Innovative Content Formats: Beyond Blog Posts and Infographics
For modern marketers, creating engaging content that resonates with audiences is more challenging than ever. With information overload and short attention spans, cutting through the noise requires thinking beyond standard blog posts and infographics.
Brands need to leverage innovative formats that captivate attention and drive deeper engagement. Rather than just inform, content needs to excite, inspire and entertain.
Here are some creative content types to try that go beyond the expected:
Podcasts
Podcasts have exploded in popularity, with over 100 million Americans tuning in each month. Brands like Slack, Microsoft and UPS have successfully leveraged podcasts to build audiences. The conversational format allows companies to connect with customers in a personal way. Podcasts also expand reach and visibility.
Consider launching an ongoing podcast featuring internal experts discussing industry topics. Or create a serialized podcast that tells an exciting story related to your brand. Promote episodes through social media, email and paid channels. Distribute on multiple platforms like Spotify and Apple.
Videos
Video content generates high engagement, with 92% of mobile video viewers sharing with others. Short visual explainers, how-tos, testimonials, virtual tours, teasers and demos can all drive interest.
Animate text and images using tools like Powtoon. Screen record product tours or workflow tutorials. Instagram Reels and TikTok make it easy to produce short form video. YouTube Shorts and IGTV also let brands quickly share video clips ideal for mobile. Upload across social channels and embed videos in your website and emails.
Interactive Content
Make content interactive by adding questions, assessments, calculators, configurators and quizzes. This content encourages social sharing and boosts conversion by guiding users through purchases.
For example, Guidebook creates guides with embedded interactive elements like timelines and 3D models. Interact with a model to customize options before buying. Calculators can help determine costs or savings associated with your product or service.
Quizzes and assessments drive shareability by satisfying the human need for self-validation. Tests also provide useful data on user interests and intent.
AR/VR
Augmented and virtual reality take immersion to the next level. AR overlays digital elements onto the real environment via a viewer’s smartphone, while VR transports users into computer generated worlds. IKEA Place lets customers visualize furniture in their home through AR. Travel brands offer virtual tours and walkthroughs. Product configurators allow customized viewing.
Though AR/VR creation requires investment, the user experience and engagement is unmatched. Even simple AR experiences like interactive filters on Instagram and Snapchat go viral quickly when done right.
Data Visualization
Turning data into visual stories instantly captures interest while communicating insights. Charts, graphs, timelines, flowcharts and heat maps all make data easier to digest.
Look for novel ways to present research or company stats, like an animated map showing expansion over the years or an illustrated timeline of milestones. Infuse visual data into reports, case studies, and webpages to draw in readers.
Games and Contests
Gamification drives participation by rewarding desired actions like social sharing, surveys, content creation and signups. Brands like Sephora, Spotify and HBO have used contests, sweepstakes and quests to boost marketing.
Scavenger hunts, trivia competitions, social contests and giveaways can all build audiences and word-of-mouth. For example, a “caption this image” social contest fuels user generated content. Games like a fun brand quiz can help companies creatively capture data.
Live Video
Live streaming on social platforms provides unfiltered real connection with audiences. Broadcast events, behind-the-scenes tours, Q&As, tutorials or spontaneous discussions.
The immediacy of live video builds anticipation and community. Fans can interact with comments and participate in polls. YouTube Live, Facebook Live, Instagram Live, LinkedIn Live and more make streaming accessible to all brands.
Shopping Content
Today’s consumers expect a seamless digital shopping experience. Content that guides them through the buying journey converting is essential.
Detailed product pages, how-to guides, sizing charts, comparison tools, virtual try-ons, 360-degree views, and video demos help consumers make informed purchase decisions. Support content removes friction and addresses concerns during the evaluation process.
User-Generated
User-generated content like social posts, reviews, selfies and videos adds authenticity. Encourage UGC by running branded contests and campaigns. Invite customers to submit testimonials or visuals.
Collect and re-share the best photos, videos and comments curated from social media and reviews. Crediting contributors often spurs further UGC. Consumers view individuals as more relatable and credible than brands.
Thought Leadership
Position internal experts as thought leaders sharing valuable insights. Include bylined articles in external publications and speak at industry conferences. Long-form guides and ebooks also showcase expertise.
Interview executives on podcasts, panels and webcasts. Quote them in press releases and media stories. Share presentations via multimedia like video and SlideShare. Profiling leaders and their perspectives builds authority.
The possibilities are endless when moving beyond standard content molds. Analyze engagement metrics and iterate to determine the formats and topics that resonate most with your audiences. Consistently experimenting with new, innovative content types is the key to breaking through today’s cluttered landscape.