25 CONTENT FORMATS TO FILL YOUR MARKETING CALENDAR IN 2022
Inspiration for content ideas that will keep your audience engaged.
The need to disseminate engaging content that cuts through the noise and holds your audience’s attention is higher than ever.
The good news is that there are endless ways to create great content, whether it’s for your internal communications campaigns, social media, or presentations to stakeholders. This article provides inspiration for 25 content ideas that will engage your audience.
Kicking off with a classic form of content, articles are an effective way to share company updates and news. They are typically fact-based (as opposed to opinion-based) and convey topics similar to a newspaper article in that they’re time-sensitive. You could approach articles from your company’s perspective, covering an update such as the arrival of your newly appointed CEO, or you could take an industry-specific approach.
2. Blog posts
While blog posts often share a topic from a particular viewpoint, their content is usually evergreen, meaning that your blog post will stay relevant for longer and can be reused repeatedly. Possible formats include ‘how-to’ posts, listicles, and industry guides. One example is Nucco’s blog post on creating effective ESG communications.
Podcasts are enjoying an extended period of popularity. People can listen on-the-go, or while completing an otherwise dull activity like laundry. For your business, podcasts offer the chance to connect with your audience in a new way and pull in those who prefer to listen rather than read. Consider using a podcast to establish your business as an industry thought leader, and broaden your network by inviting guests to participate.
4. Case studies
Case studies are a powerful way to convert your audience into customers. It’s one thing explaining your services and telling potential clients what you can do for them, but case studies take things one step further by showcasing how you’ve done it. In your case study, include a description of the client’s specific struggles before working with you and their results afterwards.
An example of a case study is Nucco’s work with Deloitte. We include information about the challenge and our solution, and look at the finished product – one of a series of internal videos – so that potential clients can get a feel for the project.
Video is a fun way to engage audiences. If you’re trying to appeal to a wide demographic or communicate essentially dry content in a more exciting way, video is your answer. Video can bring ideas to life in a way that words often can’t, making them more memorable.
An example of video content is Nucco’s work with GSMA. Grounded in beautiful design and 2D animation, we created a hero video for GSMA to use in their MWC 2022 event promotion to ultimately help increase the sales of their exhibition stands, as well as views from sponsors.
6. Virtual reality
New technological developments in recent years mean that virtual reality (VR) is now a credible option for creating content for your business. VR allows us to create whole new worlds and take audiences on a journey that would not otherwise be possible. Whether you’re focusing on external or internal campaigns, VR can bring complex processes to life, educate audiences on how your company’s technology works, and even play a part in your company’s learning and development processes. As far as content is concerned, VR can provide the wow factor your company needs to stand out from the crowd.
An example of VR content is Nucco’s work with RNIB. Working with the RNIB team, we created a VR experience for use by street teams, corporate fundraising events and via Google Cardboard, direct mail, building empathy for people with sight loss while also inspiring people to donate to the cause.
7. Augmented reality
Augmented reality (AR) differs from virtual reality in that AR brings the virtual world into the real world. AR content can help bring plans to life and allow audiences to see what a familiar setting will look like with added elements. A well-known example of AR in action is IKEA’s app that allows users to bring a piece of furniture, such as an armchair or a dining table, into their actual home, helping them decide whether or not to make the purchase.
An example of augmented reality content is Nucco’s work for global property developer Emaar. We created an app using AR that allowed users to explore the company’s newest Dubai development before it was complete, helping to encourage people to invest in the location.
8. Interactive content
If you’re working with a slightly less exciting topic, ensuring that content doesn’t become dull can be challenging. The overstimulation of the modern world means that our attention span is decreasing. Unless content grabs our attention from the get-go, there’s no guarantee we’ll be absorbing the information. Almost like gamification, interactive content requires us to focus by definition. If we zone out for a moment, the content will grind to a halt, snapping us back into attention mode.
We collaborated with Think Nature to produce interactive content to promote nature-based solutions to modern issues as part of Horizon 2020. To keep audiences entertained, we created an interactive game in which participants became the mayor of the fictional Greentown and were tasked with solving five challenges using nature-based solutions.
E-Books are an effective way to share in-depth information on a particular subject. The key is to choose the topic wisely and ensure that it’s something your audience wants to learn about. E-Books make perfect lead magnets to help you build up your email list, provide value to your audience and help to establish your company as an expert in your field. They can be an effective sales tool, too. You have the benefit of added space, so you can include information about what your company does and how you can help potential new clients.
Sometimes overlooked, infographics remain a great way of communicating information both internally and externally. They say ‘a picture speaks a thousand words’ for a reason – it’s much easier to transmit a great deal of information visually than through words alone. Infographics are stylised posters designed to share information on anything from company policies to how your complex technology turns ocean plastic into fashionable trainers.
One example of infographics is Nucco’s work for the BBC, in which we collaborated on an internal project about information security. Our engaging infographics helped raise awareness of technological threats like identity theft and phishing emails.
11. Email marketing
Email marketing is a highly effective way of sharing content with your audience because they’re drip-fed key information regularly. Opt-ins also mean that the people receiving your emails are likely to be invested in your company already, and therefore more receptive to the information you’re sharing. To help your emails stand out in a crowded inbox, ensure the email contains engaging, relevant content, as well as a captivating headline.
Newsletters are a great form of content if you want to provide your audience with an overview of company news and case studies. Consider sharing summaries of the events you’ve hosted, business milestones you’ve reached, and roundups of industry news. You could also circulate internal newsletters, keep your employees abreast of company updates, and give them the chance to provide feedback on what is and isn’t working well internally. Sign up to ours here!
Presentations don’t have to be synonymous with black and white Powerpoints devoid of personality. And when business is conducted from afar via Zoom, presentations are one of the few remaining brand touchpoints, so it’s worth ensuring they’re showing off your company at its best. Recently, Nucco teamed up with Haines Watts to create a Growth Booster toolkit. We reworked existing branded content to create a suite of branded sales material ready for use. The toolkit included presentation videos that create consistent messaging, helping to enhance the company’s image.
14. Motion branding
To spice up your company’s visual identity, consider motion branding. Why stick to static images when you can bring your brand to life through exciting visuals and cutting-edge motion footage? No longer just for video, motion branding now also plays its part in web design and user experience. For an example of how motion branding can bring your company’s visual identity to life, check out Nucco’s work with UK Research and Innovation. We created a suite of customisable assets that they could use to inject some creativity into their informative videos, along with a guide on how to use these assets.
15. Social media campaigns
Thanks to its reach and shareability factor, content on social media can be viewed millions of times. The added benefit of social media campaigns is that they can be highly targeted according to demographic, region and gender, especially if you’re using paid ads. Content on social media should be immediately engaging; there’s a lot of noise out there, and you don’t want to risk your audience scrolling through your campaign without pausing to absorb its messages.
An example of a successful social media campaign is Nucco’s work with Nokia Mobile. They approached us to boost their social media presence and refresh the global brand. Working with the company in an exclusive worldwide partnership, we created a comprehensive social media content toolkit supporting Nokia Mobile’s brand strategy. This resulted in a considerable uptick in engagement across all the leading social media platforms.
The pandemic has forced us to conduct business online. Webinars might once have been considered dull and one dimensional, but they’re now an entirely accepted form of knowledge sharing online. Webinars can help you position your brand as an industry thought leader, showcasing your company’s expertise in a particular subject. Webinars also lend themselves to spin-off content: video clips and blog posts summarising key takeaways.
An example is Nucco’s series of regular online webinars covering topics ranging from ESG communications to communicating sensitive issues. If you’d like to know more about creating effective and engaging events and digital experiences click here to download our whitepaper.
Whitepapers provide readers with considerable value, such as a detailed overview of a particular topic or an analysis of how new regulations might impact certain types of businesses. Whitepapers position your company as an authority and provide potential clients with a taste of what you offer and how you might help them.
They also serve as lead magnets and gated offers. Visitors to your website can download your whitepaper in exchange for opting in to your mailing list. This way, you have an overview of potential warm leads that you could convert into clients.
You can check out our latest whitepaper on ESG communications here.
18. Collaborations and guest posts
Guest posting and collaborations serve as an effective way to introduce your company to a new audience, score more leads, and improve your public image. The trick is to partner with a company whose mission and values align with yours and who have a similar target audience. Sourcing guest posts for your company blog also has benefits: you don’t need to create brand new content yourself, and the author is likely to share their post, increasing traffic to your site.
Interviews provide ready-made content as long as you prepare the right questions. Interviewing experts for your website or social media content allows you to align your company with someone well-regarded in your industry, boosting your credibility. This content is easy to repurpose, whether by including snippets in your newsletter, on your social media or spin-off blog posts for your website.
20. Landing pages
Consider creating a dedicated landing page if you’re trying to draw your website visitors’ attention to something in particular. Landing pages are fully customisable, and you can showcase all types of content, including video, motion branding, and infographics, to engage your audience in a variety of ways. They increase conversions because all the information that customers need to buy is centred in one place. They also provide valuable insights: you can see which parts of the page visitors are most interested in. This helps you optimise future landing pages to maximise conversions.
21. Industry reports
Industry reports are valuable content for potential customers and help position your company as the go-to in your field because you’re proving your expertise and insider knowledge, thus strengthening your credibility. Reports can help drive increased traffic to your site, as people are incentivised to download it. They can also be repurposed as blog posts, articles, social media content and content for a webinar.
Events serve to attract new potential customers into your business, unveil new products or services, and provide guests with valuable expert insights. Events can take many forms: panel discussions, keynote speeches, workshops and conferences are just a handful of examples. The aim of your event will guide the format it takes: are you trying to encourage audience participation and networking? In that case, an informal meetup could work well. If you’re looking to provide your audience with a morning of insights from industry leaders, a panel discussion is the way to go.
At Nucco, we host regular events on topics including digital transformation and virtual reality in corporate comms, inviting leading experts from blue-chip companies to share their insights and experience. If you’d like to find out more about our events, click here.
23. Product demos
You should work product demos into your content strategy if you sell something that people don’t automatically know how to use. Product demos satisfy one of your potential customers’ core objections: “I don’t know how it works”. Whether you’re selling fancy Italian coffee machines or software to make freelancers’ project planning easier, demos walk your audience through your product step by step, showing them just how user-friendly it is and how their lives will be transformed once they click ‘buy’.
Experiential content is perfect for when you want to get your audience talking about your brand. Experiential content usually involves physical interaction with customers: a pop-up or exhibition, for example. Projection mapping is another example of experiential content. It’s similar to augmented reality in projecting images or video onto other objects or buildings. Though this concept might not be as big as it once was, projection mapping can still be carried out in small areas, such as on the floor of an airport.
Nucco’s parent company UNIT9 worked with Nike using projection mapping on one of Paris’ most famous museums: the Pompidou centre. In honour of Air Max Day, the campaign involved a huge library of GIFs and an accompanying soundtrack, creating a visual experience that couldn’t be missed – literally.
Including client testimonials in your content is an effective way to prove your ability and results – and the fact that the praise is from an external source means it holds more weight. Testimonials also demonstrate social proof, and the more well-known the company is giving the praise, the more valuable it is. Don’t assume that potential clients know who you’ve worked with. Testimonials allow you to refresh your audience’s mind about past clients and ensure you’re known for the quality of work. At Nucco, for example, we were pleased to share a review from our client De Beers Group, talking about the relationship we’ve built after working together for four years.
In the age of distraction, creating content that keeps your audience consistently engaged can be challenging. However, by understanding the importance of utilising different content formats, you’re on track to maintain audience engagement.
If you’d like to know more about how Nucco can help you bring your content ideas to life, get in touch.