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3 Content Marketing Formats You Should Know

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3 Content Marketing Formats You Should Know

  1. 1. Katie Hamilton
  2. 2. Content Marketing Formats Are you interested in which content marketing format might be right for you? Are you looking for a meaningful way to engage with your audience? Below, I’ve highlighted three popular formats of content marketing (articles, videos, and podcasts) and their benefits to help you determine which might be best for you!
  3. 3. ARTICLES 1
  4. 4. WHY USE ARTICLES? Articles can: •Provide a plethora of details and get into the “nitty gritty” about specific questions from the audience •Help establish your company/organization as an authority and a “thought leader” •Aid in building trust with the audience •Boost overall loyalty Website articles include written content on a webpage meant to deliver important or valuable information to the audience.
  5. 5. Article Spotlight: REI Source: REI. (2022a). Learn from REI expert advice. Retrieved July 11, 2022, from https://www.rei.com/learn/expert-advice • REI’s “Expert Advice” website has an abundance of articles related to all things outdoors. • The user can also search by a specific topic.
  6. 6. Tip for Articles • Use an eye-catching title, such as “how to” or “top 10”. • You want to pull in your audience, so be sure to make your first few opening sentences especially engaging.
  7. 7. VIDEOS 2
  8. 8. WHY USE VIDEOS? According to Collins & Conley (2022), videos: •Encourage users to share on social media •Increase conversions and sales •Engage mobile audiences •Establish trust with the audience Videos are visual media that is recorded so others can view.
  9. 9. Video Spotlight: REI Source: REI. (2022b). Uncommon Path- Videos and Podcasts. REI. Retrieved July 11, 2022, from https://www.rei.com/blog/video-and-podcasts/page/1 • REI hosts a variety of videos (some even created by staff), with topics ranging from how to stay motivated to run, to the story of a navy veteran who kayaked 226 miles of the Colorado River while blind.
  10. 10. Tip for Videos • Viewers prefer “authentic”, lesser quality videos in comparison to sparkly, overly-edited ones (Collins & Conley, 2022). • In other words, don’t worry about making your video perfect!
  11. 11. PODCASTS 3
  12. 12. Why use podcasts? Podcasts are digital audio files that are usually broken up by episode ranging from about 30 minutes - 1 hour each. Source: Bochicchio, M. & Coppola, J. (2020, December 4). 5 Reasons Why Podcasting Should Be Part of Your Content Marketing Strategy. Wistia. Retrieved July 11, 2022, from https://wistia.com/learn/marketing/add-podcasting-to-your-content-marketing-strategy Source: Vize, Shannon. (2022). The Rise of the Podcast: The Latest in Content Marketing. Mondo. Retrieved July 11, 2022, from https://mondo.com/podcast-benefits-content-marketing/ Podcasts: Are inexpensive to produce Are easy for audiences to consume (mobile) Encourage consistent engagement with the audience Provide reach to different audiences Establish credibility in your field
  13. 13. of the U.S. population ages 12+ have listened to a podcast (177 million people). Source: Edison Research. (2022, May 24). The Infinite Dial 2022. Retrieved July 11, 2022, from https://www.edisonresearch.com/the-infinite-dial-2022/ 62%
  14. 14. Podcast Spotlight: Bass Pro Shops Source: Bass Pro Shops. (2022). Bass Pro Shops Outdoor World Podcast. Retrieved July 11, 2022, from https://1source.basspro.com/podcast • This weekly podcast delivers episodes about hunting, fishing, and wildlife conservation. • It also hosts well-known outdoor enthusiasts as guests and provides an assortment of tips and tricks for listeners.
  15. 15. Source: Edison Research. (2022, May 24). The Infinite Dial 2022. Retrieved July 11, 2022, from https://www.edisonresearch.com/the-infinite-dial-2022/
  16. 16. Tip for Podcasts • Post a very short audio snip (a few seconds of the podcast with one of the major episode highlights) on social media to entice the audience.
  17. 17. Summary • There’s no one “right way” to deliver content marketing. • Using a variety of formats or mediums is important to engage consumers from various avenues of life. • Articles, videos, and podcasts are three fantastic content marketing formats that can be used to provide top-notch content to your audience.
  18. 18. Thanks!
  19. 19. References Bass Pro Shops. (2022). Bass Pro Shops Outdoor World Podcast. Retrieved July 11, 2022, from https://1source.basspro.com/podcast Bochicchio, M. & Coppola, J. (2020, December 4). 5 Reasons Why Podcasting Should Be Part of Your Content Marketing Strategy. Wistia. Retrieved July 11, 2022, from https://wistia.com/learn/marketing/add-podcasting-to-your-content-marketing-strategy Collins, A., & Conley, M. (2022, May 24). The Ultimate Guide to Video Marketing. HubSpot. Retrieved July 11, 2022, from https://blog.hubspot.com/marketing/video- marketing?_ga=2.116427791.880690380.1568750897-940436819.1565181751 Edison Research. (2022, May 24). The Infinite Dial 2022. Retrieved July 11, 2022, from https://www.edisonresearch.com/the-infinite-dial-2022/ HubSpot. (2022). The Ultimate List of Digital Marketing Stats. Retrieved July 11, 2022, from https://www.hubspot.com/marketing- statistics?hubs_post=blog.hubspot.com%2Fmarketing%2Fcontent-marketing-types&hubs_post-cta=HubSpot&_ga=2.234294168.766463639.1657552854- 1424033835.1657552854 Morrison, K. (2014, November 28). 81% of shoppers conduct online research before buying [infographic]. Adweek. Retrieved July 11, 2022, from https://www.adweek.com/performance-marketing/81-shoppers-conduct-online-research-making-purchase-infographic/ REI. (2022a). Learn from REI expert advice. Retrieved July 11, 2022, from https://www.rei.com/learn/expert-advice REI. (2022b). Uncommon Path- Videos and Podcasts. REI. Retrieved July 11, 2022, from https://www.rei.com/blog/video-and-podcasts/page/1 Vize, Shannon. (2022). The Rise of the Podcast: The Latest in Content Marketing. Mondo. Retrieved July 11, 2022, from https://mondo.com/podcast-benefits- content-marketing/ Why Podcasts. (2022). The Podcast Audience. Retrieved July 11, 2022, from https://web.archive.org/web/20170719051647/http://www.whypodcasts.org/audience/

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