Different Forms of Online Content | Musselwhite Marketing

Musselwhite Marketing is a full-service digital marketing agency serving the insurance/business industry since 2009.

Different Forms of Online Content

There are four main forms of online content that marketers and businesses use on the internet today: text, graphics, audio and video. Each form has its own benefits and drawbacks, with each appealing to more or less to your different target audiences.
Here’s an overview of each of these four kinds of content and when they should be used.

Text-Based Content

This is by far the most common type of content on the internet. Just about every webpage you see is based on text content.
One of the biggest benefits of text-based content is that it’s very search engine friendly. Search engines can’t understand videos or audios currently, and while we’re confident this will change, they definitely understand text.
In other words, if you’re running strong keyword text-based content you stand a good chance of ranking.
Tex also requires less preparation than other forms of content. You don’t need microphones or videos, or expensive graphic editing programs. All you need to do is type and publish.
But let’s be honest, while it may have the lowest barrier to entry it’s easier said than done. And what matters most is what your target audience. Do they want to read or do they want to listen? If their like us, maybe they just want pictures (haha).

Graphic-Based Content

Right now, the most popular type of graphic-based content online is infographics. These are essentially graphics that contain information in and of themselves.
One of the biggest benefits of infographics is that it’s often designed to be more entertaining and informative than just text. It engages the reader (your target audience).
For example, if you’re illustrating different types of remedies for neck pain, it’s much more engaging and alive to actually have graphics that show than just to describe it in words.

Audio

Audio content has exploded since the iPod became popular.
In the past, audio content had to be consumed in cassette or CD format (if you can remember back that far). Those formats were both expensive and quite a bit of hassle to produce. And the bottom line, they just wasn’t that popular as a marketing format.
But today, people can listen to audios anywhere they go; in the car, on the bus, while walking, at lunch, etc. It saves time and is extremely convenient. Audio content works really well for many businesses.
Podcasting has become very popular. Why? Simple. Podcasts connect! They connect content creators with content consumers, and they do it in a way that isn’t easily duplicated by any other content medium. Podcasts offer a real live human voice that allows for the subtleties of tone inflection, emotion, emphasis, etc… Podcasts are also mobile which makes them convenient. Want a good example of a podcaster? Check out John Lee Dumas of Entrepreneur On Fire. With over 1,000 podcasts under his belt, John has built a solid business by podcasting and is arguably one of the podcasters around.

Video

Ahhhh, and there is video! Video content is one of our favorite mediums. Video is one of the most dynamic methods of distributing content on the internet. You can put funny content, informational content, interesting content, high tech content, personal content – just about anything you can think of.
Video content also has some of the strongest “share culture.” It’s very easy to share video content with friends on YouTube and Facebook for example. We use both platforms for different reasons and have experienced some amazing results.
A video has a much higher chance of going viral than say an audio podcast. But viral doesn’t have to be your goal. We can share a story (if you’re interested) how one of our worst videos with less than 30 views (at the time) helped us land one of our biggest clients in 2013!
The only downside to video content is that it does take more effort to produce. You need to shoot the video, edit the video and finally render the video. The whole process could take more than, rather than just 30 minutes to write an article. But consider this, if you have a smartphone in your pocket or purse (and we’re betting you do) you’re walking around with a portable TV studio in your pocket. Learning to use it and executing a plan could be a powerful and beneficial activity to your business
So which content format is right for you and your business? It really depends on what kind of content you’re creating and who your market is.
There’s no harm in trying all four different kinds of content and seeing which one(s) your audience responds the best to.

6 Ways to Apply This Information Now

  1. Create a 3-month text based content campaign
  2. Create a 3-month infographics based content campaign
  3. Create a 3-month audio based content campaign
  4. Create a 3-month video based content campaign
  5. Visit our Facebook page and ask us a question
  6. Share this article on LinkedIn (or Your Favorite Social Media Site). Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.
  7. Leave a comment below. Let’s start a conversation about how to create Content for your audience.

Is your content bringing you new prospects and customers? Do you want help with creating and producing your content?

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