Which content formats are used for the content design of the messages depends entirely on which technological possibilities the company has and which preferences can be assumed based on the buyer personas. Information in the form of text content is still very popular with internet users, e.g. articles or editorial contributions, which are among the most popular content marketing formats.my last article was about content creation and how concise content can be structured and precisely aligned and adapted to the reading behavior of users. However, the content can also be packaged in various publication formats in order to present it clearly and give the customer added value to download. That's what content marketing is all about. When planning your own website or blog, it is worth considering the integration of whitepapers or infographics, for example, and a study by Copypress shows that editorial articles and videos are the most effective content formats in terms of ROI for the majority of respondents. Nowadays, however, readers not only demand the kind of journalistic expertise that editorial articles require. Authentic and problem-solving content in various downloadable formats often scores highly with users, and publication formats include white papers, infographics, e-books, email newsletters, webinars, wikis, research and market reports, infographics, blogs, video content etc. I will discuss a few of these in the following sections, but each content format has its own rules on how the content should be prepared. These rules are explained below:Whitepapers contain influencing content with added value for the user and represent a certain position or describe the solution to a problem without any advertising content. In addition, the content goes beyond that of the website. The tone of the whitepaper is often formal and impressive, allowing the company to present itself as an expert and demonstrate forward thinking. A tech-savvy audience or involved B2B decision makers can be perfectly addressed. In most cases, users need to register and leave their email address to download a whitepaper. It is a great way to generate valuable leads that can be contacted further. Experience shows that this publication format tends to be used in the final phase of the purchasing process. It is definitely worth investing time in the creation of a white paper.e-books: An e-book appears as a PDF and identifies a problem in the market and at the same time describes the associated solution to this problem in an entertaining and well thought-out way. It is easier to read in landscape format with exciting graphics, images, lots of white space and a stylistically lighter text. E-books are described as lead generators per se, which are also offered free of charge and, of course, in digital form.E-mail newsletter: Although the email newsletter may seem somewhat outdated, it is still very effective for regularly disseminating thought leadership content. With this format, the focus is also not on the company's products and services but, as with the whitepaper and e-book, on the problem-solving aspects. The subject line is important for the click rate. However, it must be ensured that it is not misleading. Recipients must be able to identify the sender company.Webinars: Webinars are online seminars, so to speak, that contain audio, video or graphics, usually in the form of PowerPoint slides. They convey the feeling of a classroom or conference room. Webinars combine voice, images and sound to create a lively atmosphere. The social interaction between the participants and the moderator of the webinar is particularly important. It is a very effective way to get in touch with new customers without having to actively address them. Some people feel more comfortable this way. On the other hand, webinars are also very well suited to maintaining existing customer relationships by offering complementary services without geographical dependency.Infographics are entertaining, visual representations. A distinction is made between static and dynamic graphics. The latter can contain links, animations or video streams that can be called up with the computer mouse. In any case, the infographic should make sense, be fun, convey knowledge in a vivid way and, if possible, encourage the user to forward and share it. as I said, each format has its own characteristics which are worth dealing with before creating it. the own tonality, which must be reflected in the content, must not be forgotten.AuthorMartina Garcia is a media consultant at Mediaschneider AG and has written a Master's thesis at HSLU on the subject of "Successful content marketing in B2B".
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Which content formats are used for the content design of the messages depends entirely on which technological possibilities the company has and which preferences can be assumed based on the buyer personas. Information in the form of text content is still very popular with internet users, e.g. articles or editorial contributions, which are among the most popular content marketing formats.my last article was about content creation and how concise content can be structured and precisely aligned and adapted to the reading behavior of users. However, the content can also be packaged in various publication formats in order to present it clearly and give the customer added value to download. That's what content marketing is all about. When planning your own website or blog, it is worth considering the integration of whitepapers or infographics, for example, and a study by Copypress shows that editorial articles and videos are the most effective content formats in terms of ROI for the majority of respondents. Nowadays, however, readers not only demand the kind of journalistic expertise that editorial articles require. Authentic and problem-solving content in various downloadable formats often scores highly with users, and publication formats include white papers, infographics, e-books, email newsletters, webinars, wikis, research and market reports, infographics, blogs, video content etc. I will discuss a few of these in the following sections, but each content format has its own rules on how the content should be prepared. These rules are explained below:Whitepapers contain influencing content with added value for the user and represent a certain position or describe the solution to a problem without any advertising content. In addition, the content goes beyond that of the website. The tone of the whitepaper is often formal and impressive, allowing the company to present itself as an expert and demonstrate forward thinking. A tech-savvy audience or involved B2B decision makers can be perfectly addressed. In most cases, users need to register and leave their email address to download a whitepaper. It is a great way to generate valuable leads that can be contacted further. Experience shows that this publication format tends to be used in the final phase of the purchasing process. It is definitely worth investing time in the creation of a white paper.e-books: An e-book appears as a PDF and identifies a problem in the market and at the same time describes the associated solution to this problem in an entertaining and well thought-out way. It is easier to read in landscape format with exciting graphics, images, lots of white space and a stylistically lighter text. E-books are described as lead generators per se, which are also offered free of charge and, of course, in digital form.E-mail newsletter: Although the email newsletter may seem somewhat outdated, it is still very effective for regularly disseminating thought leadership content. With this format, the focus is also not on the company's products and services but, as with the whitepaper and e-book, on the problem-solving aspects. The subject line is important for the click rate. However, it must be ensured that it is not misleading. Recipients must be able to identify the sender company.Webinars: Webinars are online seminars, so to speak, that contain audio, video or graphics, usually in the form of PowerPoint slides. They convey the feeling of a classroom or conference room. Webinars combine voice, images and sound to create a lively atmosphere. The social interaction between the participants and the moderator of the webinar is particularly important. It is a very effective way to get in touch with new customers without having to actively address them. Some people feel more comfortable this way. On the other hand, webinars are also very well suited to maintaining existing customer relationships by offering complementary services without geographical dependency.Infographics are entertaining, visual representations. A distinction is made between static and dynamic graphics. The latter can contain links, animations or video streams that can be called up with the computer mouse. In any case, the infographic should make sense, be fun, convey knowledge in a vivid way and, if possible, encourage the user to forward and share it. as I said, each format has its own characteristics which are worth dealing with before creating it. the own tonality, which must be reflected in the content, must not be forgotten.AuthorMartina Garcia is a media consultant at Mediaschneider AG and has written a Master's thesis at HSLU on the subject of "Successful content marketing in B2B".
