7 Popular Content Types and How to Use Them

7 Popular Content Types and How to Use Them


Content is like the currency of the internet. Brands have a lot of different content types they can use to engage their audience, reach new markets, and provide value to their customers.

With so many content formats available, it can be challenging for marketers to decide which ones to prioritize, even with the help of various AI tools for content generation and optimization.

Each content type serves a unique purpose. Some are great for driving traffic, while others are excellent for capturing data. Being smart with your content marketing strategy is crucial to maximizing its impact.

Let’s dive into the top 7 content types and explore how you can use them to boost growth and sales.

1. Blogs

Blogging has been around for a long time, and it has evolved significantly, especially for businesses looking to engage their audiences.

Creating a blog is a great way to share relevant, high-quality, and well-written content that focuses on topics your audience cares about. This helps build authority, trust, and relationships, ultimately driving conversions. Plus, blogs are relatively easy to write and publish, and shareable, and search engines can easily discover them.

If you or your business doesn’t already have a blog, here are five simple ways to start one:

  • Choose a Blogging Platform: If you don’t have a self-hosted blog, consider using services like WordPress, Tumblr (which has become popular since Elon Musk took over Twitter), Medium, or Blogger.
  • Commit to Regular Posting: Blogging requires commitment. Aim to post every few days or at least once a week to build a following.
  • Include Calls to Action (CTAs): Always include a CTA in each post to encourage reader engagement and action.
  • Use Internal and External Links: Link to other content within your blog and reputable external sources to provide additional value and context.
  • Optimize for SEO: Use relevant keywords to optimize your posts for search engines. An SEO Keyword Research Toolkit can help you find the best keywords to reach your audience and rank higher in search results.


Tip: Blogging is a long-term commitment, but with consistency and a focus on quality, it can significantly boost your online presence and drive growth.

2. Listicles

List articles, or “listicles,” might seem a bit gimmicky, but they’re incredibly popular. People love them because they’re easy to read, scannable, visually appealing, and—when done right—interesting and highly shareable.

From a content creation standpoint, listicles are also straightforward to write. Once you have a topic and a number, all you need to do is research and fill in the blanks. However, you can’t just throw together a listicle without putting thought into the content. It needs to be informative, relevant, and high-quality.

Listicle Best Practices:

  • Number Your Subheadings: Always number your subheadings and ensure the number matches the title to avoid confusing readers.
  • Include Introductions and Conclusions: Like any other content type, listicles should have a clear introduction and conclusion.
  • Optimize for SEO: Use relevant keywords to optimize your listicle for search engines.
  • Length and Detail: You can have as many items in your list as you like. Both long and shortlists are acceptable, but always make sure to provide detailed information.


Tip: Craft catchy and unique titles for your listicles, but make sure the heading accurately reflects the content—no clickbait!

3. Ebooks

Ebooks are electronic books available as PDF downloads or in HTML format. They are a great way to share your knowledge and expertise on a specific topic.

Ebooks offer many benefits, such as generating leads, establishing authority, growing email lists, and enhancing your overall content strategy.

Ebook Best Practices:

  • Focus on Solutions: The main goal of an ebook should be to provide valuable solutions to your audience’s problems. Avoid heavy advertising and concentrate on delivering useful content.
  • Keep Promotional Elements Minimal: Since you’ve already captured your readers’ data, keep promotional content to a minimum.
  • Organize Your Content: Ebooks can be lengthy, so break up the text with chapters, subheadings, bullet points, graphics, and infographics to make it more engaging.
  • Invest in Title and Design: A compelling title and attractive design are crucial for drawing in and retaining readers.
  • Plan Thoroughly: Ebooks require research, time, and quality writing, so it’s essential to have a clear plan before you start.


Tip: While your ebook content doesn’t have to be evergreen if it is, you’ll get a long-term return on your investment and continue to reach new audiences long after it’s published.

4. Infographics

Infographics are a highly popular content type because they present a lot of information—like statistics, research, and data—in a visual, engaging, and easy-to-understand format.

Infographics have become increasingly popular among B2B marketers, with usage rising to 67 percent in recent years. They not only attract traffic to your site but also help build quality backlinks and expand your audience.

Infographic Best Practices:

  • Design Skills Are Key: Creating an effective infographic requires good design skills.
  • Use White Space: Incorporate white space to make your infographic easy on the eyes.
  • Break Content into Sections: Divide your content into clear sections to enhance readability.
  • Choose Clear Fonts: Use fonts that are easy to read.
  • Complementary Colors: Use colors that work well together to maintain visual interest.
5. Video

Video is a powerful content form, with 93 percent of marketers considering it a crucial part of their strategy and 78 percent reporting that it has boosted their sales.
Video content can effectively engage your audience, increase shares and comments, drive conversions, and boost traffic to your website. You can create various types of videos such as interviews, presentations, how-to guides, behind-the-scenes glimpses, and explainer videos.

There are many platforms to share your videos, including YouTube, Instagram, and the rapidly growing TikTok.

Video Best Practices:

  • Provide Value: The main goal of your video should be to provide value to your audience. Answer their questions, provide solutions, address pain points, or offer relevant information. Or, like Aviation American Gin, you might aim to entertain and drive traffic!
  • Keep It Concise: Aim to keep your videos between two and three minutes.
  • Include a CTA: Always include a call to action to guide viewers to a landing page or your website.


Tip: Remember, you’re creating content, not ads. Focus on engagingly delivering valuable information.

6. How-to Guides

How-tos and instructional content are similar to detailed blog posts that explain how to do something, whether it’s completing a task or building something, through step-by-step instructions.

The specifics of your guide will depend on your audience and industry, but this type of content is excellent for sharing expertise, building trust, and growing your email list.

How-to Guide Best Practices:

  • Quality Writing: Make sure your instructions are clear and concise, guiding readers through each step without confusion.
  • Easy-to-Read Layout: Organize the content in an easy-to-read format. Use graphics, diagrams, screenshots, and videos to illustrate key points or difficult steps.
  • Logical Flow: Ensure the guide follows a logical sequence that makes sense to your audience.


Tip: Understand the flow of your guide and ensure it’s logical. Have a colleague or trusted person review it to confirm it makes sense and is easy to follow.

7. Case Studies

Case studies are an excellent content type for B2B marketing. They use real-life customer feedback to highlight common challenges and pain points your audience may face.

This type of content is effective because it shows potential customers how your brand, products, or services can solve their problems, fostering strong relationships and building loyalty.

Case Study Best Practices:

  • Summarize the Problem: Start by outlining the issue your customer was experiencing.
  • Detail the Solution: Explain how your product or service provided a solution, including actionable, step-by-step examples that others can follow.
  • Highlight the Results: Conclude with a summary of the positive outcomes your customer achieved using your product or service.


Tip: Think of your case study as a success story rather than a formal report. Focus on the hows and whys of the story to make it engaging and relatable. Don’t forget to end with a strong call to action (CTA) to guide your readers on what to do next.

Use content marketing to boost awareness and drive sales

Content creation services are a powerful and cost-effective way to engage and persuade your audience at every stage of the funnel. At Optamark Digital, we offer comprehensive solutions including content writing for SEO, social media, PPC, email, analytics, and much more. Reserve your spot today!


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Optamark Graphics
Optamark Graphics
Optamark Graphics
Optamark Graphics
Optamark is an outsourced service provider to a network of experienced, independent distributors of printing and promotional products. The Company’s services include product sourcing and order fulfillment via access to a network of preferred vendors, invoicing, collections, back office support, sales and marketing support, professional development training, and working capital support.