Content marketing examples.
Content marketing is much more than blog posts. This guide goes through common formats, from guides and case studies to video, podcast and newsletters, and what each is good for, so you can choose the format by the goal instead of by the trend.
By Alexander Larsson · Founder & Strategist· Published · Updated Our view
There's no best format, only the right format for the goal and the stage in the customer journey. Choose by purpose, not by what's popular.
What counts as content marketing.
Any content that helps the audience instead of interrupting them can be content marketing: a guide, a case study, a video, a podcast episode or a newsletter. The common thread is that the content gives value first and leads to the business later. The examples below are formats, not individual campaigns.
The point of knowing the formats isn't to use them all, but to choose the few that suit your goal and your audience. A format that doesn't serve a purpose is just content for content's sake.
Common formats and what they're good for.
Six formats that cover most needs. Most strong content efforts combine a few of them:
Guide or article
Answers a question the audience searches for thoroughly. Builds organic visibility and trust, and is often the hub other formats link to.
Case study
Shows a result in practice. Strong late in the buying journey, when the customer wants proof rather than promises.
Video
Explains what's hard in text and builds closeness. Good for demonstrations, short form on social and longer form on the web.
Podcast
Builds relationships and authority over time through conversation. Reaches a listening audience and suits thought leadership.
Newsletter
The one channel you fully own. Nurtures the relationship with those who've already shown interest, with no algorithm in between.
Lead magnet
A downloadable piece, like a template or report, in exchange for a contact detail. Turns visitors into leads.
Choosing the right format.
The format should follow two things: the goal and where the customer is in their journey. Early, when someone searches for answers, guides and video do the most good. Later, when they compare, case studies and lead magnets weigh more. Choosing the format first and the purpose second is one of the most common mistakes.
It also means quality beats breadth. Fewer formats done well, and actually distributed, beat a long list no one has time to maintain.
Common misconceptions.
When content formats are chosen on the wrong basis, it's usually down to one of these:
- ”We need every format.” Breadth for its own sake dilutes resources. Choose the formats that serve the goal.
- ”Video always works.” Video is powerful but expensive. Sometimes a well-written guide does the same job at a fraction of the cost.
- ”Copy what the competitor does.” The same format doesn't suit everyone. Start from your audience and your goal, not the competitor's content calendar.
- ”The format is the strategy.” Choosing a format is a result of the strategy, not a replacement for it.
The through-line: formats are tools. Which one you choose should be decided by what you want to achieve, not by what's popular right now.
How we approach formats.
We choose formats by goal and audience, not by trend, and make sure what we produce is actually distributed. A good format no one sees delivers no effect, so the format choice is always tied to a plan for how it reaches people.
We measure against the business and you own everything we create. An initial review we do free of charge. It's the same principle that runs through everything we do: the right format, activated, tied to the business.
Not sure which format suits you?
Tell us what you want to achieve and we'll suggest which formats deliver most for your goal and audience, and how they should reach people. The initial review is free.
Write to us →Frequently asked questions about content marketing formats
What are the most common content marketing formats?
Guides and articles, case studies, video, podcast, newsletters and lead magnets cover most needs. Each solves different things in the buying journey, and most strong efforts combine a few of them.
Which format delivers the best results?
There's no best format, only the right format for the goal and the stage in the journey. Guides and video help early, case studies and lead magnets later. The choice should follow the purpose, not the trend.
Do you have to use video?
No. Video is powerful but expensive, and sometimes a well-written guide does the same job for less. Use video when the format actually adds something, not because it's popular.
What is a lead magnet?
A downloadable piece, like a template, checklist or report, offered in exchange for a contact detail. It turns anonymous visitors into leads you can follow up.
How many formats should you invest in?
Fewer than you'd think. A few formats done well and actually distributed beat a long list no one has time to maintain. Quality and distribution beat breadth.