The Definitive Guide for Marketers

Content is energy.

It is available in numerous kinds, and every of these kinds will be pivoted into numerous permutations.

Think your about web page must be textual content?

Think once more.

The world of media is at your fingertips: video, photographs, audio, and even GIFs.

They’re every partaking on their very own, however, use them together and also you’ll be making powerhouse content material.

You can even get a ton of mileage out of a single piece of content material by repurposing it.

A how-to weblog isn’t just a weblog – it’s the script for an explainer video, or a shareable infographic, or the bottom of an e-book.

Each type reaches a distinct set of eyes and expands your community.

Ready to study extra?

Check out these 100 kinds of content material to dive into getting essentially the most mileage out of your content material.

1. About

Your “about us” content material is a number of the strongest content material you’ll be able to create for your model.

It positions you or your organization as a market chief, earns belief, and builds a human connection – if it’s achieved properly.


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Here’s how we do it:

Search Engine Journal About Us

In three sentences, we define our group’s mission, a snippet of our historical past, and the way we serve our viewers authority content material.

2. App

Great apps don’t usually begin from scratch.

Just have a look at Gabriel Wyner, who pivoted his best-selling ebook “Fluent Forever” right into a language-learning app.

three. Audiobook

Reach your viewers on the go by including an audio-component to an present e-book.

For instance, Ryan Holiday’s Growth Hacker expands his ebook viewers to incorporate listeners by including an Audible audiobook.

Audible’s simple self-production writer platform, ACX, makes this accessible for everybody.

four. Augmented Reality

Want to make your model a part of on a regular basis life?

Pokemon Go is an incredible instance: they caught the informal cell gaming community, reaching a complete new set of followers.


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5. Awards

Awards are nice for eliciting a response from professionals – and in addition producing content material.

Look no additional than the U.S. Search Awards.

Every 12 months, they hand out awards to prime search engine marketing and advertising and marketing professionals.

6. Behind the Scenes

Team constructing, challenge progress, and tradition are all nice locations to start out for behind the scenes content material.

Facebook reveals off their behind-the-scenes London engineering workplace with this unique look.

7. Blog Post

Think of your weblog because the hub for your entire wide-reaching content material.

Our technique at Search Engine Journal: frequent, high-quality posts to maximise site visitors progress.

eight. Cartoon / Comic

Need amusing?

Marketoonist reveals us the way it’s achieved: keep away from tone-deaf advertising and marketing, preserve it easy, and put out new cartoons regularly.

9. Case Study

Think a case examine must be a dry, visually boring pdf to be skilled?

Hubspot begs to vary: they have interaction with statistics, photographs, testimonials and extra.

10. Calendar

Great in case your model offers in native occasions and conferences.

Check out Amelia to construct your individual occasions calendar.

11. Cause

Causes take a model from attention-grabbing to admirable.

Axe makes use of purpose-driven content material to confront a problem and re-orient towards a human focus.

12. Certification Program

Up-level your authority by creating a web based course or certification program.

Moz Academy supplies polished, simple details about precisely what you’ll be able to count on to study.

13. Challenge

Challenges can be utilized to mobilize your viewers.

Just have a look at NaNoWriMo, a nonprofit that hosts an annual novel-writing problem.

Their devoted group stays engaged all 12 months lengthy.

14. Cheat Sheet

What does a profitable cheat sheet appear like?

Marketing Insider Group is aware of: they educate freshmen learn how to format a killer weblog in a single picture and 13 phrases.

15. Checklist

What higher to exemplify a guidelines than a guidelines for writing checklists?

Create an objective-focused, breakdown with easy factors, and constant formatting.

16. Clickbait

Bad clickbait is all surface-level, however you should utilize the identical techniques for high-quality content material.

Search Engine Journal does this by utilizing the listicle format, emotional phrases, and bringing distinctive worth to the dialog.


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17. Co-branded

When two manufacturers companion to type a brand new services or products, that’s co-branding.

An excellent instance of that is PayPal and Honey, a match which magnifies the objective of maximizing your cash.

18. Collaborative / Co-created Content

Collaborative content material dramatically expands your viewers with every contributor you add.

The bonus: visitor posts, interviews, and contributor quotes add a ton of worth to your content material.

19. Company Culture

You can reveal quite a bit about firm tradition in simply the shape you current it.

Here’s how: Scribe Writing’s superb tradition bible is a publicly editable Google Doc.

20. Comparison

This content material is nice for outlining:

  • Pros and cons
  • Your product vs one other
  • Features accessible at totally different worth factors
  • Your splendid buyer’s journey to conversion

Whatever your intention, be daring, however bottle up your bias.

Take Growth Marketing Pro, for instance: a quick-to-digest graphic highlights their ranking, viewers, and price.

21. Content Library / Resource Center

If you’re studying this, it’s probably you discovered our useful resource library.


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It’s chock-full of ebooks, the historical past of Google algorithm updates, podcasts, and webinars.

Google Algorithm History

22. Contest

A contest is a good way to draw new followers and enhance engagement out of your loyal viewers.

Take Upwork: they requested for success tales in alternate for an opportunity to win $1,000.

23. Course

The world of digital advertising and marketing by no means sleeps, and meaning your followers are continually wanting for methods to degree up their expertise.

Social Creators (an schooling firm targeted on storytelling) instantly enhance their credibility and present experience with a single high-quality picture.

24. Curated Content

Great for link-building and widening your viewers, curated content material is available in three principal kinds: your content material, content material from across the internet, or a mixture of each.

Check out Brain Pickings for curated content material with a unified focus.

25. Data: Analysis

Original information is effective. Original information + evaluation? Priceless.


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WordStream has achieved this extremely properly over time.

For instance, WordStream checked out how COVID-19 impacted Google Ads leads to 21 industries – and in addition supplied actionable tips about learn how to reduce the impression.

26. Data: Journalism

Put merely, information journalism is storytelling utilizing information.

FiveThirtyEight are kings of information journalism, particularly on the subject of politics

Check out their The Atlas of Redistricting – which used information to attract up different congressional maps to encourage extra aggressive elections.

27. Data: Visualization

Visual content material is addictively readable.

Charts and graphs are a easy method to present a considerable amount of information with out getting caught up within the nitty-gritty.

Visualized information can take the type of measurement comparability, like Reuter’s chilling graphics on the single-use plastic disaster.

28. Day within the Life

This sort of content material was made for video.

Elif Hiz combines an genuine, behind-the-scenes fashion with a dressed-down method to actual challenges she faces as a digital advertising and marketing supervisor.

29. Demo / Product Tour

Transformative product demos not solely present how superior the product is, but in addition the way it will assist folks obtain the outcomes they’re wanting for.


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Take GoPro’s HERO eight Black + Max demo – it’s visceral, edge-of-your-seat content material and it reveals the type of excessive way of life many GoPro customers aspire towards.

30. Diagram

Maybe you might have an advanced concept you’d prefer to introduce.

Maybe you’d like to interrupt down a product and present precisely the way it works (guts first).

Diagrams – just like the Social Media Transit Map – shortly and superbly present interconnectivity.

31. Dictionary

Want to coach your followers on need-to-know business phrases?

Hootsuite’s social media glossary is a superb instance of offering beneficial definitions that bolster their brand-specific authority.

32. Easter Egg

Like their colourful real-world counterparts, this hidden content material makes us smile.

That’s as a result of it may possibly present a model’s foolish facet, like Google’s Dino Run Game, which solely seems on Chrome in case your web connection’s gone out.

33. Ebook

Search Engine Journal Ebooks

Think of ebooks as a deep-dive in your hottest content material, like our Complete Guide to Holiday Marketing.


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Offering free ebooks can also be a superb method to develop your electronic mail listing.

34. Email

Emails can provide data on upcoming webinars, inspire motion, and method extra.

Craft excellent topic traces for the next open fee use emotional phrases, second individual (you, your), and preserve it easy.

35. Ephemeral Content

In the blink of an eye fixed (or a number of seconds, anyway), it’s gone.

Think: Snapchat – it engages the FOMO-instinct and elicits fast motion.

36. Events: In-Person

There’s no substitute for reside occasions.

That’s why the Content Marketing Institute leverages summits and award ceremonies as a part of their model technique.

37. Events: Virtual

Now greater than ever, e-conferences and digital occasions are important.

A digital occasion may very well be so simple as livestreaming on YouTube or Facebook – or as sophisticated as internet hosting an eSummit with hundreds of attendees.

38. Explainer

Satisfy that knowledge-hungry urge and mobilize your viewers.

PBS Eons kick main butt within the schooling market, with related merch linked to their sensible content material.


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39. Fact Check

Want to reveal pretend information?

Corrective makes use of uncooked investigative journalism to shine a light-weight on the reality.

40. Facts

Let info overcome fiction.

Search Engine Journal usually compiles related and helpful info aimed toward serving to entrepreneurs do their jobs higher.

41. Failures

Failure will be humbling – it may also be endearing.

Content Marketing Institute reveals their susceptible facet by acknowledging failures and exhibiting how they’ve grown.

42. FAQ

FAQs construct belief and transparency.

Line’s image-based FAQs are simple to learn and align with their model.

43. Forums

Reddit will be intimidating.

Redditors refuse to be marketed to – however they are going to take part as an sincere focus group.

Insurance firm TransAmerica used their conversations on Reddit to create new content material.

44. Game

Make content material advertising and marketing extra enjoyable with video games.

Try instruments like The Training Arcade, the place you’ll be able to create a recreation tailor-made to your audience.


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45. Gated

Want your viewers to really feel particular?

Exclusive content material – like Patreon supporters-only content material – rewards your followers for their engagement.

46. GIFs

It’s no secret the brand new language of the web is GIFs.

Nerd Fitness harnesses them to clarify workouts and embrace readers in inside jokes.

47. Gossip

Everyone loves a little bit of scorching gossip.

That’s why People makes use of rumors as a jumping-off level for dialogue and employs clickbait headlines to hook readers.

48. Guest Post

Whether you might be posting on a third-party web site, or a visitor blogger is posting in your weblog, visitor posts are an unbelievable method to increase your attain and speak to new audiences.

New to visitor posting? Ace your first one by following Quicksprout’s guidelines.

49. Guide

In-depth, definitive, final – all three of those phrases describe a deep-diving information on any matter.

Our Link Building Guide is extensively researched and straightforward to digest.

50. Hiring & Recruiting

Help aspiring staff perceive what you’re wanting for.

LinkedIn shortly outlines standards on its streamlined, eye-catching platform.


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51. How-To

Two guidelines of thumb preserve your how-to’s sharp: relevance and authenticity.

Optin Monster hits it out of the park with How to Make Money on Instagram.

52. Human Interest

This sort of content material is all about positivity.

Inspire your viewers with growth-focused tales like Bold Content’s high-quality movies.

53. Humor

Laughter is the very best medication, and it’s additionally a number of the greatest advertising and marketing.

Scott Adams builds camaraderie along with his viewers by means of hilarious cartoons.

54. Images: Stock

Stock photographs and pictures add an expert polish to any content material.

User-submitted photographs on Pexels are high-quality and millennial-oriented.

55. Images: Original

Want to see your photographs all around the internet?

Mark Smiciklas crafts high-quality graphics, increasing his follower-base and not using a super effort.

56. Infographic

Easy to skim, visually interesting infographics assist readers digest (and share) information.

Check out Venngage for superb examples and templates.

57. Interview / Q&A / AMA

Want to extend your authority on a subject?

Interview an skilled, or attempt an AMA session on Reddit – Bill Gates took what he realized and repurposed it into tons of cutting-edge content material.


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58. Investigative

You don’t need to be a journalist to analyze a thriller or debunk some long-held beliefs.

You don’t want to speculate tons of hours into an expose.

The reality is on the market – within the type of correct info, information, or quotes.

All you need to do is go discover it.

Here’s a easy instance: 10 Facts You Think You Know About search engine marketing That Are Actually Myths.

59. Landing Page

It’s your private home base, so it pays to make it shine.

Our eye-catching touchdown web page options three scorching tales in a transferring carousel.

60. Listicle

Here are three causes listicles are superior:

  • They’re skimmable.
  • They’re simple.
  • People love lists.

7 Awesome search engine marketing Tools Offering a Free Trial is a stellar instance.

61. Magazines

Whether print or on-line, publishing a magazine is a good way to ensure there’s at all times contemporary, skilled content material in your web site.


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Check out Forbes for high-quality examples.

62. Maps

We can’t move this content material sort with out mentioning one of many most-searched maps on the internet in 2020: the Johns Hopkins reside COVID-19 tracker.

It converts sophisticated, world information right into a digestible map.

63. Memes

One doesn’t merely make a brand new meme – it’s all about group iteration.

BuzzFeed combines memes to attach with an internet-hip viewers and provides them an inside-joke chuckle.

64. Microsite

It’s precisely what it says on the tin: compact, easy, and to the purpose.

Collaborative Fund makes use of a enjoyable infographic to spotlight the impact automobile sharing may have on the longer term.

66. News: Analysis

Take your viewers on an in-depth journey.

Politico produces respected, bleeding-edge analyses, elevating the worth of your entire publication.

67. News: Breaking

This simply in: by-the-seat-of-your-pants content material is a superb tactic for sustaining reader engagement.

Adweek nails it with breaking information within the advertising and marketing area of interest.

68. News: Company

Have a brand new services or products?

Announce it with firm information.


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Check out SpaceX’s progressive protection of their new product, rightly reframed as history-making information.

69. News: Current Affairs

Create content material that discusses how necessary happenings on this planet are impacting your small business, market, or area of interest proper now.

The apparent instance for 2020: The impression of COVID-19 is a chance to create content material that can inform and assist your viewers.

Search Engine Journal did this by providing a number of articles on the impression of COVID-19.

70. News: Industry News / Recap

Google and social media platforms are continually altering.

Our information part supplies the newest on Google shifts, search engine marketing, social media updates, and extra.

71. Newsletter

Keep your viewers within the loop.

We optimize our e-newsletter by formatting for all gadgets and ensuring so as to add eye-catching photographs.

72. Opinion

This content material sort has many names:

  • Argumentative
  • Rant
  • Perspective
  • Commentary
  • Thinkpiece

For an incredible instance of a sensible, genuine opinion piece, learn Mark Ritson’s Marketing within the Time of COVID-19.


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73. Opposing Perspectives

Duke it out!

Steven Crowder’s “Change My Mind” prompts reside dialogue on powerful points.

74. Paid Tools

All high-quality content material goes by means of rigorous proofreading earlier than going reside.

Tools like Grammarly present free fundamental service, and in-depth consideration for paid customers.

75. PDF

Releasing a PDF is a good way to determine authority on a topic.

Check out Deloitte for a high-quality instance.

76. Personal Narrative

Let your susceptible facet shine.

Noelle Stevenson deeply humanizes her picture by exposing her tough private journey in “The Fire Never Goes Out”.

77. Photo Gallery

Whether in a carousel format or a single web page, photographs enhance engagement and drive clicks.

Expedia makes use of photographs to promote not only a nice journey, however a way of life.

78. Plugin

Developing a plugin for your explicit area of interest helps your model acquire traction within the PhrasePress Sphere.

Check out MonsterInsights for a killer instance.

79. Podcast

Podcasts are available in three principal kinds:


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80. Poll / Survey

Ask your viewers precisely what you wish to know.

SurveyMonkey’s Facebook survey gathers data to make use of as fodder for future content material.

81. Predictions

Evidence-based hypothesis reveals confidence and experience.

Check out our webinar for an evolving prediction about the way forward for search engine marketing in 2020.

82. Presentation

Who says a slide deck must be boring?

Boost engagement with a TED Talk, like Dan Cobley’s evergreen presentation.

83. Press Release

Have a significant announcement?

Consider sending the main points to information retailers in your area of interest.

Check out superior examples of utilizing press releases for occasions from McDonald’s.

84. Profile: Company / Business / Brand

Consider introducing your organization with a short video that profiles your organization, enterprise, or model in a method that humanizes you to your followers.

Phillips makes use of this technique to share their business trip.

85. Profile: Personal

For your private weblog and your visitor posts, a catchy bio is crucial.

Check out Ann Handley’s bios: in each her quick and lengthy model, her persona (and authority) shine by means of.


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86. Promotion

Associate your model with all of your favourite content material creators.

Here’s a terrific instance: SquareSpace publicizes promo codes by way of podcasts and YouTube channels.

87. Quiz

From foolish to instructional, everybody loves a enjoyable quiz.

Clickhole is a superb instance of learn how to get satirical.

88. Research Report

Poll or quiz your followers and switch it into unique analysis.

Looking for concepts? has tons.

89. Screenshots

Got tech-related content material?

Explaining a software, technique, or function?

Check out The Smart Blogger – running a blog chief Jon Morrow makes use of screenshots to assist readers shortly get tech in-use.

90. Services

Show what you are able to do on the subject of your companies.

Gross salesForce optimizes for skimming by utilizing checklists, photographs, and stats.

91. Social Media

This huge class of content material’s core aspect is true within the title: social.

Check out how we preserve our model throughout platforms, whereas straight connecting with our viewers in real-time.

92. Sponsorships

The new pattern in sponsorships: supporting up-and-comers.

Blue Apron reaches a brand new viewers by sponsoring podcasts exterior of their area of interest.


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93. Statistics

Relevant statistics are a terrific tactic to enhance your researched content material.

It provides extra energy to your content material to cite and supply the precise statistics.

In truth, utilizing statistics in blogs is confirmed to enhance buyer belief. (Yes, that’s a statistic instance! From HubSpot.)

Two nice sources we suggest: Pew Research Center and Statista.

94. Testimonials

Let your clients do the speaking for you!

Testimonial content material is a number of the greatest content material to tug in splendid leads that share the identical ache factors.

For instance, Hubspot brings splendid clients to the forefront to exhibit the proveable worth.

95. Tools

Tools is usually a lifesaver (and costly).

But free instruments? Invaluable.

In addition to instruments, calculators will be one other fashionable sort of content material for your web site.

And did we point out they’re nice hyperlink magnets? Check out How to Earn Links by Creating Free Tools for examples.

96. Video

Video is a strong format sort.

What’s extra: you’ll be able to simply repurpose different content material codecs right into a video.


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For instance, Julia McCoy turns every single YouTube video she produces right into a weblog and an electronic mail marketing campaign.

Here are a number of kinds of superior video kinds:

  • Live – Unedited and off-the-cuff
  • Video: 360 – Perfect for journey vloggers
  • Video: Playlists – Curated for simple viewing
  • Video: Recorded – Polished, produced, or bare-bones

Joe Rogan streams his podcast reside on YouTube (quickly, Spotify), which extends his viewers and provides a visible aspect not accessible to audio-only listeners.

97. Webinar

Whether a webinar is reside or on-demand, it connects rising professionals with consultants.

Search Engine Journal hosts common webinars based mostly on white-hot business traits.

98. Whitepaper

Help your leads make an knowledgeable resolution earlier than taking motion.

Content Marketing Institute’s whitepaper library options reviews demonstrating the viability of manufacturers.

99. Wiki

In an business with a number of sophisticated phrases?

Seobility simplifies with a niche-specific wiki.

100. Why

Explainer content material will be highly effective.

An unanswered query is an unbelievable hook.

Why an Audience Analysis Is Necessary to search engine marketing is an incredible instance of why this kind of content material has to be a part of your repertoire.


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Build the Right Types & Boost Your Brand: Content Is Everywhere

Every piece of content material begins with an concept.

Once you might have that nice concept, you should utilize this listing of content material sorts to select the format that can greatest showcase that concept.

And by no means restrict your self to 1 concept, one format.

One concept will be repurposed into a number of codecs – textual content, video, or audio.

The solely restrict is your creativeness!

By creating all the codecs on the subject of nice content material, you’re certain to succeed in a huge, diversified viewers, construct your model title, and cater to all kinds of codecs your viewers loves and consumes.

Go forward – select one and get began.

Featured Image Credit: Paulo Bobita

Source hyperlink search engine marketing

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