9 Types Of Content To Use For Your Content Marketing

What kind of content will most engage your audience and spread your brand message?

Different types of content have different uses and purposes. You want to align the content form with your marketing goals and target audience.

For example, webinars are engaging and create a loyal audience but lack in the ability to build links and boost marketing impressions. In contrast, short-form blogs are a strong tactic for search engine optimization and boosting visibility.

The type of content you use will determine how you build your content strategy and meet your marketing metrics.

There are nine key types of content to use for your marketing strategy. How do you choose the right content for your business?

1. Blogs

82% of marketers with a blog have a positive return on marketing investment (Hubspot).

Blogs are the most common form of content for marketing. They’re cost- and time-effective while engaging a variety of content personas. Blogs help share your brand message and tone while positioning your business as a thought leader in the industry. This type of content provides valuable information while also utilizing entertainment, opinion, and conversation to engage the audience.

Blogs are also the easiest way to build internal links on your site, and link building is a key factor in search engine optimization. If you want to quickly boost visibility and impressions, blogs are the easiest and most effective form of content.

Types of blogs:

  • Newsworthy articles

  • Opinion pieces

  • How-to articles

  • Long-form guides  

  • Short-form flashes

  • Listicles

  • Guest blogs & contributor posts

Read: 9 Steps To Crafting An Outstanding Blog Post

2. White papers & case studies

A white paper is a document that provides an in-depth, researched report about your business or industry. A case study takes a deep-dive into a specific client event or situation.

Both long-form documents can show your expertise and thought leadership in the industry. White papers demonstrate how your brand is positioned within the industry conversation, while case studies show how your brand utilizes that position to benefit your clients. These documents show your credibility while solving some a pain point or answering a question for your customers.

These should be detailed, informative, and authoritative. A well-written white paper or case study can differentiate your content strategy by offering deeper information than other companies with more basic types of content.

Both documents focus primarily on industry authority and customer loyalty. You won’t see significant increases in impressions, but you’ll grow your brand authority and build a deeper relationship with your clients. White papers are also a great way to generate leads if you use these as a downloadable with email subscription access.

3. Images

Like blogs, images are one of the most effective forms of content in terms of cost and time. Images can create a brand aesthetic that instantly attracts relevant, like-minded customers. Images are also easy to repurpose, making them highly cost-effective and versatile.

Types of images:

  • Lifestyle (surrounding product/service)

  • Events

  • Company culture

  • Products

  • Cartoons

  • Memes

  • GIFs

The most successful images tell a story of your brand. You don’t want to simply post plain pictures of your products. An image should create a lifestyle surrounding that product.

Keep in mind, though, that images are great for engaging people, but computers can’t see them. For this reason, you always want to have strong keywords behind your images in alt tags.

4. Infographics

Infographics are the most popular visual for business marketing. They are an illustrative way to display data and research, quickly and easily attracting the customer’s eye. Viewers are drawn to the imagery while engaging with the content. In fact, infographics are 3x more likely to be liked and shared on social media than other types of content.

Infographics are not only appealing to customers, but they’re an efficient means of earning backlinks from people who share your infographic. On average, according to Contently, infographics cost $0.04 to reach one reader, while blog posts cost $1.77 per reader.

See below for an example of one of Palm Beach Content Co.’s most popular and shared infographics:

5. Video

Video is not as differentiated and unique as it used to be. With the quality of mobile phone videoing, anyone can create and share a quality video. In fact, online video accounts for nearly 75% of all online traffic.

This doesn’t mean video has lost favor. In fact, 55% of people watch videos online every day. This means you have to differentiate your video content with unique branding, tone, ideas, and engagement.  

If you can create quality and differentiated video, you can drastically impact your content optimization. In fact, having just one video on your landing page can increase conversion by 80%, and online shoppers are 1.81x more likely to purchase after viewing a demo video.

Videos should be valuable and entertaining while addressing the pain point of the customer. The most successful videos make people laugh while providing information that can solve their concerns. They also put a face on your brand and build a strong brand tone to engage new leads and loyal clients.  

Professional videos are an investment, though. We generally recommend creating two or three quality videos you can reuse on a variety of platforms. You can then back these videos up with additional written and visual content.

You should also consider other types of video, like live video on Facebook and Instagram. Video has become deeply integrated with social media and blogging, and it’s not disappearing anytime soon.

6. Webinars

Webinars are the video version of a how-to guide. A webinar is a live event that allows for interaction between your brand and your audience. Webinars often utilize a presentation like a slideshow or video along with real-time commentary from key industry and business experts. Visitors can then interact with a live chat or other communication.

These show that you are an expert in the field, while also placing a face (or faces) on your brand name. Webinars are also a great way to provide value and information to your audience while passively promoting your product or service.

20-40% of webinar attendees turn into qualified leads (ReadyTalk). Webinars are a great way to engage current and new customers while also generating relevant, quality leads.

7. Podcasts & audio

Podcasts create an ongoing interaction with listeners to build a dedicated following. Podcast listeners are the most dedicated to the content of their brand.

88% of podcast subscribers listen to every episode of their subscribed podcast.

If you have a lot of opinions or there are a lot of newsworthy events in your industry, an ongoing podcast is a great way to connect with your audience in a personal way. Podcasts can also help you build links and boost your search engine optimization. They can also become another revenue stream or a means to promote your own products and services.

8. Downloadables

Downloadables are more comprehensive pieces of content that you offer in exchange for an email. A reader will input their name and email to gain access to the downloadable content.

You can then collect their emails in a curated list of customers. This is a great way to generate leads and build your client list, because you know those individuals are already interested in content related to your product or service. You can use these emails to further promote your products and content.  

Types of downloadables:

  • eBooks

  • Checklists

  • Templates

  • Guides

  • Reports

  • Contents

  • Courses

9. Email

Email isn’t going anywhere anytime soon, and email marketing is one of the most personal ways to interact with your customers. You deliver information directly into your customer’s inbox, which can boost impressions, visibility, and brand awareness.

You can collect emails through online downloadables and post-sales. You then curate a list of emails in a newsletter, so you can send content updates and product promotions.

With email automation software, it’s easier than ever to create drip campaigns for a variety of customer personas throughout your sales funnel. You can quickly, easily build customized messages that interact directly with your target audience.   

How to choose the type of content

Of those nine key types of content, how do you know which is right for your brand?

There are five factors to consider when determining the type of content your business needs:

  1. Goal: What key metrics are you looking to reach with your content?

  2. Audience: What types of content does your audience best respond to?

  3. Platform: Where will you post the majority of your content? Will you repurpose content for a variety of platforms?

  4. Social media: Can you transfer this content to your social media platforms in an easy and engaging way?

  5. Resources: Do you have the time, skills, and equipment to create this type of content? If not, how can you hire or outsource to create quality content?

You should also use multiple forms of content. Using a variety of content can help you reach a broader audience and hit greater metrics.

We recommend that each piece of published content have at least one written aspect and one visual or auditory piece. This ensures that every audience member can find value from your content.


What kind of content does your business need to grow and thrive?

Join our five-day Content Marketing Strategy Builder Course now to finalize your content strategy this week!

Allison Hess