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Types of inbound marketing content

The terms inbound marketing and content marketing are often conflated. The differences between the two are important and in today’s digital landscape mastering these marketing techniques can make the difference in getting more customers and clients. Inbound marketing is a method of attracting potential customers to you on their terms. Inbound marketing is about having people discover you rather than traditional marketing that is often interruptive. You attract these potential customers by producing content that is useful and empowers them to better understand their problems and how you and products or services can help.

No matter what industry you’re in, or what you are selling, you will need a digital “place” people can come to. In inbound marketing, this place can be a website, app, youtube channel or any social media platform. The type of content you put out to attract people will be somewhat dependent on the platform you will be using. While websites can host various content types, a Youtube channel can only be used to market video content. Below are some of the common inbound marketing content types.

Content Types in Inbound Marketing

  • Blogs
  • Infographics
  • Case Studies
  • White Papers
  • Repurposed Historical Content
  • Photos
  • Paid Advertisements
  • Video
  • Testimonials
  • Ebooks
  • Templates
  • PDF Guides
  • Quizzes and Games
  • Checklists
  • Animations
  • Social Media Polls
  • Long-form Pillar Content
  • Industry Reports
  • Slideshares
  • Podcasts
  • Data and Analytics Reports
  • Webinar
  • Audio Clips
  • Memes
  • Studies
  • Calculators (Example: BMI Calculators, Mortgage Calculators)
  • Interviews
  • Short Social Posts

Some of these content formats will work better than others for you depending on your skillset. For example, most everyone can easily write a blog but not everyone can write code to create an interactive quiz or edit video content. There are, however, plenty of resources and free tutorials to get you started on creating various content types. Hubspot has free content templates that you can use for things like infographics, ebooks, slideshares and blogs.

Whatever content type you produce for your inbound marketing efforts, the purpose will be the same. Your content will be how your prospects find you. It will be how they engage with your brand and ultimately build trust with you. No matter the format, as long as your content adds value, people will be drawn to it.


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