Content marketing types and formats

The orange column (2 to 17) shows the many different formats for content. In a sense, you can say that a content format is the way you present your content, e.g. an infographic, an e-book, an article or a video. I see the content type (pink section, 18 to 58) as a direct result of the chosen subject and the phase your target group is currently in. For example, if you are a provider of advanced measuring instruments and you see a clear need for information about the use of your products, then you will probably choose a beginner’s guide or ‘how to’-based content. However, if you’re producing content for your target group in the final phase of the customer journey, it probably makes more sense to opt for a case study or best practice. These content types can then be shaped into different content formats and shared via your channels and platforms.

The great thing about content is that you can endlessly combine and vary it. For example, ‘how-to’ content can be presented as an article, a visual image, video, infographic, slideshow and much more. All these formats immediately give you a fantastic range of content to share through your channels. Just think about the numerous opportunities to promote a video, such as:

• YouTube
• Twitter
• LinkedIn
• Facebook
• Your website
• Vimeo
• Instagram
• E-mail
• Partner websites

What works for one company may not necessarily be the right approach for others. Therefore, try to find the right balance between your target group’s phase of the customer journey, the content type, content format and distribution channel. Measure the results based on your marketing goals and use these statistics to fine-tune subsequent campaigns!

Do you want to know more about content marketing? Ask your questions to one of our marketing advisors via the contact form or check our content marketing page.