11 Types of Content for Your Marketing Strategy

Content is at the heart of any good marketing strategy – it helps to attract and engage your target audience in a variety of ways. Different content formats allow you to convey your message effectively and cater to the preferences and interests of your potential customers.

But what sort of content should you be creating? Each type of content serves a different purpose, and it is often good to use a variety of content types throughout your strategy. We take a look at some of the different types of content you can incorporate in your marketing strategy.

Blog Posts

Creating blog posts is one of the most popular content formats for marketing purposes. Blog posts allow you to provide in-depth information, share industry insights, and establish yourself as an authority in your field. Blog posts can range from how-to guides and recipes to thought leadership articles and product updates.

Blog content is a core aspect of any good SEO strategy. By establishing your brand as an authority within your niche, you are improving your chances of being found on Google for relevant searches by potential customers. Writing blog content is one of the best ways to indicate that you are an expert within your field. Your blog can provide insights for your customers that help them choose you over a competitor.

Social Media Posts

Social media platforms offer a versatile space to share bite-sized content and engage with your audience. You can use platforms like Facebook, Twitter, Instagram, LinkedIn, and TikTok to post updates, share visuals, ask questions, conduct polls, and respond to comments.

Anything you post to your social platforms is technically considered ‘content’, whether it be a carousel of graphics to shine a light on a topical issue or just a quick behind-the-scenes snap on your Instagram story.

User-generated Content

User-generated content involves encouraging your audience to create and share content related to your brand or products. This can include testimonials, reviews, social media mentions, or creative submissions. User-generated content adds authenticity and builds a community around your brand.

If you are after specific user-generated content, then collaborating with an influencer or content creator within your niche can be a great way to gather quality content, as they can follow a brief to create the content you need.

Landing Page Copy

Landing page and product copy is another form of content that is essential for your digital marketing strategy. This copy is what you see on the category, product, and information pages of your website. Essentially, it is the words you see across your site. If you want to improve the SEO of your website, then implementing strong landing page copy across your category pages is essential.

Making sure your product pages are informative, with clear details and reaching your target keywords will be beneficial for both SEO purposes, and for helping customers make the decision to purchase.

Email Newsletters

Email newsletters help you to maintain regular communication with your audience. They can include company updates, exclusive offers, and personalised recommendations. Email marketing is an effective way to nurture leads and drive conversions.


Video content has gained tremendous popularity in recent years. It allows you to deliver engaging and visually appealing messages. Videos can be used for product demonstrations, customer testimonials, interviews, explainer videos, webinars, and even live-streaming events.

Video content can be repurposed across many content channels, including within blog posts, across social media and on product pages.


Infographics present complex information in a visually appealing and easily digestible format. They combine text, graphics, and illustrations to present data, statistics, or step-by-step processes. Infographics are highly shareable and can be used on websites, social media, and in presentations.

Case Studies

Case studies provide real-life examples of how your product or service has benefited your customers. They showcase your expertise, highlight successful implementations, and help build trust with potential customers who can relate to similar challenges and objectives.

E-books and Whitepapers

E-books and whitepapers are longer-form pieces of content that delve into specific topics or provide in-depth industry insights. They are valuable resources that establish your credibility, capture leads, and can be very useful for your customers. Research from whitepapers may also be picked up by press or other blogs within your niche, which can help build links and improve your brand recognition.


Podcasts have gained significant traction as an audio medium for sharing information, conducting interviews, and discussing industry trends. Creating a podcast allows you to connect with your audience on a personal level and provide valuable content in a convenient format.

Webinars and Online Courses

Webinars and online courses provide opportunities to educate your audience, share expertise, and showcase your products or services. They allow for real-time interaction, Q&A sessions, and can be used to generate leads or establish yourself as a thought leader.

Remember, the types of content you choose to include in your marketing strategy should align with your target audience’s preferences, your brand voice, and your overall marketing objectives. By diversifying your content formats, you can reach a wider audience and effectively engage potential customers at different stages of their buyer’s journey.