15 Types of Content Marketing That Work

15 Types of Content Marketing That Work

This is a guest post by Shanna Mallon from Straight North.

In 2013 more than ever, content will be king. According to Doug Kessler, Creative Director and Co-Founder of Velocity Partners, it’s “tipping this year because it works. Content is the engine of search, social, outbound and Web marketing.” So with that in mind, what are you doing to jump on the content train?

To help you decide which content marketing methods are right for you, here’s a list of 15 types that work. Which will you use this year to build your business?

1. Blog Posts

It should come as no surprise to see blog posts on this list—blogs are often the first thing that comes to mind when people think content marketing—but that’s only because blogs are such a natural way to promote your message. By setting up a blog, you create a resource for your customers and a place that reinforces your brand.

2. Guest Blog Posts

Just as important as writing posts on your own blog is contributing elsewhere online—in fact, according to author Jeff Goins, “Guest-posting is the single most important strategy for growing your blog readership and platform.” When you write articles on other websites, you get your content in front of new audiences and expand your presence.

3. How-To Guides

Whether in a video, a blog post, a series of photos, or a website page, how-to guides draw readers in and give you a chance to demonstrate your subject expertise. Use them to show your audience how to complete a project, learn a new skill, or put into practice some specific tips.

How-To Guides as Content Marketing

4. Images

A whopping 93 percent of communication is nonverbal, says psychologist Albert Mehrabian, which means almost all of what you tell your audience happens outside the words you say. With powerful pictures, illustrations, and graphics, you have an opportunity to make a real impact on your fans—amplifying your message, explaining an idea, and gaining user attention.

Images as Content Marketing

5. Infographics

A particularly powerful type of image is the infographic—the fastest growing form of content marketing for B2B brands. A well-designed infographic organizes and communicates technical or detailed information in a visually attractive, easy-to-process way. What’s more, infographics perform well on social sharing sites like Pinterest, where images are key.

Infographics as Content Marketing

6. Video

What better way to differentiate yourself from the competition than with video? Videos are an ideal platform for interviews, demonstrations, how-to guides, and any content with which you want to communicate a clearer sense of your personality and style.

Video as Content Marketing

7. Illustrations

Just as infographics present information in a more readily understandable way, so too illustrations add an extra dimension to your content. Whether it’s an ironic comic strip, a pretty watercolor, or a hand-drawn recipe, illustrations are great for catching reader attention and adding visual punch.

8. Testimonials

Endorsements from satisfied customers act as major social proof for your company’s value. Whether you post testimonials on your website, across social media, or strictly on review sites, the power of these comments is undeniable.

9. Case Studies

Show the value of your product or service through tangible facts—case studies are the perfect way to demonstrate what you offer. Show your clients how you’ve helped others as an example of how you can help them.

10. Memes

When retailer Forever 21 runs a “21 Days of Style” campaign that instructs followers to “Show us what kind of turquoise is hiding in your stash!” the brand is demonstrating a great way to run a meme. Each day, the store gives followers a way to engage with the brand by posting related content and tagging it with the #21DaysofStyle hashtag. In so doing, the store not only promotes its brand but also strengthens connections with fans. Consider following in these footsteps by creating a similar campaign to engage your audience.

11. Email Newsletters

The opt-in email newsletter is a fantastic avenue for getting your message out to loyal followers—the key is providing highly relevant content that they actually want to read. This means it’s time to forget recycled blog content and opt instead for unique content that meets a need for your audience: inspiration, humor, information, etc. Ask yourself how you can make your newsletter a must-read.

12. Ebooks

For your customers who are hungry for more about your brand and your story, eBooks offer many advantages. Package your best writing into an ebook to sell or give away, and you can share more in-depth info on your company’s unique personality, story, etc.

Ebooks as Content Marketing

13. Podcasts

Thanks to the prevalence of smartphones, laptops, and MP3 players, people today listen to podcasts in the car, while riding the morning train, running errands, or doing the dishes. What this means for you is multiplied opportunities to expand your message. You might podcast to conduct interviews, tell stories, or provide or more personal look at your business operations.

Podcast as Content Marketing

14. Twitter Chat

In the world of social media, Twitter is becoming increasingly influential. As a content marketer, use the network to engage with influencers in your industry. Schedule Twitter chats to discuss topics, find out what interests your audience, ask questions, and generate dialogue about your subject matter.

15. Newsjacking

Take advantage of public interest in a hot news story by finding a way to connect it with your brand—and write about it.

  • Another amazing blog post 🙂 I have a question though… Is it more important that the content you produce is correct in terms of grammar etc. or is it more important to talk to your audience? By talking to your audience, I mean writing your content as you would say it.

  • Hey Chloe, I think they are both important. Writing in the same way you’d speak to a person is great but you should also consider grammar.

    I get the occasional email to let me know about my grammar…

  • This is a really good article, thanks for sharing it with us, Shanna. I think that you really used up every type of content marketing that is supposed to bring results, if done correctly. But then again, what doesn’t bear fruits if it is done properly and efficiently. Anyways, thanks for the article.

  • Great article, Shanna! Twitter chat (#14) is something you don’t see a lot of in these lists, but, you’re right, it is becoming increasingly important, especially for small businesses that may not yet be able to market in all the ways that you’ve recommended!

  • I do consider it… I’m just not the best at it :/ Maybe something to invest in. Thanks Francisco.

  • Wow, a lot of ideas here. Some of them I am already using but there is some space to change the things a little bit. Now I am focusing just on creating great content,
    because when that happens everything becomes much easier. But truth be told; each
    of these strategies take a lot of time to be implemented. 🙂
    Shanna, great sharing!

  • Wow. A whole list of things given I just needed now. Ebooks, Podcasts, videos, blogs and original case studies are the sure bet of good content marketing
    Thank you for putting this up Ms. Shanna

  • That’s a good point, Felipe, so it’s worth taking time to consider which strategies make the most sense for you.

  • I agree, Graham. I see new Twitter chats coming up in my feed all the time.

  • I’m just about to start a content marketing campaign for a client. Thank you for a set of great ideas.

  • Jaclyn Webster

    We were literally just talking about Content Marketing in my Mark 5000 class at UGA. All of these ideas are great, and something a good bit of companies can take notes from. Many companies are just trying to increase their “likes” or “followers” and aren’t trying to gain a loyal following of consumers. A good example of Content Marketing would be the DIY Videos that Home Depot posts about how to do certain things around the house themselves. These types of Marketing strategies are great for companies because it is providing a service to consumers as well as being helpful at the same time.

  • Lisa Collins

    Wow this is a complete list of things i always wanted to know. Thank you so much for this valuable post you have made my task easy 🙂

  • kelly bushing

    blog post is great element of content marketing.. these are very good for companies.. thanky for your great post as i get many other useful tool for content marketing

  • Fantastic just wanted to add one more. Google Plus hangouts. They can be uploaded directly to Youtube and or even hosted on your own website. It is a great way to initiate conversation and build your brand. Our company skiusainc.com is trying to do so for our app promotion campaign.

  • Great list of types of content marketings. Definitely bookmarkable!

  • Abbie Touchton

    Awesome list for a business looking to start creating valuable content! Small businesses do not have the resources available that large corporations have and are not as familiar with the term “content marketing.” Often times, they just put stuff out there of little value and hope someone sees it. Great tips here that are definitely noted.

  • Its nice to learn ABOUT great ideas on content marketing



  • Part of creating great content is understanding your audience but there
    are also some general rules you can consider with your own content that
    you might be able to apply.

  • Kudani Content Marketing

    Great list, a new tool coming out called Kudani is supposed to help curate all these types of marketing. http://www.kudanicontentmarketing.com

  • Peter Kortvel

    Hi, try this infographic, you can print it out for your daily work too; 29 types of marketing content http://www.marketerscoffeetime.blogspot.com/2013/07/29-types-of-marketing-content-marketers.html

  • Justin James

    Awesome list…Read it pretty late but it still serves the purpose….!!!

  • the content piece is good example of “Lists type” content. 🙂