What Content to Use to Attract Customers in 2025

Content marketing is such a broad topic to explore! However, its main goal is to create content that will attract, engage, and convert customers. But what exactly the type of content should you use to be effective?

That’s the question many of you might ask.

And, most probably, there is no universal answer for all. Yet, you can combine some of the content types to reach the best results. We’ve done our research and are ready to share the top five content types to attract customers based on our experience and statistics.

On-site content (blogs, landing pages, etc.)

Years pass and this stays unchanged. Blogs have long been used as one of the main content marketing components by professionals.

According to Statista Content Marketing Study,

• 58% of B2B and 31% of B2C professionals use blogs as one of the main content marketing channels.

Moreover, text-based content was more popular in 2023 compared to 2022:

• 71% to 60% by B2B marketers,
• 66% to 49% by B2C marketers.

Why would someone grow the use of a format that works badly? Exactly! That means blogs, landings, and other text content types will be on the beat in recent years.

Statistics prove our assumptions - content marketers who focus on blogs are 13 times more likely to get a positive ROI.

Also, remember that you create content for people. So, you should know what your target audience thinks. Anyway, general data shows the following:

• 70% of online users prefer to get acquainted with a product or service via an article rather than an ad,
• 44% of shoppers check three to five pieces of content before engaging with a seller.

No wonder over half of content marketers have made blogging their priority.

To ensure your blogging efforts work at their best, remember some best practices:

• Blog posts with headlines that are 6-13 words long usually drive more traffic. (Optinmonster)
• Odd-numbered headlines show better performance compared to their even-numbered counterparts. (Optinmonster)
• 1,152-word articles tend to perform the best. (Adsy)

In our previous articles, we share how long content should be and how to create the best-performing content for your niche. Check them out to create engaging on-site content for your company!

User-generated content (UGC)

There are 266 million social media users, and the majority of them spend over two hours there. While hundreds of thousands of companies and brands are present on socials, what can stand you out?

The magic word is UGC.

User-generated content is not only a tool to cut content production costs. It’s a powerful way of communicating with your audience and creating a stronger bond with it. (And sales increase is one of the perks, too.)

Let’s see what statistics have to say.

• 40% of users share that UGC is "extremely" or "very" important for making purchasing decisions,
• 13% of buyers might abandon an online purchase in the absence of UGC,
• 13% of Gen Z shoppers claim that UGC has a major influence on their purchasing decisions.

As you can see, the content made by fellow shoppers is vital for modern Internet users. UGC covers various needs that positively affect your overall brand image.

Getting to know your brand, giving reviews to your products or services, sharing opinions so that you can improve your goods, and the list of UGC advantages goes on.

But let’s take a look at the latest study from Nosto.

• 81% of marketers think that visual UGC is more appealing to customers than either professionally shot images or influencer content.
• 87% think UGC is a more authentic way to provide diversity in their content marketing than partnering with models or influencers.
• 85% say that visual UGC reduces costs compared to employing professional shots or influencer content.

An impressive number of professionals prove the effectiveness of this content type. But that is not everything. It turns out that 82% of users purchase from a brand that uses UGC in its marketing strategies more eagerly.

To ensure your UGC efforts work at their best, remember some best practices:

• 28% of marketers think Instagram generates the most engaging UGC, 23% - Facebook, 19% - TikTok, and YouTube - 17%,
• Photos, videos (unboxings, product reviews, tutorials, challenges), and testimonials are some of the popular user-generated content types.

You can learn more about user-generated content here.

Infographics

Moving next. Infographics is the content type that combines visuals and text, making it of utmost importance if you want to explain complex topics.

Here’s the proof: people keep 65% of the information if the content is paired with a relevant image.

So, if you are working in industries like medicine, finance, chemistry, heavy machines, etc., try using this content type. It will not only help you educate your audience better but also readers are 30 times more likely to check an infographic than a written article.

Also, this format might get you more traffic. Why?

Often, we forget about Google Image search. However, that can be your source of new clients. See for yourself. According to DemandSage:

• 27.9% of Google searches include showing Image results,
• 62% of millennials prefer visual search more than any other technology,
• 92.96% of the world’s Internet traffic comes from Google Search, Images, and Maps.

Many marketers understand the power of visual content and, especially, infographics. That’s why 65% of companies include infographics in their content marketing strategies.

Also, if you wish to improve your KPI, you can employ infographics. The utilization of colored infographics might grow a reader’s attention span and comprehensibility by 82%!

Besides this, you need to know that customers are 43% more convinced when they interact with a graphical representation of any topic (MIS research).

We believe that this is pretty convincing data to start using this content type.

To ensure your infographic efforts work at their best, remember some best practices:

• Colored infographics demonstrate 80% more motivation compared to black and white.
• Share the most valuable information on the infographics, as the majority of users will check it rather than your written text.

Using infographics makes readers more concentrated. It’s not only an awesome educational tool, but infographics can also help you grow sales.

Videos

It would be strange if we do not mention videos as one of the major content types you should use in 2025.

Videos are very popular across all generations. Yet, younger people show more engagement, spending hours watching online videos.

And we need to mention that the variety of videos we all consume is very broad:

• Music videos,
• Comedy or viral videos or memes,
• Video live streams,
• Educational videos,
• How-to or tutorial videos

And the list goes on! Statista reports that online videos reached 92% of the global digital population.

This way, you can definitely engage actively with your audience. You just need to understand its needs and tastes right.

As a brand, you can create:

• Educational,
• How-to/tutorials,
• Product review,
• Viral/meme,

videos. Do your video marketing right and you can generate revenue 49% faster compared to those who don’t employ this type of marketing.

You can share your videos via the most popular social media platforms:

• Facebook - 3,049 million user figures,
• YouTube - 2,491 million user figures,
• Instagram - 2,000 million user figures,
• TikTok - 1, 562 million user figures.

Your target audience will probably use the majority of them. So, that’s a great way to reach your customers and turn them into subscribers/buyers/etc.

Nevertheless, despite the clear popularity and effectiveness of this content type, not all companies use it. The reason might be that 43% of company representatives shared that the lack of in-house skills (filming, editing, etc.) was a challenge.

Gladly, lots of AI tools have appeared to help you create rather quality and engaging video content at a lower cost and without engaging special production teams.

To ensure your video efforts work at their best, remember some best practices:

• Try investing more time, effort, and money into shorter-form videos (33% of marketers already do this, according to Hubspot),
• Don’t be afraid to integrate the latest technologies like AR or VR (9% of marketers do this),
• Make your videos clear and informative.
• If possible, try to personalize your videos, as they are 35% more likely to retain users.

All in all, this type of continent will only grow in its usage. 85% of marketers planned to increase their spending on video in 2024. We believe that the trend will stay the same in 2025.

Podcasts

Another content type might be not too obvious for some of you. Yet, podcasting is growing rapidly. Podcasts have more than 546 million listeners worldwide and can reach 616.5 million by 2027, Backlinko and Statista share. That means that your potential customers might be there.

Firstly, think, about where your listeners are. Backlinko shares that:

• 33% of monthly podcast listeners in the US use YouTube,
• 24% of monthly podcast listeners in the US use Spotify,
• 12% of monthly podcast listeners in the US use Apple Podcasts (12%).

So, these channels are highly likely to introduce your brand to people.

Many marketers already engage in this type of promotion. Statista points out that the podcast ad market might grow by 7.76% until 2027 leading to a market volume of $5.03 billion.

Moreover, as the majority of the population owns smartphones it's super-easy to listen to podcasts. Also, the good news is that the majority of young people are engaged in podcast listening.

• 61.6% of US Millennials and Gen Z are podcast consumers (Backlinko).

And as this cohort of the population will soon become the largest one, you need to consider this content type.

To ensure your podcast efforts work at their best, remember some best practices:

• Create content that will be interesting for your audience,
• Running short on ideas? See what your competitors do, or check the top-performing podcasts (e.g., The Joe Rogan Experience, Crime Junkie, The Daily, etc.).
• Offer unique experiences or insights (as Edison Research shares that 74% of Gen Z hops on podcasts to hear unique perspectives on some topics.)

You can dive deeper into the podcasting, by checking out more data from the report Adsy has done earlier and data from Edison research.

Conclusion

As you can see, you have various options when it comes to content types that attract customers. You can choose whatever fits your knowledge, time, and budget.

If you ask us, we would advise you to incorporate blogging and video marketing in your content marketing strategy.

Do you use these content formats? How effective are they for you? Share your experience in the comments below.