7 Content Formats That Grow Your Brand

Nancy Author

"Content is two things, message and channel. It's what you say, and how you deliver it." ―  Josh Steimle 

When it comes to content, many brands default to one classic type - the written kind. Blog posts, articles, and eBooks being the most popular. 

But to generate more leads and sales with digital marketing, you'll have to explore and integrate other types of content. Using multiple content formats helps you reach a broader audience as you cater to the different learning styles.

Here are ten effective content formats to improve your brand's marketing.

1. Quizzes

One reason quizzes are popular is that people like learning about themselves. They're a fun and interactive way for your audience to engage with your content. To get quality leads, offer access to the answers as a gated opt-in.

2. Podcasts 

Currently, one of the most effective marketing strategies, audio podcasts, has become so popular that Amazon Music now has them on Alexa. You can start your own show by simply repurposing your written content and videos. Make it a one-time occurrence, a season, or an ongoing series.

Are you not quite ready to launch an official podcast? Turn your popular long-text blog posts into audio blogs to embed on your website.

Pro Tip: A cost-effective and fast way to reach a broader, targeted audience is to guest on podcasts or interview industry experts and influencers. But there's a smart way to get interviewed. I see potential guests making fatal mistakes when pitching to be interviewed on my show(s).

Because I started podcasting and interviewing thought leaders on my personal development show back in 2014, I've learned a few insider strategies. Although that show is on hiatus, I offer podcast production services and consultations. Feel free to contact me about the right way to pitch shows so hosts don't ignore you. You'll know what NOT to do as a guest and the best way to get those quality leads beyond the interview.

3.  Case Studies

Do a case study that shows how your offer solves your audience's problems. Social proof is an effective way to boost conversions. Seeing a demonstration of how your product, program, or service helped someone could be the deciding factor that can moves your audience along their buyers' journey.

4.  User-Generated Contentrite and Publish Compelling Posts

Because we trust other consumer's opinions more than brands, content created and shared by your audience is one of the most effective marketing strategies online. A perfect example is Amazon reviews. I don't know about you, but I always look up reviews before deciding to buy something. Invite people to share what they love about your goods or services. UGC can be testimonials, social media shares, video reviews, Influencer posts, or wearing branded merch.

5. Challenges

With the challenges, I mean the virtual educative ones that show your audience how to solve a specific problem or achieve a result over a set time using specific steps. They're popular because you give people daily actionable information while motivating them until the goal is reached. Challenges are a secret but effective way to demonstrate your expertise, build trust, add new subscribers quickly, launch an offer, and convert clients. 

6. Carousels

Take some important points from your content and repurpose them into a visually attractive branded template. You can upload the entire presentation to sites like SlideShare and create a LinkedIn or Instagram slideshow. 

7. Livestreaming and Webinars

Zoom made video popular because of the pandemic. Both short and long-form videos establish authority and build trust faster than the written word. While Livestreaming is a great way to engage and interact with consumers, consider webinars which are an effective way to educate your audience on a specific topic. Yours can be live classes, evergreen recorded videos, or a hybrid.

These seven formats not only educate and add value to your audience but also make your campaigns stand out among your competitors. You can repurpose them into opt-in incentives and content upgrades for people to join your subscriber list or offer them as exclusive content for your existing buyers or email subscribers. Experiment and split test to see what best serves your target audience. Then, use the data to get better results.

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