Why Diverse Content is Vital for Campaign Success
In today’s media-saturated world, marketing efforts rely more heavily on content than ever before, capturing the attention and imagination of audiences across sectors. But while most marketing teams understand the power of content, too many brands fail to diversify their deliverables in a way that truly boosts interest and engagement.
“Bring diversity to brand deliverables.”
Here’s a look at why content diversity is so important to the success of a modern campaign, and some ways that marketers can make it happen.
The written word
Perhaps the most proven and widely adopted form of content is written material, which includes everything from eBooks and white papers to blurbs, blogs and email newsletters. Brands that feel that they have done everything under the Sun in terms of text will be thrilled to find that there are more intriguing content types that they may have never considered, according to QuickSprout. The source cited product reviews, opinion posts, case studies and interviews as some options.
These tried-and-true offerings can also be positioned in a wide range of locations, and more brands are experimenting with the placement of their written content to see which approach yields the best results. With a modernized inbound marketing strategy underlying its Web infrastructure, brand leaders will be able to see which content formats are bringing in leads and conversions, and how their placement impacts the level of visibility and results.
Although the best marketing campaigns are built on a strong foundation of written material, every brand knows that text will only get their message so far in a world that demands a multimedia experience. At the top of the visual content world stands the infographic, and according to a blog from SlideShare, these fun and informative visuals are shared up to three times more than standard written assets on social media platforms such as Twitter and Facebook.
Videos are also gaining major momentum in content marketing, not only because they are more visually stimulating than static text and imagery, but they also offer marketers a much deeper level of insight into user behavior. As Marketing Land noted, a brand can tell exactly how long viewers spent watching a video, whether they skipped ahead to the end or re-watched a certain part. All in all, video is an essential ingredient in visual content marketing.
The great beyond
It’s hard to say exactly where marketers will take their content strategies next, but with so many powerful tools at their disposal, there are plenty of opportunities for experimentation and innovation. Mixing content types together will surely be a winning approach, and QuickSprout predicted that brands will become more aggressive with their use of visual components in standard written formats. Assets such as GIFs and podcasts are also cropping up across campaigns, closing the gap between information, entertainment and marketing.
Ultimately, it’s up to brand decision-makers to craft an original and compelling initiative that includes a wide range of bold formats. With strong metrics to guide them in the right direction, they’ll surely be on the cutting edge of content well into the future.