Dr. Vera Petrovna Butkouskaya



HomeStudent ProjectsStudents-generated content4 TYPES OF CONTENT: A BIG WORLD TO DISCOVER / Student-generated content

4 TYPES OF CONTENT: A BIG WORLD TO DISCOVER / Student-generated content

The main types of content are the following: content to entertain, educate, inspire or convince, depending on the stage of the funnel your buyer personas are at. Your aim is to provide content for your audience that is exactly right for them at a specific moment in their buyer’s journey – not catering one of these purposes will result in you missing out on potential needs of your audience, which would otherwise have added value to them and helped you build a relationship with them.


Depending on the type of product you offer and your buyer persona’s needs and interests, educational content can be crucial for a successful content marketing strategy. It is less emotional than entertaining content and aims at helping your audience solve challenges they might be struggling with. One example of content to educate are Infographics.



Content to entertain allows you to reach people right at the top of the sales funnel, and indeed those who might not even know that they need your products/services yet. Content which has been created to entertain might not be directly related to your products/services. However, in order to do its job, it does need to appeal to your target audience. Is more emotional than rational, and more awareness than purchase.

An example of entertain can be a branded video. It promotes brand recall, can boost your site’s SEO, can help strengthen your brand message, and it wants to go viral.

A branded video that has been very successful is “Dumb Ways to Die”: (https://youtu.be/IJNR2EpS0jw). This video has become viral for its catchy song and its game that you can play with an app.


A podcast is an episodic series of digital audio or video files which a user can download and listen to.

A podcast is a way to entertain and explain useful information for people. This type of format is very simple to use and therefore many people use it, it is in audio format.

The best known sources of Podcast are:

  • Itunes
  • Spotify
  • Google play music

This type of content can combine music, voice and sound effects.

They are usually found on web pages, where users can listen to it directly or download it.

Advantages of this multimedia format:

  • It is a simple and inexpensive type of content to elaborate.
  • It is becoming more fashionable and users are aiming for its consumption due to its ease of reception and the novelty factor.
  • It gives us a plus of competitive advantage for its ability to give visibility to our brand and position ourselves as experts.
  • There is still not much competition in this format

“And it is expected that its use will increase exponentially, especially due to the massive use of mobile phones as a regular means of accessing the Internet”

In this type of content can offer a variety of topics: news, tutorials, other educational content or stories to inspire.

Source of information:



One example of content to convince are webinars. The webinar is a live web-based video conference that uses the internet to connect with the audience – the viewers and listeners from all over the world. Webinars attract customers earlier in the buying cycle and target various stages through the buying cycle. Like all, it has advantages and disadvantages, here we can see an infographic with the main ideas:


Student-generated content. Authors:  Gemma Egido, Andrea Bergua, Judith Salazar, Nadia Bakhat.