Originally published February 10, 2023 , updated on June 24, 2023

Published Date: The date when the blog went live on GL website. Updated Date: The latest date when the GL Content team updated this blog.

How To Choose the Right Content Type

Choosing the right content type for your content marketing strategy involves several factors. Let’s explore your options.


What Is Content Creation?

Content creation involves crafting print, digital and other types of content for marketing, advertising, or other purposes.


In the world of content marketing, it’s any form of media that conveys a message, subtly sells a product or service, or aims to inspire action in a target audience. Content creation is essential to any modern marketing strategy as it helps drive traffic, increases engagement, and builds long-lasting customer relationships.

Why Is Content Important?

Why Are the Different Content Types Important?

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Different content types allow brands to communicate their messages in different ways, reaching various audiences. For example, if a brand is marketing to a younger audience, they may want to use social media content or short vertical videos for a platform such as TikTok. If they’re targeting an older demographic, they may prioritise newsletters or whitepapers.


By using different types of content, brands can ensure their messages are being seen and heard by the right people. Additionally, it allows them to diversify their content and keep it interesting. Variety can help keep the target audience engaged, while helping brands stand out from the competition.

Use Content To Scale Your Business

Today, content creation is an essential part of running a successful business. But creating the same type of content over and over again can get stale and redundant. It’s important to mix up your content types to keep your audience engaged.


Different content types help to reach different audiences, or even the same audience in different ways. For example, using video content can help explain complex topics in a more visual and engaging way. Podcasts can be great for building relationships with your customers and reaching people on the go. Blog posts, in turn, can help showcase your knowledge and boost your rankings in search.

Reach Your Target Audience

Creating different content types can be hugely beneficial to your target audience. With content marketing becoming increasingly popular, it’s important to create content that appeals to your target audience.


Different content types can also help you meet the needs of your target audience in different ways. For example, if you create written content that provides valuable information, you can help educate your audience. On the other hand, if you create engaging video content, you can help entertain and engage your audience. You can also create interactive content such as quizzes and polls, which can engage your audience in another way, helping you to build your brand.


Help Your Audience With Their Research

Good content can help your target audience with the research they do before they purchase a product or enlist the services of a company. Educational content such as how-to guides and tutorials give readers step-by-step instructions to help them solve a problem or understand a concept. Informational content such as reports, e-books, and whitepapers can provide an overview of a specific topic and spark conversation.


Visuals can make complex topics easier to understand and help to engage your audience more effectively. By using different content types, you can offer accurate information, answer common questions, and nudge customers to make a purchase.

What To Consider When Choosing Your Content Types


Not all content is created equal. There are many types of content, and the ones you ultimately choose will depend on your goals and resources. Before you embark on creating content for your business, consider these questions: What is the purpose of your content? Is it to educate, entertain, or inspire? Knowing the goal will help you decide which content type will drive results.


It’s also essential to determine the type of content that will be most engaging to your audience. Videos, podcasts, e-books, and blog posts have their place — it’s up to you (and your marketing strategist) to decide which will have the most impact.


Finally, ask yourself: How will you measure the success of your content? Knowing this will help you create content with an eye to the future. 


By considering these factors, you can ensure that your content is compelling and engaging — and achieve your goals.


Before producing content, don’t forget to do this:


Conduct a Thorough Audience Analysis

Before producing any digital content, it’s essential to carry out a thorough audience analysis. Knowing your target audience and what the different personas are looking for can help you create content that resonates with them. This research can be done in various ways, such as conducting surveys, interviews, or working with focus groups. From there, you should collect as much data as possible, including demographic information, interests, and needs.


This process will help you better understand what type of content would be most appealing to your audience. Once you have this information, you can create content tailored to their needs and interests.


Explore the Types of Content Most Suitable for Your Audience

Creating content for your brand can be a daunting task. With so many different formats and channels to choose from, it’s essential to know what content is most suitable for your brand and target audience before you start producing it.


Use different content types to reach other goals: increasing engagement, driving traffic, or building brand awareness. Whatever content you choose, ensure it aligns with your brand goals and resonates with your target audience.


Pick the Right Content Types for Your Marketing Channels

How To Use Different Content Types

Let’s look at some popular types of digital content and how to use them best. 


Blog Content

Blogs offer valuable and original information. They boost organic website traffic, share information, build your brand, and drive customer engagement.

Article Content

Articles allow brands to educate and engage readers on specific topics. In addition, the versatility of articles helps businesses share varied information in an engaging format.


Mailers can be used to generate sales, boost customer engagement, and create brand awareness. It’s a more personal way to connect with new customers and retain existing ones.

Infographic Content

Infographics can help your target audience to understand complex data or other information. These should be on-brand, as they could play a role in creating a strong visual identity for your brand.


Newsletter Content

Newsletters let brands communicate directly with potential customers in a personalised way. Use them to share valuable updates, relevant promotions, and thought leadership-type content.

Brochure Content

Print and digital brochures help share information in a condensed manner. They can be useful at industry events to tell prospects about your company and its products and services.


e-Book Content

E-Books allow brands to offer high-quality, in-depth content about their products and services. This visual content type, which typically lives in PDF format, can also be used in your nurture campaigns.

Whitepaper Content

Whitepapers are great for sharing information about trending industry topics and establishing your company as a thought leader. Its goal is to build trust with good information and data.

Press Release Content

Press releases help brands to communicate through traditional media. It also helps control the narrative of any news coverage, which helps with brand awareness and customer engagement.


Website Content

Compelling website content introduces your brand to prospective customers and makes a memorable impact. It also helps improve search engine rankings and organic website traffic when paired with SEO best practices.

Social Media Content

Social media is a powerful tool to reach audiences and build brand awareness. These platforms are where people spend a lot of their time. So it’s well-suited for building customer engagement and long-lasting relationships.

Guides & Handbook Content

Guides and handbooks can offer detailed information on the business or specific products and services. They can be designed for in-person events such as seminars and trade shows. 

Podcast Content

Podcasts help brands reach people on the go in a unique, conversational way. It allows brands to tell their story and helps establish their authority in a specific industry.


Case Study Content

Case studies can highlight how a product or service can solve a target customer’s problem or “pain point”. This content type can influence them to trust the brand, make a purchase, or further engage with the business.

Product Content

Clear and informative product content highlights a product’s or service’s features and benefits. They can give customers the information they need to put your product or service to good use.

Advertisement Content

Paid advertisements can help promote your products and services quickly and effectively. However, we live in a post-advertising age, where customers are less likely to respond to the “hard sell”.


How To Choose the Right Content Types for Your Needs


Whitepapers vs e-books

Both these content types are used to share in-depth information on a specific topic or solution. Generally, whitepapers are longer, denser, and more focused on thought leadership, while e-books are punchier, more visual and brand-focused.

E-books vs print brochures

E-books and print brochures both have strong copy, visuals, and design elements. However, e-books tend to offer more detailed information, whereas brochures are useful in giving customers a quick snapshot of, for example, your products or services.


Landing pages vs case studies

Landing pages drive organic traffic to your website and generate leads with SEO-optimised text and strong calls-to-action (CTAs). Case studies, in turn, highlight your products and services through real-world examples. They help you to build credibility and trust.

Landing pages vs whitepapers

Both formats offer valuable and relevant information to prospective customers. Landing pages are designed for lead generation, whereas whitepapers can help you establish thought leadership and capture customer data for lead nurturing.

Infographics vs text-based articles

Infographics are ideal for simplifying complex information and showing it in a visual way that’s easy to grasp. Text-based articles can be used to achieve many different goals, from sharing information about events, products and services to establishing thought leadership.

Social media posts vs social ads

You can use social media posts to connect to a large target customer base, increase engagement, and build brand awareness. Organic posts are best used in a way that educates, entertains, or delights. Social ads, in turn, can quickly get people to sit up and take notice of your brand on the social platforms where they spend most of their time.


Newsletters vs mailers

Newsletters and mailers provide a direct and personal connection to the customer (you’re talking to them in their inboxes, a very personal space). However, newsletters tend to be more content-driven, while mailers are used to drive specific goals, such as converting sales or telling customers to join an event.


Videos vs podcasts

Videos and podcasts are effective ways to use storytelling to attract customer attention and boost engagement. Videos are ideal for sharing how-to information, case studies, and company stories. Podcasts allow you to establish your brand as a thought leader in a specific industry.

Why Choose Goodman Lantern for Your Content Needs

Get in Touch

Digital content creation doesn’t need to be a daunting task. Connect with us to take your brand to the next level. We can help you navigate different content types, channels, and platforms to find a strategy that works for your business. Book a discovery call with us and we’ll get started on a quick marketing audit to help you figure out your next steps.