12 Hard-Working Content Marketing Formats that Engage Audiences

Photo Credit: Dstudio Bcn

Keep surprising them to keep them coming back for more.

Did you know that content marketing is one of the most cost-effective ways to promote a brand, business or cause? It consistently delivers more sales leads than mass advertising and is usually only outperformed by email marketing. The results can be extraordinary.

Content marketing stands out as a powerful and cost-efficient strategy for building brand awareness, fostering customer engagement, and driving sales. Businesses across industries are increasingly recognizing the value it brings in reaching and resonating with their target audience.

This positions content marketing as an exceptionally effective tactic within the marketing mix, aiding companies and brands in accomplishing various objectives. These include building credibility, fostering engagements, and expanding audience reach. Content is also not playing a larger role in improving SEO efforts, increasing website traffic, and driving conversions. When seamlessly integrated, it serves as a powerful driver of brand advocacy among customers.

New formats of content emerge every year, while the reliable options range from blogs to white papers. Among young creators, the most favoured formats lean towards video, audio, and gaming. Each of these formats finds its time and place within a well-integrated marketing plan, capable of generating efficient returns when strategically and creatively layered.

 

Blogs

According to Hubspot, the average company that consistently blogs receives 55% more website visitors than a company who doesn’t. Blogging is an economical way for businesses to drive website traffic while bringing their personality and tone to life. They’re also an effective way to boost SEO efforts giving search engines new content to index. Partnered with keyword optimization, blogs can also be a cost-effective way to capture organic search traffic from perspective customers.

Infographics

According to Digital Information World, infographics are 30 times more likely to be read in their entirety than blog posts or news articles. Infographics serve as an excellent method to simplify complicated information into a visual and easy-to-understand format and provide readers with compelling information that can help reinforce the story. When executed correctly, infographics can strengthen expertise, drive traffic to a website, and help support SEO efforts.

Whitepapers

Whitepapers are an in-depth piece of writing on a topic that identifies a problem and then offers a solution. Crafted with the intention to educate audiences on a current issue, whitepapers also aim to promote a particular approach, service, or product that offers a a solution. This comprehensive piece of writing serves as a valuable tool to help customers make informed decisions about whether to invest in your product or service.

Social Media Posts, Stories, Live Chats & Video

The average internet user spends approximately 2.5 hours per day on social media, making it an excellent option for showcasing content to a large audience. When crafting social content, prioritizing storytelling is essential, but it’s equally important to consider the platform where it will be shared. The same story may work cross-platform, but the format will likely vary. Format options for social media include photos, live videos, pre-recorded videos, branded filters, etc. Strong social content can help generate awareness, keep your brand or company top of mind, help manage reputation, create a relationship with your customers, drive advocacy and much more.

Podcasts

There are over 5 million podcasts globally, and over 80% of podcast listeners dedicate more than 7 hours per week listening to podcasts. With the rise in social listening, podcasts have become an excellent platform for brands to expand their reach while showcasing new ideas, providing their POV on current topics, and positioning themselves as authorities in their industry.

Newsletters

Email marketing may be one of the hardest working content channels in your arsenal. This strategy boasts a high potential for return on investment, with $42 return for every $1 spent on email marketing. So, Newsletters can be a great way to help qualify leads that have shown interest in your business. An effective strategy can flip prospects into customers and first-time buyers into returning customers. Moreover, you have the ability to automate the deployment processes and use tracking tools to gain insights into how readers are engaging with your content.

eBooks

eBooks are a non-editable book that is converted into a digital format. They are an excellent tool for building credibility and authority within a given industry. They’re also a great way to help grow your email marketing list. Because of their perceived high-value, customers are more inclined to share their information. Achieving this is easily done by creating an SEO optimized landing page that encourages people to sign-up for the eBook, exchanging their information for valuable content and a new potential lead.

Video

Video contributes to 65% of all internet traffic, a sizeable amount that you should take advantage of to reach a wider audience. As video has grown in popularity, new technology has made it possible for video to take on many different formats, including 360-degree experiences, ephemeral and shoppable videos. Whatever the format, videos can help boost SEO, drive conversions, and drive engagement.

Live Streaming Events

2024 continues to be a big year for live streaming. According to Tech Jury, the live streaming industry is expected to be worth more than $184 billion by 2027. With a large number of people spending a lot of time at home, live streaming provides an excellent means to connect with customers without the need for in-person interaction.

User-Generated Content

Customers continue to crave authenticity from the companies that they know and trust. User-generated content is an effective and cost-efficient method to achieve this. According to Search Logistics, purchase conversion rates see an increase of up to 29% on websites that incorporate UGC on their product pages. In email marketing, click-through rates go up to 73% when UGC is included. By putting customers at the centre of the story and allowing them to tell their story in their own voice, brands can look to build more meaningful and authentic conversations with their audience.

Interactive Content

According to DemandGen, interactive content is twice as likely to get engagement compared to static content Interactive content is specifically crafted to captivate an audience by encouraging their active engagement and contributions. For example, when a visitor reaches a website and is prompted to submit their information through a form, offering them a free quote in return. Interactive content can also take the form of quizzes, polls and surveys. In most cases, interactive content helps you gather data that can tell you more about your audience, making it easier to create content that will resonate.

Digital Ads

Content developed specifically for paid advertising can help you reach a larger and more targeted audience. It’s most useful when included as part of a larger effort. Paid advertising gives you the flexibility of creating content for several different formats and a number of different channels (like Google, Facebook, Twitter and Pinterest).

Interested in further exploring Content Marketing for your business? We’d be happy to collaborate with you.

 

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Now is the time for retailers to integrate social commerce into their customer journey.
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The recruitment landscape is changing drastically as businesses start to reflect on talent management processes in an increasingly digital and virtual work world.
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Nurturing customer relationships is more important than ever. Using an omni-channel approach to talk with your online audience will demonstrate your commitment to delivering value, not just closing a sale.
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Surrounded by computers and technology from birth, Gen Z has the enviable ability to effortlessly thread millions of micro-moments into one big life story.
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Horn and Mane YouTube
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Horn and Mane Customer Strategy
In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
horn and mane GenZ
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
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Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.

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