Ctools content types, not to be confused with general content types, are Panels version of blocks. Another name for them are panel panes, but just think of them as more powerful blocks. Ivan will walk you through the process of creating your own content types.
Murray and I presented a session at Drupal Camp Sydney 2014 on the Paragraphs module. The presentation had a demo, lecture and a bit of roleplay. We talked about the benefits of chunking content and how Paragraphs could be used.