Key Post Highlights
> Using one idea in five different content formats connects you with more audiences.
> Top-performing content types include video, infographics, podcasts, quizzes, and white papers.
> Videos, for example, can increase conversion rates by 80%.
When you buy an ingredient, like flour, you’re not thinking, “I’ll use this flour just for cookies, then throw it away.” Instead, you’ll use the flour in your cookies, then store it in your pantry until you need it for the next recipe, like banana bread, fried chicken, or homemade pasta.
In a similar way, you shouldn’t be creating content to use just one time, for just one audience. Instead, a good content strategy emphasizes remixing one idea into five (or more) formats.
Plenty of content tends to fall in the blog post or web page category. By taking that same content and using it in multiple formats, you can reach and connect with a variety of audiences. This is important because the more people you reach, the more brand awareness you create, and the more leads you can generate.
Not only do some audiences prefer their information in certain formats (like senior management being more frequent readers of white papers), some formats are better designed for specific spaces. For instance, infographics and quizzes are easy to share on social media, while a video might be better suited for your website.
By promoting different types of content, you’ll extend the reach of your content strategy. Here are 5 content formats that are known to perform well.
1. Videos
Almost anything can be made into a video — an interview, a testimonial, an overview of a topic, a how-to lesson. Videos are like chameleons, and they can adapt to most content you want to use.
What’s more, people love videos. In 2022, people spent roughly 19 hours each week watching videos online.
When it comes to making a purchase, 4 out of 5 millennials use videos as a part of their initial research. And millennials aren’t the only ones who love this format. Almost 60% of senior-level executives opt for the video format when both video and text are available. As for the next generation, Alpha, platforms like Instagram and Snapchat will likely make video formats even more appealing.
Videos on landing pages can increase conversion rates by 80%.
Admittedly, videos can be a heavier lift and, depending on your vision, more costly. But there are free and easy ways to create videos, like by creating a screencast or recording a virtual interview.
2. Infographics
In today’s busy world, people may not have the time (or attention span) to watch a video or read a blog post. Enter the infographic — an easy to understand visual representation of complex information.
The use of infographics is on the rise, and there’s a good reason. If a site uses your infographic, your branding and the embed code in the backlink will give you referral traffic. In fact, sites that use infographics see about 12% more traffic growth compared to those that don’t.
The key to infographics is creating and using them properly. A strong infographic uses visual elements to guide the reader through the content. For instance, you might use an infographic to show the symptoms of an illness on different parts of the body.
Keep in mind — a good infographic shouldn’t require additional text outside of the infographic itself. It should be made so it can be shared online on its own without losing any significance.
3. White Papers
On the other end of the spectrum, there’s long-form content, like white papers. White papers are a popular and effective content marketing format, especially in B2B business.
White papers are long marketing documents that explain an issue or how to solve a problem. In other words, they’re a “free” guide to a topic your audience cares about.
Of course, nothing is truly free. In exchange for a white paper, you might collect your reader’s email address. This is a win-win. It provides your audience with the information they want — and you with a new lead.
Whitepapers can also promote your company’s brand by positioning you as an expert in your field. Plus, if they’re shared on social networks, that increases your reach even more.
4. Quizzes
Quizzes are one of the most shared types of content on social media, getting nearly 2,000 shares each.
Quizzes make up roughly 80% of the most shared articles.
The reason quizzes are shared so frequently may be because they give an insight into who people are and what they value. On social media, people love showing off these parts of their personalities.
To get started in the world of quizzes, start with your most-shared content piece and remix it into a quiz. For instance, a piece on heart health could be made into a quiz called “Are You Living a Heart-Healthy Lifestyle?” Then, promote it on social media and watch this type of content work its magic.
5. Podcasts
Podcasts have become one of the most efficient and convenient ways to take in information. Over 60% of Americans have listened to at least one podcast — and this number is only growing.
From the news to celebrity gossip to the latest trends in healthcare, podcast topics range from educational to entertainment to everything in between. While this means just about anyone can enter the podcast game, it also means most of your content can be reworked into this format.
Podcasts can also hold your audience’s attention span. They offer bite-sized content on the go, whether your audience is commuting to work, taking a walk, or folding the laundry.
Podcast listeners also tend to be heavily involved in social media, so the chances of them sharing this format may be higher.
One Idea, Countless Content Types
The sheer number of content types available to you might feel overwhelming, but remember — you only need to do the heavy lift part of content creation once. Then, you can remix it into other formats as you see fit.
These five formats are just the beginning. Other formats, like webinars and case studies, are also great ways to maximize your content’s reach. Even small changes, like repurposing a blog post into a listicle, can help you reach a new audience and drive more traffic to your site. All it takes is one idea to get started.
