9 Effective Content Marketing Formats You Need to Know

There are a variety of content formats used to execute content marketing plans. The right content type depends on the delivery channel, target, message, and buyer-journey stage.

Here is a look at some of the more common types of content, along with ideas on when it makes sense to utilize each format.


A blog is a collection of articles of various types that you use to share information on topics of interest to your targeted customers. Blogs are a staple of a content marketing system as they allow for the creation of fresh content that attracts people and appeals to search engines.

Case studies

Primarily used in the business-to-business sector, case studies are practical examples of experiences your existing clients have had with your solutions. A case study normally includes the background of the client’s problem and the process used to explore solutions that led to your company. It then presents your business as the solution provider, including how you evaluated the prospect’s needs and identified the best benefits for a recommendation. It is a demonstration of your problem-solving solutions.


Longer and more involved than typical blog articles, whitepapers are also primarily used in B2B. The objective is to educate and inform readers while allowing your business to build credibility. A whitepaper gives targeted prospects a perspective on important factors to consider when evaluating solutions.


Like whitepapers, eBooks are more in-depth dives into specific topics. They may extend information from a particular blog post or key subject. Whitepapers and eBooks are often offered as incentives to get visitors to share email addresses or other contact details in exchange for the download. You can also sometimes publish business eBooks through third-party sites to expand your reach.


Video content is now one of the common content formats, especially among younger markets. YouTube and Facebook are key drivers of video consumption, but you can post your videos across your social media platforms. Tell your story with the addition of visual components, more personalized engagement, and greater human connection. Videos may include testimonials and product demonstrations as well.

Social media

Social media platforms are excellent for engaging the marketplace with content. You can post messages, reply to others, and interact in real-time with the audience. Social media sites are great places to share your other content pieces as well. Social posts are more concise, structured for ongoing conversation, and used to address negative comments or concerns.


There are a variety of ways to use podcasts in a content marketing system. You can live-stream or post pre-recorded audio podcasts. Diverse formats are possible, including narratives, interviews, dialogues, and more. Brands can share periodic podcasts (weekly, bi-weekly, or less frequent) on key subjects of interest to the audience to boost credibility and brand visibility.


Product tutorials and educational insights are delivered via webinars to inform or train an audience on relevant topics. They allow you to connect with your audience and show genuine concern through the dissemination of information and helpful guidance.

Photography / imagery

Visual enhancements, such as images, infographics, or charts, amplify the value of your content. They break up copy, share quick messages and attract attention in social media posts, blog articles, and other content formats.

In closing

Each of the content formats discussed here has distinct pros and cons within a content marketing system. Consider how to best integrate them into your own strategy, including the most effective point within the typical buyer’s journey!

Need help? Contact us. We can help create a custom content marking strategy tailored to the individual needs of your business- removing the guesswork so you can focus on other tasks.

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