If you spend time creating texts, images, and videos, but audience engagement remains low, it’s time to reconsider your approach to content products. Do you want your blog, social media, or website not just to exist, but to deliver real results?
Learn what types of content exist, how to use them in marketing, and how to properly format them to attract an audience. Examples and tips.
Types of content marketing
Any business or brand should clearly understand what content it needs and what requirements are imposed on it. There are key categories of content products, each of which serves its unique function. For convenience, this information can be structured in a table:
| Types of content | Examples | Marketing advantages |
| Textual (information in the form of text) | Article, blog post, guide, instruction, press release, news | Easily indexed by search engines, improves SEO, allows for detailed exploration of the topic |
| Visual (based on images and graphics) | Infographic, photo, illustration, meme, carousel, chart, diagram | Grabs attention, helps quickly explain complex ideas, enhances emotional perception |
| Video content (a dynamic visual presentation of information with audio accompaniment) | Video tutorial, commercial, short videos for social media | High engagement, the ability to demonstrate processes, fostering interaction with the audience |
| Interactive (engages the user in active interaction) | Online calculator, quiz, survey, test, interactive games, AR/VR elements | Stimulates audience participation, collects user data, increases engagement and loyalty, helps personalize marketing |
It is important to understand what type of content is needed for a specific goal. For example, types of content for a blog include articles, reviews, guides, infographics, and podcasts. They enhance the brand’s expertise, retain the audience, and are easy to consume quickly.
Types of media content cover images, videos, animations, tables, charts, carousels, and stories, increasing engagement and time spent on the site. Advertising content — banners, landing pages, promo posts, email newsletters — attracts attention to a product or service, stimulates sales, and contributes to a faster ROI.
For successful content marketing, experts recommend combining text, visual, video, and interactive content, which significantly expands audience reach.
What content is for
Its main goals:
➤ Audience attraction. SEO articles, social media ads, video reviews, and promo materials help increase traffic and introduce new users to the brand.
➤ Audience retention. Newsletters, blog updates, helpful guides, tips, and instructions help maintain the interest of existing users and clients, build loyalty, and increase repeat visits.
➤ Audience engagement. Surveys, quizzes, contests, comments, likes, participation in discussions, and interactive games motivate users to take active actions and interact with the brand.
Quality content does more than inform — it builds a bridge between the brand and the audience, turning casual visitors into loyal fans and creating a space where every user feels involved and valued in your story.
Rules for formatting text content (headings, lists, readability)
An effective SEO strategy directly depends on the quality of the text and its proper formatting. To make it easy to read and useful, it is important to follow these content requirements:
➤ Headings and subheadings should be informative, concise, and attention-grabbing. A subheading clarifies the topic, simplifies navigation, structures the text, divides the material into logical blocks, and improves readability. Use a heading hierarchy, for example: H1: “How to Care for Houseplants.” H2: “Watering and Soil Moisture.” H3: “Best Time to Water in Winter.”
➤ Each paragraph should be short, easy to read, and consist of 3–5 sentences.
➤ The text structure should follow a logical sequence: introduction – main body – conclusion. Choose a convenient media format depending on the publication platform (blog, social media, or newsletter).
➤ Lists and bullet points should highlight key ideas, structuring the content.
➤ Use an easy-to-read font and an optimal text size.
➤ Select the color of headings, subheadings, and links so that they stand out but do not irritate the reader.
➤ Ensure sufficient contrast between the background and the text.
The content topic should match your audience’s interests and business goals. For better readability, use layouts and templates, and consider content adaptability for different devices. Additionally, buttons can be used to structure the material more effectively.
Features of visual content: images, infographics, presentations
The following table clearly demonstrates the specifics of visual content types, their advantages, and disadvantages:
| Type of Visual Content | Description | Advantages | Limitations |
| Images | Static photos, illustration, graphics | Quickly attract attention, easily perceived | Do not convey complex information |
| Infographics | Diagram, chart, icon | Simplifies complex data, easy to remember | Requires time for preparation; overload reduces effectiveness |
| Presentations | Slides with text, images, diagrams | Structures information, animation can be used | Require design and preparation |
When choosing the type of visual content, focus on the goal: for quickly attracting attention, an image is suitable; for presentations – slides; for explaining complex data – infographics.
How to create high-quality video content for social media and websites
To do this, you need to:
➤ define the purpose of the video;
➤ know your audience (age, interests, behavior on social media);
➤ plan the script and outline the video structure;
➤ ensure technical viewing quality (camera, lighting, sound, format);
➤ make the video short and dynamic;
➤ choose an appealing thumbnail and title, add keywords and hashtags for search and promotion;
➤ end the video with a clear call to action (subscribe, visit the website, download the material).
Always check analytics to see which videos get more views, engagement, and clicks.
Interactive content (surveys, quizzes, games) – why brands need it
Engaging customers in active interaction is valuable for brands for several reasons:
➤ user engagement in the process, which increases the time spent on the website;
➤ collection of audience data and preferences that can be used for personalized marketing and targeted advertising;
➤ increased brand awareness;
➤ motivation to take action (for example, subscribing, registering, visiting the website, making a purchase).
Game elements and personalized results evoke emotions and foster a positive perception of the brand.
How to properly combine different types of content for maximum effect
To achieve the maximum effect, it is important to properly combine different types of content. First, define the goal of each material—whether it is attracting, retaining, or engaging the audience—and remember that the same content can be adapted for different formats. Effectively combine text with visual elements, such as images, infographics, or tables, as well as with video, including clips and their transcripts.
It is also useful to integrate interactive elements, such as quizzes based on articles. At the same time, it is necessary to consider the format and features of each platform and create content in a unified style so that all types complement each other harmoniously. The main goal is to ensure maximum reach and audience engagement.
Mistakes in creating and formatting content
These include:
➤ ignoring users’ interests, needs, and habits;
➤ creating content “for everyone” instead of a specific segment;
➤ poor text structure (long paragraphs, lack of lists, difficult readability);
➤ information overload (trying to fit text, images, and animations into a single post or video);
➤ low visual quality, using unprofessional materials;
➤ ignoring SEO and accessibility;
➤ absence of a call to action;
➤ inconsistency in style;
➤ ignoring analytics and user feedback.
As a result, the content product does not develop and loses effectiveness.
Tools for creating and publishing content
Marketers, designers, and content managers effectively use the following tools in their work:
➤ Canva (creating visual content without design skills);
➤ Figma (designing interfaces, layouts, and visual elements);
➤ CMS (WordPress, Joomla, Shopify) – managing the publication of textual and visual media content on a website.
Tip: For small businesses, a combination of Canva, CMS, and simple social media tools is sufficient. For larger projects, it is better to use Figma along with professional video editing and team planning tools.
How to choose the right type of content for different business goals
Choosing the optimal type of content for a business starts with a clear understanding of the goal: what exactly you want to communicate to the audience and what result you want to achieve. Next, it is important to select a format that emphasizes this goal—whether it is text, infographic, video, or interactive content. Equally important is considering the platform: the same message can be perceived differently in a blog, on social media, or on a website.
A special effect comes from combining different formats: for example, an article with visual infographics or a short video engages users more deeply and holds their attention longer. Even a single, carefully thought-out format often provides more benefit than a multitude of scattered materials. Adding links to useful resources or products turns interest into action, making content both informative and commercially effective.
