As a content marketer, you need to know how to leverage different types of content. Remember that there is no one-size-fits-all solution when it comes to content development. To get the interest of your target audience, you need to adopt a content strategy that’s tailored to their preferences.
Providing exceptionally-written blog posts is a step in the right direction, but it’s not easy to make your brand stand out if you rely on them exclusively. Without further ado, below are other interesting ways to spice up your content strategy and boost audience engagement:
Writing and publishing your own eBook is one of the best ways to build your authority. It offers you an opportunity to show off your expertise, provide thorough information, and be truly helpful to your target audience. And although most authors choose to sell their work, eBooks can also be used to bribe visitors into becoming leads.
According to Demand Gen Report, 67% of B2B decision makers depend on eBooks for purchases. However, a lot of content marketers use thin content for eBooks, which is a major letdown to readers. Just remember that packaging information you can easily find elsewhere into a .PDF file doesn’t qualify as “writing” an eBook.
How to Create EBooks
Free or not, an eBook should have a quality that you’ll be willing to pay for. Invest in professional graphics, splendid writing, and well-researched, actionable information for your eBook. By all means, you can write your drafts using your everyday word-processing app. But it should be packaged professionally by the end.
Here are some excellent guides for creating ebooks:
How to create eBooks on a Mac – Techradar
Most, if not all, content marketing thought leaders create podcasts for their avid followers. For starters, a podcast is an audio recording of one or more people discussing relevant topics and providing educational value to the audience. Content marketers typically host podcasts live, but the audience should be able to find a recorded version available for download.
Despite being audio-dependent, podcasts are usually more in-depth than written blog articles and take several minutes to an hour per episode. They are also convenient for listeners who wish to learn on the go.
How to Create Podcasts
Creating podcasts requires you to invest in decent recording equipment. But after the initial investment, producing and releasing podcasts actually cost very little. You’ll also need a good audio recording and editing software to remove awkward pauses and other irrelevant parts.
Before actually recording, prepare a script or a list of key points that you’d like the podcast to cover. For the sake of the podcast’s quality, don’t be afraid to hire someone as the main speaker even if you wrote the whole thing yourself. To further boost your credibility and attract more listeners to the podcast, also consider guesting other influencers and renowned bloggers.
This guide from Lifehacker is a good place to start too:
How to Start Your Own Podcast – Lifehacker
There are several reasons why every content writer creates listicles nowadays. Not only are listicles easy to write, they are also a lot easier for the online audience to absorb. For example, “5 Ways to Improve Your Content Writing Skills” guarantees that the content will be organized into five key pointers, while “How to Improve Your Content Writing Skills” can be a swirl of information that lacks cohesiveness.
With a listicle, the audience is given clear expectations. And since each list item highlights an important takeaway, they can simply skim through the content and digest the essence straight away.
A list of reasons why our brains love lists – The New Yorker
How to Create Listicles
Consistency is very important in writing listicles. To make sure your list makes sense throughout the piece, decide exactly what the post is about before you even start with the first sentence. Also be sure to provide updated information and cite valid resources whenever necessary.
To attract more readers to your listicle, try using only odd numbers such as 5, 7, and 21. An in-depth study by Medium.com reveals that odd-numbered listicles generate more engagement. In fact, 29 seems to be the most readable, share-worthy length because it’s not too short like 5 or too long like 30.
An infographic is a mix of text and visual elements that help improve the communication of information. It’s one currently one of the most in-demand content types in the industry, especially on social media. According to statistics, infographics increase social media engagement and receive 3x more shares on social networks like Facebook, Twitter, and LinkedIn.
When providing data, content marketers add charts, graphs, and icons into infographics. But rather than chucking illustrations into the piece mindlessly, they incorporate storytelling and use a long-scrolling format to maintain the “flow”.
Infographics exploded in interest in 2011 and peaked in late 2013 but even after losing a some popularity after that they have remained steady as a useful content tool on the web.
How to Create Infographics
Simple infographics can be created with tools like Canva and Visual.ly. Just remember that the success of your infographic relies heavily on stunning visual appeal. If you want, you can hire a professional graphic designer for infographics that really stand out.
When it comes to the actual content of your infographic, it’s basically the same as writing a regular blog post. Make sure you keep things simple and focus on what your target audience needs to know. Don’t forget to promote your infographics in social media for exposure.
A video is probably the best type of content you can use today. First of all, web content with videos earn roughly 300% more inbound-linking domains than plain text articles – making them beneficial for your SEO. A study by Unruly also shows that video ads increase purchase intent by 97%.
The main reason why videos are so effective in maximizing engagement is because they incorporate different content elements such as audio, images, and plain text. Some of the common types of videos are live product demonstrations, customer testimonials, and explainer videos.
How to Create Videos
Just like with podcasts, creating videos require decent recording hardware and software. The good news is that you don’t need a professional crew to publish your own video content. Aside from websites like YouTube, Instagram, and Vimeo, you can refer to this list by Start A Fire for video content marketing tools. Just take note that writing a well-planned script also makes sure that the video provides meaningful content to your target audience.
The fun thing about videos is that they are compatible with unconventional ideas. With new platforms like Facebook Live, content marketers are free to explore possibilities such as behind-the-scenes office tours, social experiments, and parodies.
Whether you’re a blogger or content marketer, you shouldn’t tie your whole endeavor to a single content type. If you want to grow, branch out and explore other ways to engage your audience. Hopefully the list above gave you some ideas. Good luck!