12 Kinds of Content material Advertising and marketing to Leverage for Success in 2023

Content material advertising and marketing is the method of making and sharing content material to assist your enterprise objectives. 

However content material isn’t simply weblog posts.

Several types of content material advertising and marketing embody:

  • Weblog posts
  • Infographics
  • Movies
  • Podcasts
  • Social media
  • Ebooks
  • Case research
  • Memes 
  • Consumer-generated content material
  • Newsletters
  • Free instruments
  • Programs

And plenty of extra. 

The kinds you utilize will rely in your target market and enterprise objectives.

Do You Want Completely different Kinds of Content material Advertising and marketing?

Counting on only one sort of content material advertising and marketing means you’ll attain solely those that eat that sort of content material.

Should you write a weekly weblog put up, for instance, solely individuals who favor weblog posts will see them and have interaction along with your model.

However folks eat content material in some ways.

Some favor watching movies quite than studying articles.

Others favor to take heed to podcasts whereas doing chores or commuting. 

Diversifying your content material advertising and marketing technique helps you attain your target market, irrespective of their preferences.

Attain a broader viewers. And create a number of touchpoints for your enterprise. 

Extra potential clients will see your content material.

Extra usually. And in additional locations.

Which might result in extra enterprise in the long term.

However first, establish the very best content material sorts for your enterprise.

12 Most Efficient Content material Advertising and marketing Sorts

Beneath are the simplest types of content material advertising and marketing for companies with an internet presence.

1. Weblog Posts

Weblog posts are nonetheless one of the crucial efficient methods to attach along with your target market.

They will present beneficial info, construct model consciousness, and enhance search engine rankings.

They will additionally educate and assist clear up issues on your target market. 

Which fosters belief and loyalty. 

This belief and loyalty can simply translate to enterprise progress.

In truth, 55% of content material entrepreneurs reported that short-form articles or long-form weblog posts have been among the many prime performers of all content material sorts, in accordance with Semrush’s State of Content material Advertising and marketing 2023 Report. 

Which content formats perform best?

Weblog posts are only when used to teach and assist the reader.

Establish what the person is in search of (often called search intent), and write to fulfill that aim.

Quite than running a blog about how your latest product will change lives, concentrate on weblog concepts associated to your enterprise.

Set up your organization as a number one trade professional.

Add real influence by providing new and beneficial info.

Leverage short- and long-form articles, how-to guides, checklists, and listicles (resembling this one).

Keep away from focusing solely on key phrases.

As a substitute, present customers with high-quality content material that addresses their wants.

That is what drives worth—for search engine optimisation and for enterprise.

2. Infographics

Infographics are an efficient sort of content material advertising and marketing as a result of they current advanced info in a simplified, visually interesting format.

As a substitute of wading by means of a dense wall of textual content on a fancy subject, customers can shortly digest info with the help of graphics, charts and simplified definitions. 

Infographics can seize viewers consideration and facilitate person understanding.

And cater to completely different audiences and studying types. 

Like this instance, which breaks down the in-depth subject of search engine optimisation copywriting.


Infographics can be utilized instead of or along with weblog posts. 

They usually encourage social sharing and inbound backlinks. 

After all, you may’t use an infographic for all the things. Nor must you.

Easy, impactful, and significant infographics can elevate your content material. 

When used strategically. 

The thought is to take difficult info from a examine or survey and break it down into crucial factors.

Right here is an instance of a small infographic in a social put up.


Create participating, high-quality infographics with Semrush’s Infographic Creation Companies.

3. Movies

Video content material is more and more well-liked as a result of it connects with a completely completely different viewers than conventional content material advertising and marketing sorts. 

Though folks nonetheless search out written content material for info, many search for movies due to their handy and interesting format.

In truth, more than 2.6 billion people use YouTube each month.

Movies interact customers by means of dynamic storytelling and compelling visuals. 

In some niches and industries, resembling residence cooking, sports activities, and touring, movies are integral.

A well-produced video could make your enterprise extra dynamic.

It might probably additionally present a greater solution to reveal the best way to do one thing or how one thing works.

However video content material is usually costly and time-consuming to supply.

Contemplate repurposing a few of your written content material into compelling movies. 

You’ll be able to embed these movies into your weblog content material, whereas additionally making a devoted YouTube channel.

Semrush YouTube channel

Don’t overlook to create related and informative captions and textual content introductions to assist people (and search engines like google) higher discover your content material. 

Use and promote this content material nearly anyplace, out of your principal web site to your weblog, your social media platforms, and even in e-mail campaigns.

4. Podcasts

Podcasts are an efficient type of content material advertising and marketing as a result of they supply simply accessible content material for on-the-go audiences. 

They will foster robust connections with listeners by demonstrating empathy, experience, and authenticity. 

Podcasts may also reveal thought management.

Upon getting the precise tools, podcasts might be easy to supply.

And if distributed by means of a podcast community, they’ll have large attain.

Example of podcasts

However it’s necessary to plan your podcast forward of time and never begin unprepared.

Your listeners will know.

And will lose belief in your model.

Use your podcast to deliver model consciousness to difficult-to-penetrate audiences and markets.

And as a solution to showcase your model’s persona.

Should you’re utilizing a podcast community, you may nonetheless incorporate your podcasts into your web site and social media efforts.

This lets you attain the podcast-listening demographic and those that sometimes eat extra conventional types of digital advertising and marketing.

As with video content material, you may repurpose written content material into podcast materials (and vice versa).

5. Social Media

Social media is a singular type of content material advertising and marketing as a result of it permits direct interplay and engagement with a large viewers.

It additionally permits for content material creation in addition to promotion. 

You’ll be able to write authentic tweets and posts, but in addition share content material resembling weblog posts or movies from different channels.


As a result of it lets you put up, promote, and work together with customers, social media is a must have for any content material advertising and marketing technique.

However it could take some effort to seek out the kind of content material and medium that resonate along with your viewers.

Check several types of content material and promotion to see what ends in probably the most audience engagement.

By monitoring your social media analytics, you may decide whether or not your viewers prefers movies or blogs, critical posts out of your CEO, or humorous posts and memes.

And in the event you’re already producing different kinds of content material, you may simply repurpose them for social media. 

Semrush content on social media

Plus, you may gauge how a lot visitors social media generates to your web site. 

Monitor your (and your rivals’) social efficiency with Semrush’s Social Media Toolkit without spending a dime as we speak.

6. Ebooks

Ebooks are long-form, digital books sometimes supplied as gated content material.

Ebooks present in-depth, complete info on a subject in change for private info, resembling an e-mail tackle. 

This info is taken into account a lead. 

And for some companies, leads are all the things. Which makes ebooks extremely beneficial.

The State of Content Marketing ebool

However they may also be pricey and time-consuming to create. 

A very good e-book must be complete and reveal authority, which takes time and experience.

However in addition they get pleasure from not being revealed in your web site.

Which suggests you don’t have to fret about key phrases, search engine optimisation, or duplicate content material. 

Contemplate repurposing and compiling content material out of your web site to create an e-book.

Alternatively, in the event you’ve written an e-book, repurpose it into a number of articles and even movies.

Ebooks alone ought to by no means make up your complete content material advertising and marketing technique.

However they are often efficient for lead era.

7. Case Research

Case research are nice instruments for content material advertising and marketing as a result of they supply real-life examples of how your enterprise has solved consumer issues.

They construct belief by demonstrating tangible outcomes.

That is referred to as social proof.

And it’s a strong software for changing potential clients.


Case research attraction to the feelings by means of participating storytelling and relatable buyer experiences. 

Work with happy clients to create case research you may publish in your web site.

To get an efficient conversion software and a high quality piece of content material.

8. Memes

Memes are pictures, movies, or textual content that convey humor on culturally related occasions or concepts.

They’ve emerged as a extremely efficient type of content material advertising and marketing as a result of they’re easy, relatable, and simply shareable.

They’re additionally nice for creating model persona, identification, and consciousness. 

Memes play a significant position in shaping on-line tradition and social interactions. 

If memes align along with your model voice and aesthetic, incorporate them into your content material advertising and marketing efforts.

You will strengthen your connection to your target market and humanize your enterprise.

And enhance your content material advertising and marketing efforts. 

You’ll be able to add memes to written content material or share them by means of social channels. 

Simply ensure they hit the precise notes on the proper time.

Nothing falls flat like an irrelevant or unfunny meme. 

9. Consumer-Generated Content material

Consumer-generated content material (UGC) is content material created and shared by clients or followers. 

In different phrases, content material you don’t create.

However it may be extremely efficient in driving model consciousness by leveraging genuine social proof.

UGC displays the ideas and experiences of actual clients.

Which fosters belief and credibility.

example of user-generated content

So how do you incorporate UGC into your content material advertising and marketing technique in the event you don’t management its creation?

By encouraging and guiding customers to create it.

A generally leveraged type of UGC is testimonials. 

Testimonials are optimistic statements supplied by happy clients. They’re UGC as a result of they’re created by clients, not the enterprise.

Nonetheless, you may encourage happy clients to offer testimonials.

In the event that they’re happy and pleased with your enterprise, clients sometimes really feel comfy offering a quick testimonial.

Different types of user-generated content material embody:

  • Evaluations
  • Feedback
  • Weblog posts about your enterprise
  • Discussion board discussions
  • Social media posts
  • Social media hashtags
  • Unboxing movies

UGC influences potential clients’ shopping for selections. Benefit from that and information it as a lot as you may.

Encourage clients to create and share content material associated to your enterprise.

For instance, create branded hashtags and encourage your clients to make use of them on social media.

Repost their UGC in your channels and provides the person a shoutout whereas doubling down on social proof. 

When used correctly, user-generated content material might be one of the crucial necessary kinds of content material advertising and marketing.

Monitor UGC and mentions of your model throughout the online with the Media Monitoring app.

10. Newsletters

Newsletters are common e-mail communications despatched by companies to subscribers.

They sometimes present updates, information, or beneficial content material associated to the enterprise. 

Semrush newsletter

Newsletters are efficient as a result of they permit direct communication between you and the shoppers that need to hear from you.

(In any other case, they wouldn’t have subscribed to your publication.)

Newsletters assist you to keep relationships with clients by offering beneficial info and retaining your enterprise prime of thoughts.

Engaged and dependable subscribers usually tend to grow to be paying clients. 

Embody calls to motion (CTAs) or hyperlinks to different beneficial content material to drive conversions.

This will enhance visitors to your web site and different advertising and marketing channels.

It might probably additionally improve your income if these subscribers grow to be clients.

You’ll be able to even leverage advertisements in your newsletters to extend income. 

And as with many of the different types of content material advertising and marketing, you may repurpose weblog content material into publication content material (and vice versa). 

Begin small and refine as you go.

Monitor open charges and engagement, and regulate your newsletters technique as you identify what your subscribers need to see.

11. Free Instruments

Free instruments embody checklists, templates, calculators, digital property, and the rest you present to guests to make use of.

They will drive visitors and foster belief and loyalty in your enterprise.

As a result of they create instant worth to your customers.

Instruments reveal your enterprise’s experience and authority by providing sensible options to buyer issues.

Like this free content calendar template:

content calendar template

Use free instruments for lead era as you’d with ebooks. 

Or shareable content material for social media. 

They will even appeal to beneficial backlinks for search engine optimisation. 

You’ll be able to couple free instruments and templates with weblog posts. Or make them standalone pages.

Simply be sure to are offering one thing of worth to your customers.

And concentrate on areas by which you may have experience. Inaccurate or irrelevant instruments will damage your model.

12. Programs

Programs might be efficient for content material advertising and marketing as a result of they provide in-depth studying experiences.

And educate customers beneficial abilities.

New and upcoming courses on Semrush Academy

This builds belief, credibility, and loyalty for your enterprise. 

Programs additionally reveal your experience and authority in a given subject.

It’s important to be an professional to show one thing nicely, proper?

Programs can have the additional benefit of serving as lead mills and even income mills. 

Customers who’re happy along with your course usually tend to unfold the phrase. Possibly even on social media or with a backlink.

This promotes your model and helps you attain a broader viewers.

Diversify Your Digital Advertising and marketing Content material

Content material advertising and marketing is a vital a part of any broader advertising and marketing technique.

Diversify your content material and channels to maximise your attain.

And join along with your target market and potential clients wherever they eat content material.

Decide probably the most applicable content material sorts for your enterprise and begin small.

Semrush’s Content material Advertising and marketing Platform plan might help you discover the form of participating content material your customers need to see.

Then, create a advertising and marketing plan round that content material.

Execute on a extra sturdy, diversified content material advertising and marketing plan. To succeed in extra clients and develop your enterprise.

Additional content material advertising and marketing sources: