Types of Content You Need to be Creating

In a World Full of Content—Here’s What You Actually Need to Be Creating in 2026–2027

Everyone’s posting. Launching. Filming. Writing. Content is everywhere, and it’s only getting louder.

✅But here’s what no one talks about: It’s not about creating more content—it’s about creating the right kind of content for the exact moment your audience is in.

You can’t afford to be vague, broad, or “nice to have” anymore. People are overloaded. They’re skeptical. They’re skimming more than ever.

The brands that are growing in 2025–2026 are the ones that know who they’re speaking to, what stage of the customer journey they’re in, and what pain points they’re trying to solve.

So—What Kind of Content Should You Actually Be Creating?

Let’s break it down by funnel stage—because not all content works for everyone, and each piece should be built to meet your audience where they are right now.

Top of Funnel (Cold Audience – They don’t know you yet)

Goal: Grab attention + connect with a real-life pain point

• Short-form video (Reels, TikToks, Shorts): Fast, raw, and relatable. These are your scroll-stoppers.
  Example: “When your skincare routine actually makes your skin worse…”

• UGC scenario clips: Real people telling micro-stories. Scripted, but casual. Builds trust quickly.
  Example: “I had no clue this was the thing saving my morning energy…”

• Instagram carousels with hook headlines: Posts that speak to common mistakes or internal struggles.
  Example: “5 reasons your content isn’t converting (and how to fix it)”

Middle of Funnel (Warm Audience – They’re aware and interested)

Goal: Build trust + deliver value

• Mini educational carousels/posts: Bite-sized how-tos that solve one specific problem.
  Example: “How to batch your content calendar in under 60 minutes.”

• Behind-the-scenes content: Show your process, mindset, or values. Pull back the curtain.
  Example: “A day in my business—and what I actually spend time on.”

• Lead magnets, guides, or free resources: Something small that gets them a quick win.
  Example: “10 caption prompts to instantly improve your IG engagement”

Bottom of Funnel (Hot Audience – They’re ready to act)

Goal: Drive conversion + build confidence in your offer

• Case studies & testimonials: Let others do the convincing. Show real results.
  Example: “How we helped a $0 brand launch and hit $30k in 60 days”

• Product walkthroughs/demos: Show what’s inside. Break down how it works.
  Example: “Here’s exactly how I use this planner to organize 6 months of content”

• Sales emails & landing pages: Direct, story-driven, benefit-packed CTAs.
  Built with clarity, emotion, and credibility.

Here’s the Mistake Most Brands Are Still Making in 2026

They post one kind of content and expect it to work on everyone.

But here’s the reality:

• Cold audiences need curiosity and empathy;

• Warm audiences need confidence and clarity;

• Hot audiences need urgency and direction.

If you’re not creating content for all three layers of the funnel, you’re either leaving money on the table—or worse, confusing your audience.

What’s Next?

Now that you understand when to use different content types based on the funnel and awareness stage, let’s take it a step further.

Next, we’ll break down how to apply this strategy to actual content formats— like blog posts, case studies, UGC videos, and more—so you know how to make each one hit exactly where it needs to.

Let’s get into it.

Blog Posts

Blog posts are a great way to engage with your audience and boost your website’s search engine optimization (SEO).

When done correctly, blog posts can provide valuable information while driving more website traffic.

They also give you an opportunity to showcase your industry knowledge and establish yourself as an authority in your field.

Remember that blog posts should be well-written, informative, and entertaining to really capture readers’ attention.

Email Blasts

Email blasts inform customers about new products or services, upcoming events, and special offers.

They are also perfect for building customer relationships by regularly sending them relevant information about what’s happening with your business.

To maximize email blasts’ effectiveness, ensure they contain interesting subject lines that will pique people’s interest and entice them to open the emails.

Case Studies

Case studies are one of the best ways to demonstrate how effective your products or services are.

They give potential customers a chance to see how other businesses have benefited from using them, which can lend credibility to your brand.

You can also learn how to write a case study with an AI tool too.

Just be sure to include stories about successful customers along with data points such as revenue growth or customer satisfaction rates.

This is so that readers can get a clear idea of how successful your product or service has been for other companies in similar industries or situations.

Video Content

Video content is quickly becoming one of the most popular forms of digital media because it is engaging, entertaining, and easy to digest.

Whether you create videos on YouTube or showcase them on social media platforms like Instagram or Facebook, video content is a great way to connect with customers on a deeper level while also showing off what makes your business unique.

It’s important not only to optimize videos for SEO but also to create captivating visuals that will keep viewers engaged throughout the whole video.

Scenarios and Plots for Social Media Reels and Ads

Creating engaging content for social media reels and ads requires thoughtful planning and creativity.

Scenarios and plots are essential tools for capturing your audience’s attention and conveying your brand message effectively.

With the rise of platforms like Instagram, TikTok, and YouTube, short-form videos have become incredibly popular.

These platforms favor content that is dynamic, concise, and visually appealing.

Start by identifying a central theme or message that aligns with your brand.

For example, if you’re promoting a new skincare line, consider a scenario where someone demonstrates a quick morning routine using your products.

This could be turned into a short reel with a catchy tune, highlighting the ease and effectiveness of your skincare regimen.

Storytelling is key in ads. Develop a plot that includes a problem and solution, showcasing how your product or service can make a difference.

For instance, an ad for fall shoes might depict a character choosing the perfect pair for different occasions, emphasizing comfort and style.

Keep the content authentic and relatable, and encourage user interaction by asking viewers to share their own experiences or recreate the scenarios.

By focusing on well-crafted scenarios and plots, you can create compelling reels and ads that resonate with your audience and drive engagement.

Sales Pages

Last but not least, sales pages are essential if you want visitors on your website who convert into paying customers.

A good sales page should clearly communicate how users will benefit from purchasing whatever it is you’re selling—whether it’s a product or service—in an engaging yet straightforward way without being too long-winded or complicated.

Creating Killer Content That Converts

Quality content is key when it comes to increasing visibility online and engaging with potential customers.

You need to create many different types of content if you want success in today’s digital landscape.

By strategically and consistently leveraging these five types of content, entrepreneurs and marketing professionals alike can significantly increase their digital presence, drawing more visitors who convert into loyal paying customers.