While blogs are an incredibly useful tool for getting your voice out and in front of customers, it’s not enough in itself to capture and retain long term attention.

To truly succeed with a content strategy, you need a multi-faceted approach that takes advantage of all the ways that people like to engage with content – sound, visuals and text. The better you can blend these things together, the greater the engagement and ultimately the more successful your content strategy is going to be:

Start With Video

Videos are a highly engaging medium and can convey complex information in an easily digestible format. Because video is so easy to consume in so many different settings, video is also a growing preference among audiences. Historically video has been difficult and expensive to produce, but this is rapidly changing thanks to the availability of tools like smartphones. There are even AI tools on the horizon that will be able to create video content.

Videos can be used effectively to cover a range of formats, from tutorials and product demonstrations to behind-the-scenes looks and customer testimonials. It is also very sharable content, which is particularly useful as part of your social media strategy.

Make Strategic Use Of Webinars Too

Webinars are a form of video content, but have a different purpose. Webinars allow you to interact with your audience in real time, providing value through live demonstrations, Q&A sessions, and expert insights. They are excellent for building a community and establishing thought leadership. Webinars can also be recorded and repurposed as on-demand content, extending their value beyond the live event. This format is particularly useful for complex subjects where live interaction can enhance understanding and engagement.

People Love A Good Infographic

Infographics are an enduringly popular way to provide content, as they combine visuals and text to present information in a compelling and “snackable” way. They are perfect for summarising data, explaining processes, or highlighting key points from your blog posts. A really good infographic can also become a viral hit on social media, ensuring that your content continues to establish you as a thought leader, right at the forefront of your area of expertise.

Be Your Customer’s Partner On Their Morning Jog

If you haven’t considered starting a podcast yet, you absolutely should do so. Podcasts are convenient for audiences to consume on the go. They allow you to delve deeper into topics, interview industry experts, and provide valuable insights in a conversational format that allows the audience to listen along, while also doing something like going on their morning jog or gym session.

Regular podcast episodes can help build a loyal audience who looks forward to your content, enhancing your brand’s credibility and reach. Podcasts create a sense of intimacy and connection with the host, and in the long term the host becomes seen as an authority on what they talk about. Additionally, podcasts are a great way to get guests involved, and then, when the guest shares the episode with their network, the reach of your brand is deeper.

Explore More With The Written Word

E-books and whitepapers allow you to explore topics in greater depth than blog posts. They are ideal for providing comprehensive guides, research findings, and detailed analyses. These long-form contents demonstrate your expertise and commitment to providing valuable information, enhancing your authority in your industry.

In addition to being a useful bottom-of-funnel activity, in convincing someone that you’re the authority on a topic and can answer their problems, offering e-books and whitepapers as downloadable content can be an effective lead generation tool, capturing valuable contact information from your audience. By gating this high-value content behind a lead capture form such as an email sign-up list, you can grow your email list and nurture leads through targeted marketing campaigns.

Bring It All Together On Social Media

Finally, social media is a great place to share all this content, and it’s also an incredibly important form of content in its own right. Social media platforms are essential for engaging with your audience. Short, impactful posts, stories, and live sessions can keep your audience informed and entertained. Social media allows for real-time interaction, making it an excellent tool for building community and fostering loyalty.

For example, interactive content like quizzes, polls, and surveys can not only boost engagement with your brand, but they also can provide valuable insights into your audience’s preferences. Interactive content is inherently more engaging because it involves the audience directly, making the experience more memorable and enjoyable. This type of content can also be gamified to increase participation and retention.

Each social media platform has its own unique features and audience, allowing you to tailor your content strategy to fit different contexts and maximise engagement. Just understand what the right platform is for your brand – a B2B sales channel might not do as well on Instagram or TikTok as a consumer fashion brand, but then it will do much better in engaging with people on LinkedIn.

In short, diversifying your content mix is crucial for staying relevant and engaging in the ever-evolving digital landscape. A properly diversified content strategy not only keeps your audience engaged but also enhances your brand’s credibility and authority, making content one of the most effective tools that you have to not only catch the attention of prospective customers, but then convert them into your most loyal fans.