The blog post is still by far the favorite discipline of most content marketers. With an average length of 300 to 1,000 words, the most widespread of all content formats is the most suitable when it comes to simple implementation and popularity with readers and Google alike. Predominantly text-based articles can be transformed into a small multimedia landscape with a few simple steps via WordPress & Co. Embed codes from YouTube, Instagram and Twitter as well as stock photos offer suitable eye candy even without technical or graphic knowledge. Some also turn this into a highlight and decorate GIFs and videos with text only, as Buzzfeed shows us with its listicles.
But audiences are increasingly demanding content that activates their visual, auditory, haptic, and interactive senses. That’s why this blog post – note the irony – is about 13 other digital content formats that companies can use to bring their content into the top league on social media.
For this article, we define “format” primarily as a medium with its own technical requirements. That is, we are not talking about content approaches, such as how-tos, that could theoretically be prepared across different formats (e.g., as a blog post, video, or e-book). Also, we are referring primarily to free editorial content, not advertising.
1. Video: Bring movement into the game
The fact that the world’s second largest search engine is called YouTube says it all. But other platforms, such as Facebook and Instagram, are also giving moving images more and more priority and thus reach. It is also becoming easier and easier to implement. Videos shot with smartphones in portrait format are now so popular that Samsung is even launching a vertical TV soon. What’s more, videos are incredibly versatile and hold a suitable solution for every storytelling approach. For a unified content strategy, marketers should ask themselves, in addition to the actual content itself: