- Contest Factory
- June 25, 2018
Content Formats that Don’t Get Scrolled Past
Content marketing is undeniably popular, but at the same time it’s often so varied that many people aren’t sure where to begin. Gone are the days where content marketing simply involved writing a lengthy blog post. These days, there are a wide range of different content formats that consumers absolutely love. Learning more about what each one offers puts you in the best possible position to find the one to fit your goals in the moment.
Lists, much like the one that you’re currently reading, have been popular with consumers for years. While they’ve always been a staple of magazines and other periodicals, the Internet has allowed them to truly thrive. If you give your list a catchy title and a relatable through line (such as “You Won’t Believe What These 25 Actors From the 80s Look Like Now” or “The Top 10 Ways to Succeed in Your Industry”) you’ve got all the ingredients for a piece of content that people can’t help but click through and share.
Human beings are visual learners – they always have been, they always will be. Studies have shown that not only will people remember more of what you tell them if you present it in a visual way, but they’ll also engage quicker and are far more likely to share it on social media, too. How we consume information is different based on which side of our brain is dominant; typically, men prefer images and women prefer reading. When you create content that includes both preferences, you have now captured a much larger audience share. Roll all of that into one format and you’ve got the infographic – a perfect way to visualize just about everything in a way that people have proven to love time and time again.
- State Maps
State maps are a bit like infographics in that they’re a great way to visualize data, but their overall theme is a relational one. Essentially, you’re taking the same type of data and are representing it for every state in the country. For example, “Who the favorite sports teams in each US state?” or “Which brands of chips are the most popular across different regions of the country?” Not only does a state map give people something to relate to, it also lets them compare their preferences with those who live elsewhere.
- How-to Articles
How-to articles have been a major part of the Internet for as long as the Internet has been around. Since so much of marketing involves offering something of genuine value to your audience members, it’s easy to see why this format is so popular – it’s one of the easiest and most direct ways to give value to your audience.
A good how-to article can help your audience get more use out of a product or solve a particular challenge they’ve been grappling with. The more relatable it is, the more likely they are to share it as well – so that’s a bonus in its own right.
- Slide Shows
This content format combines both the visual and written elements of an infographic on a multi-screen approach. This type of content is suited for specific purposes and can often combine several of the formats outlined in this article such as a how-to, top 10 list, case study, and state maps into one eclectic, informative slide show.
- Product Reviews
Providing product reviews is valuable as your product has a set of features meant to be competitive. Point out your product’s winning features and you may find your product shines above the competition. Give your products a fair shake and your audience will select the right one for their needs. They will also remember who helped them make this decision. If it’s not your product today, it might be yours tomorrow.
- Case Studies
Case studies are a joint process between multiple people contributing to a project to deliver an overview with goals, strategy, tactics, and results. The results are then discussed as to how this case study impacted the goal. Specific wins and opportunities for future campaigns are identified. Case studies are of interest to your reader as they now may leverage your research and save hundreds of hours by starting their marketing campaign with a tested hypothesis.
The most recent generation of shoppers is consumed with positivity, health, and productivity in imagery. Inspirational quotes are littering the pages of millions of social media sites at this very millisecond while millions more are being posted. People crave and seek out inspiration. Use this to your advantage by aligning your brand with specific inspirational quotes and imagery and watch your engagement levels go up.
A journalist’s dream come true. The opportunity to have a subject answer all your questions which you can curate and turn into an intriguing story about your subject. Focusing on lesser known topics or recent newsworthy content can help your interview stand out and “stop the scroll” that we are all trying to thwart in social media.
- Explainer Video
Does your product need an explanation? Many products do. Plenty of infomercial products could use an explainer video due to their intricacies. Explainer videos break down your product or service into easily digestible 60-90 second segments. Video has shown to increase engagement and subsequent conversion significantly as we guide our customers through the funnel to purchase.
These are just a few of the many different types of content formats that consumers love. When developing your marketing strategy, it’s important to remember that there is no “one size fits all” approach to what you’re doing. Instead of relying too much on any one particular format, try to mix and match whenever possible. This is the best way to make sure that you always offer a little something for everyone as often as you can.