What are the most popular types of content?

New content marketing strategies come and go, but some types of content remain evergreen. Substantive research from Content Marketing Institute and others has found that these content types are most popular among marketers today:
Content comes in many forms, and your strategy should address the needs of your target audience. Here are the most popular content types used by marketers today:

Topic Index
  1. Blog content
  2. eBooks
  3. Infographics
  4. Video content
  5. Help Articles
  6. How-to Guides
  7. Webinars
  8. Research summaries and case studies
    1. Marketing automation tools take a bite out of B2B content marketing.

Blog content

Blogs are one of the oldest forms of marketing, and they're still going strong. They're also one of the most versatile types of content, making them a great way to build your inbound marketing strategy.
Blogs come in many forms, which can make it challenging to choose one. To get started, you can think about your target audience and what kinds of posts they might like:
Blogs are a great way to show expertise, and they can be used to respond to industry news, create engaging tips and tricks, and curate content you think is valuable.


eBooks are an excellent content type to curate and organize your knowledge. They can be repurposed content, such as curated lists or research, or brand new content that's created just for the eBook.
Ebooks come in many different formats and topics, so they can be a good way to organize a lot of information into a single content type.
They can be in-depth or shorter, depending on your audience's needs. Ebooks also work well as lead magnets: you can use them to collect contact information from interested readers and generate leads.
Ebooks are versatile and can be repurposed for other content types, such as blog posts, social media content, and even video. They can also be broken down into shorter content segments, such as white papers, for easy consumption.


Visual content has been shown to increase engagement by 95% or more. With so many benefits, it's easy to see why visual content is a popular marketing tool.
Visual content, such as infographics, charts, and graphs, can help you break down complex information into something digestible.
Visual content is also a great way to curate and repurpose existing data. If you have industry statistics or other data that you've pulled together, you can create visual content to share it with your audience.
Visual content can be repurposed as social media posts, emails, and more. It can also be used to inspire blog posts and other types of content, making it an excellent addition to any content strategy.

Video content

Video content is extremely versatile and can be used to achieve a wide variety of marketing goals. One specific type of video content that's gaining popularity is live video. Live video allows you to interact with your audience, curate real-time content or respond to current events, and generate leads.
Live video can also be used to create product or service walkthroughs. You can walk viewers through your product, showing them how it works, or you can walk them through a service, helping them understand how it can benefit them.
Video is also a great way to repurpose content. You can take blog posts, for example, and turn them into videos. You can also take walkthroughs, interviews, or other types of videos and turn them into blog posts.

Help Articles

Help articles are another type of content that can be used to engage with your audience and build a relationship.
Help articles are great for answering common questions people have about a product or service. If you're launching a new product, for example, you can create a series of articles that walk people through your product, list its features, and explain how it can benefit them.
Help articles can be used across different channels and for different purposes. You can use them to engage with customers who are using your product, those who are interested in your product but not ready to buy, and those who are researching your product and its competitors.

How-to Guides

How-to guides break a single topic down into a series of steps. They're a great way to help your audience learn how to do something.
How-to guides can be especially helpful when you're launching a new product or service and want to help customers get the most out of it. They can also be used to train your team on best practices.
How-to guides can be written like articles, as series, or as a combination of the two. They can also be broken down into shorter pieces of content, such as lists, for easy consumption.


Webinars are live or recorded seminars that are hosted online. They're a helpful way to engage with your audience and build your brand.
Webinars are often used to launch new products or services, such as a new software or feature, or to train customers on how to use them best.
Webinars are also great for building your email list by collecting contact information from interested attendees and generating leads.

Research summaries and case studies

Research summaries and case studies are a great way to highlight the results of your work. They can be used to demonstrate the ROI of your inbound marketing efforts or share success stories that show how your product or service helped others.
These content types are great for showcasing your expertise and can be used to generate leads and establish thought leadership in your industry.
Research summaries and case studies are stories that have a clear beginning, middle, and end. They can be written like articles or in a narrative format. They can also be broken down into shorter pieces of content, such as lists, for easy consumption.

Marketing automation tools take a bite out of B2B content marketing.

Part of any B2B marketing strategy is creating content, either from scratch or via repurposing. Creating high-quality content not only delivers value to your target audience but also helps you rank higher in search engines.

But what if you don't have the budget to create all the content you need? What if you don't have the resources (i.e., writers, designers, photographers) or the expertise to create it? What if you're in a highly competitive industry and need to publish new content on a regular basis? You're not alone.
When it comes to B2B marketing, it's estimated that 70% of companies create less than 25 pieces of content per year. That's not enough!

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