Is your content starting get a little bit same old, sale old? Nobody wants to read a wall of text over and over again or to be put off reading a subject they’re interested in by a lack of visuals.
A healthy mix of content formats is just as important as updating your blog frequently. Not only will it help to add variety to your content marketing and social media, a range of content types is also useful in connecting with different types of customers. We don’t all consume content in the same way and, catering to different tastes with variations in your presentation of content, means that you’re able to better connect with a broader spectrum of your demographic.
Switching up your content also gives you freedom to tackle different topics, make complex data digestible and information more memorable. It’s also vital for building shares, likes and comments in your social media marketing. Try adding these easy content formats into your content mix…
GIFs have seen a huge uptake in popularity in recent years, in part due to compatibility with Facebook chat and Twitter having its own built-in GIF bar. Much like infographics, the most successful GIFs are eye-catching and get to the point simply and quickly. GIFs are good for social media and for adding a visual element to blogs. Create your GIF with a funny animation or some striking facts and figures and you’re much more likely to make a connection with your audience and grab likes, shares and comments on your platform of choice.
Quizzes are another great content format to add to your marketing mix. By their very nature, they require interaction from your audience. As a consequence of this, individuals investing their time into one of your quizzes are likely to encourage their friends to take part and see if they can better their score or get the highest in the group chat. It’s no surprise, then, that quizzes achieve a 78% completion rate and an 82% click-to-conversion rate, according to Penguin Strategies. This competitive edge, coupled with the inherent user engagement factor means that throwing a quiz or two into your monthly publishing calendar is sure to help drive engagement in your content. Try to make quizzes as accessible as possible for your audience, starting with an attention grabbing (if not easy) first question.
A live stream, used at the appropriate time or event, is a fantastic, modern way to give your audience a direct line into your brand. Platforms such as Facebook Live make live streaming much easier and more accessible than it once was. If you’re new to live-streaming, an easy way to dip your toe in the water is via Snapchat or Instagram Stories. They offer a non-threatening way to get comfortable with being in front of a camera and acting on the spur of the moment. Be aware, though, that live-streaming has the potential to be embarrassing should anything go wrong; ensure that you and your team have got everything planned out before you go live to avoid any bloopers.
Having a human voice reading your content aloud can help a great deal in bringing your content to life. An upbeat, conversational tone coupled with a pleasant voice can do wonders for your content mix and bring a bit of variation into the fray. Individuals can simply leave the podcast open on another tab whilst browsing, freeing them up to pursue other interests whilst consuming your content simultaneously with minimal effort. What’s more, podcasts are perfect for smartphone users; 66% of adults 15+ who listened to a podcast consume it through a smartphone, so it’s great for engaging prospects on the go. What’s more, adding spoken as well as visual content makes your site more accessible.
These are the perfect answer to Twitter’s restrictive character count and a great way to convey complex information or reams of figures. Adding an accompanying message to an infographic with attention grabbing stats and figures is a sure-fire way to increase engagement. A good infographic will hook the scrolling viewer’s attention and make its point in roughly the same amount of time it takes to click the like or retweet button. The best infographics are a treat for the eye too, so try to spruce up your content’s focal point with bold colours and intriguing pictures that stand out from the crowd.
If you’re looking to pack a huge chunk of statistics into one picture to illustrate your point, then a Node Diagram could be the answer to your needs. A Node Diagram allows you to simplify vast amounts of statistics into coloured dots that paint an overall picture whilst offering the bonus (and interaction factor) of users being able to click on the dots that interest them the most.
Videos are one of the most popular forms of content, with 82% of Twitter users watching video content on Twitter and 45% of people watching more than an hour of Facebook or YouTube videos a week. 87% of online marketers use video content to get their points across for the simple fact that it now looks bad if you don’t have video content on your website. In fact, some studies suggest that just 13% of brands don’t use video in some form. A video can bring your content to life and has the potential to hold viewers for longer than the 5 seconds of the GIF or the Infographic, meaning you can market your business or service in more detail. Get filming!
Another short-lived content format that relies upon being eye-catching, Bubble Graphs work by drawing your audience’s attention to the big picture and then surrounding that biggest number with what’s gradually less significant to build up an entire picture. This mixture of visual representation and facts and figures clicks easily with the reader and, as with the GIF and infographic, can be made into statistical eye candy using colour and images. Viewers are much more likely to view the whole thing once they’ve read the first fact, so it’s important to draw them in with an eye-popping number.
If you’re still struggling to get your content mix right, or want help transforming your approach to content marketing, get in touch with us to find out how we can help.