No marketing content plan today is complete if it hasn’t taken a multimedia approach. Text-heavy and cookie-cutter content is a thing of the past. In fact, your audiences won’t even read it. In a world of YouTube, Instagram, and Oculus, today’s consumers are demanding visual content from brands.
So if you want to develop a content plan that truly engages and connects, you’ll want to make sure it includes each of these types of media.
1. Video & Motion Graphics
Video content is dominating the way we interact, accounting for more than four-fifths of all web traffic, according to Cisco. That’s why videos and motion graphics are an essential part of any organization’s brand strategy. This type of content grabs the viewer’s attention while ushering them through a carefully curated narrative.
2. Interactive Infographics & Landing Pages
Interactive media design has become an integral part of the most effective landing pages and brand experiences out there. Whether you’re creating a dynamic, infographic-style landing page or an interactive annual report, this type of content drives conversion rates of up to 70%. That’s an opportunity no organization can afford to pass up.
3. Widgets & Calculators
Another highly effective type of interactive content are widgets and calculators. You can embed these anywhere on your site or campaign landing pages. They’re engaging because they deliver personalized results to your audiences. For instance, if they want to calculate the total cost of investing in your product, or find the right product for them, this calculator or widget can deliver results that are customized to their needs. It’ll make them feel more confident in their purchase.
4. Visual eBooks & White Papers
Back in the day, white papers and ebooks were comprised of mostly text. But even B2B audiences are no longer willing to give these their attention. Highly visual versions of these classic content pieces may include data visualizations, illustrations, icons — or all of the above. Just make sure that if you’re looking for ebook and white paper design services, you contract with an organization that won’t just deliver a pretty design, but will also present the information in an accurate and useful way.
5. Infographics & Mini-Infographics
The age of infographic design is far from over, but the days of low-quality, stock-driven designs is long gone. Infographics and mini-infographics for social media are still an extremely powerful tool for telling a story or sharing data in a compelling way.
6. Conference Collateral
Just because most conferences are currently virtual, doesn’t mean you don’t still need conference collateral. In fact, many organizations are switching out their booth designs and brochures for virtual booths and digital handouts. Ask your visual communication partner how they can develop dynamic online conference collateral that will make you stand out from the crowd.
Putting Together a Content Plan
Not sure how to develop an effective content strategy? Check out these resources:
- Building a Content Strategy That Drives Business Success
- How to Define Your Content Marketing Strategy Goals
- Building a Long-Term Content Strategy
- The Strategic Content Summit for Marketers & Brand Leaders
What types of content have proven essential for your content plan? Share your strategies in the comments below!