Creating content isn’t the problem—knowing what type of content to create is.

Many businesses feel stuck. They keep posting blogs or social media updates, but nothing seems to work. Traffic is low, engagement is flat, and conversions just don’t happen.

The real issue? You might be using the wrong kind of content for your audience or your goals.

Not every brand needs to do everything. But every brand should know what’s possible.

This guide breaks down 23 types of content marketing that you can use to connect with your audience, build trust, and grow your brand. Whether you’re just starting out or looking to try something new, these ideas will help you find what works—and what’s worth your time.

What Is Content Marketing? 

Content marketing is a strategic way to attract and connect with your audience by creating and sharing useful, relevant content. This can include blog posts, videos, emails, social media, podcasts, and more.

Instead of pushing products directly, content marketing focuses on providing value—so people trust your brand, stay engaged, and eventually choose your solution when they’re ready.

It’s not just about traffic. It’s about building relationships, earning attention, and guiding potential customers toward action.

Good content doesn’t just fill space—it solves problems, answers questions, and builds relationships.

23 Popular Types of Content Marketing

With a combination of content marketing types, you can interact with people in various ways. Some read others like to see things or short videos—and others respond most to interactive or audio content.

By offering varying content, you have more opportunities to be seen, recalled, and believed—wherever your market hangs out on the internet.

Below are 23 types of marketing content that are multi-purpose and can help your brand educate, engage, and convert better.

1. Blogs

Blogs are the most widely used content marketing formats. They are perfect sites to publish useful information, answer common questions, and solve your audience’s issues.

According to HubSpot, blogging companies are 13 times more likely to have a good ROI than those that don’t blog. In addition, those who blog enjoy 55% more traffic on their website than those without a blog.

Blogging optimizes the search engine presence of your site, generates natural traffic, and sets your business up as the authority to follow. Whether composing step-by-step tutorials, pro tips, or news about a trade, blogs benefit every point on the consumer’s path.

Moreover, blogs are versatile; one article may be transformed into social media morsels, e-mail newsletters, or even brief videos, making your content more visible and valuable.

Blogging investment is a wise move towards long-term expansion and higher visibility.

2. Social Media Content

Social media is one of the most influential and adaptable content marketing channels. Instagram, LinkedIn, Facebook, and TikTok enable brands to connect with their audience in real-time—through videos, reels, carousels, polls, stories, and more.

Different types of content work best on different platforms—and most people prefer content that feels casual, entertaining, or easy to consume. Actually, brief reels and behind-the-scenes videos perform better than long posts.

According to a report by the Content Marketing Institute, released in 2024, 89% of B2C marketers utilize social media content, the most common form of content marketing in the business world.

If your brand is ever going to stay in the limelight and have an actual relationship with followers, social media must become part of your content marketing strategy.

3. eBooks

eBooks are most likely the most powerful of the long-form content marketing tools to share deep value. Unlike a transient blog post or social media post, eBooks allow you to go in-depth on a topic, educate your audience, and position your business as a thought leader.

They are particularly well-suited for lead gen. Brands use eBooks as a way to trade for an email address, so they are the center of most content marketing campaigns.

According to Statista, the global eBook market will reach $14.92 billion in revenue by 2025, demonstrating how extremely high the demand for downloadable digital content remains.

eBooks work best when they:

• Solve a real problem
• Are easy to read and well-designed
• Include visuals like charts, infographics, or examples

Whether you’re educating on a process, providing insight, or dissecting industry research, eBooks are an established content marketing tactic for establishing trust and capturing high-quality leads.

4. Whitepapers

Whitepapers are detailed, research-based reports employed in educating, persuading, and establishing credibility with a corporate audience. They are extremely useful in crafting B2B marketing campaigns where decision-makers prefer detailed information prior to making a decision.

Unlike casual blogs or even eBooks, whitepapers take a more formal approach. They’re typically published as PDFs with tables, graphs, and other data visualizations to present research, industry trends, or complex solutions in a clear, credible format.

They’re commonly used to:

• Support product launches with data
• Explain technical solutions
• Establish authority in a specific field

Whitepapers are also at the core of the majority of content marketing initiatives, especially lead-generation initiatives for high-value customers or partners.

If you require content marketing formats that add depth, professionalism, and trust, whitepapers are a strong and effective format to include.

5. Videos

Videos are among the most compelling and powerful forms of content marketing available today. They are grabbers readily taken in, easy to consume, and work on nearly every channel—website, YouTube, social media, or email.

Regardless of what you’re sharing—a product tutorial, customer testimonial, company history, or behind-the-scenes footage—video lets you connect more humanely—and trust more rapidly.

And quality counts. Wyzowl reports that 91% of customers indicate video quality affects how much they trust a brand—up from 87% in their 2024 report.

In some industries, video isn’t merely helpful—it is required. Consider niches like cooking, health, or house repairs as an example. It’s challenging to build up credibility or catch an audience otherwise.

From increasing awareness to increasing conversions, video is one of the most powerful content marketing channels brands can invest in.

6. Case Studies

Case studies are among the most persuasive forms of content marketing. They are direct illustrations of how your services or products have actually solved clients’ problems, with tangible proof of your company’s capability.

By explaining specific challenges, steps taken, and quantifiable results attained, case studies build authority and credibility with prospective customers. They are engaging stories that prove your worth and competence.

For instance, Outreach Monks showcases several impactful case studies where their link-building strategies led to significant SEO improvements for clients across various industries. 

You can check them here: https://outreachmonks.com/link-building-case-studies/

Why Case Studies Matter:

• Build Trust: They offer concrete evidence of your success stories.
• Demonstrate Expertise: Highlight your technical skills and problem-solving competencies.
• Influence Decisions: Potential clients can imagine the instant benefit of having you on board.

Using case studies as part of your content marketing strategy can assist in moving leads through the sales funnel by providing solutions and sharing your success story.

7. Infographics

Infographics are a visually interesting medium for expressing data in a concise, simple fashion. They blend text, info, and graphically appealing visual elements to relay difficult information in an understandable form—and in a sharable format.

In fact, content featuring infographics is shared three times more than other types of content, highlighting their effectiveness in boosting engagement and reach. ​

When done well, infographics can turn statistics, comparisons, timelines, or step-by-step guides into engaging content that grabs attention and delivers value in seconds.

They’re especially useful in industries where data matters or when you want to simplify something technical. Plus, infographics are one of the most shareable visual content marketing assets, making them ideal for social media and blogs.

Infographics also help with:

• Boosting Backlinks: People love to cite visual data, which can increase your website’s authority.​
• Supporting Your Blog or Case Studies: Visuals can make complex information more digestible.​
• Increasing Time Spent on Page: Engaging visuals can keep readers on your site longer.​

If you’re looking for interactive content marketing ideas or ways to break up text-heavy content, infographics are a great addition to your overall content marketing strategy.

8. Podcasts

Podcasting is one of the fastest-growing types of content marketing, especially for businesses that wish to build a casual, personal connection with their audience. Podcasting allows you to deliver information, interviews, stories, and advice in a casual and conversational style.

Unlike written material, podcasts give your company a voice—literally. Regardless of whether individuals are driving, walking, or working out, audio programming is on their schedule, reminding them of you without their full attention.

According to Edison Research, 67% of U.S. consumers have listened to a podcast, and the number keeps growing each year.

Podcasts work well for:

• Thought leadership and expert interviews
• Breaking down industry trends or topics
• Building a loyal, returning audience

They’re also a great way to repurpose other types of content—like turning blog posts into episode topics or summarizing webinars for listeners on the go.

If you’re looking to diversify your content marketing strategy and connect on a more personal level, podcasts are a smart move.

Example of Successful Use: The “How I Built This” podcast by NPR is a great example. It features interviews with entrepreneurs and innovators, sharing their stories of success and failure. The podcast is popular because it offers valuable insights and inspiration to its listeners.

9. Webinars

Webinars are live or recorded online presentations that let you teach, explain, or demonstrate something to your audience in real-time. They’re one of the most interactive forms of content marketing, allowing you to engage directly with viewers through Q&A sessions, polls, and live chat.

Webinars are especially effective for:

• Educating your audience on complex topics
• Showcasing product features or services
• Building trust through live interaction
• Generating high-quality leads

According to GoToWebinar, 73% of B2B marketers say webinars are the best way to generate high-quality leads.

Webinars also have long-term value. You can repurpose the recording into short video clips, blog posts, or podcasts—making them a smart addition to any content marketing strategy.

If you want to educate, engage, and convert at the same time, webinars are one of the best content marketing types to use.

10. Email

Email is maybe the most personal and straightforward content marketing you can do. You can take your message directly to your audience via their inbox—whether newsletters, product announcements, promotions, or information-based communications.

The great thing about email marketing is it engages with someone who’s already interested in what your brand’s all about. The right message to the right people, and it’s emails that drive clicks, create loyalty and win prospects as customers. Enhancing your emails with consistent branding through email signature software can further strengthen your professionalism and trustworthiness.

According to HubSpot, email marketing generates $36 for every $1 spent, making it one of the highest ROI content marketing strategies available.

Email works well for:

• Nurturing leads over time
• Sharing personalized offers or content
• Re-engaging inactive users
• Distributing other types of content like blog posts, eBooks, or videos

If you’re looking for content marketing formats that deliver consistent results, email remains one of the most reliable and cost-effective options.

11. Memes

Memes are likely the most widespread and fastest form of content marketing, especially on social media. They use humor, popular culture, or trending issues to demand attention and encourage engagement—typically in a single image or short video.

While they seem relaxed, memes can be powerful. Properly used, they make your brand seem more human, relevant, and relatable. And most times, they get better results than shiny ads—especially among younger audiences.

Memes work best when:

• They reflect your brand’s voice and audience
• They tie into something current or widely understood
• They’re used to support—not replace—other content marketing strategies

Meme campaigns essentially receive ten times more visibility, with 60% organic reach on Facebook and Instagram, as opposed to normal marketing photos, which receive about 5% of the views.

If you wish to experiment with new, funny, and viral-friendly content marketing ideas, memes are a low-cost, high-reach content form to try.

12. Newsletters

Newsletters are a powerful way to stay in touch with your audience and deliver valuable content straight to their inbox. They help build long-term relationships by offering regular updates, curated tips, product launches, or behind-the-scenes insights.

Unlike one-off emails, newsletters are part of a consistent strategy. They allow you to nurture your audience with helpful, relevant content—keeping your brand top of mind without always selling.

81% of B2B marketers say email newsletters are their most used form of content marketing.

Newsletters are great for:

• Distributing blog posts, videos, or eBooks
• Highlighting customer stories or testimonials
• Sharing exclusive offers or events

They’re also one of the easiest content marketing formats to personalize—making them a key tool for brands that want to stay connected and grow trust over time.

13. Course

Courses are one of the most valuable and trust-building forms of content marketing. They go beyond quick tips or short posts—offering deep learning that positions your brand as a true expert.

Whether it’s a free mini-course or a full paid program, educational content helps your audience solve real problems while keeping them engaged with your brand for longer periods.

Many businesses use online courses to:

• Educate their audience about industry best practices
• Train customers on how to get the most from their product or service
• Capture qualified leads through course signups

Online learning is estimated to reach $375 billion by 2026, indicating how quickly course-based content is growing.

Courses are also highly versatile as content marketing vehicles—videos, PDFs, quizzes, and even discussion boards. On your own website or on a platform like Teachable or Thinkific, they’re an authority-building and engagement-driving force to be reckoned with.

If you wish to produce long-form, value-rich content formats, selling a course is one of the smartest things you can do.

14. Guides

Guides are in-depth resources that walk your audience through a topic step-by-step. They’re designed to educate, simplify, and solve specific problems—making them one of the most practical and appreciated content marketing types.

Unlike short blog posts, guides go deeper. They often include clear explanations, examples, visuals, and actionable tips—all in one place. Think of them as the go-to resource someone saves, bookmarks, or shares.

Guides work especially well for:

• Explaining how to use your product or service
• Teaching industry concepts to beginners
• Answering frequently asked questions in one detailed page

Whether it’s a downloadable PDF or a live web page, guides fit well into many content marketing strategies. They also offer opportunities for repurposing into blog posts, social snippets, or videos—maximizing your reach from one strong asset.

If you want to build authority and earn trust through clear education, guides are a must-have in your content marketing formats.

15. User-Generated Content

User-generated content (UGC) is content created by your audience—not your brand. It includes real experiences, honest opinions, and visuals that showcase how people actually use your product or service.

UGC works because it’s authentic. When others talk about your brand, it builds trust far faster than traditional ads. It also encourages community and makes your audience feel involved. Displaying UGC, such as embedding Instagram feed on your website, further strengthens this connection and allows potential customers to see real-life interactions with your brand.

Common forms of user-generated content include:

• Customer reviews and testimonials
• Social media posts and hashtags
• Unboxing or reaction videos
• Photos or stories shared by users

A Cloudinary survey finds that 93% of consumers consider user-generated content when making a purchase, and 84% of Millennials swear that UGC influences their buying behavior.

If you are seeking cost-effective and reliable content marketing solutions, UGC is the most scalable and effective one.

Example of Successful Use: Starbucks has a campaign called #RedCupContest. They ask customers to share photos of their holiday cups. This engages their audience and gives Starbucks lots of free, authentic content. Slack also highlights customer testimonials on its website, showing how businesses use Slack to improve communication.

16. Influencer Content

Influencer content comes from people who have built trust and an audience in a given space. They represent your product or service to their audience via social media posts, videos, blogs, or reviews—usually marrying authenticity with reach.

The power of influencer content lies in its relatability. Audiences are more likely to trust a recommendation from someone they follow than a direct ad from a brand. That makes influencer partnerships a smart move for both awareness and conversion.

Influencer content works well for:

• Reaching new, targeted audiences
• Driving engagement through authentic storytelling
• Adding credibility to your brand

The worldwide influencer marketing platform market is estimated to be approximately $33 billion in 2025, showing just how entrenched it has become in content marketing efforts today.

This is one of the more interesting forms of content marketing, as influencers have the ability to make videos, stories, unboxing, tutorials, etc.—optimized for Instagram, TikTok, or YouTube.

If you prefer to experiment with different types of content to develop your brand following, influencer content is agile and powerful.

Example of Successful Use: Daniel Wellington, a watch company, grew quickly through influencer marketing. They send watches to influencers worldwide and ask them to post photos wearing them. This strategy has helped them reach millions of potential customers. Gymshark also partners with fitness influencers. They showcase Gymshark’s athletic wear, leading to more brand awareness and sales.

17. Reviews and Testimonials

Reviews and testimonials are powerful forms of content marketing that build instant trust. When real customers share their experiences, it helps potential buyers feel more confident in choosing your product or service.

This type of content works because it’s authentic and relatable. Instead of hearing from the brand, people hear from people—often in their own words and without any sales pressure.

You can use reviews and testimonials in:

• Product pages and landing pages
• Social media posts or story highlights
• Email campaigns and newsletters
• Case studies and video montages

88% of consumers trust online reviews as much as personal recommendations. ​

As part of your overall content marketing strategy, collecting and sharing customer feedback helps convert hesitant leads and strengthens your brand’s credibility.

If you’re exploring different types of content that influence buying decisions, reviews and testimonials are a must-have.

18. Articles

Articles are one of the most foundational types of content marketing. They help explain topics in detail, answer questions, and offer useful insights to your audience—all while building trust and authority.

While articles and blog posts often overlap, articles are usually more in-depth, research-based, and geared toward educating readers on specific subjects. They work well on websites, third-party publications, or industry platforms like Medium or LinkedIn.

Articles are useful for:

• Improving SEO and search visibility
• Establishing your brand as a thought leader
• Driving traffic from external sources through guest posting or syndication

Companies that prioritize publishing informative articles and blog content generate 67% more leads than those that don’t.

As part of your content marketing strategy, articles are reliable, evergreen assets that keep delivering value long after they’re published. If you’re aiming for long-term impact through educational content, articles are a smart and proven format.

19. Checklists

Checklists are simple, actionable content marketing formats that help your audience stay organized and get things done. They break down complex tasks into clear, step-by-step items—making them easy to follow and even easier to save or share.

Whether it’s a checklist for launching a website, preparing for a product launch, or optimizing a blog post, this type of content offers quick value and encourages repeat visits.

Checklists are ideal for:

• Blog posts and resource libraries
• Lead magnets and downloadable PDFs
• Email content or social media carousels

They’re one of the most practical content marketing types—easy to create, easy to consume, and incredibly effective at turning passive readers into active users.

If you’re looking for content marketing ideas that are fast to produce and packed with value, checklists are a great choice.

20. Press Releases

Press releases are formal announcements used to share important company news with the public, media outlets, and industrya professionals. Whether it’s a new product launch, partnership, event, or milestone, press releases help you control the message and gain visibility.

They’re typically distributed through PR platforms, industry sites, and news wires—helping you reach journalists, bloggers, and potential customers.

Press releases are effective for:

• Creating a buzz around new developments
• Building credibility and trust
• Gaining backlinks and media mentions

As part of your broader content marketing strategy, press releases support both SEO and reputation-building—especially when they’re picked up by high-authority sites.

If you’re looking for content marketing formats that blend brand storytelling with media outreach, press releases are a strong choice.

21. Websites (Landing Pages, Service Pages)

Your website is the core of all your content marketing efforts. It’s often the first place people visit to learn about your brand, products, or services—and how you can help solve their problems.

Key pages like landing pages and service pages aren’t just for information—they’re built to convert. These pages are designed to guide visitors toward taking action, whether that’s signing up, booking a call, or making a purchase.

Landing and service pages are effective for:

• Targeting high-intent keywords
• Explaining specific offerings clearly
• Capturing leads or driving sales

These are essential content types in marketing, helping you turn traffic into results. Plus, every blog, ad, or social post you publish usually leads back here—making your website one of the most important content marketing formats to get right.

22. Images (Branded Graphics, Product Shots)

Images are more than just decoration—they’re a core part of visual content marketing. High-quality visuals help grab attention, explain ideas quickly, and make your content more memorable.

Branded graphics, product shots, charts, and illustrations can turn a simple post into something worth sharing. They’re also crucial for establishing a consistent brand identity across platforms.

Images work best for:

• Blog and social media posts
• Product pages and landing pages
• Infographics, ads, and presentations

Content with relevant images gets 94% more views than content without images.

Whether it’s a clean product photo or a creative graphic, strong imagery supports your messaging and boosts engagement. As part of your overall content marketing strategy, visuals help bridge the gap between telling and showing.

If you’re looking for content marketing types that instantly improve user experience, images should never be an afterthought.

23. Paid Ads Content Marketing

Paid ads content marketing uses sponsored content to promote your brand across platforms like Google, Facebook, Instagram, LinkedIn, and more. Unlike organic content, this type is designed to reach a larger audience faster—with highly targeted messaging.

From promoted blog posts and videos to lead gen ads and carousel campaigns, paid ads help you test what works and drive quick results.

Paid content marketing works well for:

• Product launches and time-sensitive offers
• Retargeting warm leads
• Boosting visibility on social and search

It’s one of the most scalable content marketing strategies, allowing brands to amplify their best-performing content and reach new segments.

If you’re exploring different types of content to drive quick traffic or leads, paid ads are a direct, measurable method that complements your organic efforts.

Conclusion

Content marketing isn’t just about creating—it’s about choosing the right type of content for the right audience at the right time. From quick memes to in-depth guides, every format plays a different role in how your brand connects, educates, and grows.

Test, measure, and adapt—because the best strategy isn’t doing everything; it’s doing the right things well.

Create with purpose. Grow with strategy. Win with content.

FAQs About Content Marketing Types