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The Most Popular Content Formats

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You can find inspiration by looking at the most popular types of content to see what works best. While this can vary based on the content format, there are some tried and true ingredients that make a piece of content successful:

  • Originality: The idea itself needs to be original. If someone already covered your topic, add your twist to it.
  • Strong headlines: For most types of content, a compelling title is crucial to increase the click-through rate.
  • Visual and interactive elements: Using visual assets is always a good idea, but adding extra interactive elements will help you stand out.

To help you get started, here are some of the most popular types of content:

1. Blog Posts

Blog posts have been one of the most popular types of content since the start of the World Wide Web, and blogging has evolved throughout the years. What started as a way to share your thoughts online has since evolved into a popular way to make money and grow your customer base, and it’s the top content format in B2B marketing.

Today, successful blog posts are informativehigh-quality, and often written in long-form. In addition, they include a variety of visual elements to break up the text and engage readers.

Pro tip: If you’re struggling with creating different types of content, consider recycling your old blog posts. If you’ve put a lot of work into creating a great blog post, rework that content and use it for social media, newsletters, videos, printables, and more.

2. Videos

Because videos are easy to consume and widely accessible, they’ve become one of the most popular types of content today. In fact, 86% of businesses used video as a marketing tool in 2021.

While videos are a great type of content for all audiences, there are some industries where video marketing performs exceptionally well (and can provide a huge competitive advantage):

  • SaaS, where videos are used for customer success stories to create a strong brand connection.
  • Travel and Hospitality, where consumers expect to have an in-depth view of what their hotels and restaurants look like before booking.
  • Healthcare, where professionals and insurance companies use video to deliver better customer service.
  • eCommerce, where having product video representations increases the likelihood of an online purchase.

If you have the skills and budget to create high-quality videos, consider adding them to your content strategy.

3. Social Media Posts

Another popular type of content is social media posts — they are usually easy to create, they can reach a wide audience, and there’s a low-cost opportunity for paid content promotion.

While social media was originally used primarily for B2C marketing, today social media platforms are the number one channel B2B marketers use to distribute content organically — representing 89% of all channels.

Social media content is effective with most audiences, but you need to choose the right platform based on your industry and audience. For example, Linkedin is usually the best platform for B2B industries, while Instagram works well to target younger audiences like millennials.

Content For Your Website

illustration of different types of content for your website

Your website is the most important channel for your content because it serves as a go-to resource for users to learn about your brand. To create successful content for your website, it’s important you first identify your unique value proposition. What makes your offerings different from what’s available elsewhere?

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