There are many types of content, but which medium do you use when and what are the pros and cons? In this article we provide a practical overview, from a blog to vlog to social media post, podcast and infographic.
A blog is a website or part of a website where new, informative or inspiring messages are posted on a regular basis. These posts are called blog posts. The frequency of publishing a blog post differs. Daily, weekly, monthly, everything is possible, depending on what you have to share and the capacity to write. A blog post can be interacted with if there is a comment field below. The advantage is that it becomes much more interactive. The disadvantage is that you have to respond to it or at least monitor whether crazy things are posted. The advantage of a blog is that readers are kept informed of new developments on a regular basis. In addition, another very important advantage is that you can be found in Google. Your SEO value (Search Engine Optimization) will skyrocket when you start blogging. It is important that you post blogs with frequency and therefore persist.
A blog is strong and gains popularity if it focuses on a particular topic for a specific target audience. Always keep your target audience in mind when writing a blog. It helps to create a so called persona for this. A persona is a summary of a "person" to prescribe. The length of a blog depends on the topic and what you have to tell. There is actually no maximum as long as it remains interesting. And Google likes length just like the readers and that's just as important. There is, however, a minimum of 300 words. Below this limit, a blog starts to look more like a social media post.
When you think of a vlog, you soon think of young people who record a movie from their bedroom and become very rich with it via YouTube, but vlogging is for all ages and you have to work very hard for it. After all, you first have to build an audience before you earn money with it via YouTube and that is a matter of patience. Vlogs come in all shapes and sizes, but we focus on the business vlog. A business vlog gives you the expert role with which you work on strengthening your authority and your company’s. In the business vlog it is recommende to highlight one single subject per vlog and not to touch too many subjects at the same time. A vlog is preferably not too long (one to three minutes is a good length). Unless you are a natural, make a script in advance, because it is nice if you easily throw out your text. Practicing a few times is not a waste of time. The great thing about a vlog is that with your phone you already have a great camera for filming. It is useful to use some auxiliary attributes for better sound and a steady hand. That can be very simple, but you can make it as crazy as you want.
Useful tips are to take into account; backlighting (not filming towards a window), not to place the person in the middle, but to let them look in at 1/3rd of the image. In addition, it is advisable for the social channels to subtitle a vlog, because the sound is often turned off and you can still take in the message.
The social media post is the piece of text, link, image or film on a social media channel. It differs per social media channel. The messages on social media often refer (at least on Facebook, LinkedIn and Twitter) to a website. A post is then a booster for, for example, an article, but it is also increasingly common to leave the message alone by capturing it in a picture. A kind of mini story. With LinkedIn, Facebook and Twitter, the focus is on text in combination with images, whereas with Instagram and Snapchat, for example, it is more on images. This is constantly changing and every medium takes on different forms where they disappear again. Think of the introduction of LinkedIn stories where Facebook and Instagram have had them for a long time. These are images or videos that disappear over time.
Because the forms differ so much, we now mainly want to focus on how to make a good post. Of course this starts with whom you want to tell something. Take the target group in mind and adjust your tone-of-voice. Start with a good header. What is the most essential thing you want to tell and that can be a bit provocative or perhaps told in a humorous way. Then you write the "short copy" or the who, what when, when and how in a few catchy sentences. Don't forget the call-to-action (CTA). A call-to-action must trigger to like, share, comment or click through to the relevant site. The accompanying image or video is also important. All these elements encourage your readers to take the requested action.
The length of a post differs. The shorter the better? It depends on. Always make sure that the most important text is above the "fold". LinkedIn, for example, truncates text and gives a Read more> after two lines.
A newsletter needs little explanation, it is an email containing news from your organization to keep subscribers engaged and to activate or inform them. This can be purely about the product or company that is the sender, but also about related themes, for example concerning legislation, sector information or knowledge transfer. This allows you to show your expertise as a company. The good news is that the newsletter has been around for many years, but it is still a very effective tool. However, on the condition that the content is relevant to the target group.
A podcast is an on-demand audio broadcast and is often broadcasted via streaming services such as Spotify or iTunes. Podcasts come in all sorts of forms. From radio show, to radio play, to programs that have been specially recorded as a listening program.
Podcasts have made a breakthrough and are an interesting way to deploy on specific topics, for example, to apply expertise. One in six people even listen to a podcast every week. The advantage of a podcast is that people who have tuned in once usually listen to the podcast completely, because they choose a specific moment to listen to it. In addition, a podcast has a long life. The so-called longtail is beneficial for podcasts. They remain accessible for a long time and therefore have a long shelf life unless a podcast responds to current events. A podcast is relatively cheap to make, although you can make it as crazy as you want.
A quick word about the infographic. An infographic is a graphically designed story, often based on data. An infographic makes it easier to explain a process step-by-step or to display complex matters in an overview. We think that creating infographics requires professionals, but there are a number of things to keep in mind if you plan to have an infographic made.
These tips will help you create a briefing
Hopefully we've given you good tips to get started and make your content strategy work.