked articles you have, the more readers will recognize your brand. They will begin to see your business as an expert in its field.

Difficulty of Creation

• Easy for those with writing skills, but requires a basic understanding of SEO.
• It takes time to see results or rank on Google’s first page. Not suitable for those who want immediate results.

What Type of Business Is It Good For?

• E-commerce stores selling products people often search for on Google.
• Service-based businesses like spas, hotels, and beauty clinics.
• Information-focused businesses such as finance, education, and law.
• B2B businesses that need to build credibility with partners.

Suitable Platforms

• Your business website.

2. Long-Form Videos: Comprehensive Communication in a Single Clip

Long-form video is content that is longer than 5 minutes. It’s often used for detailed presentations, such as product demonstrations, in-depth reviews, online courses, interviews, or brand storytelling. For instance, if you sell kitchenware, a long-form video can demonstrate how to use the product while preparing a meal. Viewers will understand both the product’s features and its practical use in daily life.

Strengths

• Detailed Storytelling: Long-form videos can convey detailed and complete stories, making viewers feel more engaged.
• Enhances Trust: Viewers see real images and hear real voices, which can help them make decisions more easily.
• Ideal for In-Depth Content: Perfect for “How-To” guides or serious, detailed reviews.

Difficulty of Creation

• Requires a team and significant time to produce. This includes scripting, equipment setup (lighting, sound, camera), filming, and editing, as well as designing a thumbnail.
• The scriptwriter and editor must be creative and skilled at keeping the content engaging throughout the entire clip.

What Type of Business Is It Good For?

• Brands looking to build a personality, like Influencers and YouTubers.
• Businesses selling expensive products or items that require detailed explanations, such as electronics or sports equipment.
• Online education, tutorial schools, or online courses.
• Real estate businesses offering property or home tours.
• Furniture or home decor stores.
• Cosmetic or skincare brands demonstrating product use or reviews.

Suitable Platforms

• YouTube
• Facebook Video
• Instagram
• Company Website

3. Short-Form Videos: Concise and Powerful

When comparing content types, short-form video is currently the most popular format. These are clips ranging from 15-90 seconds, designed to grab attention, entertain, or create a quick impression. Short videos are made to be watched quickly, shared easily, and have a high potential to go viral.

Short videos often present an idea, product, or service in just a few seconds. Think of unboxing clips, quick reviews, behind-the-scenes footage, or small tips that viewers can use immediately. This format is perfect for younger audiences who prefer fast-paced, non-lengthy content.

Strengths

• Fast Reach: Can reach viewers quickly and has a high chance of going viral.
• Excellent for Brand Awareness: A great way to increase brand recognition.
• Budget-Friendly: Can be produced with a small budget.

Difficulty of Creation

• Easy to film, but the challenge lies in capturing attention within the first few seconds. If it’s not fun or interesting, viewers will scroll past. Planning the content, choosing the right music, and editing for brevity are crucial.
• Content creators must constantly stay updated on new trends and be able to quickly produce content based on what’s currently popular.

What Type of Business Is It Good For?

• Food/snack brands, restaurants, and cafes that focus on visually appealing dishes.
• Businesses targeting a younger, teen audience.
• Fashion brands (clothing, accessories).
• Cosmetics and beauty brands.
• Businesses selling imported goods, gadgets, or unique items.
• Influencers or content creators looking to quickly establish a character.

Suitable Platforms

• TikTok
• Instagram/Facebook Reels
• YouTube Shorts

4. Images: Fast, Low-Budget, and Powerful Content

Image-based content is the easiest to start with and remains incredibly powerful for capturing attention. This includes product photos, quote graphics, food menu pictures, or even infographics that summarize key information concisely. A picture can communicate a message in less than 3 seconds, often without needing any words.

Creating image content typically requires a small budget. You can shoot with a smartphone camera or create graphics with simple programs like Canva. It’s ideal for brands that need to post frequently to stay top-of-mind, such as daily posts on Facebook or Instagram.

Strengths

• Easy to Create: Doesn’t require a large team or budget. Sometimes, a single image can sell a product without much text, provided you understand consumer behavior on the platform.
• Great for Social Media: Perfect for platforms that require frequent, daily posting.

Difficulty of Creation

• The easiest type of content to produce, but it requires skill to make images look interesting and attractive. This includes image selection, color use, composition, and text placement to ensure the message is clear and immediately understood.
• Poor quality images can make a brand look unprofessional. For instance, content meant to build credibility can be undermined by poorly cut-out images, pixelation, or typos.

What Type of Business Is It Good For?

• E-commerce stores.
• Fashion and cosmetics brands.
• Restaurants, cafes, and bakeries.
• Pages focused on health/lifestyle information.
• Travel or accommodation businesses.
• Online stores that primarily use platforms like Instagram and Facebook.
• In reality, image content is a fundamental tool that any business can use because it’s the most accessible format.

Suitable Platforms

• Instagram
• Facebook
• Line Official Account
• Pinterest

5. Podcasts: Building Connections Through Sound

A podcast is audio content that listeners can tune into anytime, anywhere, without looking at a screen or reading subtitles. It’s perfect for people with busy lifestyles, such as listening during a commute, while exercising, or doing housework. Podcasts often feature discussions, explanations, or stories on topics like business, self-development, health, creativity, or interviews with industry experts.

Strengths

• Accessible Anytime: Listeners can consume content anywhere, fitting into various lifestyles where screen time is limited.
• Ideal for Detailed Content: Perfect for topics that require lengthy explanations.
• Builds a Bond: The focus on voice and storytelling helps create a strong connection between the speaker and the listener.

Difficulty of Creation

• Requires minimal equipment—a microphone and audio editing software are enough to get started, even as a solo creator.
• The most critical part is having engaging speaking skills and a pleasant tone of voice. Beyond that, the content itself is key: choose topics your target audience cares about and write a script or outline to guide the speaker.

What Type of Business Is It Good For?

• Self-development coaches or speakers.
• Business consultants.
• Educational businesses (e.g., finance, investment, marketing).
• Storytelling channels (e.g., brand histories, customer stories).
• Non-profits or social brands wanting to discuss deep issues.
• B2B businesses with niche, content-heavy topics.
• Language-learning channels.

Suitable Platforms

• Spotify
• Apple Podcasts
• YouTube
• Podbean

Conclusion: Comparing Content Types and Choosing What Fits Your Business

Choosing the right content for your business isn’t about following trends or creating randomly without a plan. Each format has unique strengths and is suited for different goals. Some businesses may thrive with SEO articles that offer long-term benefits, while others are better suited for short videos that grab attention in seconds. Others might connect best with customers through the intimacy of a podcast.

The key is to know your goals, understand where your target audience spends their time, and assess your capacity to produce a certain type of content consistently. Remember, a successful Digital Marketing Thailand strategy isn’t about a one-time post; it’s about repetition, consistency, and continuous improvement. When you make the right choice, content becomes more than just a daily post—it becomes a powerful tool that builds your brand identity, drives sales, and fosters lasting customer relationships.

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Originally in Thai. Translated to English with the help of Gemini.