10 types of content marketing and how to use them (+ examples)

Creating compelling content is essential for any content marketing strategy, but knowing which types of content marketing to focus on can be challenging. Different content formats serve various purposes throughout the customer journey, from building awareness to driving conversions.

In this article, we'll explore the 10 most powerful types of content marketing, explain how to use each one effectively, and provide real-world examples to inspire your next campaign.

Turn traffic into conversions

Automate CRO across your content pages to generate sales and increase revenue.

Start free



What are the different types of content marketing?

Content marketing has various formats designed to attract, engage, and convert your audience. Each type serves a specific purpose in your content marketing funnel and works best when integrated into a cohesive content strategy.

Here are the 10 most potent formats that deliver consistent results:

1. Blog posts
2. Video content
3. Visual content
4. Case studies
5. Ebooks and whitepapers
6. Email marketing
7. Social media
8. Lead magnets
9. Landing pages
10. User-generated content (UGC)

Let's break down each content marketing type and explore how to use it best.

» Find out how to improve content marketing ROI.

1. Blog posts

Blog posts are still the cornerstone of effective content marketing strategies. They're versatile, SEO-friendly, and excellent for educating your audience, building authority, and driving organic traffic.

How to use blog posts effectively

• Create valuable content: Write articles that actually solve problems for your readers. Answer the questions they're asking and provide solutions they can implement immediately.
• Maintain a content calendar: Plan your publishing schedule to cover topics throughout the buyer's journey—from basic educational content to in-depth decision-making guides.
• Optimize for search: Research what your audience is searching for and naturally incorporate those terms in your posts to improve visibility.
• Use strategic internal linking: Link to related articles to keep readers exploring your site and guide them toward conversion-focused pages.
• Keep content fresh: Set a calendar reminder to revisit your most popular posts every 6-12 months and update them with new information.
• Enhance readability: Break up dense text with subheadings, bullet points, and relevant images so readers can easily scan and find what they need.

» Learn the key steps of content editing to create better content.

For example:

Patagonia's "Worn Wear" blog shares customer stories about Patagonia's long-lasting products using authentic photos and personal narratives. These posts reinforce their commitment to sustainability while building community. This creates a perfect alignment with their brand values that go beyond just selling products.



Another notable example is Neil Patel's blog, which is renowned for its comprehensive guides and actionable content. The blog posts often include step-by-step instructions, SEO-driven titles, and free tools, making them highly engaging and informative.



» Conduct a content audit to see the impact of your efforts.

When to use blog posts

• Top-of-funnel awareness building
• Establishing thought leadership
• Driving organic search traffic
• Educating prospects about industry topics
• Supporting social media and email marketing efforts

2. Video content

Video has become essential in content marketing, with 89% of businesses using video marketing in 2025. It helps you connect with your audience in a more engaging way, especially for complex topics that benefit from visual explanation.

How to use video content effectively

• Diversify your video types: Mix tutorial videos showing how to use your product with customer stories, behind-the-scenes glimpses, and thought leadership interviews to keep content fresh.
• Keep it focused: Tackle one topic per video—a single "how-to" task or concept keeps viewers engaged and makes your content more searchable.
• Ensure accessibility: Add captions to your videos. This helps viewers who prefer to watch without sound (like in public spaces) and improves SEO.
• Optimize for discovery: Use keyword-rich titles, detailed descriptions, and proper tags to help your videos rank in both YouTube search and Google results.
• Repurpose content: Turn your videos into multiple assets. Extract the audio for podcasts, transcribe for blog posts, or create short videos for social media.
• Maintain brand consistency: Develop a recognizable intro, outro, and visual style so viewers instantly know it's your content—even when its embedded somewhere else.

For example:

Wistia's "One, Ten, One Hundred" documentary series is a standout example of effective video content marketing. They created an experiment where they produced three versions of the same ad at different budgets: $1,000, $10,000, and $100,000.

The series takes viewers behind the scenes of each production, showing exactly how budget affects outcomes while teaching practical lessons about video marketing.



When to use video content

• Explaining complex concepts or processes
• Product demonstrations and tutorials
• Customer testimonials and case studies
• Live events and webinars
• Behind-the-scenes content to humanize your brand

READ MORE: How to monetize your expertise with videos on social media

3. Visual content

Some concepts just work better as pictures than paragraphs. Infographics, charts, and diagrams help your audience grasp complex information quickly and make your content more shareable.

How to use visual content effectively

• Simplify complexity: Turn complicated statistics or multi-step processes into clean, easy-to-follow visuals that tell the story at a glance.
• Brand your visuals: Include your logo, brand colors, and visual style in every graphic so they remain identifiable even when shared across platforms.
• Enable sharing: Add "Pin It" buttons to infographics and include embed codes so other sites can easily feature your visuals with proper attribution.
• Focus on one concept: Resist the urge to cram everything into one graphic. Instead, address a single topic thoroughly rather than multiple ideas superficially.
• Invest in quality design: Whether you use in-house designers or tools like Canva, ensure your visuals look professional—poorly designed graphics can damage your credibility.
• Target visual platforms: Share your visual content on Pinterest, Instagram, and LinkedIn. Opt for platforms where image-based content typically receives higher engagement.

For example:

This GOOD Magazine/Column Five infographic exemplifies effective visual content marketing by making complex income data instantly understandable through smart design.

The radial layout and green color gradient reveal patterns at a glance, providing educational value in a shareable format that builds authority while encouraging engagement.



When to use visuals

• Simplifying complex data or statistics
• Increasing content shareability on social platforms
• Breaking up text-heavy content
• Illustrating processes, hierarchies, or comparisons
• Repurposing blog content into more digestible formats

» Not sure which types of content marketing will work for you? Ask an SEO expert.

4. Case studies

Nothing sells your solution like showing it in action. Case studies are powerful because they present real results from real customers and turn abstract benefits into concrete success stories.

How to use case studies effectively

• Highlight measurable results: Include specific metrics and numbers—"increased conversions by 47%" is much more compelling than "significantly improved results."
• Tell a complete story: Structure your case study like a mini-story with a beginning (the challenge), middle (the solution implementation), and end (the results).
• Standardize your format: Create a template that makes your case studies instantly recognizable and helps readers quickly find the information they care about.
• Include authentic testimonials: Feature direct quotes from the actual client—ideally from a named person with their photo to add credibility and human connection.
• Visualize key metrics: Use charts or infographics to illustrate the before-and-after impact of your solution, making the results immediately clear.
• Ensure easy access: Create a dedicated case studies section on your website and strategically link to relevant case studies from product pages and blog posts.
• Create targeted versions: Develop industry-specific or problem-specific collections so prospects can find examples relevant to their situation.

For example:

Mailchimp's Yuool case study is a prime example of an effective case study. It shows specific, measurable results rather than vague claims. It details how the Brazilian shoe brand integrated their e-commerce platform with Mailchimp to analyze customer data and implement personalized marketing.

The study includes a CEO quote about tangible benefits, outlines specific tools used (Customer Journey Builder, Preference Center), and shows how these solutions addressed real business challenges.



READ MORE: Content marketing strategies for e-commerce

When to use case studies

• When prospects need proof that your solution will work for their business
• To show specific results and content marketing ROI
• For complex products where real examples help explain how they work
• When buyers need evidence to convince decision-makers or justify purchases

5. Ebooks and whitepapers

When you need to dive deeper than a blog post allows, ebooks and whitepapers give you space to explore complex topics while capturing leads.

How to use ebooks and whitepapers effectively

• Provide value: Go beyond what's freely available on your blog—offer unique insights, original research, or expert interviews that readers can't get elsewhere.
• Invest in professional design: Don't just create a Word document with your logo slapped on it. Use professional layouts, custom graphics, and proper formatting to enhance readability and reflect your brand quality.
• Capture lead information: Balance value and information gathering—ask for essential contact details but don't create too many form fields that discourage downloads.
• Create logical structure: Use a clear table of contents, logical chapter progression, and plenty of subheadings so readers can easily navigate to sections most relevant to them.
• Include actionable insights: Give readers specific steps they can implement right away—checklists, templates, or frameworks make your content immediately useful.
• Promote across channels: Don't just publish and hope. Create blog posts that preview key insights, share excerpts on social media, and mention your resource in relevant podcast episodes or videos.
• Equip your sales team: Brief your sales team on the content so they can share relevant sections with prospects at the right moment in their buying journey.

For example:

Adobe's "AI and Digital Trends Report" showcases their thought leadership while generating thousands of leads. The report combines original research with practical advice, presented in a visually stunning format with interactive elements.

They promote it through a multi-channel campaign that includes webinars, blog posts, and social content to extend its reach and impact.



When to use ebooks and whitepapers

• When you need to educate prospects about complex topics
• To build authority in your industry
• To generate qualified leads
• When you're creating flagship content that'll be referenced throughout the year

» Track your success with these content marketing KPIs.

6. Email marketing

Email marketing remains one of the most powerful and personal ways to connect with your audience. It gives you direct access to people who've already shown interest in what you offer, creating opportunities for meaningful engagement that other channels simply can't match.

How to use email marketing effectively

• Segment your audience: Move beyond the one-size-fits-all newsletter. Instead, group subscribers by interests, behaviors, or purchase history to deliver more relevant content.
• Focus on value delivery: Ask yourself, "What's in it for the reader?" with every email. Provide useful information, exclusive insights, or special offers.
• Automate strategically: Set up welcome sequences for new subscribers and nurture campaigns for different interests, but keep them feeling personal and relevant.
• Personalize communications: Use the data you have thoughtfully—from simple name personalization to content recommendations based on past behavior.
• Test and optimize: Run A/B tests on subject lines, send times, and content formats to learn what your specific audience responds to best.
• Ensure mobile compatibility: A significant portion of emails are opened on mobile devices. So, if your emails aren't optimized, you're neglecting a large segment of your audience.
• Balance frequency: Find the sweet spot between staying top-of-mind and overwhelming inboxes—and stick to a consistent cadence subscribers can expect.

For example:

Eddie Shleyner's VeryGoodCopy newsletter has grown to 80,000+ subscribers by offering "micro" lessons on copywriting and persuasion techniques. The newsletter combines concise weekly lessons with immediate value.

Subscribers instantly receive access to six free mini-courses, including rare persuasion techniques from legendary copywriter Gary Bencivenga and exclusive essays from David Ogilvy's right-hand copywriter.

This approach shows how effective email marketing delivers real value upfront rather than just promises. It creates a compelling reason to subscribe and stay engaged.



When to use email marketing

• To nurture relationships with prospects who aren't ready to buy yet
• For sharing timely updates, product announcements, or exclusive offers
• When you want to re-engage with past customers or dormant leads
• To deliver personalized content based on user preferences or behaviors

7. Social media

Social media lets you meet your audience where they already spend their time. It builds community and amplifies your other content efforts through regular, engaging interactions.

How to use social media effectively

• Customize for each platform: Recognize that LinkedIn isn't Instagram isn't Twitter—adapt your content format, tone, and style to match each platform's unique environment.
• Balance your content mix: Follow the 80/20 rule—80% informative or entertaining content that builds relationships and 20% promotional content that drives action.
• Maintain visual consistency: Create templates for quotes, tips, or statistics that maintain your brand look while making content creation more efficient.
• Drive engagement: End posts with questions, create polls, or ask for specific feedback to transform passive scrolling into active participation.
• Leverage platform features: Experiment with Stories, Reels, Live sessions, or other native features that often receive preferential treatment in algorithms.
• Apply data insights: Review your analytics monthly to identify which content types, topics, and posting times drive the most meaningful engagement.
• Engage in conversations: Don't just broadcast—respond to comments, join relevant discussions, and tag people when sharing valuable content they might appreciate.

For example:

Airbnb's Polly Pocket collaboration showcases perfect social media marketing by tapping into 90s nostalgia with a life-sized version of the iconic 1994 toy available for booking. Their campaign cleverly builds anticipation by starting with a close-up of the original toy, then slowly revealing the full-sized replica accommodation.

This approach combines emotional appeal with Airbnb's unique selling proposition (USP) of offering extraordinary stays. It creates highly shareable content that generates excitement while reinforcing their brand identity as the platform for unique travel experiences.

When to use social media

• To humanize your brand through more casual, authentic interactions
• To amplify your other content (blog posts, events, etc.)
• When targeting specific audience segments through platform demographics
• To stay top-of-mind

» Learn how to add social media to your SEO conversion funnel.

8. Lead magnets

Lead magnets are the digital equivalent of offering a free sample—they provide immediate value while starting a relationship that can lead to future business.

How to use lead magnets effectively

• Solve specific problems: Create resources that address a single, well-defined challenge your target audience faces regularly.
• Deliver immediate utility: Design lead magnets that provide instant gratification—tools, templates, or checklists that can be used right away.
• Maintain quality: Put the same care into your free resources as your paid products—a sloppy lead magnet creates a poor first impression of your brand.
• Target different personas: Create various lead magnets for different audience segments and buying stages rather than relying on a one-size-fits-all approach.
• Promote strategically: Place lead magnet offers next to related content where readers are already engaged with the topic and likely to want more depth.
• Create dedicated landing pages: Design focused pages that clearly explain the benefit of your resource without distracting navigation or competing calls to action.
• Implement follow-up sequences: Plan what happens after the download. A targeted email series that builds on the topic and moves toward deeper engagement.

For example:

Jon Morrow's "Headline Hacks" cheat sheet works brilliantly as a lead magnet by giving bloggers exactly what they need—ready-to-use headline templates that have already proven successful.

By packaging these formulas as a "cheat sheet," he makes the complex skill of writing viral headlines feel instantly accessible, giving users a tool they'll return to repeatedly while building his authority in the content creation space.



When to use lead magnets

• To generate qualified leads
• To offer valuable resources that show your knowledge without needing to commit to a purchase
• To develop targeted tools that solve immediate challenges
• As the first step in a planned email nurturing campaign

9. Landing pages

Landing pages are focused conversion machines that eliminate distractions and guide visitors toward a single, clear action—whether signing up, downloading a resource, or requesting a demo.

How to create effective landing pages

• Focus on a single goal: Decide on one thing you want visitors to do. Trying to accomplish multiple objectives makes it less effective and confuses visitors.
• Craft compelling headlines: Your headline needs to grab attention and communicate your core value proposition in seconds – it's often the difference between a bounce and a conversion.
• Minimize navigation: Remove menu bars, footers, and other navigation elements that could lead visitors away before they convert – keep them on the designated path.
• Use persuasive visuals: Include images or videos that support your message and help visitors understand the benefit—product screenshots, result visualizations, or people using your solution.
• Simplify form fields: Ask only for information you truly need at this stage. Every additional field reduces completion rates, so be ruthless about eliminating unnecessary questions.
• Include social proof: Strategically place testimonials, review snippets, client logos, or usage statistics near points of hesitation to provide reassurance at the right moment.
• Optimize for mobile: Test your page thoroughly on different devices. Mobile visitors have even less patience for slow loading times or awkward layouts.

» Create stunning optimized landing pages with Entail's page builder.

For example:

Wix's landing page catches the eye with a clean design and a well-placed "Start Now" button. The visual approach suggests simplicity in website creation, with the bright blue button inviting users to take the first step. Soft colors and a straightforward message make the page welcoming and easy to understand.



When to use landing pages

• Align ad campaigns with targeted, focused messaging
• Showcase specific products, use cases, or offerings
• Maximize conversion rates for key actions
• Test and iterate marketing approaches quickly

» Use these call-to-action examples to perfect your landing pages.

10. User-generated content (UGC)

UGC includes social media posts, videos, reviews, and other content created by your customers. It provides authentic perspectives while expanding your content library and building community.

How to use UGC effectively

• Create submission opportunities: Develop hashtag campaigns, contests, or dedicated sharing platforms to collect UGC.
• Establish clear guidelines: Provide direction on what kind of content you're looking for without stifling creativity.
• Secure proper permissions: Always get explicit approval before repurposing customer content in your marketing.
• Acknowledge contributors: Tag and thank users when sharing their content to encourage more participation.
• Integrate with product pages: Incorporate UGC near purchase points to provide authentic social proof.
• Build a community around sharing: Create a sense of belonging for customers who contribute content.

For example:

GoPro's Instagram feed consists primarily of customer-created videos that showcase the capabilities of their cameras in various exciting scenarios.

When to use UGC

• Building brand community and loyalty
• Showcasing product versatility and applications
• Providing authentic social proof
• Expanding content library cost-effectively
• Increasing engagement on social platforms

Ready to elevate your content marketing?

Understanding the different types of content marketing is just the beginning. The real results come from strategically combining these formats to create a cohesive content experience that meets your audience's needs at every stage of the user journey.

Remember that content marketing is a long-term investment. Consistently creating valuable content across various formats will help you build authority, engage your audience, and drive sustainable results for your business.

» Need help creating an effective content strategy? Book a consultation to find out how we can help.