9 Types of Content Marketing

By Isabel Illig

6 min read

Determining which types of content marketing are best for your brand can be challenging. There are so many forms out there that you may be struggling to choose where to start. As expert marketers, we see this issue commonly from our clients. That’s why we compiled an all-star list of our nine favorite types of content used in digital marketing.

9 Types of Content in Digital Marketing

There is a plethora of content you can create and promote for your marketing efforts. It is best to pick and choose which content you will create based on your brand’s size and resources. Some of our favorite forms of content are as follows:

  1. Blogs
  2. Video Content
  3. Infographics
  4. eBooks
  5. User-generated content
  6. Whitepapers
  7. Checklists
  8. How-to Guides
  9. Influencers


Blogging is by far one of the best ways to improve SEO on your website. Search engine optimization helps you show up on search engine result pages through relevant keywords, backlinks, and meta-data. When choosing blog topics, you should focus on what is relevant to your product or service.

It’s important to keep in mind that blogs are not another sales mechanism. They are educational resources for your audience that establish your company’s thought leadership in the industry. If you aren’t sure where to start with blogging, we recommend selecting a high-performing social media post and elaborating on it. You may want to organize blog content into pillars or clusters for a seamless flow throughout your articles.


Video content is a highly engaging form of content marketing. Videos are also very versatile; you can use them on your website, as organic social media posts, as ads, in email marketing, and more!

What’s more, video content proves to be very effective for acquiring potential customers. HubSpot research shows 93% of brands reported getting a new customer because of a video on social media, making them a lead magnet.

Dennis Yu’s dollar-a-day Facebook ad strategy lays out the benefits and details of using video in ads. By creating three 1-minute videos for each stage of the buyer journey and spending just one dollar a day, you can reach your target audience in every step of the sales funnel.


One type of content marketing that is fun and eye-catching is infographics. Infographics are great to help your audience visualize and better understand stats, metrics, or other complex or dull information. They help break up data-rich information into exciting and engaging visual content.


When you break it down, eBooks are essentially elaborate blogs. You can use long-form content like eBooks to present valuable information in a bit more depth. For example, you can take a piece of content you created in the past like a blog and expand it into an eBook. Maybe think about including an infographic or engaging images you’ve used in social media to break up the text.

User-Generated Content

Repurposing user-generated content is an interactive and cost-effective way to increase brand awareness and relatability. Get customers involved by turning their reviews into branded graphics or by reposting their photo with your product onto your social media account and tagging them in it!

Another way to utilize user-generated content is by featuring testimonials and reviews on your website. Create a slide of the best ones, so people viewing your website can see what others say. You could also highlight them in your email marketing campaigns. Customers love to see what other people have to say about brands and products, so give it a try!


Whitepapers are a more information-packed piece of content than an e-book. They are especially handy when addressing intricate processes or solutions. Create a whitepaper to explain a step or multiple steps of that process, answer frequently asked questions, or address common mistakes.


Checklists provide a step-by-step solution to a complex consumer problem related to your product or service. If clients can easily overlook some details, create a list to guide them through the process.

How-to Guides

How-to guides give new customers the chance to see your product or service in action before converting. You can post these guides to social media, under the resources tab on your website as a freebie, or send them to your email list. A small business owner with limited resources could use Instagram carousels to explain products and services visually.


Influencers come in many shapes and sizes, and collaborating with them allows you to reach an audience that may have been previously unaware of your brand. Do a quick Google search to find well-known bloggers in your industry and get to know their work. Establish trust and then send them a press release or ask them to feature your product in their next piece of content. You could also invite them to write a guest post for your company blog.

If you’re looking for more of a social media presence, sift through hashtags relevant to your brand and find the most popular profiles. Engage with their content to show them your interest. Then reach out to them directly or contact their representation with a proposal.

These are our favorite types of content for marketing campaigns, but many more pieces of content are worth creating. Take some time to explore and discover what works best for you and your brand. If you’re having difficulties forming a content marketing strategy, reach out to one of the experts at Front Porch Solutions!

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