What are the different types of content in a content portfolio?

A content portfolio consists of several specialized content types that organizations can invest in based on their specific goals. These include social content (stories for social media engagement), thought leadership content (important for early-stage companies to stand out), high growth SEO content (targeting rapidly increasing search trends), and validated SEO content (targeting stable, consistent search volumes). Ross also highlights backlink content as another important type. The investment approach varies by organization, similar to how different companies invest differently in financial portfolios. Each content type serves distinct purposes - from building engagement to establishing authority or capturing emerging market opportunities. The key is strategic allocation of resources across these content types based on business objectives.