We all know people like to consume content in different ways. Some people like to listen to podcasts on their way to work, while others love to get stuck into a blog post or two. With that in mind, it’s worth considering producing a mix of content formats including things like text, images, audio and video.

Different formats have their own best practices and are better at achieving different things, so let’s take a look at a few examples now.

Blogs and articles are a great way to educate your audience and showcase your brand’s expertise. You’ll need to hook readers with a compelling title that answers a particular question or pain point such as ‘Everything you need to know before buying a new laptop’ or ‘Mistakes to avoid when planning your next holiday’. Listicles and titles containing things like ‘top 10 tips’ or ‘how to’ guides are particularly popular, partly due to their simplicity.

Blog posts can help with Search Engine Optimization or SEO too. That’s the process of improving your web content so that it ranks better on search engines like Google. Keywords - which are specific words or phrases included in content to help improve SEO - are also important, but avoid using them too much! It doesn’t make the content read well, and search engines, particularly Google, can penalize websites that engage in what’s known as ‘keyword stuffing’. Instead, focus on writing quality content that meets the needs of your audience.

And, it’s not just what you post, it’s how often you do it too. Posting blogs and articles every couple of weeks probably isn’t enough to drive lots of traffic to your website, so keep up a regular flow of material.

Then, there are infographics, which are an effective way to present complex information quickly and clearly. They work well for both B2B and B2C content, as they’re light on copy and visually appealing. But, it’s important to use clear headings for different sections and alternate between a few different colors —as long as they follow your brand guidelines, of course!

International beverage company Coca-Cola is a good example of a brand that does infographics like a pro. In 2023, it published an extensive infographic explaining how the brand is contributing to healthier food environments across Europe. Not only is the content visually appealing and easy to digest, it’s also a topic of growing concern among health-conscious consumers.

Finally, if it’s video content you’re producing, bear in mind that most people will be watching on mobile devices with no sound on. So, you’ll need to optimize your content using vertical formats, captions, or overlays, which could include visual effects or graphics. Animations and bold colors also help to grab attention. Video content is great when you want to create engaging material, and videos that are two minutes or less get the most interaction. Make sure your key message is delivered quickly to encourage viewers to watch until the end, and include a call to action like a shoppable link or subscribe button.

Of course, these are just a few examples and there are many more formats out there. But, they should give you an idea of how you can reach different audiences and some key advantages of each format.

Content Creation

About