There’s no shortage of ways to tell your story, but the content format you choose says as much as the message itself. Too many CMOs are playing marketing roulette, spinning out content without knowing what truly resonates. You don’t need more output. You need impact. And that starts with choosing the best content format. Let’s break down the three content marketing formats competing for your audience’s attention: infographics, videos, and static design.
1. Infographics: The Visual Thinker’s Shortcut
Infographics are a marketer’s secret weapon. They simplify complexity, condense timelines, and offer instant clarity for people who skim before they read.
Use infographics when:
- You need to explain a process or system
- You want a shareable asset for social or blog content
- You’re targeting visual learners (most people)
Why they work:
- 65% of people retain information better when it’s visual
- Infographics generate 3 times more engagement on LinkedIn than plain blog headers
- They keep readers on your site longer, which helps with SEO
A cluttered infographic is just noise. A great one delivers a single, memorable idea at a glance.
Interested in how this applies to technology products? Learn how infographics can communicate complex ideas and systems here.
2. Videos: The Emotional Heavyweight
Video doesn’t just inform. It connects. It creates a feeling. And it gives your brand a voice.
Use this content format when:
- You want to build emotional trust with your audience
- You’re introducing something new
- You’re telling a founder story, customer journey, or behind-the-scenes moment
Why they work:
- Brands using video grow revenue nearly 50% faster
- Video can increase landing page conversions by up to 80%
- Video performs well on mobile and in email
Don’t fall into the overproduction trap. Authenticity wins. A one-minute unscripted story from your founder can outperform a polished explainer that took a month to make.
3. Static Design: The Unsung Hero
Sometimes the simplest approach is the most effective. Static design is clean. It’s fast. It works across all platforms.
Use static graphics when:
- You need fast load times and accessibility
- You’re focused on SEO and user experience
- You’re creating ads, emails, or branded touchpoints
Why it works:
- Clean design keeps bounce rates low
- Static graphics are easy to A/B test
- Consistent visual elements build brand trust
Static design may not feel exciting, but it often does the heavy lifting behind your highest-performing campaigns.
What Content Marketing Format Works Best?
That’s the wrong question.
The better question is: What format fits this audience, this message, and this moment?
Launching a new idea? Choose video.
Explaining a concept? Go with an infographic.
Scaling a campaign? Lean into static design.
The power isn’t in the format. It’s in the alignment.
Here’s the takeaway:
You don’t need more content. You need content that works. When you align your format with how your audience thinks, you stop interrupting and start connecting.
If you’re not sure where to begin, we’ve helped hundreds of small and mid-sized brands create content that’s not just creative, but effective.
Let’s build content that pulls, not pushes.