13 brilliant types of content marketing you should be using

13 brilliant types of content marketing you should be using

9 minute read

13 brilliant types of content marketing you should be using

9 minute read

13 brilliant types of content marketing you should be using

Afoma Umesi

GatherContent Contributor, Writer
The best content marketers use content marketing like a Swiss army knife: one channel, many tools.

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Although search engines are still a major traffic source for B2B brands, several other content types are showing promise, and diversifying your content can be beneficial.

In this article, we’ll take a closer look at why you should be investing in multiple content types, 13 types of content marketing to explore, and some expert recommendations on which ones are most effective.

Why use different types of content marketing

If you’ve been using one main content format and it’s working, you might not see the need to branch out. But there are a few reasons why we recommend including different forms of content in your content marketing strategy.

Attracting a new audience

Using new types of content can help you reach new kinds of customers. For example, while C-level executives prefer direct mail and events like webinars, Gen Z customers gravitate toward short video content.

best content for c suite execs - types of content marketing
C-suite audiences prefer direct mail, events like webinars, and emails (Source)

If your marketing team decides to stick to the traditional blog post, you might be leaving a ton of money on the table.

Keeping current customers engaged

Marketing is ever-changing and customers are beginning to despise “salesy” content.

b2b customer preferences - types of content marketing
B2B customers want vendors to cut the sales messages (Source)

In the past, lengthy posts over 3000 words won the top search engine rankings. But now, more people report preferring shorter articles. Delving into new types of content—even on a trial-and-error basis—helps keep your current customers engaged.

Showing more sides of your product

Screenshots are handy, but are text posts doing your product or service justice?


Sometimes different types of content—such as videos or in-depth product guides—can give your leads a better look at the workings of your product and may just be the nudge they need to convert.


Even if you have a high-quality landing page or blog posts, potential customers may also want to see case studies and testimonials before they try your product.

13 Types of content marketing worth trying

We’ve rounded up 13 of the most popular and impactful types of content marketing. Whether you’re a new or a veteran content marketer, these content formats are worth trying.

1. Blog posts

The good ol’ blog post (like this one you’re reading!) is the traditional content marketing format—and for good reason. Enhanced with search engine optimization (SEO) best practices, blog posts can drive traffic and increase conversions for your business.

According to research by BrightEdge, B2B businesses generate twice the income from organic search than from any other channel.

blog posts b2b roi - types of content marketing
Benefits of optimizing your organic search results

Your roster of blog posts might include listicles and how-to articles—but if you want to go the extra mile, consider incorporating thought leadership and brand journalism content. You can also make your posts more fun by adding GIFs, memes, or built-in quizzes.

Compared to other kinds of content, blog posts can require less time and fewer resources. Yet they often produce long-lasting search result impact—particularly with backlinks supporting them.

2. Product/how-to guides

How-to guides are slightly different from the average how-to blog post because rather than addressing general topics, they teach readers how to use your specific product or service.

Product guides are important because they show potential leads how useful your product is, while helping you retain existing customers by giving them the tools to get the most out of your product.

Automation tool provider Zapier shares guides that showcase what their product does and how users can maximize its benefits. For example, this post shows how to use Zapier with Google Drive.

zapier product guides - types of content marketing
Zapier’s engaging articles include visual aids and links to try their product

Make your product more accessible and appealing to users by building articles and guides around its features.

3. Videos

Videos have taken content marketing by storm over the last two years, consistently ranking as the most effective format for B2B audiences.

According to Wyzowl’s 2022 survey, 92% of marketers say that videos are a major part of their content strategy and 87% say the medium has increased their website traffic.

Videos can be extra engaging and help customers put a face to the brand. They also rank highly on search engines.

video marketing roi - types of content marketing
Videos have consistently increased website traffic over the years

Not sure how to use videos in your marketing? You can create explainer videos, product demos, videographics (the video counterpart of infographics), and even teaser promo videos for your articles.

A great example of this is marketing automation platform Klaviyo—the company uses teaser videos to promote new articles on social media platforms like Twitter and LinkedIn.

video marketing example - types of content marketing
Klaviyo uses teaser videos to distribute posts on social media

4. Ebooks

Ebooks are as classic as blog posts. You can use ebooks as lead magnets or as free products to showcase your industry expertise and build trust with your audience. Ebooks work as middle-of-the-funnel (MOFU) and bottom-of-the-funnel (BOFU) content and can help you build a loyal following.

At GatherContent, we’ve created a library of useful ebooks on a range of topics surrounding content governance, creation, and management. Our Essential Guide to Content Creation is a great place to start.

5. Case studies

Although surveys show that case studies have been dethroned by newer content formats like webinars and videos, they’re still powerful—especially later in the customer journey.

Case studies showcase hard data to prove the efficacy of your product or service and are often influential to conversions at the decision-making stage.

According to research by Demand Gen, 46% of marketers rank case studies as their top MOFU format while 35% rank it as their most effective BOFU format.

case studies roi - types of content marketing
Case studies are a valuable MOFU and BOFU format

You can host case studies on your website as blog posts or web pages. Alternatively, use them as lead magnets or gated assets to build your mailing list. Email marketing client ConvertKit shares case studies on its website, highlighting the impact of its service on customers’ businesses.

convertkit case studies - types of content marketing
ConvertKit uses case-study blog posts to promote their service

6. White papers

Like ebooks and case studies, white papers are longer-form content that educate your audience and build audience trust in your brand. Because of their high value, they are practical lead generation tools with the potential to reach top-level stakeholders.

7. Podcasts

Podcasts are also new to the B2B marketing world and growing more popular in general. Statista reported that as of 2022, 62% of American consumers had listened to podcasts—up from 57% in the previous year.

So far there’s little research on the impact of podcasts in B2B marketing specifically, but podcasts can be instrumental in creating brand awareness and providing value to your target (or an adjacent) audience without being too salesy.

For example, Fellow’s Supermanagers podcast is aimed at their target audience, sharing value-packed interviews with leaders of other businesses. Although the podcast often gives a nod to the Fellow app, the discussions are never centered around promoting the product.

If you enjoy the podcast medium and have a brilliant, value-packed idea with the budget to make it work, it’s worth a shot.

8. Infographics

Infographics are visual content designed to provide informative summaries at a glance. They typically include charts or graphs with short text to highlight key points and data.

infographics stats - types of content marketing
Infographics rank as the third most popular content type in Hubspot's survey (Source)

Although infographics are not a major content type in B2B marketing (only about 42% of marketers use them, according to HubSpot), they have the advantage of being easily shareable. This makes them a handy way to distribute industry research, statistical roundups, step-by-step guides, and other easily digestible content.

9. Checklists

Like infographics, checklists have audience appeal. Unlike infographics, checklists are often designed as lead magnets, not shareable assets. And they convert! GetResponse reports that 58.6% of marketers credit short-form written lead magnets, like checklists, for their highest conversion rates.

Make a checklist to help your target customer speed up a pain-point process in their job and publicize it in a blog post or on social media. Gaining access to customers’ inboxes is the first step to nurturing them all the way to conversion.

10. Courses

Do you have a lot of in-depth educational content but you’re not sure where to share it? Consider creating free courses.

You can make courses about using your product or to help customers solve their pain points. Your courses can be a mix of slides and videos and can be used as lead magnets.

Ahrefs created an Academy where it hosts a slew of courses about Ahrefs and SEO in general.

ahrefs academy screenshot - types of content marketing
Ahrefs Academy provides courses about Ahrefs and SEO

Many users first learn of Ahrefs through their courses. After reading through their content, they eventually become paying customers because they trust the company’s expertise.

11. Webinars

Webinars became more common with the surge of virtual events during the COVID-19 pandemic. According to the Content Marketing Institute, 51% of marketers rated webinars, webcasts, and web series as the most profitable uses of video marketing.

Besides being an effective way to target C-level executives and customers at all levels, webinars also make for excellent lead magnets. If you do have a webinar, be sure to promote it beforehand and send out surveys and questionnaires afterward to get attendee feedback.

12. User-generated content

User-generated content (UGC) is most popular on social media, where brands repost customer stories about using their products. But even if your brand does not actively use social platforms, you can take advantage of UGC in the form of customer reviews, success stories, and testimonials.

Go the extra mile by asking customers to record video testimonials for your website. Alternatively, include their pictures on your site to help potential customers trust their reviews.

13. Influencer content

Although influencer marketing is popular in B2C marketing, it’s also gaining ground in B2B. Reports from TopRank Marketing show that 96% of B2B brands are confident about influencer marketing.

B2B brands are confident about influencer marketing - types of content marketing
B2B brands are confident about influencer marketing

Brands are winning with this form of content marketing using live panel discussions, organic social, and blog content featuring influencers. Productivity company monday.com harnessed the power of influencer marketing to hit 1,790% above their social reach goals.

To join the ranks of B2B brands using influencer marketing, consider working with a reputable influencer network. They can help you choose people with a highly engaged following who are interested in your product.

Content marketing experts share their favorite content types

We spoke with multiple content marketing experts about the unique and traditional content formats currently working for them. If you need some inspiration, you’ll find it here.

Comics for B2B marketing

Comics for B2B? It seems like a long shot, but that’s what Dr. Fio Dossetto, the Editorial Lead at Postmark, does.

She says,

"We run an email deliverability–focused blog and guides for developers. It’s a niche audience with a technical focus. We recently started a comic book spin-off where we teach technical email concepts to dev and non-dev folks in an easy way. When we launched it on Product Hunt, we made top 10 of the day and got a lot of love."
Dr. Fio Dossetto
Editorial Lead, Postmark

Takeaway: Don’t be afraid to try out-of-the-box content, as long as it resonates with your audience.

Use white papers to stand out

If you don’t want to regurgitate identical content on search engine result pages, you might do better with long-form content like white papers. Take it from Sarah L. Parker, content writer and copywriter for B2B technology & SaaS.

She says,

"My favorite content is the white paper. In an internet filled with copycat content and sales-led pieces, it’s an opportunity to boost thought leadership and build genuine trust with readers. The key is to provide educational content that helps your audience solve a problem or make a decision that will drive business forward in the future. Once you can do that, your B2B buyers will move closer to a purchasing decision, and they’re more likely to choose you."
Sarah L. Parker
Content writer and copywriter for B2B technology & SaaS.

Takeaway: Long-form content like ebooks and white papers is harder to copy and more likely to position you as a helpful industry expert.

Try a mix of content types

Kim Herrington, founder of search marketing agency Orsanna, likes what she calls “hybrid” content—where there are multiple content types included in a single article.

Herrington says,

"These kinds of posts are proven to rank better in search engines and allow you to repurpose content across multiple platforms, giving your site and brand a boost in search and other platforms too.

For example, if there’s a topic you know you’d like to be the top authority on, write a blog post that covers the topic in depth. Then use that blog post to structure and create a video. To publish the content, embed the video in the blog post as your first step. Next, cut the long-form video into clips and distribute those as individual pieces of content by publishing each section on your YouTube and social media channels"
Kim Herrington
Creative Director & Founder, Orsanna

Takeaway: Don’t be afraid to create “all-in-one” content, using one major piece of content that has the potential not only to rank higher but also to gain more views and impressions across multiple networks.

Invest in short-form videos

Jakub Rudnik, in Content Marketing at Scribe, is a fan of traditional blog posts and how easily they generate traffic when they start to rank. Recently, though, his marketing team has found success with short-form videos.

Rudnik says,

"We also have been using short-form videos—TikTok, Instagram Reels, YouTube Shorts—to drive hundreds of sign-ups a day. You're not really in control of the algorithm, and you need to constantly create content, but the potential reach on one of these platforms is enormous. We've had a video get nearly 1 million views and it took less than two hours to create. No other medium can do that."
Jakub Rudnik
Content Marketing, Scribe

Elevate your content marketing with GatherContent

Whether you’re creating blog content, case studies, or how-to guides, GatherContent has templates, workflows, and content management support to help you succeed. We’re an all-in-one content marketing platform where you can plan, create, and publish your content without leaving the hub!

Ready to supercharge your marketing efforts? Register on GatherContent.

Although search engines are still a major traffic source for B2B brands, several other content types are showing promise, and diversifying your content can be beneficial.

In this article, we’ll take a closer look at why you should be investing in multiple content types, 13 types of content marketing to explore, and some expert recommendations on which ones are most effective.

Why use different types of content marketing

If you’ve been using one main content format and it’s working, you might not see the need to branch out. But there are a few reasons why we recommend including different forms of content in your content marketing strategy.

Attracting a new audience

Using new types of content can help you reach new kinds of customers. For example, while C-level executives prefer direct mail and events like webinars, Gen Z customers gravitate toward short video content.

best content for c suite execs - types of content marketing
C-suite audiences prefer direct mail, events like webinars, and emails (Source)

If your marketing team decides to stick to the traditional blog post, you might be leaving a ton of money on the table.

Keeping current customers engaged

Marketing is ever-changing and customers are beginning to despise “salesy” content.

b2b customer preferences - types of content marketing
B2B customers want vendors to cut the sales messages (Source)

In the past, lengthy posts over 3000 words won the top search engine rankings. But now, more people report preferring shorter articles. Delving into new types of content—even on a trial-and-error basis—helps keep your current customers engaged.

Showing more sides of your product

Screenshots are handy, but are text posts doing your product or service justice?


Sometimes different types of content—such as videos or in-depth product guides—can give your leads a better look at the workings of your product and may just be the nudge they need to convert.


Even if you have a high-quality landing page or blog posts, potential customers may also want to see case studies and testimonials before they try your product.

13 Types of content marketing worth trying

We’ve rounded up 13 of the most popular and impactful types of content marketing. Whether you’re a new or a veteran content marketer, these content formats are worth trying.

1. Blog posts

The good ol’ blog post (like this one you’re reading!) is the traditional content marketing format—and for good reason. Enhanced with search engine optimization (SEO) best practices, blog posts can drive traffic and increase conversions for your business.

According to research by BrightEdge, B2B businesses generate twice the income from organic search than from any other channel.

blog posts b2b roi - types of content marketing
Benefits of optimizing your organic search results

Your roster of blog posts might include listicles and how-to articles—but if you want to go the extra mile, consider incorporating thought leadership and brand journalism content. You can also make your posts more fun by adding GIFs, memes, or built-in quizzes.

Compared to other kinds of content, blog posts can require less time and fewer resources. Yet they often produce long-lasting search result impact—particularly with backlinks supporting them.

2. Product/how-to guides

How-to guides are slightly different from the average how-to blog post because rather than addressing general topics, they teach readers how to use your specific product or service.

Product guides are important because they show potential leads how useful your product is, while helping you retain existing customers by giving them the tools to get the most out of your product.

Automation tool provider Zapier shares guides that showcase what their product does and how users can maximize its benefits. For example, this post shows how to use Zapier with Google Drive.

zapier product guides - types of content marketing
Zapier’s engaging articles include visual aids and links to try their product

Make your product more accessible and appealing to users by building articles and guides around its features.

3. Videos

Videos have taken content marketing by storm over the last two years, consistently ranking as the most effective format for B2B audiences.

According to Wyzowl’s 2022 survey, 92% of marketers say that videos are a major part of their content strategy and 87% say the medium has increased their website traffic.

Videos can be extra engaging and help customers put a face to the brand. They also rank highly on search engines.

video marketing roi - types of content marketing
Videos have consistently increased website traffic over the years

Not sure how to use videos in your marketing? You can create explainer videos, product demos, videographics (the video counterpart of infographics), and even teaser promo videos for your articles.

A great example of this is marketing automation platform Klaviyo—the company uses teaser videos to promote new articles on social media platforms like Twitter and LinkedIn.

video marketing example - types of content marketing
Klaviyo uses teaser videos to distribute posts on social media

4. Ebooks

Ebooks are as classic as blog posts. You can use ebooks as lead magnets or as free products to showcase your industry expertise and build trust with your audience. Ebooks work as middle-of-the-funnel (MOFU) and bottom-of-the-funnel (BOFU) content and can help you build a loyal following.

At GatherContent, we’ve created a library of useful ebooks on a range of topics surrounding content governance, creation, and management. Our Essential Guide to Content Creation is a great place to start.

5. Case studies

Although surveys show that case studies have been dethroned by newer content formats like webinars and videos, they’re still powerful—especially later in the customer journey.

Case studies showcase hard data to prove the efficacy of your product or service and are often influential to conversions at the decision-making stage.

According to research by Demand Gen, 46% of marketers rank case studies as their top MOFU format while 35% rank it as their most effective BOFU format.

case studies roi - types of content marketing
Case studies are a valuable MOFU and BOFU format

You can host case studies on your website as blog posts or web pages. Alternatively, use them as lead magnets or gated assets to build your mailing list. Email marketing client ConvertKit shares case studies on its website, highlighting the impact of its service on customers’ businesses.

convertkit case studies - types of content marketing
ConvertKit uses case-study blog posts to promote their service

6. White papers

Like ebooks and case studies, white papers are longer-form content that educate your audience and build audience trust in your brand. Because of their high value, they are practical lead generation tools with the potential to reach top-level stakeholders.

7. Podcasts

Podcasts are also new to the B2B marketing world and growing more popular in general. Statista reported that as of 2022, 62% of American consumers had listened to podcasts—up from 57% in the previous year.

So far there’s little research on the impact of podcasts in B2B marketing specifically, but podcasts can be instrumental in creating brand awareness and providing value to your target (or an adjacent) audience without being too salesy.

For example, Fellow’s Supermanagers podcast is aimed at their target audience, sharing value-packed interviews with leaders of other businesses. Although the podcast often gives a nod to the Fellow app, the discussions are never centered around promoting the product.

If you enjoy the podcast medium and have a brilliant, value-packed idea with the budget to make it work, it’s worth a shot.

8. Infographics

Infographics are visual content designed to provide informative summaries at a glance. They typically include charts or graphs with short text to highlight key points and data.

infographics stats - types of content marketing
Infographics rank as the third most popular content type in Hubspot's survey (Source)

Although infographics are not a major content type in B2B marketing (only about 42% of marketers use them, according to HubSpot), they have the advantage of being easily shareable. This makes them a handy way to distribute industry research, statistical roundups, step-by-step guides, and other easily digestible content.

9. Checklists

Like infographics, checklists have audience appeal. Unlike infographics, checklists are often designed as lead magnets, not shareable assets. And they convert! GetResponse reports that 58.6% of marketers credit short-form written lead magnets, like checklists, for their highest conversion rates.

Make a checklist to help your target customer speed up a pain-point process in their job and publicize it in a blog post or on social media. Gaining access to customers’ inboxes is the first step to nurturing them all the way to conversion.

10. Courses

Do you have a lot of in-depth educational content but you’re not sure where to share it? Consider creating free courses.

You can make courses about using your product or to help customers solve their pain points. Your courses can be a mix of slides and videos and can be used as lead magnets.

Ahrefs created an Academy where it hosts a slew of courses about Ahrefs and SEO in general.

ahrefs academy screenshot - types of content marketing
Ahrefs Academy provides courses about Ahrefs and SEO

Many users first learn of Ahrefs through their courses. After reading through their content, they eventually become paying customers because they trust the company’s expertise.

11. Webinars

Webinars became more common with the surge of virtual events during the COVID-19 pandemic. According to the Content Marketing Institute, 51% of marketers rated webinars, webcasts, and web series as the most profitable uses of video marketing.

Besides being an effective way to target C-level executives and customers at all levels, webinars also make for excellent lead magnets. If you do have a webinar, be sure to promote it beforehand and send out surveys and questionnaires afterward to get attendee feedback.

12. User-generated content

User-generated content (UGC) is most popular on social media, where brands repost customer stories about using their products. But even if your brand does not actively use social platforms, you can take advantage of UGC in the form of customer reviews, success stories, and testimonials.

Go the extra mile by asking customers to record video testimonials for your website. Alternatively, include their pictures on your site to help potential customers trust their reviews.

13. Influencer content

Although influencer marketing is popular in B2C marketing, it’s also gaining ground in B2B. Reports from TopRank Marketing show that 96% of B2B brands are confident about influencer marketing.

B2B brands are confident about influencer marketing - types of content marketing
B2B brands are confident about influencer marketing

Brands are winning with this form of content marketing using live panel discussions, organic social, and blog content featuring influencers. Productivity company monday.com harnessed the power of influencer marketing to hit 1,790% above their social reach goals.

To join the ranks of B2B brands using influencer marketing, consider working with a reputable influencer network. They can help you choose people with a highly engaged following who are interested in your product.

Content marketing experts share their favorite content types

We spoke with multiple content marketing experts about the unique and traditional content formats currently working for them. If you need some inspiration, you’ll find it here.

Comics for B2B marketing

Comics for B2B? It seems like a long shot, but that’s what Dr. Fio Dossetto, the Editorial Lead at Postmark, does.

She says,

"We run an email deliverability–focused blog and guides for developers. It’s a niche audience with a technical focus. We recently started a comic book spin-off where we teach technical email concepts to dev and non-dev folks in an easy way. When we launched it on Product Hunt, we made top 10 of the day and got a lot of love."
Dr. Fio Dossetto
Editorial Lead, Postmark

Takeaway: Don’t be afraid to try out-of-the-box content, as long as it resonates with your audience.

Use white papers to stand out

If you don’t want to regurgitate identical content on search engine result pages, you might do better with long-form content like white papers. Take it from Sarah L. Parker, content writer and copywriter for B2B technology & SaaS.

She says,

"My favorite content is the white paper. In an internet filled with copycat content and sales-led pieces, it’s an opportunity to boost thought leadership and build genuine trust with readers. The key is to provide educational content that helps your audience solve a problem or make a decision that will drive business forward in the future. Once you can do that, your B2B buyers will move closer to a purchasing decision, and they’re more likely to choose you."
Sarah L. Parker
Content writer and copywriter for B2B technology & SaaS.

Takeaway: Long-form content like ebooks and white papers is harder to copy and more likely to position you as a helpful industry expert.

Try a mix of content types

Kim Herrington, founder of search marketing agency Orsanna, likes what she calls “hybrid” content—where there are multiple content types included in a single article.

Herrington says,

"These kinds of posts are proven to rank better in search engines and allow you to repurpose content across multiple platforms, giving your site and brand a boost in search and other platforms too.

For example, if there’s a topic you know you’d like to be the top authority on, write a blog post that covers the topic in depth. Then use that blog post to structure and create a video. To publish the content, embed the video in the blog post as your first step. Next, cut the long-form video into clips and distribute those as individual pieces of content by publishing each section on your YouTube and social media channels"
Kim Herrington
Creative Director & Founder, Orsanna

Takeaway: Don’t be afraid to create “all-in-one” content, using one major piece of content that has the potential not only to rank higher but also to gain more views and impressions across multiple networks.

Invest in short-form videos

Jakub Rudnik, in Content Marketing at Scribe, is a fan of traditional blog posts and how easily they generate traffic when they start to rank. Recently, though, his marketing team has found success with short-form videos.

Rudnik says,

"We also have been using short-form videos—TikTok, Instagram Reels, YouTube Shorts—to drive hundreds of sign-ups a day. You're not really in control of the algorithm, and you need to constantly create content, but the potential reach on one of these platforms is enormous. We've had a video get nearly 1 million views and it took less than two hours to create. No other medium can do that."
Jakub Rudnik
Content Marketing, Scribe

Elevate your content marketing with GatherContent

Whether you’re creating blog content, case studies, or how-to guides, GatherContent has templates, workflows, and content management support to help you succeed. We’re an all-in-one content marketing platform where you can plan, create, and publish your content without leaving the hub!

Ready to supercharge your marketing efforts? Register on GatherContent.

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