In a fiercely competitive marketplace, content marketing in 2024 demands innovation and diversity more than ever before. Creating different types of marketing content is no longer an option. It is a necessity for brands aiming to win over competitors.
Whether it’s the allure of engaging blogs that connect with readers or the impact of eye-catching social media posts, marketing content has embraced various mediums and formats.
Through this comprehensive guide, you’ll discover the 16 different types of marketing content you need to leverage in 2024. This will help your brand stay ahead of the curve.
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1. Blogs
Let’s start with something you’re likely familiar with—blogs.
“Blogs are still one of the most popular content types, with more than 600 million blog posts available. Blog content can help you attract prospective customers from different stages of awareness. You can use your blog content to educate and add value to your prospects, ultimately converting them into customers.” – says Jacek Zmudzinski, Team Lead at MakoLab
You can drive traffic to your blog in various ways—through Search Engine Optimization (SEO), social media content, email newsletters, etc.
SEO-friendly blog content is one of the best ways to attract your target audience organically. It involves optimizing your blog content for queries that your target audience is searching for on Google. Blogs also play a massive role in building brand awareness and creating a unique brand identity.
2. Social media content
Most of your target audience is hanging out on some or the other social media apps for hours each day. So, the right kind of social media content is a gold mine for lead generation for your business.
You must pick the proper channels and create a suitable form of high-quality content that grabs your prospects’ eyeballs. For instance, Facebook posts with images can be a great content marketing format to leverage for real estate agents.
To give you a better idea, here are different types of content marketing formats for social media:
1. Text
Text-based marketing content is popular on social media platforms like Twitter and LinkedIn. Tweets, threads, and text-based LinkedIn content are great ways to add value to your audience.
2. Images and memes
Some social media channels, like Instagram, are mostly visually driven. Thus, visual content marketing formats like images, memes, gifs, and infographics get many social shares and work exceptionally well on these channels.
3. Videos
YouTube, Instagram, and TikTok are largely using video content. You can experiment with long-form videos on YouTube. To increase TikTok views, engage consistently with trends and use relevant hashtags. While short-form videos work great for YouTube Shorts, Instagram Reels, and TikTok, leveraging the best AI video editor can elevate the impact of these short-form videos, ensuring they capture the audience’s attention and convey the intended message effectively. The best part is that you can repurpose videos between all these channels.
4. Slides or carousels
Slides or carousels are getting popular lately on channels like LinkedIn and Instagram. These are usually packed with valuable content, with a call-to-action in the last slide.
3. Email newsletters
The biggest drawback with social media is that the audience there is rented. You don’t own your followers there. So, if something were to happen to these channels, your business would take a massive blow if you were utterly reliant on them.
The best way to overcome this is to redirect your followers to your email list. Unlike your social media following, you own your email list.
Weekly or daily newsletters are the most accessible form of content marketing. You can broadcast these newsletters using an email marketing service. In these newsletters, you can share industry news, niche insights, or anything related to your business.
Make sure to share valuable information that your audience is genuinely interested in. Being too salesy may lead to higher unsubscribe rates. So, it is best to stick to informational newsletters with a subtle call-to-action to your products or services.
4. Ebooks, checklists, and cheat sheets
Ebooks, checklists, and cheat sheets are valuable marketing tools. These are excellent resources to be used as freebies or lead magnets. You can offer these resources to your prospects in exchange for their email addresses.
These types of marketing content work great as lead magnets because people love such resources and templates. Why? They save time, offer expertise, and are easy to digest. Having them as part of your content marketing strategy would be great.
You can offer them on your website, share them on social media channels, or even use them as a thank-you for new email subscribers.
5. Case studies
Case studies are success stories of your business where you talk about how you helped your customers overcome a pain point or achieve a desired result.
Case studies are usually in PDF or blog formats. They work great as bottom-of-funnel marketing content, especially for B2B product marketing.
Good case studies with numbers and desirable results work wonders in nudging your prospects to take the final step. You can share these case studies in your email newsletters, website homepage, landing pages, and social media channels.
6. Testimonials/reviews
Humans are social beings, and we love to see what other people think about the products or services we are considering. Testimonials and reviews act as a form of social conformity that urges your prospects to take action.
In fact, studies have shown that 92.4% of consumers are more likely to buy B2B products after reading a trusted review!
How do you gather these reviews and testimonials? You can email your happy customers asking them to share a testimonial. You can offer a freebie or some other reward in exchange for the testimonial.
Asking questions like “What did you think of our service?” “How did our product help you?” might be helpful.
Once you gather these testimonials and reviews, you can use them everywhere—website homepage, landing pages, social media channels, advertising campaigns, etc.
7. Whitepapers and original research
Imagine you’re choosing between two products. One has facts and studies backing it. The other doesn’t. Which do you pick? The first one, right? That’s the power of whitepapers and original research.
Data and numbers back these types of marketing content. They are vital components in marketing, providing in-depth insights and authoritative information that play a crucial role in building trust with your prospects.
While other content forms might give a quick overview, whitepapers, and research reports dive into the details and provide evidence-based conclusions.
8. Infographics
“A picture is worth a thousand words” is a saying that has held true through centuries. But what if the picture is much more than a simple image? What if it is a visual representation of information, data, or knowledge designed to present complex information quickly and clearly? Yes, these exist and are called infographics.
Most of your prospects would love it if you made them understand complex information in an accessible, step-by-step format. And this is why infographics are one of the best content marketing types.
You can create infographics and add them to your blog content, share them on social media, use them as lead magnets, create a video explaining the infographic, or even get backlinks—endless options.
9. Videos and interactive content
People love videos because they are more engaging and memorable than other formats.
That’s why an estimated 3.37 billion users consumed video content in 2022. The same goes for engaging marketing content formats like interactive infographics, quizzes, games, and calculators.
By leveraging video marketing and interactive content formats, your business is likely to grab more attention and make a sticky branding impression.
These make great viral-worthy pieces of content. You can use these valuable content formats to narrate your brand story, explain complex ideas, provide actionable tips, and more.
Videos also make great bottom-of-funnel content. For instance, video content can bring real estate marketing to life, providing virtual tours, tool demonstrations, and interactive content related to the real estate industry.
10. Audio and podcasts
We should not forget the good old audio content among all visually stimulating content marketing formats. Audio content may not be everyone’s cup of tea. But they still may be a large part of what your target audience is consuming daily. You figure this out through audience research.
One of the most popular audio formats for marketing is podcasting. Podcasts are videos, but they are better because they allow people to multitask while driving or doing household chores. If your prospects are interested in podcasts, you should consider creating one for your business.
You can have a weekly podcast breaking down concepts, discussing new ideas, and other thought leadership content. You can also bring in guest speakers to your podcast and have a lively chat on different topics of interest.
Audio platforms like Clubhouse have about 10 million active weekly users, which is enormous! Platforms like Twitter Spaces have also been widely used lately. You can, again, leverage these audio platforms in the same way as podcasts.
11. Paid ads
When we talk about types of content marketing, we have to talk about paid advertising. Though paid ad campaigns may seem all about budget and numbers, content is at the core of it.
For instance, pay-per-click (PPC) advertising on search engines like Google needs captivating text-based content. On the other hand, ad campaigns for platforms like Meta need you to create compelling ad copy, landing page copy, and creatives like images or videos.
If you have the budget, you can consider launching paid advertising campaigns on social media channels, Google, and even email platforms like Gmail.
Additionally, programmatic advertising presents a dynamic avenue for reaching your target audience efficiently. This method employs automated processes to buy and optimize digital ad placements in real-time, utilizing data insights to precisely target desired demographics.
Additionally, programmatic advertising presents a dynamic avenue for reaching your target audience efficiently. This method employs automated processes to buy and optimize digital ad placements in real-time, utilizing data insights to precisely target desired demographics
12. User-generated content
User-generated content (UGC) is a powerful and organic method of marketing that leverages content created by customers and fans, rather than brands themselves, to promote products or services.
In UGC, you encourage customers to share their experiences and perspectives through photos, videos, reviews, or social media posts. By doing this, you can build a community of advocates that foster trust and authenticity by adding social proof.
A great example is the #AsSeenOnMe UGC campaign by the fashion brand ASOS, where people share pictures of them styling pieces from ASOS and get featured on the website.
13. Webinars
Webinars have been all the rage ever since the pandemic started in 2020. Through live or recorded online presentations, panels, or workshops, webinars can help you reach a global audience that is highly interested in your niche.
The conversion rates are pretty high with webinars. Additionally, webinars double as great lead magnets, as your prospects need to provide their email addresses to sign up for the webinar.
Having reasonable show-up and conversion rates for webinars will help you get the most ROI from your efforts. You can ensure this by understanding the exact pain points of your prospects and addressing them in a clear, easy-to-understand manner in your webinars.
The key to a good webinar is making it value-packed for most of it and following it up with a 10-15 minute sales pitch where you share your offer.
14. Educational email courses
We previously spoke about weekly or daily email newsletters, and educational email courses are another similar type of content marketing format.
Educational email courses usually consist of a 5-day or 7-day email course. You send a series of emails (one per day) to the reader, educating them about one topic a day.
Email courses are highly engaging as prospects read your emails for 5 or 7 consecutive days.
You can talk about your products or services and their benefits at the end of the course, or even during the course. The key is to offer lots of free value and subtly mention your offer. This builds trust, authority, credibility, and affinity for your brand.
Email courses are one of the best types of lead magnets. By offering the course as a free or exclusive benefit, brands can encourage potential customers to sign up for their mailing list, providing a pathway for further engagement and potential sales.
The serialized nature of the course also provides opportunities for upselling or cross-promoting other offers within the emails, creating additional revenue streams.
15. Definitions & glossaries
Other unique types of marketing content are definitions and glossaries. These are extremely valuable to users but are often overlooked.
This content type can help you reach different audience segments. You were starting from newcomers looking for a basic understanding of key terms to seasoned professionals seeking a comprehensive and authoritative reference.
You can develop a comprehensive glossary of terms related to your industry, products, or services. This will act as a valuable tool that helps your audience easily navigate complex subjects.
16. Influencer Content
Social media influencers are now more popular than ever. Thus, influencer content can be a great way to connect brands with audiences through personalities they trust and admire.
By leveraging the reach and credibility of influencers, brands can communicate their message through a voice that resonates with the target audience. This can help overcome the hurdles faced by traditional advertising and marketing campaigns.
You can start creating this type of content by contacting influencers or bloggers in your niche. It is essential to ensure that the influencers you collaborate with share your brand values and align with your target market’s interests.
This type of content marketing strategy increases brand visibility and builds trust as the endorsement comes from a source the audience already knows and trusts.
Conclusion
Those were the 16 different types of marketing content you need to know in 2024. Now, you are equipped with the knowledge, and you can use this to evaluate other content marketing formats and pick the right ones for your business goals.
Over to you know! Start leveraging these content marketing formats and be prepared to see fantastic results for your business.
