11 Types of Content You Can Use for Content Marketing

In the world of online marketing, different types of content play a crucial role in setting your business apart from competitors and attracting potential customers through targeted traffic. A survey by the Content Marketing Institute (CMI) found that 92% of marketers view content as a vital business asset.

One of the key reasons content marketing is so effective is its versatility. It allows companies to use various formats to target, nurture, and convert visitors into loyal customers. For instance, B2B marketers often leverage email campaigns and educational content to engage leads, while B2C marketers may focus on storytelling, special offers, and audience participation to build connections.

Understanding the different types of content is essential for developing effective marketing campaigns. Different customers have varying content preferences, and research shows that content preferences change depending on where the customer is in the buying process. Early-stage customers might prefer infographics or podcasts, while those further along in the decision-making process may seek case studies or analyst reports.

Let’s explore the most common types of content used in content marketing today:

1. Blog Posts/Articles

Blog posts are one of the most prevalent forms of content online. These long-form pieces provide detailed information, helping businesses to match search queries, answer questions, and offer valuable insights. By creating engaging, well-optimized blog content, brands can drive organic traffic and improve search engine rankings.

Companies like Harver, a software provider, use blogs to offer industry advice and share best practices, demonstrating their expertise. With blog posts ranging from 300 to 2,000 words, this format is ideal for keyword optimization, boosting SEO, and attracting inbound links.

2. White Papers, eBooks, and Reports

White papers, eBooks, and reports provide an opportunity for brands to delve deep into a topic, often between 3,000 and 5,000 words, offering valuable insights. These long-form pieces, usually available as downloadable PDFs, are powerful tools for showcasing industry knowledge and expertise.

B2B buyers highly value white papers, and 79% of them share these reports with colleagues. While developing such content requires more effort, the reward is significant in establishing authority and generating leads.

3. Podcasts

Podcasts have seen exponential growth, with over 29 million episodes available today. This format allows businesses to engage their audience in a conversational way, reaching users who may prefer listening over reading.

Brands like Penguin Random House have capitalized on this trend with their own podcasts, increasing book sales by offering insightful interviews with authors. Podcasts allow customers to engage with content while multitasking, making it a highly effective and versatile marketing tool.

4. Email Newsletters/Nurturing Campaigns

Email marketing remains one of the most effective content delivery methods, offering the best ROI across both B2B and B2C markets. Regular newsletters keep your audience updated on products, promotions, and company news.

Nurturing campaigns, which use a series of triggered emails based on user behavior, can significantly speed up the sales process by creating a more personalized customer experience.

5. Videos

Videos have become one of the most popular and accessible content forms. With 75 million Americans watching online videos daily, this format offers a powerful way to engage customers. Video content can be consumed passively, making it an ideal way to capture attention in a short span.

Live videos, such as tutorials or Q&A sessions, are also gaining traction as they boost real-time engagement. Brands like Banish Beauty leverage live streams to announce products and engage with their audience.

6. Thought Leadership and POVs

People trust experts, and establishing thought leadership is a great way to position your brand as an authority in your field. Interviews with industry leaders, guest blog posts, and expert insights can provide valuable knowledge to your audience. These can be delivered through blogs, podcasts, webinars, or videos.

7. Infographics

Infographics make complex information easier to understand by presenting data in a visually appealing way. This type of content is highly shareable and often more engaging than pure text. Infographics are a quick way to convey statistics and facts, making them an excellent tool for driving traffic and building backlinks.

8. How-To Guides

How-to guides address common problems your audience may face and provide step-by-step solutions. Whether in video, article, or infographic form, these guides offer value by helping customers solve issues on their own. For example, Shopify offers how-to guides on setting up online stores, addressing common questions for new entrepreneurs.

9. Social Media Posts

Social media platforms have become essential channels for distributing content. Beyond simply sharing content, businesses should create social media-specific posts, such as stories or live streams. With 40% of consumers using social media to research businesses, brands that actively engage on these platforms build stronger relationships and boost sales.

10. Case Studies and Client Profiles

Case studies showcase real-world examples of your company’s success and are highly persuasive, especially for B2B buyers. They provide concrete evidence of your product’s value, helping prospects make informed purchasing decisions. While they require more time to develop, case studies can significantly impact your credibility and trustworthiness.

11. Webinars

Webinars are highly effective in educating customers, particularly in B2B sectors. They offer a platform to share expert insights and interact with the audience in real time. Many B2B buyers make purchasing decisions based on webinars, with 76% of them stating they have bought products after attending one. Webinars often conclude with Q&A sessions, increasing engagement and providing an opportunity for further interaction.