Stepping out of one’s comfort zone can be unsettling, and very few people are willing to tread unchartered territory. So, if you are one of those content marketers who prefer to stick to one content medium that you feel comfortable with, I get you. I totally do. Like yourself, I had found my niche on one specific content medium and was very wary of changing paths and entering into the realm of the unknown.
However, if you never change content mediums, you run the risk of becoming repetitive and trite. Moreover, different content types will help you connect with your buyers at different stages of the sales funnel. Using various content mediums is ideal when you are trying to reach a heterogeneous group of customers. So, let us explore the pros and cons of each content medium. Knowledge is vital, and when you know what to expect, the unknown realm of new content mediums becomes a little less stressful.
Blog posts usually make up the pivotal part of content marketing strategies. There is a good reason for this. Blogs do not take long to write. Google quickly picks them up, and users can interact with you by leaving comments. Blogs are easy to read and share, and it is an efficient way to offer valuable information at a relatively low cost. Moreover, blog posts are the ideal content medium if you want to establish a close relationship with your readers.
Unfortunately, it is easy to run off on different tangents with blogging and lose sight of your scope. If you feel pressured to post a blog every other way, you will end up posting meaningless content only for the sake of posting. To minimize this disadvantage, you need to optimize your blogs for leads or sales and make sure you have a clear CTA.
Case studies are used when you want to offer a real-life scenario to provide information and knowledge. They are an excellent content medium because people can easily relate to other people’s experiences. With case studies, it is easier for your buyers to understand your product or services’ value. Case studies allow you to reach out to your buyers on an emotional level and engage them more, no matter where they are at the sales funnel. Data show that case studies are more frequently liked and shared.
Case studies are fantastic as long as you analyze the case scenario and manage to engage your readers. If you simply state your case study results, you instantly remove its familiarity element and your buyers will not understand how or why this case study relates to them. Remember to add storytelling elements to your case study, making sure it resonates with your readers.
Infographics are my personal favorite. They allow you to offer a ton of information into one image that is engaging, interesting, easy to digest, and stands out from the crowd. Infographics are liked and shared more than any bulleted list of facts, and they are memorable and make a stronger statement than any other type of content.
Infographics are a brilliant way to offer information, but sometimes there is just too much information going on that it eventually gets lost. Infographics should be clean and simple and not too overwhelming. If you find that your data are too many for a straightforward infographic, then you should go with other content mediums.
White papers are content with dense information that advocates for a specific solution on a particular subject. White papers are excellent when you want to influence the decision-making process of prospective buyers. They offer in-depth information and evidence and are considered to be lead magnets as they convince readers to convert.
White papers take longer to write and are more expensive than any other type of content. They require research and analysis, and although they are very effective, some buyers on your sales funnel will find them too long and too boring.
Contrary to common belief, videos are a content medium and should be considered as such. Videos are exceptionally good at engaging your audience- they have a visual and auditory advantage that no other medium can match. They are more likable and shareable, and in this day and age of limited attention span and time, people would much rather watch an informative video than read long text.
Videos take longer to make, and you need to be creative when making them. You have to pay close attention to every single detail to make your video a success. Videos are abundant out there and making the one that will stand out from the crowd can be a daunting and challenging task. This means that videos need to be well planned and thought out, and their execution is money and time-consuming.
Yes, changing mediums can be scary because it means that you have to step out of your comfort zone. But if you never venture outside of what you are used to, you will never get to experience the benefits that other content mediums have to offer. You also run the risk of remaining stagnant and losing your spark and, in the process, your buyers. Are you willing to take that chance just to remain safe? Or will you change content mediums and reap all the rewards?