Use of content types and content formats
Posted: Wed Jan 29, 2025 9:36 am
A variety of content types and formats are available for content marketing . Which content types are most suitable and useful for the respective purpose depends on the general consumption behavior of the target groups to be addressed.
That's why you should take a detailed look at your own target groups when developing a content marketing strategy , for example using market research methods, SERP analyses, keyword research or existing studies. The devices on which the user consumes content are also important. While PDFs, for example, are more suitable for consumption on desktop PCs, podcasts can be consumed very well on smartphones. For other types of content, you need VR glasses, for example, to be able to consume them.
Certain types and formats of content are suited to different phases of the customer journey. There are types of content that can be consumed more quickly and easily, while others require more time and effort on the user side. Which types of content generally make sense for your own content marketing strategy depends primarily on the target group/industry, the subject areas and the purpose/user intention.
As explained in the article User-centricity in marketing: The path to senegal phone number data the customer perspective, it is important to understand potential and existing customers in terms of their content consumption behavior.
Where and on which devices do they get information about which topics?
What topics and questions are you concerned with?
What do they expect from the content?
influencing factor target group/industry
Content consumption habits vary depending on the industry, target groups, personas and context such as the place of consumption or the device used. People who consume or get information while walking, in the car, on the train, etc. will primarily want to access the content via their mobile devices. They may prefer audio and video formats. People who consume information from their workplace are more likely to research from their PC/laptop and invest more time.
influencing factor platform
The platform on which information is consumed/gathered also determines which content is better received. In the social media environment, types of content that can be consumed quickly are suitable. So-called “snackable content” such as memes , short videos, infographics…
Social media networks are becoming less and less suitable for the pure distribution of content from external sources, as the feed algorithms often penalize external outgoing links with a significant loss of reach. As social media content, it is better to share the content directly on the social network. When it comes to text content, you are limited to a certain number of characters, so you cannot describe topics in detail. Especially since social network users only have a short attention span. Since too much information affects the user, in this environment you have to assume that a user only devotes a few seconds to a post in order to decide whether to interact or not.
If we want to publish so-called pull content, search engines like Google are the most important gatekeepers. Here we not only have to appeal to the user, but also convince the search engine algorithms. Text is currently still indispensable as a content format for the classic search on Google & Co. In addition, video and image formats can be used for the search engines' additional vertical indexes.
If you research target groups and personas in specialist magazines (online and/or offline), you should try to reach them via advertorials , guest articles and earned content supported by outreach in distribution.
That's why you should take a detailed look at your own target groups when developing a content marketing strategy , for example using market research methods, SERP analyses, keyword research or existing studies. The devices on which the user consumes content are also important. While PDFs, for example, are more suitable for consumption on desktop PCs, podcasts can be consumed very well on smartphones. For other types of content, you need VR glasses, for example, to be able to consume them.
Certain types and formats of content are suited to different phases of the customer journey. There are types of content that can be consumed more quickly and easily, while others require more time and effort on the user side. Which types of content generally make sense for your own content marketing strategy depends primarily on the target group/industry, the subject areas and the purpose/user intention.
As explained in the article User-centricity in marketing: The path to senegal phone number data the customer perspective, it is important to understand potential and existing customers in terms of their content consumption behavior.
Where and on which devices do they get information about which topics?
What topics and questions are you concerned with?
What do they expect from the content?
influencing factor target group/industry
Content consumption habits vary depending on the industry, target groups, personas and context such as the place of consumption or the device used. People who consume or get information while walking, in the car, on the train, etc. will primarily want to access the content via their mobile devices. They may prefer audio and video formats. People who consume information from their workplace are more likely to research from their PC/laptop and invest more time.
influencing factor platform
The platform on which information is consumed/gathered also determines which content is better received. In the social media environment, types of content that can be consumed quickly are suitable. So-called “snackable content” such as memes , short videos, infographics…
Social media networks are becoming less and less suitable for the pure distribution of content from external sources, as the feed algorithms often penalize external outgoing links with a significant loss of reach. As social media content, it is better to share the content directly on the social network. When it comes to text content, you are limited to a certain number of characters, so you cannot describe topics in detail. Especially since social network users only have a short attention span. Since too much information affects the user, in this environment you have to assume that a user only devotes a few seconds to a post in order to decide whether to interact or not.
If we want to publish so-called pull content, search engines like Google are the most important gatekeepers. Here we not only have to appeal to the user, but also convince the search engine algorithms. Text is currently still indispensable as a content format for the classic search on Google & Co. In addition, video and image formats can be used for the search engines' additional vertical indexes.
If you research target groups and personas in specialist magazines (online and/or offline), you should try to reach them via advertorials , guest articles and earned content supported by outreach in distribution.