You must know what content your audience likes to consume if you are going to curate and create content that is successful. What are the best content formats and mediums?
This will depend on who you are targeting. Younger people are more likely to use social media and online forums while older people prefer traditional media such as TV shows and newspaper articles. Before making any content decisions, you need to carefully consider your industry, your competitors, and your target audience.
We can still perform an initial analysis to determine which content types are the most valuable.
What is content marketing’s most valuable asset? You’re likely to get ten different answers if you ask ten people. You can also do subjective analysis. However, we can define value in several different ways.
- Cost of creation. What is the time and cost to produce this content? A piece of written content will be more valuable than a video. This is because it is cheaper to produce and takes less time. This is because you can get more results with less money.
- Reach. It is also important to consider the reach of each medium. Some platforms and formats are more popular than others and have a wider reach. Would you rather reach 10,000 people than 100? Social media can reach more people than local radio programs – at most, it is hypothetically.
- Engagement. How about engagement? Different media mediums allow for different levels of engagement. Whitepapers and other types of content require full attention. Some types of content can be used as background noise like conversational podcasts. Some content is more interactive and provides more meaning to those who consume it. For example, two-way webinars with Q&A. While others are more passive like photos on Instagram, some types of content are more interactive and provide more meaning for the people who consume them.
- Conversion. How likely is this content to lead to a conversion. This content is well-suited for generating specific user actions. Although almost any content can encourage conversion, some media are more accessible than others. For example, blogs with hyperlinks make it easy to click while podcasts with audio ads require listeners to take extra steps such as turning on their computer and visiting a particular website.
The Most Valuable Formats and Content Mediums
These are the most popular and valuable content formats and mediums you have.
- Seminars, conferences, and webinars. Finding the right conference can be difficult, especially for those who don’t know where they should start. Conferences, seminars, or webinars can be highly engaging if there is enough marketing behind them and decent turnout. It is possible to display the core content of your event in a slideshow presentation, or at multiple events, and encourage interaction between people. Conferences and similar events can be costly and difficult to organize. You’ll need to pay for speakers, hosting, materials and accommodations such as hotel reservations and hotel stays.
- Videos. Video is a powerful content medium. Content marketers will tell their clients that it is faster and easier to consume than written content. Video is engaging because humans process visual information faster than written content. Video can be difficult and costly to create and there is a lot to choose from.
- Mixed media content. Mix media articles are written articles that include a mix of visuals and audio. These articles are more valuable that standalone articles because they provide readers with visual, audio, and sometimes written content. They can be used to demonstrate information in different contexts. They are also affordable and easy to publish, which makes them even more attractive.
- Podcasts. podcasts have grown in popularity throughout the years. Currently, 73 percent of Americans listen to podcasts at least once a month. Podcasts are easy to make and require very little equipment. Yet, they can reach millions of people. Podcasts have one drawback: Many people listen to them while multitasking. This makes them less engaging and less likely than other media to convert.
- User-generated content. User-generated content requires very little effort. Invite guest bloggers to your blog or use a competition to get people to submit photos. At the end of your efforts, you will have a collection of content that you didn’t pay anything (or very little) to create. Your users will naturally be interested in it because it was created by the community.
- eBooks. eBooks are the most valuable type of written content. eBooks can be a great way to explore a topic and are more valuable than blog posts. This medium is great for both selling your eBooks and giving them away for free in return for contact information.
- Whitepapers. Think of whitepapers like a smaller, more intensive version of an ebook. Although they require less time, money and effort, whitepapers can still have a significant impact.
- Email newsletters. Don’t forget the power of email newsletters. Email is one of your most effective marketing channels, partly because it’s inexpensive. You can create email blasts using many free platforms, provided you have loyal subscribers.
- Guest articles. Last, think about the power of publishing your own material on a website from an external publisher. It won’t take much effort or time, but it can connect you to thousands of people. Guest articles can be a great way to increase your search engine optimization (SEO) and build links.
It is impossible to declare one content medium the most valuable. Because each medium has its strengths and weaknesses, it’s impossible to say which one is the most valuable.
This guide will still help you understand the best content that you can offer your users and lay the foundation for your content marketing.
The first Scoop.it Blog post was entitled What Are the Most Valuable Formats and Mediums for Content?
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