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June 14, 2017
Content Marketing  |  5 min read

Step Away from the Blog: 3 Ways to Engage Through Diverse Content

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Susan Payton

When you hear "content marketing," you probably think of blogs. That's understandable, since they're by far the most prevalent form of content marketing. But if writing content for your blog is all of what you're doing to establish your thought leadership and attract new clients, you're seriously limiting your potential.

Content goes a lot deeper than just blog posts. Let's look at different forms of content and how to use each best.

1. Video

While people can quickly skim an article, they can't do that with video. In fact, 55 percent of people thoroughly consume videos (as opposed to skimming them, which is impossible, really), making it a highly appealing tool for getting your message in front of your audience.

Videos that are 60 seconds or shorter are more likely to be viewed in their entirety. As for what to create your video about? The sky's the limit, but here are a few ideas:

  • Product demo
  • Interview someone at your company or industry expert
  • Tips on unusual ways to use your product
  • Talking head: you providing tips or insights
  • Behind-the-scenes look at your company
  • Livestream an event

Keep in mind: Videos can be recorded in advance or livestreamed in real time. Both are worth exploring because they each attract a different audience (livestreaming will capture those social-savvy followers on Facebook).

2. Infographics

It can be tough to keep an audience's attention when you have a lot of dense (but useful) information. That's where the infographic comes in handy as a content marketing tool: it's 30 times more likely to be read than a text-only article.

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Because infographics illustrate written content in a visually appealing manner, they're a treat for the eyes, and a great tool for helping people process information. They're best for content with a lot of statistics and data that can be illustrated with charts, graphs, and engaging images.

The next time you have a data-rich topic to cover, test out writing it as an article and creating an infographic, then measure results against one another to see which is more successful at attracting your audience.

3. Different forms of written content

We don't have to shun the written word entirely in our content marketing plan. E-books and whitepapers afford you the opportunity to expand the information you share with your audience beyond what a blog post can cover. And if you use it as a tool to get email subscribers, it can further enhance its value. Just focus on information that people find useful and are willing to "pay" for with their email addresses.

Even diversifying the length and style of your blog content can provide enough variety to keep people engaged. Experiment with different lengths of content, ranging from a "quick bite" post of 300 or so words to longer form content of 2,000 words that goes deeper into a subject.

Test out different styles as well, including:

  • Q&A
  • Interviews
  • Listicles
  • OpEd
  • Research

When you mix up what you provide in terms of blog content, you let people know that they can never assume they know what's coming up next. That keeps them curious about what you're going to publish.

Get out of your content marketing rut by incorporating some other forms of content. You'll be pleased with the results.

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Susan Payton is one of Media Shower’s content marketing experts. Follow her on Twitter @eggmarketing. 

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