Explosion of content types in the knowledge economy

Could there really be 35 different types of content handled by marketing and know-how teams in professional firms? We think so…

The growth in the number of types of content and the increasing personalisation of content distribution channels are creating challenges for communications professionals, particularly where regulations, approval management and deadlines are critical.

Research published by the Content Marketing Institute (CMI) identified 28 types of B2B content in a survey in 2017.


The CMI also reported that the average number of content types used by any B2B organisation increased from 8 in 2010 to 13 in 2017 out of 26 types.

However, based on our experience with professional firms, knowledge businesses and in regulated sectors, the team at Berners Marketing has identified an additional nine types of expert content which were not considered by the CMI, bringing the total to 35 types of content:

  • static web pages;
  • online profiles;
  • awards submissions;
  • directory submissions;
  • sales credentials;
  • tender documentation;
  • slideshare;
  • feature articles; and
  • knowledge transfer resources. 

Can you think of any more? If so, please email us at info@bernersmarketing.com.

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