Before the blog post, the default content form was the article. Today, content has evolved to the point where there are so many forms to choose from, each a little better for each topic. Today, your readerโs media diet might include articles, blog posts, social campaigns, podcasts, and video. How do you choose? And when do you know to repurpose to more than one?
๐๐ป๐ผ๐ ๐๐ต๐ฒ ๐๐๐ฟ๐ฒ๐ป๐ด๐๐ต ๐ผ๐ณ ๐ฒ๐ฎ๐ฐ๐ต ๐ณ๐ผ๐ฟ๐บ๐ฎ๐
Blogs clarify complex ideas and establish thought leadership. Video humanizes your message and appeals to visual learners. Podcasts reach busy audiences during commutes. Social campaigns generate buzz and foster sharing.
Whatโs your goal? Better yet, whatโs your audience most likely to consume?
๐๐ป๐ฎ๐น๐๐๐ฒ ๐๐ผ๐๐ฟ ๐ฎ๐๐ฑ๐ถ๐ฒ๐ป๐ฐ๐ฒ
If youโre writing for a specific audience, think deeply about who they are and what they want. Use surveys, polls, and platform analytics to find out what content they prefer. Which posts have generated the most engagement in the past? How are competitors connecting with them?
With a couple of formats in mind, do your own experiments. Maybe try a couple that seem to be in the right direction and see how they perform. Try a blog post and then repurpose into a short video. Evaluate performance, iterate, repeat the most successful experiments.
๐๐ฒ ๐ฐ๐ผ๐ป๐๐ถ๐๐๐ฒ๐ป๐
Once your audience has trained you on what content they like best, teach them to expect that content consistently. Use those forms on a predictable basis and soon youโll cultivate the return visit. Stay curious and responsive to keep pace with whatโs next.
What content formats are working best for you and your audience?
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