4 Fresh Content Formats That Will Save Your Content Marketing From “Broken Record Syndrome”
May 31, 2015 | Guest Post
Blog post, infographic, eBook, repeat.
Too many content marketers get bogged down by the daily content crunch and wind up defaulting to what I like to call “content marketing broken record” mode. Over and over again, you find yourself spitting out the same content formats and developing bad content habits.
The worst part? It’s getting you nowhere. Chances are, if you’re bored with the content you’re creating, your audience is too.
Of course, it’s important to provide consistent content to your audience, both in frequency and messaging. Eventually, however, your audience will stop listening to your broken record and start playing a new one if you keep giving them the same old track.
So, how can you fix the scratch in your content marketing record? Try shaking things up with these engaging content formats.
If you’re in a “boring” B2B industry and you’re not leveraging SlideShare, you’re missing out on a HUGE opportunity.
SlideShare content is easily embeddable and shareable, but you have to ensure that you’re taking the time to create a visual presentation that’s worth sharing. Choose the right topic for your audience, make it look great, include a CTA at the end (especially if lead gen is one of your content marketing goals), and promote, promote, promote!
At Uberflip, we’ve managed to generate over 400,000 views on our SlideShare presentations by leveraging holiday buzz and connecting it to a content marketing-related theme. For example, check out The Content Marketing Funnel of Love (created for Valentine’s Day).
A couple other excellent SlideShare examples:
As Jonathon Colman says, “there will always be a market for people who tell good stories.” SlideShare is a great place to tap into that market and re-engage your audience.
Quizzes are a content marketing force to be reckoned with. According to recent data from BuzzSumo, the average quiz is shared over 1,900 times—yowza! That means your quiz has a pretty good chance of garnering some serious engagement.
Quizzes are so appealing because (let’s face it) people love learning something interesting or special about themselves by either demonstrating their mental prowess or by getting a customized outcome based on their answers.
Even the unsexiest of industries can create engaging quizzes. So long as they speak to something your audience cares about, people are bound to take them.
A couple great examples of exciting quizzes in seemingly unexciting industries:
Hooking your audience on a quiz topic is easy if you know who you’re talking to. The hardest part is getting the quiz in front of them in the first place.
Be sure to support your quiz with a killer distribution strategy. Once your quiz is out there, you engagement rate is sure to spike.
Static infographics are great, but if you want to generate maximum engagement, it’s time to level up.
Interactive infographics are an effective way of re-engaging your audience because they give your readers a voice through the opportunity to contribute and actively engage with your content, as opposed to skimming your blog post or static infographic data.
Plus, I’m sure anyone who has messed around with a Google doodle will agree—the interactive elements create a curiosity gap that can only be filled by clicking and engaging.
In another use case, interactive infographics can be a great form of educational content. By providing more “hands-on” education, your brand can position itself as a thought leader (and the more people turn to you as an expert, the more engagement your content will receive!).
Ensure that the information you’re presenting is valuable to your audience, and keep the interactive elements intuitive—don’t make it difficult for your audience to engage.
A couple of excellent interactive infographic examples:
Marrying the easily digestible storytelling advantages of a SlideShare presentation with the key interactive elements of a quiz, the opportunities for creating engaging interactive infographics are pretty much endless.
Nothing gets people going like a good rant. Instead of posting the same old information-driven blog post, reinvigorate your audience with a solid, thought-provoking opinion.
Of course, there’s a difference between a rant and a meltdown. You don’t want to rank your brand with the likes of Christian Bale and Kanye West—it’s important to be tactful and sensitive over certain topics, and express your opinion respectfully. Sparking a bit of controversy is okay, but be careful not to cross a line—offending and insulting people could cause serious brand damage.
This post by Chad Pollit offers a great list of things to consider before sitting down and writing out your rant. Your goal should be to rally your audience’s support, so be sure to get the facts straight and provide a detailed backstory as to why you’re ranting in the first place.
A couple of great rant examples:
Perhaps the best reason to rant is that it’s a great opportunity to inject some personality in your content and prove that you’re human. Humans like interacting with humans, so they’ll be more inspired to participate.
Shake up your content mix
The worst thing that can happen to your content marketing is that you get bored or impatient with your content strategy, which makes your audience get bored and impatient with your content.
Reinvigorate your content mix with these engaging formats, and you’ll be out of content marketing broken record territory in no time.
Victoria Hoffman is the Content & Community Manager at Uberflip, a platform that helps marketers create, manage and optimize content experiences at every stage of the funnel to boost engagement and generate leads. She also contributes to The Globe and Mail as a Gen Y Money blogger. When not talking social strategy, she can be found watching Netflix and eating pizza.