Content marketing

Types of content for marketing


There are many formats and types of content you can use for marketing purposes. Consider what will work best for your business. Use a combination of different formats and try new things for comparison and evaluation.

Blog posts

Blog posts should provide valuable content to your audience. This could take the form of lists, reviews, how-to guides, opinion pieces and much more. Some examples of formats include:

  • lists
  • reviews
  • how-to guides
  • opinion pieces 

Experiment with different post lengths, topics and formats to find out what works best.  Publish blog posts regularly so your visitors will keep returning for more.


Infographics present concepts and information visually. This can be a good way to make a topic more interesting and engaging. It can help you share data in a clear and easy-to-understand way. 


While creating videos can cost you more time and resources, it can be a highly effective format. Videos can be shared across social media. They can draw your audience in with engaging visuals and sound. 

Videos don't have to be slick corporate productions. You can try live-streaming from a smartphone and other inexpensive options.


Podcasts are an increasingly popular content format. A podcast could take the form of an interview or a conversation between subject matter experts.


Ebooks are usually presented as PDF downloads. Users will normally need to provide some personal details, such as their name and email address, through a lead generation form before they can download the ebook. They are longer and more in-depth than blog posts. They should contain valuable and comprehensive information about the topic.

Ebooks are a good incentive to offer customers something in exchange for their contact details. This can be a key way to build your marketing lists.


Templates can be extremely valuable to your audience, offering an easy, time-saving solution. This can help build brand loyalty. Like ebooks, they can be used to generate leads. 

Other types of content

There are many other content formats you can try, including:

  • case studies
  • photo/image galleries
  • memes (viral content following a particular format)
  • FAQs
  • checklists
  • quizzes
  • polls
  • research findings
  • company news
  • competitions
  • user generated content
  • online tools
  • white papers