Learn why it is important to invest in different formats of content to disperse your efforts to ensure one of these bets drives the results you are after.
- Consumers don't get all of their information about a company's offerings from one source. People actually consider multiple sources before making a judgment or taking action, which is why your organization should invest in different formats of content to drive results. Content marketing is the presentation or sharing of information to your chosen audience. The key is to share that information through a variety of channels and different formats, including case studies, videos, newsletters, blogs, or GIFs. When you commit to a couple different formats of content, there's less risk than when you focus all of your efforts to one particular campaign.
Experiment and see what works best for your particular message, and then capitalize on those results. To choose the right types of content to use in your campaigns, here are five considerations to keep in mind. First, ask yourself, what types of content does my audience tend to consume? If you're trying to reach the 55 and above demographic, then its likely that GIFs, memes, and short videos aren't the ideal content format. This is because they tend to skew to younger audiences. Secondly, does your organization have the expertise to execute this format of content successfully? Decide whether your team needs training, or whether you should outsource this part of the process.
Next, consider whether the subject matter you'll be covering is right for the format. Think about which formats of content will best express the themes and topics you'll be addressing. I once worked with a client that wanted to produce and interview series to highlight their customers' success stories. We considered showcasing the campaign as a podcast, video, or blog series. In the end, we decided that video content would be the most effective format to share the customer interviews. It doesn't mean that producing the same series as a podcast or a blog wouldn't have worked, but we made a decision based on our goals and the topics we wanted to focus on.
Do you have a unique angle to cover with a particular format of content? For example, there are lots of B to B tech blogs out there today, and if your company is in the same industry, and decided to start blogging, it needs to be original in order to stand out. Finally, as you decide what formats of content to adopt, consider the unique metrics to monitor for each format. For instance, monitoring the number of views on a video has a different impact than analyzing the conversions generated by a blog post.
Understand if the metric specific to each type of content you're focusing on will align with your campaign goals. Otherwise, it may not be the right format for you. Then, diversify the content types you're serving to customers in order to educate them on your expertise, and convince them to take action that's worth measuring.
- Determine the benefits of content measurement.
- Define benchmarking.
- Identify the stages of the buying process.
- Compare vanity and actionable metrics.
- Identify an attribution framework.
- Explore how to automate reporting by a stakeholder.