If you ate the same handful of healthy foods each day you’d probably survive – but you’d likely also crave something different. The same is true of content marketing.
As marketers, we usually survive on a steady diet of white papers, articles, case studies and blog entries. Though the information varies, it always uses the same tried-and-true format. If you feel like you’re stuck in a content rut, try one of these more unusual content marketing formats to add some spice to your marketing efforts.
1. Interview. Take off your marketer hat, then put on your journalist hat and schedule an interview. Whether it’s with an subject-matter expert at your company or a thought leader in your industry, an interview is one of the easiest ways to add variety to your content marketing. Interviews can be recorded in video or audio format, transcribed and edited for a quick read or even conducted via a live webcast or teleseminar.
2. Infographic. Infographics are becoming an increasingly compelling way to tell even complicated stories visually. A copywriter can help comb your existing white papers and webinars for interesting infographic ideas, and then work with a graphic designer to make those ideas come to life.
3. Playbook. A “playbook” is an interesting take on an e-book. While many e-books simply share information, a playbook is full-length “how-to” guide that takes customers and prospects step-by-step through a process and puts them on a path to success.
4. Online News Release. Traditionally companies have saved press releases for “big news” such as new hires and major awards. However, the emergence of online press release distribution services has changed all that, and today you can send a search-engine optimized news release for just about anything. Take a look at David Meerman Scott’s “The New Rules of Marketing and PR” for more details about this strategy.
5. Video. The days of cost-prohibitive video are gone – and that’s a good thing for marketers. A $100 handheld digital camera, an inexpensive video editing program and access to YouTube are all that’s needed to get started marketing with video.
6. Teleseminar. Sure, webinars are the “gold standard”, but for small to mid-sized businesses a teleseminar can be much less intimidating and easier to execute – a telephone is all that’s needed. Instead of fancy webinar software, just email an agenda or slide deck to attendees before the phone conference begins.
7. Online Survey Research. Take advantage of free tools like Zoomerang or Survey Monkey to survey your customers for valuable insights. Then, compile the results of your survey and distribute it to clients and prospects.
