20 Types of Content Marketing Used By Successful Brands

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Navigating the complexities of B2B marketing requires more than just good instincts. You need a solid understanding of how different types of content fit into the B2B content marketing funnel. This article will help you achieve this by providing an overview of the most common types of content used in B2B marketing.

Feather's notion to blog is a valuable tool for learning about the types of content marketing and how they can be used to achieve your goals.

What is Content Marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Instead of pitching products or services, a strategic content-driven approach provides relevant and useful content to your prospects and customers to help them solve issues in their work (B2B content) or personal lives (B2C content).

A Strategic Approach to Content Marketing

Effective use of this approach requires a documented strategy. A well-crafted strategy can attract, involve, and create value for a brand’s audience. This method builds a positive perception of your brand and generates more business for your enterprise.

It is no longer a market trend but a strategic investment to achieve business success. With content marketing, a brand can gain more relevance and visibility online and grow recognized by its customers.

Standing Out in a Digital World

A business can stand out in people’s memories and avoid being swallowed up by the competition. Today, more than being on the internet is needed. The issue now is how to be online, be seen, and be relevant to the audience. And this is a content marketing mission.

Content Creation in Digital Marketing

Digital Marketing Content Management

SEO Content Marketing

Why Is Content Marketing Important

Content Marketing in B2B

Content Marketing for SaaS

Content Marketing Inbound

Optimized Content Marketing

SEO Content Marketing Strategy

20 Types Of Content Marketing Used By Successful Brands

1. Blog posts

Blog posts are one of the most popular forms of content—and for a good reason. Consistently publishing high-quality blog posts can attract quality traffic to your website, position you as an authority, and nurture site visitors over time. Especially if you have a strong SEO strategy that includes:

Choosing relevant keywords that you stand a good chance of ranking for to drive traffic from search engines

Developing a good internal link structure to keep visitors on-site and increase chances that they'll become leads

Building backlinks to drive traffic and boost the authority of your website and organization

While blogging was previously used mainly for top-of-the-funnel efforts, more organizations are using it for other parts of the funnel, such as product-led content.

2. Emails

Email is another prevalent content type known to earn marketers outstanding returns. One benefit of email marketing is its versatility. For example, you can:

Create newsletters to share your latest content with subscribers who are still at relatively early stages in the customer journey

Share middle-of-the-funnel content, such as webinars with prospects

Send sales emails to convert prospects into customers

Good to Know: Email is a great channel, whether your focus is nurturing ideal customers through a long sales cycle or driving e-commerce sales.

Next up, there's social media content. There are billions of daily active users on Facebook, LinkedIn, Instagram, and other platforms. It's safe to say that most target audiences—yours included—can be found on one social network or another. So, figure out:

Which social platform does your audience spend the most time on

What are the best posting times and schedules are

What content types get the most engagement (e.g., videos or text, humorous content of informative content, etc.)

And be sure to link your social posts to a content marketing goal, such as driving traffic to your blog or main web pages.

4. Guides

Guides are informative long-form blog posts covering a topic comprehensively, and they are becoming increasingly popular. Blog posts have gotten consistently longer over the years, landing at an average of 1,416 words in 2021. Research shows that such long-form content can get better results.

Building a Knowledge Hub

Consider creating guides (in-depth content pillars) for your organization’s primary focus areas. Then, link content on related subtopics back to those central guides. This will help site visitors find the info they're looking for, build your site’s topical authority, and help you rank better in search engines if you’re doing SEO.

5. Ebooks

Instead of an in-depth blog post-based guide, many content marketers create ebooks. Ebooks could be a good option if your content falls into one or more of these buckets:

It's exceptionally long

It would create poor UX to make readers scroll endlessly

It contains original research or other differentiators that you can use in exchange for an email address or payment.

Not only can the depth of your ebooks position you as a trustworthy authority within your industry, but gating them also makes future lead nurturing possible.

6. Video Content

Next up is the versatile video content type. It can be used in blog posts, emails, and social media content, to name a handful. It can also serve many purposes, including audience education, demoing products, and making sales.

In fact, in 2021, 87% of video marketers claimed that video gets a good return on investment. The positive results they've seen include everything from increasing time on the page and generating leads to reducing support calls and increasing sales.

7. Webinars

Like video content, webinars can also have a great ROI. While primarily informational, they're often tailored to individuals in later stages of the content marketing funnel and, therefore, meant to drive conversions.

So, for example, many software companies use webinars to:

Give pro tips on the processes their software is designed to simplify

Explain the benefits and use cases of the software

Offer an incentive to try it

A similar strategy could work for you.

8. Case Studies

Case studies, like testimonials, are great for gaining the trust of future customers or supporters. After all, their purpose is to explain how you've helped members of your target audience reach their goals.

Because this type of content is specific to your company and the products or services you offer, it should be tailored for individuals in the mid to bottom-of-the-funnel stage. And the more similarities between them and the subject of your case study, the better.

9. White Papers

White papers are information-packed reports designed to offer intelligent, research-backed

solutions to audience problems. They provide an excellent opportunity to showcase original research and establish your company as a thought leader with fresh perspectives on the industry.

The key to an excellent white paper? Conduct in-depth, careful research to substantiate all claims and create value on top of the already-public information on your topic (instead of rehashing it).

10. Press Releases

Press releases inform the media and general public about your company-related announcements, such as new product launches, upcoming events, etc. They get you free publicity, generate buzz around your organization, increase brand awareness through word-of-mouth, and even earn you backlinks.

That is, as long as you:

Choose topics relevant to your audience

Cover the who, what, when, where, why, and how of whatever update you're sharing

Give the media and other readers something worth discussing, such as thought-provoking quotes or findings from research.

11. Podcast

Podcasts are red hot regarding consumable online content these days, and it’s not hard to understand why. As with a blog, a podcast provides a simple, user-friendly way to maintain an ongoing connection with your target audience.

It helps you reinforce your marketing message of choice without being too pushy and build industry cred as a go-to authority. Podcasts are also easier and cheaper to produce than similarly popular options like video, so they make a great, cost-effective way to switch things up.

12. Paid Ad

You don’t want to over-rely on paid advertising as a marketer, as there’s no substitute for organic reach and SEO. However, it deserves to be part of your larger content marketing strategy.

Paid ad content marketing is an excellent way for a new, emerging, or rebranded company to gain momentum, generate leads, and build brand awareness. It also delivers fast, reliable, predictable returns — a big plus when implementing marketing strategies with strict deadlines.

Paid ad content marketing is most effective when paired with inbound marketing. You can implement a paid content marketing plan via various platforms and avenues, including:

Social media

Sponsored content partnerships

Landing pages

Classic banners

This helps you go ahead and take your pick.

The Spark, Inbound Marketing

Think of your paid advertising efforts as a way to launch, establish, and boost brand recognition for your company and inbound marketing as a way to add depth, substance, and longevity to your efforts. Paid ads are a terrific way to put your company on the map, but ultimately, your inbound marketing efforts will win you diehard lifelong customers.

13. Landing pages

Landing pages are created to convert visitors into leads or customers by providing a clear call-to-action and capturing their contact information. They are often used with paid ads, email marketing, or social media campaigns to drive targeted traffic and achieve specific objectives.

Standalone web pages for marketing or advertising campaigns.

Designed to convert visitors into leads or customers.

Used with paid ads, email marketing, or social media campaigns.

14. Infographics

Infographics are visual representations of information or data. They combine text, icons, and graphics to present complex concepts in a visually appealing and easily understandable format. Infographics are highly shareable and can simplify complex data or processes.

Visual representation of information for easy understanding.

Highly shareable and simplifies complex concepts.

15. Memes and GIFs

Memes and GIFs are popular forms of visual content that leverage humor and cultural references to engage and entertain audiences. They are often used on social media platforms to convey messages in a relatable and lighthearted way.

16. Quizzes and Surveys

Quizzes and surveys are interactive content types that allow audiences to participate actively. Surveys gather valuable insights and feedback from the audience, while quizzes can be used to test knowledge or provide personalized recommendations.

17. Polls and Opinion Pieces

Polls and opinion pieces invite audiences to share their opinions on specific topics. They foster engagement, encourage discussions, and provide valuable insights into audience preferences and perspectives.

Invites audience opinions to foster engagement.

Provides insights into preferences and perspectives.

18. Calculators and Tools

Calculators and interactive tools provide practical value to the audience. They can range from mortgage calculators and ROI calculators to interactive budgeting tools. These content types help users solve specific problems or make informed decisions.

Practical content providing value and solving specific problems.

Range from mortgage calculators to interactive budgeting tools.

19. User-Generated Content

User-generated content (UGC) involves leveraging content created by your audience. This can be testimonials, reviews, or social media posts. UGC builds brand advocacy, encourages engagement, and fosters a sense of community.

Leverage content created by your audience for brand advocacy.

Includes testimonials, reviews, and social media posts.

20. Interviews and Discussions

Audio content can include recorded interviews and discussions with industry experts, thought leaders, or influencers. These interviews offer valuable insights, diverse perspectives, and engaging conversations for the audience. They can be conducted in a podcast format or as standalone audio pieces.

Audio content featuring industry experts for valuable insights.

Conducted in podcast format or standalone audio pieces.

Why is Content Marketing Important?

Consumers have the upper hand like never before. With a wealth of information, they can easily bypass traditional marketing tactics like cold calls and TV ads. Content marketing meets consumers where they are in their buying journey, offering helpful and educational information.

This approach helps brands build trust and emotionally connect with prospects over time. A study by the Custom Content Council found that 69% of marketers believe content marketing outperforms direct mail and PR.

Supporting the Entire Buyer's Journey

Content marketing is not just about attracting attention; it's about nurturing prospects through every stage of the buyer's journey. Targeted content addresses their questions and concerns whether they're in:

Awareness

Consideration

Decision stage

This builds authority and trust, leading to higher conversion rates. Companies that excel in content marketing convert six times more leads into customers than those that don't.

Boosting SEO and Discoverability

SEO and content marketing go hand in hand. Creating strategic content with SEO in mind can increase visibility and improve rankings on search engines like Google, helping brands be discovered by more prospects online.

Optimized content, such as blog posts and explainer videos, drives more qualified website traffic, which converts at a higher rate. Hubspot found that blog companies have 97% more links to their websites, which correlates with higher rankings.

Building Loyal Brand Advocates

Content marketing goes beyond acquisition by fostering emotional connections between customers and brands. Consistently providing value breeds loyalty, leading to higher customer:

Lifetime value

Referrals

Repeat sales

Reduced churn

Brands focusing solely on acquisition often struggle with retention, but content marketing can help create loyal brand advocates.

Creating a Stable Lead Pipeline

Content marketing has a flywheel effect, producing higher returns over time. By creating evergreen content—relevant content for years—you can continue generating returns long after publication. Even if you stop producing content for a while, you'll likely still have a steady pipeline of leads thanks to your evergreen content.

Reducing Customer Acquisition Costs

While quality content creation isn't cheap, it offers a stronger ROI because your audience will grow over time. It's a snowball effect. The first piece of content you publish might only reach a few people, but as more people find your content and become followers, each subsequent piece will reach a larger audience and offer a stronger ROI. This is unlike paid ads, where ROI is often capped by cost.

Nurturing Your Audience

Most people on the internet are still educating themselves about their situations and how to solve them. For them, the challenge is separating noise from value to make informed decisions. A Hubspot study found that it takes about eight touchpoints to affect a sale. While this varies across industries, the point is that a user's familiarity with your product is crucial. Content marketing allows you to guide users from the beginning of their buyer's journey to the point where they're ready to buy.

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How To Do Content Marketing Right The Way

Know Your Customers Inside Out

Understanding your audience is the bedrock of effective content marketing. By segmenting your customers and building detailed buyer personas, you can tailor content directly to their needs. These personas go beyond demographics; they capture motivations, preferences, and pain points. Acting on these insights allows you to:

Engage meaningfully

Earn trust

Expand your reach

Give Them What They Want

Pinpoint the information your audience craves. Recognize their challenges and priorities, then craft a content strategy that addresses these concerns. This isn't just about showcasing your product but offering solutions that ease their burdens.

The more effectively your content resolves issues, the more your audience will engage. Are you solving their problems or just adding to the noise?

Get it to Them Where It Counts

Knowing your audience is useless if you don’t reach them where they hang out. Choose the right platforms to deliver your content. If your personas reveal that they love Facebook, focus your efforts there. This ensures your message gets noticed and sparks interaction. Are you showing up where they’re looking?

Measure What Matters

Success in content marketing isn't just about publishing great content; it's about understanding its impact. Setting clear KPIs lets you gauge how well your content resonates with your audience. Whether you're tracking engagement, conversions, or something else, make sure your KPIs align with your goals. Are you measuring what moves the needle?

Make It Good, Really Good

Content quality is non-negotiable. Create clear, insightful pieces, and tailored to different stages of the buyer's journey. Avoid jargon and prioritize value, whether through actionable tips, special offers, or exclusive insights. Remember, the same idea might need tweaking to fit different channels. Are you crafting content that stands out?

Consistency is Key

A steady stream of content keeps your audience engaged and boosts your visibility online. Set a realistic posting schedule—perhaps starting with one blog post or video weekly—and stick to it. Avoid the temptation to overpromise; sustainable growth takes time. Are you in it for the long haul?

Budget Wisely

While cost-effective, content marketing still requires investment. Allocate funds for freelancers, tools, and ads, and keep track of your ROI. This helps you prioritize spending and make informed decisions. Are you spending smart, not just spending?

Analyze and Adapt

Review your content's performance against your KPIs regularly. This allows you to identify what works and refine your strategy. Reallocating resources from underperforming projects to successful ones can maximize your impact. Are you learning from your successes and failures?

Do You Need To Use Different Types Of Content In Your Marketing?

You don’t have to use different content types in your marketing, but why wouldn’t you? The internet craves variety. Sticking to one format is like eating the same meal every day. It gets dull fast. Different content types keep things engaging and let you tailor your message to fit the best format.

Using Different Content Formats

Consider it: blog posts are your go-to for deep dives, while videos grab attention and make things visual. Social media lets you engage in real-time, and infographics break down complex info into snackable visuals. Mixing it up allows you to target your audience's different preferences and consumption habits.

Keeping the Audience Hooked

People are more likely to stick around when you switch things up. No one wants to see the same format over and over. You keep your audience guessing by offering a mix of:

Videos

Articles

Infographics and more

This variety keeps them engaged and maximizes your reach and impact across different platforms.

Reaching Diverse Platforms

Different platforms have different strengths. Videos thrive on YouTube and TikTok, while infographics are perfect for Pinterest. Blog posts and articles work well on LinkedIn and Medium. By diversifying your content, you ensure you reach your audience wherever they hang out online. This strategic variety lets you outperform a one-size-fits-all approach.

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