The 13 types of content every blog needs – WAU

There is no point creating any content, you need to know what types of content are must-have on blogs in any segment!

Blogs are extremely useful sources of relevant content for your company.

But do you know what content to post, and when?

There is a range of possibilities that will attract traffic to your blog, but they do not always come to mind when creating materials for your posts.

Different companies have different needs, and the content they create plays a very important role when it comes to generating leads and creating opportunities for your business.

For example: a startup with an innovative business you need to get leads at the beginning of the buying journey, to nurture them with relevant content until they’re ready to close the deal.

An e-commerce has contact with possible buyers well ahead of the purchase journey.

These visitors are much more likely to buy, so they need a purchase incentive and not educational materials.

Today, we are going to list the 13 types of content that every blog needs to have and help you create your editorial publishing calendar.

Prepared? Follow!

Essential content types for any blog:

1. Educational blog posts

Let’s start simple!

Blog posts are the foundation of successful blogs.

If there is one thing that Inbound Marketing has taught us, it is that relevant information is never too much.

So count on educational blog posts to attract traffic.

They are excellent for positioning your business as an expert in the market, as well as ranking your blog on Google searches.

A big advantage is that they are completely large and customizable. You can address any topic in a blog post – even!

Be it a note about an event that your company is going to attend or a giant post about SEO, a description of a video or webinar, count on posts!

There is no size limit.

According to a Moz survey, the ideal size of a post in 2016 is 2,500 words, with the tendency to keep growing!

This is educational, interactive content that keeps your blog up to date, full of new content and getting more and more traffic!

2. Ebooks.

If you want lead bait, this is one of your best options.

Ebooks can be the same length as a post – or even less – but they are extremely specific and still have the advantage of being very useful for increasing your email list.

However, if we think about how the average size of a post keeps growing (in 2012 the average was 600 words) it is necessary that your ebooks are really books.

That is, be, at least twice the average length of a post.

They are available in different formats, usually through a downloadable PDF.

It is important to remember that it is in the form of a book, so divide it into chapters to better explore the central theme of the content.

The biggest difference between an ebook and a blog post is the design.

Digital books need to be rich in images, graphics, colors and formatting. This is the basis of ebooks that are worth reading!

You may also be interested in this content:
How to edit PDF: change PDF files in 3 different ways

3. White papers

White paper is a form of document.

He seeks to deepen a given problem, showing its causes, concepts, and especially its solution.

It is a relatively more complex material.

It is necessary that your customers and readers have already spent time with your company, and faced some common problems within your market.

When we talk about a problem common to our readers, the chances of you converting them into new leads – or even a new customer – are much greater.

This is one of the reasons for the white paper be an extremely effective lead generation tool, in some markets even more than ebooks!

To create good content you need to clearly understand what your problem is and thoroughly research the best solutions and options to solve that problem.

4. Webinars

More and more users want new, interactive and informative content.

Videos are usually great for this – we’ll talk a little more about that soon – and one of the most interesting ways to generate leads and share knowledge is through webinars.

They are real-time video chats, where it is possible to bring together people interested in a topic.

Webinars are presented by an expert who develops a kind of real-time lecture on a given topic.

After the end of the chat, all content is available for consultation, allowing other users to view your webinar (and also review it!).

5. Videos

If you want to get ahead of the competition and head into the biggest content trend for years to come, then you need to think about videos.

Videos are interactive, super didactic and attract the attention of its users.

Its applications are also quite extensive.

Short videos are excellent (between 60 and 90 seconds) and it is possible to share a huge amount of information in that space of time (perhaps more than a post that has the same reading time).

With a more mature audience, you can create much longer videos for your followers, which will help them solve a specific problem or take insights for your business.

An interesting feature is that you can combine videos with other content.

If you have a blog post that attracts a lot of traffic to your blog and appears well in searches, create a video on the same subject and insert it in the post!

In addition to ranking for the keyword with more content – Google displays videos related to your search first – your post is even more complete.

If you want to make the wise decision to invest in videos, read our beginner’s guide.

content marketing first steps

6. Lists

How many posts have you seen out there in list format?

They are excellent because they show you exactly what you are going to see. “7 tools for social media”, “9 tips for optimizing websites and pages”.

No mess.

You know what you’re going to find.

And basically, you can list anything!

We all like to read a post with a lot of information, tips, or interesting tools for a given application, right?

Use lists to organize everything and attract more visitors!

7. Infographics

Combining image and written content is an excellent idea.

And infographics epitomize this better than anyone.

They are shared, seen and loved by more people, compared to a normal blog post.

It’s a very valuable way to show your content to the world interactively, dynamic and with an explosive look.

Ideally, a designer should create infographics for you. Good content needs specific knowledge of the area and asking an “acquaintance who knows how to use Photoshop” can be a shot in the foot.

For really relevant content, do extensive research on the subject, gather data, reports and any relevant content you find along the way.

8. Reviews

If you think your users and buyers always know how to use the tools you show – and even the products you sell – you are wrong!

Not everything is as simple as it seems, and it is very common for people to have several doubts in practice.

The best way to help them with this is create reviews about tools relevant to your market, and even their own products.

Remember to be impartial when reviewing! But be careful to speak well of the benefits of your product, huh?

9. “How to do it”

The famous how-to (or tutorials) are very valuable, both for your business and for your users and readers.

By showing how to use a tool or create something, you position yourself as an expert in the field, and even help your followers to do the same, with quality.

The options are endless!

Imagine Leroy Merlin with a blog about “how to do things”?

But the same goes for digital marketing companies, or even professionals.

Someone will always have something relevant to teach, and someone else will always be interested in learning!

Try to create posts rich in images and details. If possible, create videos!

10. Case studies

Reaching the bottom of the funnel, readers want to know who your company has helped to grow.

At that time, case studies are extremely important, after all, they give details about how your business has helped your customers and improve, increase revenue and win a bigger share of the market.

These studies help explain how your solution really helps people.

Try to write in a way that is not “pure marketing”.

Create a story behind the company’s efforts and naturally insert the qualities and benefits of your business.

11. Interviews

There are several companies on the market with very interesting solutions and even more interesting growth tactics.

Surely your audience is interested in what the professionals in these businesses have to say.

Mainly founders, CEO’s and CMO’s.

An excellent opportunity to expand your business relationships, make a good networking and attracting more traffic to your blog is through interviews.

You can share ideas, insights and how market professionals think about topics related to your business – and theirs too!

Interviews can take many forms.

You can synthesize the information in a blog post, podcast and even videos!

For this, think about the availability of your interviewee (it is difficult to combine the recording with someone who lives in another country, right), and think about the content that your audience is most interested in consuming.

12. Research

Data is always relevant to everyone.

If your marketing department has an aversion to numbers, then it’s time to rethink whether this is really smart!

Surveys are more than just numbers about the market – or about the business – when you create a complete survey on a specific topic related to your segment, your company automatically positions itself as a specialist.

After all, you searched for relevant information throughout your area of ​​activity, didn’t you?

This content will serve as a basis for many companies, in addition to giving you the opportunity to get closer to other businesses that may yield interesting partnerships in the future.

Research takes time.

Much longer than a blog post or video.

That is why, good planning is indispensable for those who want to create good research.

They can be market, trends, about your segment, about customer results, in short, about anything relevant to your business and your persona!

A great example is Content Trends, the largest survey on Content Marketing in London, made by the Websites Are Us team. Be sure to check it out!

Why do research

13. Templates

Do you like to create excel spreadsheets from scratch?

Well, if you really like it, you’re one in a million.

A template would look great at that time, wouldn’t it?

And that goes not only for excel, but for creating personas, content planning, editorial calendars and so on.

That is why, creating templates is an excellent way to generate leads, and still help your readers save time!

Especially if it is for an activity performed constantly.

If you make an editorial posting calendar – if you don’t, you should! – a ready-made spreadsheet will be useful forever!

You just need to add a new tab and continue filling it over time.

The same goes for power point presentations, infographics, e-mails and so on.

Any help is welcome!


Your blog is a source of knowledge for your readers, and you don’t have to be stuck with just blog posts.

There is a range of content that can be used to move the blog, attract traffic, educate the market and generate leads.

The secret is to plan well the creation of these materials, well understanding its production capacity.

There is no point in sacrificing a regular blog post for a one-time infographic that will take your team a lot of time.

Try to plan what content will be shared over a period of time and organize the production of these materials in the best way.

Have you ever thought how the production of outsourced content can be a benefit for your company? We have separated a post for you to understand how outsourced content production can maximize your team’s results! Good reading.

download content marketing encyclopedia