Content isn’t always about the words. It’s about how you portray the message you want to convey to your audience. With the unending growth of the internet comes the high volume of content now posted per second. However, the bottom line is that it is important to create a lasting effect on your audience, build their trust and most importantly have them consume your products or services. To do so, one must understand what the audience is looking for and carefully choose a format to convey their message.
Wondering which format to choose to put across your content? Take a look at the top 5 formats that brands explored!
1. Blogging To Build Brand Reputation
According to the Content Marketing Institute, 89% of content marketers used blog posts in their content creation strategy in 2020. Not only are they cost-effective for businesses but they are also detailed and conversational for an audience looking for details regarding a particular topic. Brands also do not need to focus on selling a particular product, but rather focus on how the brands solve the problem enhancing the consumer’s life. Using content to add value to the audience instead of focusing on directly selling the brand’s product can aid in building brand reputation and increasing returns through blogging.
2. Infographics
Infographics have entered digital marketing at a time when consumers do not have the attention span to read a lot of words. Undoubtedly, the audience is looking to be educated and provided with knowledge but without having to spend too much time. Infographics cater exactly to that need, providing the audience with all the information they need through a visual narrative. A visually appealing but knowledgeable infographic can easily grab the attention of their target group. They can also be used as aids to blogs or as mere posts on social media. However, always remember to utilise data points and other key takeaways in your infographics.
3. Social Media Content Marketing
Social media has become the very place to be on especially since the pandemic hit us all. As of January 2021, 448.0 million comprised of social media users in India. To promote their brands, businesses must take on social media to build a relationship with potential consumers. Social media, unlike other formats of content marketing, are usually casual and engaging given the features that they offer. In 2020, Business Insider also stated that 55% of younger consumers purchased products that they discovered on social media. Thus, if strategised well, brands can build their reputation and increase their returns just by being proactive on social media.
4. Podcasts To Deliver Content
Podcasts have many benefits. One of the many benefits is that they are cost-efficient and flexible while marketing your content. Many apps allow recording of podcasts and free-access to people. However, when it comes to marketing a certain brand and its products, a well-structured podcast that grabs the attention of the listener is extremely important. It must also be considered that the target group can listen to podcasts anywhere and at any time. Hence, it becomes important to showcase the brand’s personality in the most creative way. An added advantage is that podcasts can be repurposed and added as links on other platforms, in articles and so on which can increase viewership and create more traction.
5. Video Content Marketing
Video content is growing as part of the marketing strategy. As per Wyzowl, 80% of video marketers claim that video has directly increased sales in 2020. While video marketing can be expensive, it is also the most effective considering that 96% of consumers increased their online video consumption in 2020. People prefer consuming content and knowledge when they are in the form of videos as opposed to having to read the same content. Videos also provide brands with the opportunity of explaining the functioning of a product which in turn builds consumer trust through transparency and helps put out social messages to strengthen their relationship with potential consumers. However, as the volume of video content tends to increase every day, audiences are growing used to shorter and crisp versions of video, giving a steady idea for brands to understand the next step in creating the right kind of videos.
There are a number of formats on which one can create content. However, brands must understand clearly the kind of audience they want to connect with and the format that helps them in doing so. Each format has its own perks and ways of connecting with different audiences. Other aspects such as brand language, tonality, type of products or services must be taken into consideration while using a certain format. That said, there is no hard and fast rule that brands can only use a certain format. They may use more than one format if it suits their branding.
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