This article provides a high-level overview of our content blocks, including when to use each block type, and how each type differs. Detailed information on each block's behaviour, including how to create each block type can be found in our Content Blocks section of the knowledge base.

Content blocks are the building blocks of a campaign. Each block type is designed for a different kind of content, interaction, or layout need. You can use a single block to create a simple campaign, or combine multiple blocks to create a richer communication experience across email, web, mobile, and other supported channels.

This article provides a high-level overview of each content block, when to use it, and how it differs from other block types. For step-by-step setup instructions, refer to the related article linked for each block.

Choosing the Right Content Block

When building a campaign, choose the block that best matches the action you want users to take: read, view, watch, download, click, respond, or engage.

Use the type of content you want to share as your starting point:

Headers Block

A header block is used to add a clear heading or section title to a campaign. Headers help organize content, introduce sections, and make longer campaigns easier to scan.

Use a header block when you need a standalone title, divider, or section label. Header blocks are especially useful when a campaign includes multiple topics or several different content blocks that need clear separation.

Header blocks are part of the standard font hierarchy. This means updates to headline or heading styles may affect how header block text appears. This differs from Branded, Coded, and Link blocks, which are not affected by font hierarchy changes.

Best for: 

• Campaign titles
• Section headings
• Newsletter categories
• Content dividers
• Labels that introduce the next block or group of blocks

Different from:

A rich text block, which is better for paragraphs and longer written content; and a quote block, which is designed to highlight a short statement or testimonial; a branded block, which uses its own predefined brand-controlled styling. Header blocks are primarily structural: they help readers understand the layout and hierarchy of the campaign.

Rich Text Block

A rich text block is used for formatted written content. It supports formatting options such as bold and italics, making it a good choice for announcements, articles, newsletters, instructions, and other text-heavy communications.

Use a rich text block when the main message is written content. Unlike a plain text field, rich text gives you more control over formatting. Unlike an image, video, or attachment block, the content is displayed directly as readable text rather than as media or a downloadable file.

Best for: 

• Announcements
• Newsletters
• Policy explanations
• Leadership messages
• Instructions
• Editorial-style content

Different from:

An image block, which focuses on visual content; a link block, which sends users to another destination; and an attachment block, which provides a file for viewing or download.

Refer to our Create a Rich Text Block article for more information.

Image Block

An image block is used to add a single image to a campaign. Images can be uploaded, selected from the image library, or added through an image URL, depending on configuration options.

Use an image block when one visual is the primary focus or when you want to support nearby written content with a standalone image. Image blocks can also include options such as alt text and, in some cases, linking behavior.

Best for: 

• Posters
• Banners
• Graphics
• Photos
• Visual announcements
• Event images
• Branding

Different from:

A rich text block with an inline image, where the image supports written content; and an image carousel, which is designed for multiple images instead of one.

Refer to our Create an Image Block article for more information.

Image Carousel

An image carousel is used to display multiple images in a gallery-style block. Users can move through the images rather than viewing only a single static image.

Use an image carousel when the campaign needs to show a set of related visuals, such as event photos, step-by-step images, product screenshots, or a visual story. It is more interactive than a standard image block and better suited for collections of images.

Best for: 

• Photo galleries
• Event recaps
• Visual walkthroughs
• Multiple product or program images
• Before-and-after examples

Different from:

An image block, which displays one image; and a video block, which is better for motion, narration, or longer-form visual storytelling.

Refer to our Create an Image Carousel article for more information.

Video Block

A video block is used to add video content to a campaign. Depending on the setup, creators can upload a supported video file or use a supported public or unlisted video URL.

Use a video block when motion, voice, or visual storytelling is important to the message. Video blocks are often more engaging than static content and can be useful when explaining complex topics or delivering leadership messages.

Best for: 

• Executive messages
• Training content
• Campaign launches
• Event recaps
• Product demos
• Culture stories

Different from:

An image block or image carousel, which uses static visuals; an iFrame block, which embeds externally hosted interactive content; and an attachment block, which provides a file rather than an in-campaign media experience.

Refer to our Create a Video Block article for more information.

Attachment Block

An attachment block is used to add one or more files to a campaign so users can view or download them. Common examples include PDFs, Word documents, Excel files, and PowerPoint decks.

Use an attachment block when the content needs to be preserved as a file, distributed for reference, or downloaded by employees. This is especially useful for formal documents or resources that users may need to save, print, or revisit.

Best for: 

• PDFs
• Policies
• Forms
• Slide decks
• Worksheets
• Reports
• Reference documents
• Downloadable resources
• Intergrations

Different from:

A rich text block, where content is read directly in the campaign; a link block, which sends users to another page or existing content item; and an iFrame block, which embeds external content instead of attaching a file.

Refer to our Create an Attachment Block article for more information.

iFrame Block

An iFrame block is used to embed content hosted elsewhere into a campaign. This can include interactive elements or externally hosted content that is not supported by another dedicated block type.

Use an iFrame block when you need to display or embed external content directly in the campaign experience. It can be useful as a workaround for advanced surveys, embedded tools, or other interactive experiences.

Best for: 

• Embedded surveys
• Externally hosted interactive content
• Forms
• Tools
• Maps
• Supported third-party experiences

Different from:

A link block, which sends users to another destination; a poll block, which provides native quick feedback functionality; and a video block, which is specifically designed for video content.

Note: Some external sites block iFrame embedding. If the external site does not allow embedding, the content may not display in the campaign.

Refer to our Create an iFrame Block article for more information.

Link Block

A link block is used to send users to another destination. This can include an external URL or existing content within the community.

Use a link block when the goal is to direct users somewhere else rather than display the full content directly in the campaign. Link blocks are useful for calls to action, related resources, external pages, or previously published content.

Best for: 

• External websites
• Intranet pages
• Registration forms
• Existing community content
• Resource hubs
• Calls to action
• Mailto links

Different from:

An attachment block, which provides a file; an iFrame block, which embeds external content; and a rich text block, which displays written content directly in the campaign.

Note: Use a Link block when you need to add a mailto: link that opens the user’s email client, such as mailto:name@example.com. The Button link block cannot be used for mailto: links.

Refer to our Create a Link Block article for more information.

Poll Block

A poll block is used to ask users a question and collect responses. Polls can help gather quick feedback and provide trackable results.

Use a poll block when you want employees to actively respond inside the campaign experience. Polls are best for lightweight engagement and feedback, not for long-form surveys or complex forms.

Best for: 

• Quick feedback
• Pulse checks
• Preference questions
• Knowledge checks
• Sentiment questions
• Simple employee engagement prompts

Different from:

An iFrame block, which may be used for more advanced externally hosted surveys; a link block, which can send users to a separate form; and a rich text block, which communicates information but does not collect structured responses.

Refer to our Create a Poll Block article for more information.

Quote Block

A quote block is used to highlight a short quotation or statement. It is commonly used in newsletters and can also be paired with images or used on its own.

Use a quote block when you want a short message to stand out visually from the rest of the campaign. Quote blocks are useful for emphasis, storytelling, testimonials, or reinforcing company values.

Best for: 

• Leadership quotes
• Employee testimonials
• Customer quotes
• Company values
• Success stories
• Short statements of emphasis

Different from:

A rich text block, which is better for longer written content; and an image block, which is visual rather than text-focused.

Refer to our Create a Quote Block article for more information.

Social Link Block

A social link block is used to add links to public-facing social channels. These links can provide a secondary call to action and help users quickly access company social content.

Use a social link block when you want to direct users to official social media profiles or public content channels. Social links are commonly placed in an email header or footer so they are easy to find without interrupting the main message.

Best for: 

• Company social media links
• Public-facing brand channels
• Newsletter footers
• Secondary calls to action

Different from:

A standard link block, which is used for general URLs or existing content; and a rich text block, which may include links but is not specifically designed to display a set of social icons or social destinations.

Refer to our Create a Social Link Block article for more information.

Custom Blocks

Custom blocks are saved, pre-configured blocks that can be reused across campaigns. They help teams maintain consistency and save time when creators often need to use the same block layout, design, or content structure.

Use custom blocks when a block should be reused by multiple creators or across multiple campaigns. They are especially useful for brand-approved layouts, recurring content sections, or standard campaign components.

Best for: 

• Reusable headers
• Footers
• Branded sections
• Recurring calls to action
• Standardized layouts
• Approved content patterns

Different from:

A template, which provides a starting point for an entire campaign. A custom block is a reusable individual block or section that can be added to a campaign as needed.

Refer to our Custom Blocks article for more information.

Branded Blocks

Branded blocks are blocks with their own predefined styling. They are useful when teams need a consistent, brand-controlled design that should not automatically change based on the standard campaign font hierarchy.

Use branded blocks when the block’s visual design needs to remain fixed or controlled separately from standard content block styles.

Best for: 

• Brand-specific layouts
• Reusable designed sections
• Approved campaign components
• Blocks where the visual treatment should remain consistent.

Different from:

Custom, Header, Image, Image and Text, Poll, Quote, Rich Text, and Video blocks, which can be affected by updates to the standard font hierarchy, such as headline or heading style changes. Branded blocks are not affected by those font hierarchy updates.

Updates to headline and heading styles in the standard font hierarchy will not change the appearance of Branded, Coded, or Link blocks. This means Branded blocks may look different from other blocks if the standard campaign headline or heading styles are updated.