Content is king in the marketing world, and there’s no doubt about that. The main reason content marketing is considered to be one of the most, if not the most effective and efficient marketing strategy is that it provides any audience with value.
Content helps to educate, entertain and inform the audience without asking anything in return, which is considered as an exceptional engagement tactic from a business point of view. However, content marketing has become so widely used that it became saturated. In other words, consumers are practically bombarded by content from all sides and from various brands online.
This hasn’t made the content any less effective or sought after, for that matter but consumers are looking for something different, as well as something original. That’s where different formats come into play. Regardless of whether you’re creating new content or repurposing old one, presenting it in a new way is the way to go. With that in mind, here are a couple of effective content formats you should start using.
Good old articles
Classic text-based content still hasn’t gone out of fashion, so to speak. Although the majority of the younger generations find articles unappealing, you can still do wonders with them if you develop, as well as design them properly. The purpose of articles is to send a message and inform your audience on various topics or news.
What’s more, articles come in various shapes and forms ranging from simple but effective blog posts to long-form articles, such as case studies. The main benefit of using such formats for your content marketing purposes is building authority and credibility, as well as boosting visibility through other marketing efforts, such as SEO.
Video became the king of content these days. Consumers prefer to watch instead of to read, especially on social media platforms. The fact of the matter is that 54% of consumers want to see more videos from businesses and brands alike. Aside from that, 90% of consumers claim product videos are helpful for their purchasing decisions.
In any event, using video as your primary content format is practically a must nowadays. However, just like with content in general, your videos need to be of top quality and well-designed. Therefore, make sure you leverage effective video production when creating such content for your audience.
Podcasts are a relatively new type of content format. Instead of reading or watching, you allow consumers to listen. The main reason podcasts became so popular is that consumers can establish a more personal, as well as a more meaningful relationship with brands.
In 2018, there were over 525,000 active podcasts and 26% of the U.S. population listens to them every month while 17% of the population listens to them every week. In addition, podcasts are fairly simple to create and they don’t cost as much as other content formats. Podcasts allow you to engage with consumers more effectively, as well as allow you to give your content a brand new form.
As mentioned before, video is probably one of the most effective content formats today but video is just a part of overall visual content. Infographics are another part of visual content that combine relevant information with stunning imagery.
The main reason infographics are so effective is that they allow consumers to comprehend information in a much more efficient way. The fact of the matter is that people can retain only 10% to 20% of the information they’ve read. However, when that information is combined with proper visual elements, people are able to retain at least 65% of the information.
Content continues to dominate the marketing world. However, even content needs to be redesigned every now and then to match new consumer demand and expectations. Therefore, if you want your content marketing efforts to produce viable results, then don’t hesitate to explore various content formats so that you can determine what’s best for your business and your audience.