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#ContentFormats

A Guide To Choosing The Right Content Formats

PANELIST PANELIST MODERATOR

Claire Webb Content Strategist

Content Distribution

Content Strategy

Content Creation

Strategy: Matching Metrics & KPIs

Creation: 411 on Formats

Distribution: [Case Studies]

Branded Content Example

AGENDA

Topics they’re interested in

Where they search & which platforms

Content formats they prefer

Strategy [ Who is our audience? ]

Audience Insights

Metrics Mapped To Your KPIs Every format will support your specific goals

A W A R E N E S S

Organic traffic Search ranking

Total views

Searches

Time spent on site Page views per session

Tasks completed

Email subscribers

E N G A G E M E N T A D V O C A C Y

Shares Likes

Pins

Followers

Inbound traffic

Formats Mapped to Your Goals Each format you choose should address an overall content goal

A W A R E N E S S

Listicles Blogs

Articles

How-to Videos (above)

Animated Videos

Quizzes Infographics

Decision Trees

Checklists (above)

Podcasts

Documentary Videos

Animated Videos

E N G A G E M E N T A D V O C A C Y

Pinterest How-tos Social Shares

Lifestyle Photography (above)

Social Videos

Animated Videos

Data Mining: Content Formats

Content Type Bounce Rate Time on Page PV/Session

Article 69% 1:26 1.20

Blog 67% 1:56 1.35

Checklist 81% 1:44 1.10

Decision Tree 83% 1:56 1.08

Infographic 67% 1:56 1.12

Listicle 86% 2:11 1.04

Video 55% 1:46 1.13

Key Insights: The data subset of DM content had the following metrics: •  Bounce: 77% •  Time on Page: 1m 45s •  PV/Session: 1.13

Visual formats such as checklists, decision trees, infographics, and listicles performed best among the content types

Barry Feldman Content Creator, Expert of 25 Years

*13 is the average number of formats used by B2Bs

Top 5 Formats Most Effective For B2B Marketers

1 2 3 4 5Webinars Case Studies

White Papers

Videos In-Person Events

*12 is the average number of formats used by B2Cs

Top 5 Formats Most Effective For B2C Marketers

2 In-Person Events 3 Images 4 Social

Media 5 Info-graphics 1 Email

Newsletters

TEXT

VISUAL AUDIO / VIDEO

Overview Of Top Popular Formats By Category

BLOGS What Online hub for opinion pieces, advice, listicles, checklists and more

Benefits Search rankings, thought leadership, community building, subscription growth

Sweet Spots Company websites

Difficulty To Produce Easy to start; Challenge to maintain

Costs To Outsource Low to moderate

Creator Tips •  Marry keyword strategy & storytelling •  Write magnetic headlines •  Feature interesting images

The “Content

Hub”

What True story of client success; usually text with images or links to real example content produced

Benefits Credibility booster

Sweet Spots Website, blog

Difficulty To Produce Time-intensive

Costs To Outsource Moderate

Creator Tips •  Include specific information •  Conduct interviews for quotes •  Repurpose for other formats (i.e. podcast and video)

CASE STUDIES

Powerful Sales

Enabler

ARTICLES

Thought Leader Meets

Problem Solver

What Helpful, informative lessons

Benefits Search rankings, thought leadership

Sweet Spots Company websites, guest posts

Difficulty To Produce Low

Costs To Outsource Low to moderate (often priced per length)

Creator Tips •  Solicit ideas and drafts from subject matter experts •  Address common problems •  Feature interesting images

EBOOKS & WHITE PAPERS

The Lead

Magnet

What Multi-page documents with generous use of graphics

Benefits Thought leadership, lead magnets

Sweet Spots Offers on key pages; often gated (form fill required)

Difficulty To Produce Time and research-intensive

Costs To Outsource High

Creator Tips •  Plan to extract key elements and repurpose •  Think visual •  Include call to action for leads

SOCIAL MEDIA CONTENT

The Buzzmaker

What Images with captions / quotes / headlines

Benefits Highly shared by avid social media users

Sweet Spots Pinterest, Facebook, Instagram

Difficulty To Produce Low to moderate or high (if GIFs or video)

Costs To Outsource Low to moderate or high

Creator Tips •  Format separately per social channel •  Choose images with stopping power •  Experiment with writing styles

INFOGRAPHICS

The Crowd Pleaser

What Visual representation of data, lists, ideas and stories

Benefits Great potential to be shared; communicate a lot of information in a small space

Sweet Spots Blog, Pinterest, SlideShare

Difficulty To Produce High; requires design expertise

Costs To Outsource High

Creator Tips •  Secure guest posts with infographics •  Keep it simple •  Offer code to embed the infographic

VIDEOS

The Dominant

Force

What Video styles include how-to, animation, documentary, demonstrations, and more

Benefits High engagement and conversion; appeals to mobile users

Sweet Spots YouTube, Vimeo, blog, websites

Difficulty To Produce Ranges from easy to demanding

Costs To Outsource Usually high

Creator Tips •  Make them fun and human •  Ensure audio quality is high •  Publish full or partial transcripts for SEO

PODCASTS

Under The Radar But Booming

What Audio program, like radio segments

Benefits Appeals to mobile users

Sweet Spots Blog, iTunes and other podcast networks

Difficulty To Produce Time-intensive

Costs To Outsource Moderate to high

Creator Tips •  Establish a regular schedule •  Hire for voice skills •  Invest in quality recording equipment

EMAIL

The Old Fashioned

Medium

What Email with consolidated stories and links

Benefits Lead nurturing

Sweet Spots Applicable to all devices and receptive audiences

Difficulty To Produce Easy; usually based on existing content

Costs To Outsource Moderate

Creator Tips •  Promote other content •  Be brief •  Carefully consider and test subject lines

Jodi Cararas VP of Content & Talent Operations

Content Creation Challenges

Success Story: Samsung

The Results

35% Increase in Revenue

Winner Of the Samsung Global Best Practice Award

6% Increase Sales

4X Increased Engagement

The Goal Engagement

The Strategy Blog: Quizzes, Listicles, Articles

$57k Revenue from Online Purchases

310% ROI from Our Blog Articles

The Results

The Goal Awareness

The Strategy SEO-driven articles

Success Story: Famous Footwear

Social Shares

Earned Mentions

The Results

The Goal Awareness

The Strategy Whitespace - Authoritative

Success Story: NXP

3.8MM+ 207%

55k+

Total Reach Increase in Instagram followers

Engagements

The Results

The Goal Awareness, Social Presence

The Strategy Influencer Marketing

Success Story: STIL

#2015STILPHOTOWALL

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