Are you looking for ways to attract more customers using content? Want to learn the best types of content to use at each stage of the buyer journey?


SEMrush shares its content marketing tips in this infographic.

They break things down as follows:

  • Attracting traffic
  • Generating leads
  • Lead nurturing
  • Driving payments

Check out the infographic for more details.


Marketing content infographic


Best marketing content

In today’s fast-paced digital landscape, small businesses need to leverage various marketing strategies to stand out and grow. One of the most effective ways to achieve this is through content marketing.

Content marketing allows you to engage with your target audience, build brand awareness, and drive sales.

To help you succeed in your content marketing efforts, we’ve compiled a list of the 18 best types of marketing content, organized into four categories: attracting traffic, generating leads, lead nurturing, and driving payments.


Attracting Traffic

In the digital age, attracting a steady stream of traffic to your website is the first step in building a successful online presence. Whether you’re a small business owner, a blogger, or an e-commerce entrepreneur, the ability to draw visitors to your site is crucial.

In the “Attracting Traffic” section, we’ll explore the various content marketing strategies and tactics that can help you reach a wider audience, drive organic traffic, and establish your brand as an authority in your niche.

From blogging to infographics, videos, and podcasts, these content formats are designed to capture the attention of potential customers and create awareness around your products or services.


Blog Posts

Blog posts are the foundation of content marketing, serving as the bedrock upon which you can build your online presence. They are informative, engaging, and provide valuable insights to your audience.

Whether you’re sharing industry expertise, offering solutions to common problems, or simply connecting with your readers on a personal level, blog posts are your direct line of communication with your audience.

  • Consistency: Publish blog posts regularly to keep your audience engaged.
  • Keyword Research: Use keyword research tools to find relevant keywords for SEO optimization.
  • Quality Content: Focus on creating high-quality, informative, and engaging content.
  • Visuals: Incorporate visuals like images, charts, and infographics to enhance readability.
  • Promotion: Share your blog posts on social media and through email newsletters.



In an era of information overload, infographics offer a breath of fresh air. They combine the power of visual storytelling with the clarity of concise data, making complex information easy to understand.

Infographics are a versatile content format that can be shared across various platforms, from social media to websites and presentations.

  • Simplicity: Keep infographics simple, with a clear and concise message.
  • Visual Appeal: Use colors and visuals that align with your brand and content.
  • Data Sources: Cite sources for statistics and data used in your infographics.
  • Shareability: Make it easy for users to share your infographics on social media.
  • Embed Codes: Provide embed codes for others to use your infographics on their websites.



Video content has become an integral part of the online landscape, offering an immersive and engaging way to connect with your audience.

From explainer videos that simplify complex concepts to product demonstrations that showcase your offerings in action, videos have the power to entertain, educate, and inspire.

  • Plan and Script: Plan your video content and create scripts to stay on message.
  • Engaging Thumbnails: Use attention-grabbing thumbnails to increase click-through rates.
  • Mobile Optimization: Ensure videos are optimized for mobile viewing.
  • Call to Action: Include a clear call to action (CTA) in your video.
  • Engagement: Respond to comments and engage with your audience on video platforms.



The rise of podcasts has transformed the way we consume content. These audio-based shows offer a unique opportunity to connect with your audience on a personal level, allowing them to listen and learn while on the go.

Whether you’re hosting in-depth discussions, interviews with industry experts, or sharing your own insights, podcasts have the potential to captivate and inform.

  • Quality Audio: Invest in good audio equipment and editing for professional sound.
  • Varied Content: Mix up your podcast content with interviews, discussions, and solo episodes.
  • Consistency: Stick to a regular publishing schedule to keep your audience engaged.
  • Transcriptions: Provide written transcriptions for accessibility and SEO benefits.
  • Promotion: Promote your podcast through social media and email marketing.


Generating Leads

Once you’ve successfully attracted traffic to your website, the next challenge is to convert those visitors into leads. Generating leads is a critical step in building a database of potential customers who have shown an interest in your offerings.

In the “Generating Leads” section, we’ll delve into content marketing strategies that go beyond just getting clicks. Ebooks, webinars, quizzes, and contests are among the powerful tools we’ll explore to entice visitors to share their contact information with you in exchange for valuable insights or the chance to win something enticing.

These tactics will help you build a strong foundation for nurturing and converting leads into paying customers.


Ebooks and Whitepapers

Ebooks and whitepapers are the gold standard of content when it comes to offering in-depth knowledge and insights. These comprehensive resources provide valuable information to your audience while simultaneously capturing leads for future engagement.

Whether you’re looking to educate, inform, or guide your readers, ebooks and whitepapers can serve as powerful tools in your content marketing arsenal.

  • Valuable Content: Ensure your ebooks and whitepapers offer genuine value to your audience.
  • Professional Design: Invest in professional design to make your content visually appealing.
  • Landing Page: Create dedicated landing pages for downloads and lead capture.
  • Promotion: Promote your ebooks through email marketing, social media, and your website.
  • Gating: Require users to provide their contact information to access the content.



Webinars represent an interactive and dynamic way to engage with your audience in real-time. These online seminars enable you to share knowledge, answer questions, and connect directly with potential customers.

Hosting webinars can establish your brand as an industry authority while capturing valuable leads.

  • Topic Relevance: Choose webinar topics that align with your audience’s interests and pain points.
  • Engagement: Encourage audience interaction through Q&A sessions and polls.
  • Recording: Record webinars for those who couldn’t attend live and for future use.
  • Follow-up: Send follow-up emails with resources and additional content.
  • Promotion: Promote webinars well in advance through various channels.


Quizzes and Assessments

Interactive quizzes and assessments offer a unique way to engage your audience by allowing them to actively participate in the content. These tools provide personalized results based on user input and can be both entertaining and informative.

By designing quizzes that align with your industry or niche, you can attract and engage your target audience while collecting valuable data for lead segmentation.

  • Relevance: Design quizzes related to your industry or niche.
  • Personalization: Use collected data to tailor follow-up content and offers.
  • Shareability: Make it easy for users to share their quiz results on social media.
  • Engagement: Create quizzes that are fun and engaging.
  • Feedback: Collect feedback to improve quiz quality and relevance.


Contests and Giveaways

Contests and giveaways are a powerful way to engage your audience and capture leads while sparking excitement and enthusiasm.

These promotional events encourage user participation by offering enticing prizes or rewards in exchange for specific actions, such as subscribing to your newsletter or sharing your content.

  • Relevant Prizes: Ensure the prizes align with your target audience’s interests.
  • Clear Rules: Set clear entry rules and guidelines.
  • Promotion: Promote the contest on your website, social media, and through email.
  • Engagement: Encourage participants to engage with your brand, not just enter.
  • Follow-up: Engage with winners and promote their success stories.


Lead Nurturing

Once you’ve captured leads, the journey to turning them into loyal customers has only just begun. Effective lead nurturing is the bridge between initial interest and the final purchase decision.

In the “Lead Nurturing” section, we’ll dive deep into content marketing strategies that help you build relationships, trust, and engagement with your leads over time. From email marketing campaigns and drip sequences to case studies and customer testimonials, you’ll discover how to provide the right content at the right time to move your prospects along the buyer’s journey.

Successful lead nurturing will position your business as the go-to solution when your leads are ready to make a decision.


Email Marketing Campaigns

Email marketing campaigns remain a powerful and cost-effective tool for nurturing leads, engaging with your audience, and driving conversions. Whether you’re a small business owner or a seasoned marketer, creating effective email marketing campaigns can significantly impact your success.

Learn the art of crafting compelling email marketing campaigns, from subject lines that grab attention to engaging content and strategic segmentation, to help you connect with your subscribers, drive traffic, and ultimately convert leads into loyal customers.

  • Segment Your Audience: Divide your email list into segments based on demographics, behavior, or purchase history for personalized content.
  • Compelling Subject Lines: Craft attention-grabbing subject lines that encourage recipients to open your emails.
  • Clear Call to Action (CTA): Include a clear and concise CTA that tells readers what you want them to do next.
  • Mobile Optimization: Ensure your emails are mobile-responsive, as many recipients access emails on mobile devices.
  • A/B Testing: Experiment with different elements like subject lines, content, and CTAs to determine what resonates best with your audience.


Drip Campaigns

Drip campaigns, also known as automated email sequences, are the secret sauce behind maintaining a consistent flow of content to nurture your leads. These campaigns guide your subscribers through a carefully planned journey, providing them with the right information at the right time.

Explore the world of drip campaigns, uncovering the strategies and techniques to keep your brand top of mind, build trust, and encourage leads to take the next step. From setting up your drip sequence to crafting compelling content and analyzing performance, learn how to effectively nurture your leads and drive conversions.

  • Goal Alignment: Define clear goals for your drip campaigns, such as lead nurturing or onboarding.
  • Segmentation: Segment your email list to send relevant content to specific groups of recipients.
  • Content Variety: Create a series of emails that include educational content, product information, and testimonials.
  • Timing: Set appropriate intervals between emails to maintain engagement without overwhelming recipients.
  • Monitoring and Adjustment: Continuously monitor campaign performance and adjust content based on recipient behavior.


Case Studies

Case studies are powerful storytelling tools that showcase how your products or services have solved real-world problems for your customers. They provide tangible evidence of your value proposition and build trust with potential clients.

Discover the art of creating compelling case studies, from selecting the right customer stories to structuring your case study effectively and including metrics that matter. Use these in-depth narratives to persuade leads and drive them toward making a purchase decision.

  • Customer Selection: Choose case study subjects that align with your target audience’s needs and pain points.
  • Tell a Story: Craft a compelling narrative that outlines the customer’s problem, your solution, and the results achieved.
  • Data and Evidence: Incorporate specific metrics and data to demonstrate the impact of your product or service.
  • Visuals: Include visuals like charts, graphs, and images to enhance readability and engagement.
  • Quotes and Testimonials: Incorporate quotes from the customer to add authenticity to the case study.


Customer Testimonials

Customer testimonials are concise endorsements from satisfied clients. They serve as powerful social proof, reassuring potential customers that your products or services have a positive impact. Dive into the world of customer testimonials, discussing how to gather and showcase these endorsements effectively.

Encourage satisfied customers to leave reviews, strategically place testimonials on your website and marketing materials, and use these authentic voices to build credibility and drive conversions.

  • Solicit Reviews: Encourage satisfied customers to leave reviews on relevant platforms.
  • Highlight Success Stories: Share customer success stories that showcase real-life benefits.
  • Variety: Use testimonials in different formats, such as written quotes, video interviews, or social media posts.
  • Specificity: Include specific details about the customer’s experience, such as results achieved or challenges overcome.
  • Consent: Ensure you have permission to use customer testimonials in your marketing materials.



Driving Payments

The ultimate goal of any small business is to drive payments, turning interested prospects into paying customers.

In the “Driving Payments” section, we’ll explore content marketing strategies designed to close the deal and facilitate transactions. Product demos, comparison guides, limited-time offers, interactive product tours, and customer onboarding content are just a few of the tactics we’ll discuss.

These content formats are crafted to help your customers make informed decisions, alleviate any concerns, and guide them through the final steps of the purchasing process.

By effectively using these strategies, you’ll not only drive payments but also cultivate customer loyalty and advocacy, setting the stage for long-term business growth.


Product Demos

Product demonstrations are a dynamic way to showcase your offerings in action. They provide potential customers with a firsthand look at how your products work and the value they can bring.

Explore the art of creating captivating product demos, from planning and scripting your demos to engaging your audience effectively and addressing common questions and objections. Use product demonstrations as a powerful tool to drive interest and conversions.

  • Focus on Benefits: Highlight how your product solves specific problems or meets customers’ needs.
  • Keep It Concise: Keep product demos short and to the point to maintain viewer engagement.
  • Demonstrate Key Features: Showcase the most important features and functionalities.
  • Solve Problems: Use the demo to address common pain points or challenges your audience may have.
  • Call to Action: Include a clear CTA at the end of the demo to guide viewers toward the next steps.


Comparison Guides

Comparison guides are invaluable resources for potential customers trying to make informed decisions. These guides highlight the pros and cons of different options, positioning your product as the superior choice.

Delve into the world of comparison guides, discussing how to create comprehensive and unbiased resources that simplify the decision-making process for your target audience.

Conduct thorough research, create engaging visual presentations, and leverage comparison guides to influence purchasing decisions effectively.

  • Thorough Research: Conduct comprehensive research on the products or services you’re comparing.
  • Objective Approach: Present an unbiased view, outlining pros and cons of each option.
  • Visual Comparison: Use clear visuals, such as tables or charts, to simplify comparisons.
  • Use Cases: Describe scenarios or use cases where each option excels.
  • Recommendation: Offer a recommendation based on the user’s specific needs.


Limited-Time Offers

Creating a sense of urgency is a proven strategy for driving sales. Limited-time offers are promotions that encourage potential customers to make a purchase decision sooner rather than later. Explore the art of crafting limited-time offers that capture attention and prompt action.

Set clear start and end dates, communicate the value of the offer effectively, and create a seamless purchasing experience. Learn how to leverage urgency to drive payments and boost conversions.

  • Clear Deadline: Specify a clear start and end date for the limited-time offer.
  • Highlight Value: Emphasize the value and benefits of the offer to entice action.
  • Urgency Language: Use urgency-inducing language, such as “Act now” or “Don’t miss out.”
  • Promotion Channels: Promote the limited-time offer across multiple marketing channels, including email, social media, and your website.
  • Track Results: Monitor the performance of the offer and adjust strategies for future promotions.


Interactive Product Tours

Interactive product tours provide potential customers with the opportunity to explore your offerings at their own pace. These engaging tours offer a comprehensive understanding of your products, helping users make informed decisions.

Discover how to design user-friendly and engaging experiences, from intuitive navigation to highlighting key features and benefits. Use interactive product tours to guide leads and drive payments.

  • User-Friendly Navigation: Ensure the tour is easy to navigate and user-friendly.
  • Highlight Key Features: Focus on showcasing the most valuable and unique features of your product.
  • Engagement: Include interactive elements like clickable buttons or hotspots for deeper engagement.
  • Clear Path: Guide users through a clear and logical path to understand your product.
  • Mobile Compatibility: Make sure the interactive tour is accessible on various devices, including mobile.


Customer Onboarding

Effective customer onboarding is essential for ensuring that new customers have a smooth and positive initial experience with your products or services. Explore the art of creating customer onboarding content, from step-by-step guides to tutorials and welcome emails.

Provide new customers with the support and information they need to get started and succeed with your offerings.

  • Welcome Email Series: Create a series of welcome emails that introduce new customers to your brand and product.
  • Clear Instructions: Provide step-by-step instructions to help customers get started with your product or service.
  • Educational Content: Offer resources like tutorials, guides, and videos to aid the onboarding process.
  • Feedback Gathering: Solicit feedback from customers during onboarding to identify areas for improvement.
  • Personalization: Tailor onboarding experiences based on customer preferences and usage patterns.


Retargeting Ads

Retargeting ads are a strategic way to re-engage visitors who have previously interacted with your website but didn’t complete a purchase. Learn how to create compelling visuals and messaging that reignite interest and encourage visitors to return and convert.

Use retargeting ads effectively as part of your content marketing strategy to drive payments and increase conversions.

  • Segmentation: Create distinct retargeting ad campaigns for different segments of your website visitors.
  • Engaging Visuals: Use compelling visuals that remind visitors of the products or pages they viewed.
  • Clear Messaging: Craft concise and persuasive ad copy that encourages users to return.
  • Frequency Control: Manage ad frequency to avoid overwhelming users with too many retargeting ads.
  • A/B Testing: Experiment with ad variations to determine the most effective messaging and visuals.



In conclusion, an effective content marketing strategy can significantly contribute to the growth of your small business. By utilizing the 18 best types of marketing content discussed in this article, you can attract traffic, generate leads, nurture those leads, and ultimately drive payments.

Remember that consistency, relevance, and a customer-centric approach are key to success in content marketing. Tailor your content to your target audience, analyze its performance, and adapt your strategy accordingly to achieve long-term growth for your business.

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