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30 Jul 2013

Beyond The Blog Post: Alternative Types of Content

Beyond The Blog Post Alternative Types of Content
Content marketing is a powerful strategy that many organizations and business leaders are engaging in to reach new customers, retain current customers, and become an authoritative leader in their industry. The tangible successes of content marketing efforts have been proven fruitful for many organizations. Typically, content marketing is thought of as creating a blog on your website and posting written content on it. Although this method is valid, there are many other ways to engage in content marketing that are varied and cater to consumers and their particular learning style or preferred method of receiving information.

Individuals learn in different ways therefore content marketing should be diversified to cater to each of these learning styles. Some consumers prefer to receive information that is presented audibly or visually while others are kinesthetic learners and are more receptive to interactive learning. Incorporating variety into content marketing efforts allows for individuals with different learning styles to engage with an company’s content and brand identity. Alternative methods include but are not limited to, infographics, datagraphics, content curation, video marketing, free guides and step-by-step “how-to” posts.

Learning more about each method of content marketing and how they are successful is the first step for businesses to expand and excel with their content marketing efforts. Read below to discover great examples of content types and best practices to follow when creating your own.

Infographics

the Final Four and the Floor

Our special NCAA infographic is a great example of a niche topic that many people found interesting and got picked up by traditional outlets like radio, among other digital outlets.

Infographics are a creative alternative to normal written blog posts that provide consumers a visual representation of a specific topic. Typically centered on statistics and other data-oriented information, infographics offer a way to catch the attention of visual learners who will likely appreciate the presentation of facts and stories in this format. Although not all information is ideal for sharing through an infographic, it is important to consider the audience and how easily information can be conveyed through illustration.

Depending on the particular audience, the use of an infographic can resonate more than using a traditional blog post. Here are some great examples of successful infographics:

  • Take a look at 70 Best Infographics on the Web from Creative Bloq. Each infographic is successful for different reasons but takes a creative and visually appealing approach to presenting a topic or comparison.
  • The success of our very own Final Four and the Floor infographic was proven after a local radio station saw this creative take on the upcoming NCAA Men’s Basketball playoffs and asked designer, Dan Dannenberg to discuss with them the process behind it.
  • Why Your Brain Craves Infographics takes a visual and interactive approach to convey why infographics are attractive to consumers.

Best Practices:

  • Check out what industry experts have to say about The Future of Visual Content and the current effectiveness when it comes to reaching consumers.
  • The Content Marketing Institute walks readers through the 5 steps involved in delivering content that readers are drawn to. The steps involve the process of selecting a topic, researching, developing and sharing infographics.
  • The Do’s and Don’ts of Infographics offers a great deal of helpful information regarding the way an infographic should look including design, font choices and color schemes.
  • Shown through an infographic, this visual representation conveys, What Makes an Infographic Bad & How to Make It Better.
  • What Makes a Great Infographic walks through the elements on an infographic that make it effective in terms of topic and data that is necessary and what could potentially make an infographic unsuccessful for businesses.

Curation

Putting together regular blog posts can be a task that requires an element of production that some companies do not have the resources to handle. Instead, becoming a source for your consumers to find quality industry-related information can be a valuable alternative method of content marketing.

Curation posts, like this one in some way, are used to compile valuable information for consumers regarding a particular topic. Content curation posts typically include a variety of links from authoritative websites that provide information supporting the posts overall claim. This provides businesses the opportunity to develop a comprehensive piece delivering information while eliminating the need to create unique content each time.

The following are a variety of examples of how businesses have utilized and capitalized from this method:

Best Practices:

Videos

Not all content marketing videos become viral, but when they do, they can make quite an impact for brands. How about those Evian rollerskating babies?

Not all content marketing videos become viral, but when they do, they can make quite an impact for brands. How about those Evian rollerskating babies?

Using video to attract consumers is another great alternative to blogging. The level of engagement that online video marketing can provide surpasses other methods of content marketing and offers the opportunity to reach a broader audience. Videos take infographics and other visual methods one step further. Taking on more complex ideas, videos can show action or the process of how an action is completed through animation and movement while infographics lack that ability.

Through effective optimization and engaging content, organizations can begin to build their presence on video search engines and spread awareness of their brand.  There are several instances of successful video marketing campaigns including:

  • These 10 Examples of Amazing Viral Marketing Videos show exactly why video marketing is an effective strategy.  By honing in on their target audience and developing creative and engaging content for them, these videos have succeeded in capturing attention.
  • Although not all videos go viral, when they do businesses garner attention to their brand and build their brand in a way that may not be possible with traditional, written content. These Great Examples of Viral Video Marketing Push provide real-life examples of how business have benefited from their videos taking off.
  • Taking a concept like brainstorming, which is a processed used in business and education settings, this example engages viewers by visually and creatively showing how to get more out of brainstorming sessions.

Best Practices:

  • To support the idea that video marketing is essential, Video Brewery has compile 18 different statistics that convey the importance of this content marketing strategy.
  • Within the broad term of video marketing are many different styles of videos that can be produced and shared. Check out these 5 Effective Video Styles for Video Marketing.
  • Succeed With Video Content Marketing by understanding these 5 tips from the Content Marketing Institute. Tips include things such as leveraging company events and ensuring videos are compatible across different platforms and devices.
  • Business 2 Community has come up with 10 scenarios where video can be used for content marketing to vary the types of videos an organization produces.
  • Learn the 7 Habits of Highly Effective Video Marketing which includes helpful information on how to select stories to be told, choosing script and building interaction in videos.

With these resources out there and many more available, businesses can empower themselves in their content marketing efforts to diversify and expand their reach through alternative methods of content creation. Don’t just stop here – think about repurposing a popular blog post into a free guide, datagraphic, white paper, or more.

Interested in creating interesting and useful content that will engage your customers? You name it, we’re pros at creating it: infographics, creative videos, blog posts, free guides, and more. Want to know more? Learn more by contacting us now.

1 Comment

  • Catherine Sep 06, 2013

    Hi Maggie

    A great post with some brilliant alternatives here. I’m a big fan of infographics and there are some stunning designs out there.