Why Content Marketing Isn’t Just About Words

06 July 2015

For many brands, content marketing means blog posts. Yet, limiting the content that is produced and shared in this way also limits the effectiveness and reach of their marketing efforts.

The truth is that audiences love variety, and different people respond to different content formats. Do you really want to miss out on the attentions of people who prefer to access information in a different way?

When filling in your next editorial calendar, why not mix up the content formats you produce?

Try some of the following:

1. Infographics

Infographics are a way of presenting information in an attractive, visual format. They first started appearing on the web several years ago and their popularity is showing no sign of waning.

There are two main options when considering infographics for your content marketing. You can share a relevant infographic that has already been produced and promoted by someone else (curated content), or you can create your own, unique infographic.

The former is quicker, easier, and free, but the latter will attract more attention and provide the possibility of getting traffic and backlinks over time.

2. Videos

YouTube is the web’s second biggest search engine, so ignore video content at your peril.

Sharing curated videos on your blog is a popular options, but the barrier to entry in video production is now so low that there’s no excuse for not experimenting with producing your own video content from scratch.

While you can hire a full, professional production team, it is becoming equally as acceptable to use a high-quality smartphone to produce video content that is useful or entertaining, even if there’s the odd wobble or blooper.

3. Podcasts

Podcasts offer you the opportunity to discuss your industry or specialism in depth. Your audience’s ability to hear your voice adds personality to your brand, and the nature of podcasts mean that they can be consumed on the go, away from a computer.

If you decide to create your own podcast, make sure it is syndicated to iTunes and Stitcher, and has an easy-to-find RSS feed, to ensure that people can access your content in the way that suits them best.

4. Cartoons

Comics or cartoons are a really interesting way to create content that is incredibly shareable (think Pinterest) and relatable.

HubSpot produced the following cartoon in 2009. It is completely on brand and remains humorous and relevant so many years later:

5. Live Streaming

As well as pre-prepared videos, the web now makes it easy to live stream events or conversations so that people can watch them as they occur.

Google Hangouts make this easy, archiving the video to YouTube afterwards for posterity (and embedding in your blog, of course!), while newer apps like Periscope and Meerkat allow viewers to watch your content as it streams via social media.