By Joe Pulizzi published November 21, 2013

Content Marketing Playbook: 24 Epic Ideas for Connecting with Your Customers

playbook coverThe one constant running through every content marketing program is content creation. Like many of us, you likely ask yourself, “What tactics should I use, and how can I execute them?

If you are searching for tactical inspiration, look no further than our newest version of the Content Marketing Playbook: 24 Epic Ideas for Connecting with Your Customers.

A big thanks to Jonathan Kranz, who co-authored this piece, as well as to our sponsors, Brightcove and Oracle Eloqua. I’d also like to offer a shout out to Steven Keith who provided some great edits to the piece.

(Note: If you would like to download the PDF, select Save via the SlideShare link.)

While a documented content marketing strategy needs to be the first step in your content creation plan, it often helps to get tips and see what tactics other organizations are using (and using well). Our goal is to inspire you and to help you become more confident with content marketing, so you truly can be effective and successful at your craft. But most importantly, we want your customers to thank you for providing useful, valuable information that helps them make satisfying decisions.

In this new version of the Content Marketing Playbook, you’ll find details on 24 types of content, including the following:

  • Blogs
  • eNewsletters
  • Case studies
  • Videos
  • Guest posts
  • Articles posted on your website
  • In-person events
  • White papers
  • Online presentations
  • Webinars/webcasts
  • Research reports
  • Microsites
  • Infographics
  • Branded content tools
  • Mobile apps
  • Mobile content
  • eBooks
  • Print magazines
  • Books
  • Podcasts
  • Digital magazines
  • Print newsletters
  • Annual reports
  • Games/gamification

You’ll also find insights, ideas, and key considerations, like:

  • What percentage of marketers are using each tactic (based on our annual content marketing research)
  • How effective marketers consider these tactics to be
  • When a given tactic makes the most sense for your content program
  • Uncommon suggestions for getting the most benefit from the tactics you use
  • Top-notch examples of these tactics in action

Looking for more insight and inspiration? Follow Content Marketing Institute on Facebook, where each Wednesday, we will be sharing one new content marketing example.

Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

Other posts by Joe Pulizzi

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  • Jonathan Kranz

    Congrats, Joe, on the launch!

    I also want to give a big shout-out to Michele Lynn who oversaw much of the project and contributed a significant chunk of the writing as well. Thank you!

    • Joe Pulizzi

      Yes…Michele is awesome! Thanks so much for you work on this Jonathan.

  • Doug Kessler

    That’s one hell of a job, Jonathan and Joe and Michele.
    Bravo — and thanks for including the Maxymiser and Salesforce examples.

    • Joe Pulizzi

      You got it Doug. Keep them coming!

  • Daniel Lambert

    Thanks! This is very appreciated.

  • Jack Liu


  • Barbara Mckinney

    Thanks for sharing this Joe.It’s very helpful for our content marketing.

  • Walter Donaldson

    Thanks, Joe. Good insight and thought-provoking.

  • Philipp Breier

    thanks for sharing this!

  • ‘TC’ Teresa Clark

    Hey Joe,

    Wonderful article with a lot of informative ideas! I really like that you listed out potential ideas for creating content, some I haven’t thought of! Here is something that I do to create quality content.

    Brainstorm, brainstorm, brainstorm! Set aside a few hours to just sit down and talk with another business person. I like to call this Creative Content Collaboration. This person doesn’t have to be in the same industry as you are. Actually, a different industry is often times better. Split your time and work on creating new content, not just editing old content. Do this on a regular basis to make sure that your content is always fresh. This is important because most people neglect keeping content fresh on static items: websites, brochures, and sales sheets. These should all be updated every 6 months.

    Thanks again,
    ‘TC’ Teresa Clark

  • William Forrest

    Think and get ideas. Survey is one of the best ways to get other people’s opinions on an issue, current events, choices and solutions to a problem. Always consider what they want to know and what they need to know, and not just what you want to say.

  • Sergey Shevtsov

    This is extremely informative!
    Thanks a lot for this piece of content!

  • Liliana Panic

    Great and systematized data that can serve as a checklist, when planning or creating the content. Was surprised to also see a gamification here as a new method, can someone share how it worked for them and or their marketing or branding goals or also for engaging consumers.
    Here is the new game to play on Lead Generation, the winner can get a prize or use it later for his or her marketing goals Obvously, I already played, see how I scored:)