Start Using These Content Formats For Your Content Marketing Strategy!

Can't decide which content formats to include in your content marketing strategy? Take a good look at your current content strategy and see whether what you're publishing engages your audience.

If you think your plan needs refreshing, read the article below to know which high-performing content formats you can add to your digital content strategy today!

1. Copywriting

Best for prompting readers to take a specific action.

Traditionally, copywriting is the kind of content writing you'll need for when you want to sell your readers a particular product or service. Think of it as salesmanship in the form of words or text.

Today, copywriting has evolved beyond the realm of sales. Especially in digital marketing, copywritten content is used to persuade readers to take specific actions—download a form, contact a customer service representative, or visit a website.

content writer starting a draft

If you're looking for content that will prompt a response from your readers, hire a professional copywriter. They're skilled at crafting relatable key messages that'll help guide your readers through the marketing funnel.

Competent copywriters can also simplify complex ideas and turn them into engaging website copy, product descriptions, or marketing collaterals that readers won't be able to resist.

2. Social Media Writing

Best for engaging your fanbase on different social media platforms.

As its name implies, social media writing is content dedicated to the various social media platforms your brand is present in.

Social media management and its related content are all about engaging in meaningful conversations with your followers. And because each platform has its quirks, your social media content should adapt to the language and algorithm of each one.

If you thought social media content is all about crafting punchy captions and relatable hashtags, think again!

Content for social media should also be personal and genuine since more and more fans are directly interacting with your brand on these platforms.

Finding social media marketing in Facebook for your business too hard? Check out our recent article about How to Simplify your Social Media Marketing for Better Results.

RELATED: What is Social Media Management? 

3. Blog Post Writing

Best for filling your blog page with high-quality and search-friendly content.

Blog post writing takes the form of short- or long-form articles made to educate your reader on topics related to your brand or industry. A collection of regularly updated blog posts is called a blog which you can use to build brand awareness for your business.

Blogging is effective because it provides new, relevant, and useful information to your readers.

When you write about topics your target audience often asks about, you become their go-to source of information which adds to your credibility as a brand and industry leader.

Setting up a blog for your business is also an ideal way for you to drive more traffic to your site. When you integrate a search engine optimisation (SEO) strategy to your blog, you can rank higher on search engines and make your content more accessible. 

TIP: Don't just start a company blog for the sake of having one. Ensure that each entry gives your readers new, actionable, and valuable information that helps them solve a problem.

4. Ghost Writing

Best for filling the gaps in your brand's content writing strategy.

Ghostwritten content is any kind of content crafted on behalf of someone else. Ghostwriting is especially useful for when you, as the business owner, don't have the time or resources to regularly update your online content.

ghostwriter typing on a laptop

Ghostwriters are often referred to as the chameleons of the content writing world. They're the jack of all trades, capable of writing white papers, blog articles, and infographics in your brand's unique voice.


Infographics are highly visual pieces of content that should definitely be part of your content marketing strategy.

Audiences eat them up because they provide quick bites of relevant information at a single glance. Longer infographics can even help you explain a difficult topic to your readers in the simplest way possible.

Another reason why infographics are an ideal format for your digital content strategy is they can be easily broken up and treated as individual pieces of content. This can save you a lot of time, especially when you're planning your Facebook page's content calendar for the month.

TIP: Yes, the way your infographic looks is essential. Just make sure you have new, value-adding content that'll go into the graphic first. Remember, if the infographic doesn't have information that your audience wants, it's not going to be effective.


Whitepapers are an excellent way for you to show your industry expertise. The detailed discussion of a specific problem and effective solution contained in a whitepaper makes it valuable and attractive to your readers.

Having whitepapers as part of your content marketing strategy is also useful when one of your goals is to generate leads. When you upload your whitepapers on your website, make sure that your page requires users to provide their name and email address first⁠—a practice known as gating your content.

TIP: Whitepapers are an example of long-form content. Given the amount of research that goes into a single document, you can expect it to take more time to write. The key to making your task easier is to stick to one specific problem (or two at most!) and highlight your proposed solutions to it. Don't be stingy with the visual aids, either!

RELATED: How To Write A Report People Will Actually Read


Ebooks provide a lengthy and detailed how-to guide, explanation, or description of a specific topic or procedure. The promise of in-depth discussion and valuable details on a problem attracts readers to download them.

This is also the reason why long-form content like ebooks is also effective lead generation magnets for your content. As with what you'd do with whitepapers, make sure to gate your ebooks before allowing readers to download them.

ebook on a kindle

Ebooks are also ideal as evergreen content (content that stays relevant all year round, or for an extended period). Investing in evergreen content also helps you simplify your content creation strategy in the long run.

TIP: When choosing a topic for your ebook, select one that your buyer persona is most interested in reading. Your ebook should offer readers value, so discuss an issue that you know they want to read about.

Key Takeaways

Not all content writing types were made equal. The different kinds are made for specific purposes. By reading this article, you now know more about the four most common content writing formats and how best to use them. This way, you maximise your resources and make the most out of your overall content strategy.


Do you need help crafting your content marketing strategy? We can help! Contact us here at Ape-X, and let's talk about how we can add more value to your current content creation strategy!