Sure, you know what content marketing writing is, but you may be wondering what exactly you will write when you land a content marketing gig. Actually, you have most likely already done most of the types of writing in other projects, just with a slightly different slant.

Here are four common deliverables for content marketing writers:

Blogs – Probably the most common and easiest way for a brand to launch their content marketing strategy is to blog about topics that will help potential customers solve problems and become educated on their topic. Blog posts shouldn’t be sales oriented, but should instead be informative to the brand’s potential customers. We’ll talk more in the coming weeks about how to brainstorm blog topics for content marketing. As a content marketing writer, you may also find yourself ghost writing blog topics for a representative of the brand as well as writing un-bylined blog posts.

Articles – You may not realize that articles often fall into content marketing writing as well. But content marketing articles are slightly different than the ones that you right for trade and consumer publication. If a brand has a custom content magazine, such as Costco Connection, then you may write articles for the print magazine or website, which both educate the customers and often highlight products. Other brands create an article library on their website, such as a cardiologist who drives traffic to her website from potential patients with articles on keeping your heart healthy. Content marketing writers may also ghostwrite articles, often for trade publications, for an executive of a brand.

Case Studies – Case studies show potential customers how a brands products can be used in real life to make a difference. These are typically used when a company is B2B (which means businesses that sell to other businesses) and are often a cross between feature writing and marketing writing. Case studies are often overlooked by brands, but can be a great sales tool. Case studies are a whole topic on its own that I’ll cover more in depth later this summer.

White Papers – While there are a ton of articles out there devoted to writing earth shattering white papers, I found it hard to find a good definition to share. The best one I found was from Rieva Lesonsky’s article “Marketing Your Business with White Papers” on the U.S. Small Business Association website. She writes, “White papers are educational reports, typically focused on solving one specific problem that is faced by your customers or a subset of your customers.” They are typically 4 to 10 pages long and provide insightful ideas and perspective on a topic—not just reporting but generating new ideas.

What deliverables have you written as a content marketing writer?