The fundamental concept of a content marketing strategy is to create and distribute various forms of content related to your business, products or services, written and designed to attract potential customers and clients, and ultimately, increase sales. There are several types of content that can achieve your goals, from short blogs and engaging videos to informative whitepapers and eye-grabbing infographics. But for any content to truly be effective, it must offer value to your target buyers.

Here are five of the most popular, proven types of content marketing to consider as you develop or evolve your strategy.

But for any content to truly be effective, it must offer value to your target buyers.Click To Tweet

The Best Types of Content for Your Content Marketing Strategy


What makes one article better than another? At first glance, the answer is simple: proper grammar and spelling, good sentence structure, easy readability, and of course, accurate and properly sourced information. But delving deeper, there are other must-have factors: keywords to increase searchability, engaging style of writing and an effective call to action.

Articles come in all formats and sizes, from the short blog post to the long-form “how to.” According to HubSpot, B2B companies that blogged 11+ times per month had almost 3 times more traffic than those blogging 0-1 times per month. You can also publish articles as pages on your website, serving as additional information for those seeking it (which also ups the possibility visitors will stumble upon other parts of your site).

Case Studies

Use case studies to show your expertise in action – how it worked to reach a goal or make an impact. By detailing true experiences of how a customer or client benefited from your products or services, you’re creating an invaluable marketing tool. Like customer reviews, cases provide proof of value and quality. Feature a variety of case studies on your website, tied to a call to action. You can also leverage them on social media and as “proof points” in blogs or other content.


Videos are a great way to answer consumer questions, present a new product or service, or provide visual instructions. You can also use videos to showcase events or to humanize a corporation through personal stories. The possibilities with videos are many, and because four times as many customers would rather watch a video about a product than read about it, it makes sense to make video marketing a staple in your content marketing strategy.


Webinars are another means to engage your audience with meaningful content. They’re also an opportunity to build trust with a targeted audience of prospective clients and customers. Tap your company’s thought leader or subject matter expert to showcase their expertise, and articulate their ideas and insights. Take and answer audience questions, and build connections and relationships with your audience, reinforcing your reputation as a brand worthy of their trust.

Get more mileage from your webinars by pulling out themes or messages to use as blog post, article and/or social fodder, too.


What’s the best way to relay a lot of facts and figures to someone quickly and concisely, without losing their attention or confusing them? An infographic. More graphics than info(rmation), infographics can help you quickly showcase important and interesting information in ways that are easy to access and recall. Readers are nearly 40 percent more likely to engage with and share a high-value infographic than more text-heavy content. Use it as a standalone, evergreen asset, or as part of a bigger campaign.

Of course, there are many other types of content that can effectively help generate (and ultimately, covert) leads. Whatever content you develop and leverage in your content marketing strategy, be sure to use analytical tools throughout the process to properly gauge key conversion points along the marketing funnel and to identify areas that might need improvement.

For more on creating a powerful content marketing strategy, read our guide: “How to Launch a Content Marketing Strategy in Eight Easy Steps.”

How to Launch a Content Marketing Strategy in Eight Easy Steps [Guide]
For more than 15 years, Jen Zottola has helped bring clients’ stories to life – through media opportunities, digital and marketing content, executive presentations, employee communications and more. Fusing creativity with strategy, she crafts compelling, award-winning copy proven to reach and resonate with the right audiences in the most impactful ways. As editorial director, Jen collaborates with clients and account teams to provide counsel on messaging and voice, as well as writing and editing support. Her creativity isn’t reserved only for writing; Jen also gets a kick out of party- and event planning.