Content Types For Different Business Models

Learn about different types of content that you can use in different business models to meet your target audience’s needs.

Creating content for your business is an essential aspect of digital marketing.

However, it’s not enough to simply create content; it’s crucial to understand which types of content are best suited for your business model.

Different business models require different types of content to be effective in reaching and converting potential customers.

In this article, we’ll explore different types of content that different business models can use to better resonate with their target audience.

For more details about different content types, including the challenges associated with creating these, recommended best practices, and links to useful tutorials, tools, and other helpful resources, see this lesson: Content Types

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Business Models And Suitable Content Types

Knowing which type of content will resonate best with your target audience depends on a number of things, including how well you understand your target audience and the buyer journey.

The type of business that you operate also plays an important part in choosing the types of content that you will create for your audience.

Some content types can suit many different business models.

For example, if your business wants to create content that is visually appealing and emotionally engaging, then the types of content you would create would include videos, infographics, social media posts, and webinars that showcase your products or services in an attractive and relatable way.

Similarly, if your aim is to inform, educate, and persuade your audience, then the types of content you could consider creating would include articles, whitepapers, case studies, podcasts, and eBooks focusing on the specific problems or challenges that your target audience faces and how your products or services can help to solve these.

Additionally, thought leadership content, such as blog posts, webinars, whitepapers, case studies, podcasts, and ebooks can also be useful in positioning your business as an authority in your industry.

Below is a brief overview of different business models with a general guide to the different content types that may best suit their audience.

B2B (Business-To-Business)

This business model involves selling products or services to other businesses, rather than to individual consumers.

Examples of B2B businesses:

• Salesforce (cloud-based software services)
• 3M (manufacturer of industrial and consumer goods)
• FedEx (transportation, e-commerce, and business services)

Content types that suit a business-to-business (B2B) audience include whitepapers, case studies, webinars, research reports, infographics, blog posts, e-books, and industry news focusing on specific problems or challenges, and solutions.

B2C (Business-To-Consumer)

This business model involves selling products or services directly to consumers.

Examples of B2C businesses:

• Amazon (e-commerce)
• McDonald’s (fast food)
• Nike (apparel and footwear)

Content types that suit a B2C audience include product videos, product demos, customer reviews, influencer partnerships, lifestyle photography, infographics, and social media posts showcasing the benefits and uses of products or services in an attractive and relatable way.

Additionally, creating content focused on the customer’s experience, such as customer testimonials or user-generated content, can also be effective in building trust and credibility with potential customers.

D2C (Direct-To-Consumer)

This business model involves companies selling products or services directly to consumers, bypassing traditional retail channels.

Examples of D2C businesses:

• Warby Parker (eyewear)
• Casper (mattresses)
• Dollar Shave Club (grooming products)

Content types that suit a D2C audience include creating highly targeted and personalized content to reach and convert potential customers, such as email campaigns, retargeting ads, and personalized product recommendations that are tailored to the specific interests and needs of the target audience.

Additionally, brand storytelling, behind-the-scenes content, user-generated content, influencer partnerships, and social media posts to build trust and a sense of community with customers, and creating interactive content, such as quizzes or surveys, can also be effective in engaging with potential customers and gathering valuable data about their preferences and behavior.

C2C (Consumer-To-Consumer)

This business model involves consumers buying and selling products or services to other consumers, often through online marketplaces.

Examples of C2C businesses:

• eBay (online marketplace)
• Craigslist (online marketplace)
• Airbnb (online marketplace for lodging)

Content types that suit a C2C audience include user-generated content, such as product photos or videos, product reviews and ratings, user reviews, testimonials, social media posts, and community-building efforts.

Creating content that focuses on the customer experience, such as step-by-step guides on how to use the product, can also be effective in building trust and credibility with potential customers.

Additionally, creating interactive content, such as quizzes or surveys, can also be effective in engaging with potential customers and gathering valuable data about their preferences and behavior.

P2P (Peer-To-Peer)

This model involves individuals or businesses providing goods or services to other individuals or businesses without a centralized intermediary.

Examples of P2P businesses:

• Uber (ride-sharing)
• Lending Club (peer-to-peer lending)
• Spotify (peer-to-peer music streaming)

Content types that suit a P2P audience include blog posts, user tutorials and social media posts, customer reviews, testimonials, feedback to help build trust and credibility, safety and security tips, and success stories from other users to build trust and encourage participation in the platform.

F2F (Franchise-To-Franchisee)

This model allows a business to expand by giving other businesses the right to use its brand name and sell its products or services in a specific area.

Examples of F2F businesses:

• McDonald’s (fast food)
• Subway (fast food)
• 7-Eleven (convenience stores)

Content types that suit a F2F audience include creating content focused on the customer experience, such as step-by-step guides on how to use the product, interactive content such as quizzes or surveys, and content that focuses on the support and benefits of being a franchisee and helps to attract potential franchisees, such as success stories of existing franchisees, training materials, best practices, webinars, and newsletters.

Affiliate Marketing

This model involves earning a commission by promoting other people’s or company’s products and getting a percentage of the sale when a customer clicks through an affiliate link and makes a purchase.

Examples of affiliate marketing businesses:

• Amazon (affiliate program)
• Shareasale (affiliate program)
• Commission Junction (affiliate marketing network)

Content types that suit this business model include blog posts, videos, webinars, social media posts, and email campaigns focusing on the benefits of using affiliate marketing, potential earning opportunities, and strategies and tips for effectively promoting affiliate products and earning commissions to attract potential affiliate partners.

More info: Managing Your Affiliate Content

Bartering

Bartering businesses exchange goods or services with other businesses or individuals without using money as a medium of exchange.

Examples of bartering businesses:

• Bartercard (barter exchange network)
• Barter.net (barter exchange network)
• ITEX (barter exchange network)

Content types that suit this business model include articles, videos, social media posts, webinars, newsletters, and case studies that explain the process and benefits of bartering goods or services and provide tips on finding suitable trading partners, creating a fair exchange, and building a successful bartering network.

Co-Creation

Co-creation businesses work with customers to design and develop products or services, allowing them to co-create value.

Examples of co-creation businesses:

• Lego (toy building blocks)
• Threadless (crowdsourced t-shirt designs)
• Quirky (crowdsourced product development)

Content types that suit this business model include blog posts, videos, and case studies showcasing the process and benefits of co-creating products or services with customers to encourage customers to actively participate in the design and development of a product or service.

Examples include open-source software development, crowdsourced product design, and online forums for customer feedback.

Collaborative Consumption

This model involves sharing access to products or services, such as car-sharing or tool-sharing, rather than owning them outright.

Examples of collaborative consumption businesses:

• Zipcar (car-sharing)
• Airbnb (lodging)
• ThredUp (clothing swapping)

Content types that suit this business model include blog posts, infographics, and case studies that educate on the benefits of sharing and renting products instead of buying them outright and highlight the environmental and social benefits of sharing resources, such as reduced consumption and increased community engagement.

Examples include infographics, videos, and articles that highlight the impact of collaborative consumption on the environment, local communities, and the economy.

Community-Based

Community-based businesses rely on the support and participation of a specific community, such as a local neighborhood or interest group, in order to succeed.

Examples of community-based businesses:

• Nextdoor (social networking for neighborhoods)
• Meetup (social networking for groups)
• Kickstarter (crowdfunding platform)

Content types that suit this business model include videos, blog posts, and social media posts highlighting the impact of community engagement on business success, case studies of successful community-based businesses, and content emphasizing the importance of community and the benefits of building strong relationships with customers and other stakeholders.

Crowdfunding

This business model involves raising funds for a project or venture by soliciting small contributions from a large number of people, usually through the internet.

Examples of crowdfunding businesses:

• Kickstarter (crowdfunding platform)
• Indiegogo (crowdfunding platform)
• GoFundMe (crowdfunding platform)

Content types that suit this business model include videos, blog posts, social media posts, success stories, testimonials, and behind-the-scenes content focusing on the story behind the idea, the impact it will have on the community, and the benefits and perks of supporting the project to build trust and credibility with potential funders, and encourage participation in the crowdfunding campaign.

Dropshipping

This model involves an online retailer who accepts customer orders but does not keep goods sold in stock, instead, it transfers customer orders and shipment details to either the manufacturer, another retailer, or a wholesaler, who then ships the goods directly to the customer.

Examples of dropshipping businesses:

• Wayfair (online furniture retailer)
• Zulily (online retailer)
• Overstock (online retailer)

Content types that suit this business model include blog posts, videos, ebooks, webinars, and case studies focusing on the benefits and value of dropshipping for e-commerce businesses, such as low overhead costs and flexible inventory management to attract potential customers.

Freemium

Freemium businesses offer a basic service or product for free but charge for additional features or higher levels of service.

Examples of freemium businesses:

• LinkedIn (professional networking)
• Spotify (music streaming)
• Dropbox (cloud storage)

Content types that suit this business model include comparison charts, feature breakdowns, and success stories that focus on the benefits and value of the premium version of the product or service, highlight the additional benefits of upgrading to a paid subscription, and help to convert free users into paying customers.

Hybrid

Hybrid businesses combine elements of different business models to create a unique approach to selling products or services.

Examples of hybrid businesses:

• Amazon (e-commerce and cloud computing)
• Tesla (automotive and energy)
• Netflix (streaming video and DVD rental)

Content types that suit this business model include a variety of content types like case studies, infographics, videos, and blog posts tailored to the different aspects of the business that communicate the unique value proposition of the hybrid business model.

This can include creating informative and educational content for B2B aspects, visually appealing and emotionally engaging content for B2C aspects, and targeted and personalized content for D2C aspects.

Additionally, creating interactive content, such as quizzes or surveys, can also be effective in engaging with potential customers and gathering valuable data about their preferences and behavior.

Licensing

Licensing businesses grant the right to use a specific asset, such as a patent, trademark, or copyrighted material, in exchange for a fee or royalty payment.

Examples of licensing businesses:

• Microsoft (technology licensing)
• McDonald’s (franchise licensing)
• Disney (entertainment licensing)

Content types that suit this business model include content focusing on specific terms and benefits of the licensing agreement and the value of using the products or services, such as license agreements, FAQs, and testimonials to attract potential licensees.

Low-Cost

Low-cost businesses offer products or services at lower prices than competitors by keeping costs low and efficiency high.

Examples of low-cost businesses:

• Ryanair (airline)
• Aldi (grocery store)
• Dollar Tree (discount store)

Content types that suit this business model include blog posts, videos, case studies, infographics, comparison charts, and customer testimonials that illustrate the cost-saving measures and strategies the business uses to offer low prices, demonstrate how businesses can operate successfully while keeping costs low, and emphasize the benefits of low-cost business models, such as affordability, and scalability.

Non-Profit

Non-profit businesses operate solely for the purpose of achieving a social or environmental mission, rather than to make a profit.

Examples of non-profit companies:

• Amnesty International (human rights organization)
• UNICEF (children’s rights and emergency relief)
• Oxfam (poverty alleviation)

Content types that suit this business model include videos, articles, social media posts, infographics,  impact reports, and donation or volunteer call-to-action content explaining the mission and goals of a non-profit organization, the importance of non-profits in society, how they are funded, how they measure success, how they differ from for-profit businesses and highlighting success stories of those who have benefited from the organization’s programs or services to encourage more donations or support.

On-Demand

On-demand businesses provide goods or services to customers immediately, as soon as they are requested, rather than in advance.

Examples of on-demand businesses:

• Uber (ride-sharing)
• GrubHub (food delivery)
• Instacart (grocery delivery)

Content types that suit this business model include video demonstrations of on-demand services, customer testimonials, guides on how to use on-demand services, blog posts, social media posts, infographics, and case studies explaining the benefits of on-demand services, such as convenience, flexibility, and immediacy.

Pay-Per-Performance

Pay-per-performance businesses charge customers based on the performance of a product or service, such as pay-per-lead or pay-per-sale.

Examples of pay-per-performance businesses:

• Google AdWords (pay-per-click advertising)
• Amazon Mechanical Turk (human intelligence tasks)
• Upwork (freelance marketplace)

Content types that suit this business model include metrics, case studies, and testimonials emphasizing the results that customers can expect from using a product or service, such as increased productivity, improved sales, or higher ROI.

Pay-Per-Use

Pay-per-use businesses charge customers based on the number of times they use a product or service, such as pay-per-view or pay-per-click.

Examples of pay-per-use businesses:

• Zipcar (car-sharing)
• Netflix (streaming video)
• Spotify (music streaming)

Content types that suit this business model include content highlighting the benefits of using a product or service on a pay-per-use basis, such as cost savings, flexibility, and convenience with information on pricing and usage.

Examples include articles and video tutorials on how to use a software platform or product demonstrations of rental equipment.

Pay-What-You-Want

Pay-what-you-want businesses allow customers to pay what they want for a product or service, with the option to pay nothing at all.

Examples of pay-what-you-want businesses:

• Radiohead (music band)
• Humble Bundle (digital storefront)
• Some independent coffee shops or cafes

Content types that suit this business model include blog posts, videos, social media posts, and success stories focusing on the benefits and value of the product, service, and pricing model to attract potential customers.

Pop-Up

Pop-up businesses open temporarily in a specific location, such as a shopping mall, before moving on to a different location.

Examples of pop-up businesses:

• Warby Parker (eyewear)
• Rent the Runway (clothing rental)
• Birchbox (subscription box service)

Content types that suit this business model include videos, articles, social media posts, and behind-the-scenes content highlighting the unique and temporary nature of the pop-up, with discounts and promotions to encourage customers to visit before the pop-up shop or event is gone.

Platform-Based

Platform-based businesses create a platform that connects different parties, such as buyers and sellers, and earn revenue through commissions or fees.

Examples of platform-based businesses:

• Uber (ride-sharing)
• Airbnb (lodging)
• Amazon (e-commerce)

Content types that suit this business model include videos, social media posts, user tutorials, webinars, and success stories that help users navigate and make the most out of the platform and content that focuses on the benefits and value of using the platform, such as testimonials from satisfied customers, to help attract new users and retain existing ones.

Reverse Auction

Reverse auction businesses allow customers to bid on products or services, with the lowest bid winning.

Examples of reverse auction businesses:

• Priceline (online travel agency)
• eBay (online marketplace)
• Uber (ride-sharing)

Content types that suit this business model include infographics, videos, and articles that explain how the reverse auction model works and its benefits, such as cost savings and increased competition among suppliers, step-by-step guides on how to participate in a reverse auction, case studies of successful reverse auctions, tips for buyers on how to get the best deals, and information on the specific terms and benefits of this pricing model.

Sharing Economy

Sharing economy businesses allow customers to share resources, such as cars, tools, or equipment, as well as services, such as accommodation or transportation, rather than owning them outright.

Examples of sharing economy businesses:

• Uber (ride-sharing)
• Airbnb (lodging)
• Zipcar (car-sharing)

Content types that suit this business model include blog posts, infographics, videos, and case studies explaining how the sharing economy works and how it can benefit individuals and communities, success stories from companies that have implemented it, and content emphasizing the benefits of sharing resources, such as cost savings and increased access to goods and services.

Social Enterprise

Social enterprise businesses prioritize social and environmental impact alongside financial success.

Examples of social enterprise businesses:

• TOMS (shoes)
• Warby Parker (eyewear)
• Patagonia (apparel)

Content types that suit this business model include videos, articles, and social media explaining the principles of social enterprise to achieve social and environmental goals and content that explains the concept and benefits of integrating social and environmental impact into the business model.

Subscription-Based

This model involves customers paying a recurring fee to access a product or service, such as a monthly magazine subscription or a streaming service.

Examples of subscription-based businesses:

• Netflix (streaming video)
• Spotify (music streaming)
• Birchbox (subscription box service)

Content types that suit this business model include videos, infographics, social media posts, customer testimonials, and user-generated content.

Also, creating educational content such as how-to guides, expert interviews, webinars, and newsletters focusing on the benefits and value of the subscription and the unique features of the product or service to attract and retain subscribers and justify the ongoing cost of a subscription.

Virtual Business

This model refers to businesses that are entirely online-based and do not have a physical storefront or location.

Examples of virtual businesses:

• Alibaba (online marketplaces)
• Amazon (e-commerce)
• Automattic (the company that runs WordPress)

Content types that suit this business model include blog posts, webinars, ebooks, social media posts,  and case studies explaining the benefits and logistics of running a virtual business such as lower overhead costs, greater flexibility, and the ability to reach a global audience, and how the business operates entirely or primarily online.

Wholesale

Wholesale businesses purchase products in bulk from manufacturers or distributors and resell them to retailers or directly to consumers at a higher price.

Examples of wholesale businesses:

• Costco (membership-based warehouse club)
• BJ’s Wholesale Club (membership-based warehouse club)
• Sam’s Club (membership-based warehouse club)

Content types that suit this business model include content that educates other businesses on the benefits and cost savings of buying in bulk, such as product catalogs, bulk pricing information, videos, blog posts, and case studies.

There are many other different business models and variations, and new ones can be created as the market and technology evolve.

Additionally, some businesses may also use a combination of different business models to achieve their goals.

Creating content tailored to your business model is crucial in reaching and converting potential customers. Whether you have a B2B, B2C, or D2C model, understanding the specific needs and preferences of your target audience is key to creating content that resonates with them.

By focusing on the types of content that are most effective for your business model, you can increase your chances of reaching and converting potential customers, and ultimately, driving business growth.

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Image: Office Desk