Top 15 Types of Content Marketing to Use in 2025

There are many types of content marketing that brands use to reach and connect with their audience in a more meaningful way. From blog articles and videos to email newsletters, podcasts, and social media posts, each format serves a different purpose. Some help drive traffic, others build trust, and a few are great for turning interest into actual sales. The key is knowing which content type fits your goals and audience best. When the right types of content marketing are used together, they create a smoother experience for the customer and stronger results for the business over time.

What is Content Marketing?

Content marketing is basically about using useful, relevant content to grab attention and build trust with the people you want to reach. Instead of pushing out hard-sell messages or traditional ads, you’re creating things people actually want to read, watch, or listen to, things that help them, teach them, or just give them something valuable.

It’s not just about getting views. The real goal is to bring people in, keep them interested, and guide them toward taking action over time, whether that’s signing up, buying something, or coming back for more. Good content marketing doesn’t feel like marketing at all. It feels like something worth paying attention to.

Also Read: What is Content Marketing in Digital Marketing?

What are the Types of Content Marketing?

Content marketing isn’t just blog posts and email newsletters anymore. It’s a whole ecosystem – videos, infographics, podcasts, social posts, webinars, even things like quizzes or swipe files. And each of these formats plays a different role depending on what you’re trying to do – bring in traffic, explain something complex, build trust, drive conversions, the list goes on.

Most brands don’t stick to just one type either. They mix and match based on their goals, platforms, and where their audience is in the journey. Some formats are great for visibility, others for nurturing. When combined strategically, that’s where content marketing really starts to pull its weight.

Why is it Important to Use Different Types of Content in Marketing?

Using only one kind of content – like only writing blogs or only posting on Instagram – is like trying to cook a full meal with one ingredient. It just doesn’t work that well. Different types of content fill different gaps, and together they make your brand feel more complete, more human.

1. Adapting to Different Stages of the Funnel

Not every piece of content is meant to convert someone right away. Some just introduce your brand. Others answer very specific questions. And then there are those that push people over the line to buy, subscribe, or sign up.

We’ve seen this often: brands that only focus on top-of-funnel content (like fun social posts or traffic-driving blogs) struggle to convert. And those that skip the awareness stage? They miss out on building a broader audience. The right mix makes a huge difference.

2. Reaching Audiences Across Platforms

People are scattered across platforms – some binge YouTube videos, others scroll Instagram late at night, some only open their inbox. If you want to actually reach them, you’ve got to be present where they are, not just where it’s comfortable.

And it’s not just about reposting the same thing everywhere. Content needs to be native to the platform – a tweet isn’t a blog, a YouTube tutorial isn’t a carousel. Each has its own rhythm and expectations.

3. Improving Engagement and Conversions

Not everyone reads. Not everyone watches. People engage with content differently depending on their mood, time of day, even what device they’re using. So offering content in multiple formats increases your chances of grabbing attention – and keeping it.

More importantly, it gives people options. They can choose how they want to interact with your brand. That freedom actually boosts trust and makes your brand feel more user-centric.

4. Strengthening Brand Voice and Authority

One type of content can show you know your stuff – but multiple types? That starts to build real authority.

Think about it: a brand that has a solid blog, puts out regular videos, sends valuable emails, and runs live webinars? That looks like a brand that knows what it’s doing. It signals consistency, commitment, and a deeper investment in helping their audience. That kind of presence builds credibility over time – even if you’re not trying to be flashy about it.

Also Read: Content Marketing Strategy

How to Choose the Right Type of Content Marketing for Your Business

There’s no exact formula for this – it really comes down to a mix of understanding your audience, knowing what you’re trying to achieve, and being realistic about your capacity. It’s easy to spread yourself too thin trying to do everything.

1. Understand Your Audience’s Preferences

This is probably the most important piece. You can create the most beautiful ebook in the world, but if your audience doesn’t download stuff or prefers video, it’s wasted effort.

It helps to pay attention to patterns – what people engage with, what they share, how they comment or respond. You don’t always need deep data to see what’s resonating. Sometimes, it’s just a matter of watching and listening.

2. Consider Your Sales Funnel Stages

Map your content ideas to the buyer journey. At the awareness stage, people are looking for answers or entertainment – blogs, short videos, reels, social posts work great here.

As they move into consideration, they need more substance: think case studies, webinars, whitepapers.

And when they’re ready to act? They need proof – demos, testimonials, product comparisons, maybe a walkthrough video.

Too many businesses create great awareness content but don’t follow through with bottom-of-funnel stuff. That’s where leads tend to slip away.

3. Match Content to Business Goals

This part’s easy to overlook. Every content piece should have a job. Are you trying to drive traffic? Educate prospects? Get email signups? Close deals?

Let your business goals dictate the content type. For example, if you want backlinks, create high-quality infographics or data studies. If you’re building a newsletter list, a free downloadable template or quiz might convert better than a blog. If you’re focused on SEO, then pillar pages and blog clusters should be your foundation.

Start with the goal, then choose the format that helps get you there fastest.

Top 15 Types of Content Marketing (With Examples)

Let’s be real – content marketing can feel like a giant buffet. So many formats, so many channels, and honestly, a lot of noise. But there are a handful of content types that consistently work. Not because they’re trendy or flashy, but because they connect with people in different ways, at different stages. The trick isn’t to use all of them. It’s to figure out which ones actually move the needle for your goals.

1. Blog Content Marketing

Blogs have been around forever, and they’re still one of the most useful formats. They give you room to break down ideas, explain stuff clearly, and actually help your reader – without the pressure to sell immediately.

Why it works: When someone types a question into Google, your blog can be the answer. It’s organic, it’s scalable, and if it’s genuinely helpful, it earns trust. Blogs are also the core of most long-term SEO strategies.
Best for: Top and mid-funnel content – think guides, comparisons, or deeper dives on topics your audience is already curious about.
Example: HubSpot didn’t just start blogging because everyone else was doing it. They leaned into educational content early, and it’s been a big driver for their growth ever since.

2. Video Content Marketing

Video doesn’t just stop the scroll – it holds attention. Whether you’re telling a story, explaining something, or just showing a real human on camera, it connects faster than plain text ever will.

Why it works: It combines visuals, voice, pacing, and emotion. It’s how people want to consume content now, especially on mobile. And if you’re using the right platform – like Reels, Shorts, or TikTok – the organic reach can be insane.
Best for: Walkthroughs, behind-the-scenes, how-to content, or anything that benefits from face, tone, and energy.
Example: Nike’s videos rarely talk features. They tell a story, hit a feeling, and leave a mark. That’s the difference.

3. Social Media Content Marketing

This is your brand’s day-to-day voice. Not the formal version – the one that responds to comments, makes people laugh, shares a win, and keeps showing up consistently. Social is where you become relatable.

Why it works: The formats are short, visual, and shareable. Carousels, memes, polls – they don’t take much time to consume, but they keep your brand in someone’s head.
Best for: Awareness, engagement, and building a tone people start recognizing without even seeing your logo.
Example: Duolingo doesn’t just have a TikTok account. They’ve turned their mascot into a personality. It works because they lean all the way into it, without trying to sound like a brand that’s trying to go viral.

4. Email Content Marketing

Email might not be flashy, but it works. And it’s one of the few channels you actually own. No algorithm standing between you and your audience.

Why it works: If someone gave you their email, they’re at least somewhat interested. That’s a big deal. From there, it’s about sending content that respects their time. Good emails feel like a conversation, not an announcement.
Best for: Newsletters, welcome flows, offers, educational series – especially when they’re segmented by interest or behavior.
Example: Grammarly nails this. They send little progress nudges and tips that feel timely and helpful – not just a push to upgrade.

5. Podcast Content Marketing

Not everyone wants to read. Some people just want to listen. Podcasts are great for that, especially when the content is relaxed and real.

Why it works: It’s long-form but low effort for the listener. They can tune in while commuting, walking, or even working. And over time, that consistent voice builds a sense of familiarity.
Best for: Interviews, commentary, storytelling, or just getting your perspective out without being overly polished.
Example: GaryVee’s podcast doesn’t follow a perfect structure, and that’s part of why it works. It feels like you’re listening in on the real thing, not some scripted promo.

6. Infographic Content Marketing

Infographics are perfect when you need to explain something complex without dumping a wall of text. A good one makes people stop, skim, and get it quickly.

Why it works: Visuals stick. Especially when paired with smart design and useful data. They’re easy to share, easy to embed, and often get picked up by other sites – which helps with SEO.
Best for: Breaking down stats, showing processes, timelines, comparisons, or any info that benefits from structure and flow.
Example: We’ve seen consistently that well-designed infographics earn links. Not instantly, but over time. Especially when they explain something better than a basic paragraph ever could.

Enroll Now: Advanced Digital Marketing Course

7. Ebooks and Whitepapers

These are your deep-dive, high-value pieces. They’re not quick reads, and they’re definitely not for people just passing through. But for someone who’s seriously interested – they’re gold.

Why it works: Long-form, downloadable content feels substantial. It’s something people can save, refer to, or share with a team. And because these are often gated, they work well for lead gen too – as long as they’re genuinely helpful and not just a dressed-up blog post.
Best for: B2B, SaaS, or any offer where education plays a key role in the buying process.
Example: Salesforce regularly drops reports that people actually wait for – not just because of the data, but because they’ve built credibility around those pieces over time.

8. Webinars and Live Events

Live content isn’t always polished, but that’s actually what makes it work. It feels human. And when you’re live, there’s real-time connection – which is rare in content marketing.

Why it works: It brings urgency. People show up because it’s happening now. And if the content is good – whether it’s a training, a panel, or a demo – it becomes memorable. Bonus if you’re engaging the chat and answering questions.
Best for: Nurturing warm leads, showing how something works, or going deeper than what you can cover in a post or blog.
Example: We’ve noticed that brands who do regular live sessions (especially if they follow up with replays or slides) tend to build stronger email lists and stronger trust.

9. User-Generated Content (UGC)

You can talk about your brand all day – but when real people do it for you, that hits differently. UGC is raw, unfiltered, and usually more believable than anything in your ad copy.

Why it works: It’s social proof, without you having to say a word. Whether it’s a tagged photo, an unboxing video, or a review, UGC shows people that others are already getting value.
Best for: Lifestyle brands, ecommerce, and communities that have natural excitement around the product.
Example: GoPro leans into this hard. Their users basically are the content team – and it works because the footage is real and the product is clearly doing its job.

10. Case Studies and Client Stories

This is the content that gets shown right before a decision. Someone’s already interested – they just need proof. That’s where case studies come in.

Why it works: It’s storytelling backed by numbers. You show the problem, the process, and the outcome – in a way that helps a prospect see themselves in the success story.
Best for: Sales enablement, bottom-of-funnel content, and any time you need to close the gap between “sounds good” and “let’s go.”
Example: HubSpot does this well by tailoring their case studies by industry. So if you’re a small business in healthcare, you can find your version of success.

11. Interactive Content (Quizzes, Calculators, Polls)

This type of content doesn’t just sit there. It invites people to participate – which instantly makes it more engaging.

Why it works: People love instant feedback. Whether it’s a quiz result, a savings estimate, or a personality breakdown, it feels tailored – and that keeps attention. It also gives you great data to personalize follow-ups.
Best for: Lead generation, discovery tools, product recommendations, or just spicing up your funnel.
Example: You’ve probably seen quiz funnels everywhere. That’s not by accident – they convert well when done right, especially when the follow-up feels just as personalized.

12. Product-Led Content

This is where your content doesn’t just talk about your product – it uses your product. Tutorials, walkthroughs, real use cases. No fluff.

Why it works: It shows your product solving a real problem in context. And that’s way more effective than just listing out features.
Best for: SaaS, apps, tools – anything that needs to be shown, not just explained.
Example: Notion’s use-case videos and template tutorials are basically product content disguised as helpful guides. And that’s exactly why people love them.

13. Educational Courses and Learning Hubs

Teaching is underrated in content marketing. A free course, even if it’s simple, can completely change how someone sees your brand.

Why it works: You’re not just saying you know what you’re doing – you’re showing it by helping others do it too. Plus, course-style content builds serious trust.
Best for: Authority building, nurturing leads over time, and turning users into long-term customers.
Example: Shopify Learn is full of short lessons that help their audience grow businesses. It’s smart because every piece of content naturally connects back to using their product.

14. Templates, Tools, and Swipe Files

This is the kind of content people actually save. It solves a problem immediately. No explanation needed, no pitch required.

Why it works: High-utility, low-commitment. A template or swipe file gets used, bookmarked, and shared – and often leads to more interest in what else you offer.
Best for: Lead magnets, blog upgrades, and giving people a “quick win.”
Example: Headlines, email scripts, content calendars – this type of content is everywhere for a reason. It works.

Also Read: Best Content Optimization Tools

15. SEO Content

This is the long game. But if you play it right, SEO content keeps delivering – long after you’ve hit publish.

Why it works: It captures search intent. You’re answering what people are already asking, and doing it better than the other results out there.
Best for: Evergreen topics, inbound traffic, and owning a niche in search.
Example: Ahrefs built their blog around this idea – every post targets a clear query, and most of them rank. That steady traffic feeds into their product funnel naturally.

What are the Benefits of Using Multiple Types of Content Marketing?

Using different formats isn’t just a creative decision – it’s a performance one. Mixing content types gives you flexibility, reach, and better results across the board.

• Target the right people at the right time, with the right format
  
• Cover more ground in search engines and on social feeds
  
• Improve conversion rates by supporting each funnel stage
  
• Keep people engaged longer and encourage deeper exploration
  
• Build trust through repetition and consistency across formats
  

It’s not about doing everything. It’s about being intentional and knowing which content types complement each other.

Also Read: Content Marketing vs Digital Marketing

How Do Brands Use Different Types of Content Together?

The most effective content strategies don’t operate in silos. They stack.

• Nike uses emotional videos to build brand affinity, UGC to build community, and social posts to stay culturally relevant.
  
• HubSpot pairs long-form blog content with lead-gen tools, follow-up email sequences, and detailed templates – all tied together.
  
• Young Urban Project blends educational courses, social media content (especially Reels), and lead magnets to nurture users from awareness to conversion.

Each piece supports the others. Content works better together than alone.

Also Read: AI Content Strategy

Content Marketing Funnel: What Type of Content Works Where?

Here’s a simplified view, but it’s one that helps a lot when mapping out your content plan:

Top of Funnel (Awareness)

• Blogs
  
• Social content
  
• Videos
  
• Infographics

Goal: Get discovered, entertain, educate, spark curiosity.

Middle of Funnel (Consideration)

• Ebooks
  
• Webinars
  
• Case studies
  
• Comparison guides

Goal: Build trust, educate deeply, address objections.

Bottom of Funnel (Conversion)

• Product demos
  
• Free trials
  
• Testimonials
  
• Pricing pages with clear CTAs

Goal: Close the deal, show proof, make it easy to act.

Post-Purchase (Retention)

• Onboarding emails
  
• User communities
  
• Exclusive content
  
• How-to videos

Goal: Keep customers engaged, happy, and loyal.

Also Read: AI Tools for Content Creation

TL;DR: Key Takeaways

• Content marketing isn’t one-size-fits-all. There are over 15 major types – each with a specific strength.
  
• Different formats connect with different people, on different platforms, at different funnel stages.
  
• The most successful brands layer multiple content types together into a cohesive experience.
  
• Strategy > volume. Choose formats based on goals, audience, and context.
  
• The future of marketing is integrated, flexible, and audience-first.

Also Read: How To Become A Content Writer

FAQ: Types of Content Marketing