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The 7 Types of Content Every Business Should Be Creating in 2025 (To Power Your Content Marketing Strategy)
- Catherine Rollerson
- 3 days ago
- 10 min read
Want to build a content marketing strategy that actually drives results in 2025?
If you're feeling stuck about what kind of content your business should be creating, you're not alone.
The digital landscape is noisy, fast-moving, and full of well-meaning advice. But at its core, a strong content marketing strategy isn’t about doing more, it’s about doing the right things, consistently.
In this guide, we’re breaking down the 7 essential types of content every small business, freelancer, or brand should focus on this year.
These formats will help you attract the right people, build trust, and turn followers into loyal customers.
Let’s dig into the content that actually works in 2025.
1. Educational Content That Builds Authority
Educational content is the cornerstone of any smart content marketing strategy.
It’s the kind of content that keeps working long after you hit publish, attracting new visitors via search, positioning you as a credible expert, and helping your audience feel more confident, informed, and empowered.
At its heart, educational content is about solving real problems. When someone types a question into Google, scrolls Instagram for advice, or opens their inbox looking for a helpful insight, your content should be there, showing up with clarity and value.
This kind of content takes many forms: in-depth blog posts that walk readers through a common challenge step-by-step, short “how to” videos that make complicated tasks feel easy, or visual explainers and infographics that break down tricky concepts. It might also show up in mini-lessons on Instagram or through an educational email series that nurtures subscribers over time.
The key is to focus on the questions your audience is already asking.
What are they Googling late at night?
What are they confused or overwhelmed by?
What do they need to know in order to take the next step in working with you or buying from your business?
When you create content that genuinely helps, not just to promote, but to teach, you build trust.
You shift from being just another business in the feed to a go-to resource. This is where a strong blog content strategy comes in.
Publishing consistent, useful blog posts (optimised for search engines and your readers) is one of the most effective ways to grow your organic reach and bring qualified leads to your website over time.
And educational content doesn’t have to be complicated.
Often, it’s about breaking things down clearly and showing your audience that you understand where they’re coming from.
It could be as simple as a checklist, a short explainer video on a common mistake, or a “before and after” story that walks people through a transformation.
The goal isn’t to show off everything you know - it’s to make your audience feel smarter, more equipped, and more connected to your brand.
Done well, this content becomes foundational to your entire marketing approach. It drives traffic, boosts your visibility, and gently leads your audience toward your offers by showing them you get it, and you can help.
If you’re trying to figure out how to create content that converts, this is where you start.
Educational content builds authority, yes.
But more importantly, it builds trust… and that’s what converts curious browsers into loyal customers.
2. Behind-the-Scenes & Personal Content
In 2025, audiences are craving transparency more than polish.
Behind-the-scenes content gives people a window into your world and reminds them there’s a real person behind the brand.
Sharing the ups and downs of running your business, the messy middle of a project, or the why behind your work isn’t just interesting, it’s strategic.
This type of content plays a critical role in your overall content creation strategy. It adds personality to your brand and builds emotional connection, which is often what drives people to engage, follow, or buy.
It’s the kind of content that stops the scroll, not because it’s flashy, but because it’s human.
If you’re showing what goes into launching a product, giving your audience a peek at your workspace, or reflecting on a recent business lesson, this content nurtures your relationship with your followers.
It complements your more polished educational or promotional content by adding dimension and relatability.
On platforms like Instagram, TikTok and LinkedIn, these behind-the-scenes moments can form the heart of your social media content plan.
They provide ongoing storytelling opportunities that feel unscripted and real. That authenticity often drives better engagement and creates a loyal audience who isn’t just watching, they’re rooting for you.
3. User-Generated Content (UGC) and Testimonials
User-generated content and client testimonials are powerful tools for building social proof and strengthening your brand’s reputation.
These are the moments when your customers tell your story, and often better than you ever could.
From a strategic standpoint, this content acts as a credibility booster across your entire marketing ecosystem.
Whether you’re embedding testimonials on a landing page, reposting tagged Instagram Stories, or weaving case studies into your email marketing, UGC should be a key part of your content marketing strategy.
Why?
Because it builds trust fast.
People are far more likely to believe feedback from someone like them than from your brand directly.
It also lowers the barrier to entry for potential customers, especially those who are still on the fence.
Incorporating UGC into your social media content plan also encourages more engagement and interaction.
When your clients see others being featured, they’re more likely to tag you, leave reviews, or create their own content.
It becomes a virtuous cycle that strengthens community and visibility at the same time.
For service-based businesses, consider turning testimonials into story-driven posts.
Highlight the transformation your client experienced, the challenge they were facing before they worked with you, and how your offer helped them achieve real results.
This is content that converts because it’s built on real outcomes and relatable experiences.
4. Short-Form Video Content
If your content creation strategy doesn’t include short-form video, now’s the time to fix that.
With platforms like TikTok, Instagram Reels, and YouTube Shorts dominating the attention economy, short, snackable video is one of the most effective ways to grow your reach and visibility online.
The beauty of short-form content is that it doesn’t require a production team or fancy gear.
All you need is a clear message, a decent camera (your phone is fine), and a hook that gets people’s attention in the first three seconds.
Think about the quick tips, industry insights, or myths you often find yourself repeating to clients.
Turn those into short videos that teach something useful, answer a common question, or challenge a common misconception.
You can also share moments from your day, record mini tutorials, or reflect on something you’ve learned lately.
This format works best when it’s consistent.
A strong content marketing strategy will include short-form videos that are not only engaging but also aligned with your business goals, whether that’s to grow your email list, promote a new offer, or increase your brand recognition.
Video content also performs incredibly well on social platforms, often getting prioritised in algorithms and increasing your chances of being discovered by new audiences.
And when done right, it can be repurposed across multiple channels - Instagram, LinkedIn, TikTok, email, and even your website.
5. Lead Magnet Content to Grow Your Email List
Email marketing is still one of the most powerful tools for conversion, and a high-performing lead magnet is the gateway to building a list of engaged, ready-to-buy subscribers.
In 2025, if growing your email list isn’t a key pillar of your content marketing strategy, you’re leaving serious opportunity on the table.
Lead magnet content should offer immediate value.
It could be a free guide, a checklist, a set of swipe files, or a mini video series… something useful and specific that solves a real problem for your ideal audience.
The more closely it’s aligned with your paid offer, the better.
What makes this kind of content so effective is its role in nurturing.
It allows you to continue the conversation after someone leaves your website or social page.
Once they’re on your list, you can warm them up through email sequences, share more valuable content, and eventually guide them to a paid offer.
Unlike social media, which is constantly changing and out of your control, your email list is a marketing asset you own.
That’s why incorporating a strong lead magnet into your content creation strategy is so important, it gives you a direct line to the people most interested in what you have to say.
It’s also worth mentioning that lead magnets work beautifully when paired with blog posts, Reels, or Pinterest pins.
Think of it as the next step for your audience, something that deepens the relationship and moves them further along the path to conversion.
6. Long-Form Evergreen Content
While social media content is fast-moving and often short-lived, long-form evergreen content is built to last.
This is where your content marketing strategy can really shine, especially when paired with smart SEO practices.
Evergreen content refers to blog posts, videos, and resources that stay relevant over time.
Unlike trend-based content, it keeps bringing new people to your site month after month, often with minimal updates.
Think of it as a long-term traffic generator and lead magnet rolled into one.
This could include:
In-depth how-to articles
Strategy guides
Case studies
Comprehensive FAQs
Pillar content that links to smaller supporting pieces
Publishing consistent long-form content supports your overall blog content strategy by increasing your visibility in search results and positioning you as an expert in your field.
It also creates valuable touchpoints you can refer back to in your social media posts, email sequences, and lead magnets.
The secret to great long-form content?
Make it specific.
Answer a question in depth.
Use clear subheadings and examples.
Optimise for both readers and search engines.
And always tie it back to your audience’s needs and goals.
This is the type of content that supports your business silently in the background, bringing in new leads, boosting your credibility, and giving you an edge over competitors who only focus on quick-hit trends.
7. Promotional Content With a Purpose
It’s one thing to show up and be helpful.
But at some point, your content needs to sell.
That’s where promotional content comes in, and it’s often the piece business owners feel most uncomfortable with.
The truth is, your audience wants to know what you offer and how they can work with you.
But if you’re not telling them clearly and consistently, they’ll move on.
A good content marketing strategy includes regular, intentional promotion - not in a pushy way, but in a way that’s easy for people to say yes to.
Think about your last few posts or emails.
Did they include a clear call to action?
Did they point people toward your products or services?
If not, this is your reminder to make the ask.
Promotional content can take many forms.
It might be a product walkthrough, a client success story, a limited-time offer, or a post that outlines the ways people can work with you.
What matters is clarity and consistency, reminding your audience what you do and why it matters.
Incorporating this type of content into your broader social media content plan ensures you’re not just building awareness, but you’re also driving revenue.
And when your promotional messaging is framed around benefits and outcomes (not just features), it becomes content that converts.
Bringing It All Together
A successful content marketing strategy in 2025 doesn’t rely on one type of content.
It’s about building a healthy mix of educational, personal, promotional, and evergreen content that reflects who you are and what your audience needs.
By focusing on these seven content types, you can:
Show up with consistency
Build long-term trust
Turn traffic into subscribers
Turn subscribers into loyal customers
And most importantly, you can build a brand that actually stands the test of time.
Hi, I'm Catherine.
Copy By Catherine is where small business owners come to get clear on their message and start marketing with purpose.
I work with clients around the world and share practical advice on content, strategy and brand
positioning to help you grow with confidence.
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You’ve now got a clear view of the seven types of content that should be part of every business’s content marketing strategy in 2025.
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