Even though the core of any Content Marketing strategy is a blog, we should be clear that Content Marketing goes much farther than a blog. To begin with, we must be clear about the different ways to spread contents which, even if generated in a blog, can be distributed through different channels, depending on the type of content and your presence in each channel. Then there are many channels to generate contents which are more or less suitable depending on the content type.
In this post we will overview the main channels to create contents and obtain the best possible results. We will leave for another post the channels that can be used to spread each type of content, as well as the content strategy for each of the social networks where you have a presence.
The core of any content marketing strategy is usually a blog. A blog is a very versatile tool, as it allows you to publish all kinds of contents, from text contents to embedded videos, audio, images, etc.
A blog is also very interesting from the positioning point of view (SEO), as if you set up a blog within your own domain, it will enable you to position it for the search terms you are most interested in. By contrast, other options will enable you to acquire visibility but will give third parties (YouTube, Pinterest, etc.) relevance with respect to those terms
However, a blog also displays a number of weaknesses that can be overcome if you use other platforms to create a different kind of contents:
In entails generating traffic toward your website, as your website will usually not attract many people if you don’t make an effort. If you use other platforms, such as YouTube to publish videos, you can be able to make use of the traffic in those channels to reach the users who are interested in what you have to say.
It is not specially designed to publish certain types of contents. Sites like YouTube and Vimeo will provide a better video sharing experience, Pinterest offers a brilliant experience to users interested in product photographs and other kinds of images, and you can find other website aimed at other types of contents which can be of interest.
When you want to publish contents in video format, the king is still YouTube. There are many other platforms, like Vimeo, were you can find high-quality videos, but the fact is that the king, by far, as regards the number of users navigating the site is YouTube. To get an idea, take a look at this ranking of sites where you can publish videos:
YouTube: 450 million unique users per month
DailyMotion: 27 million unique users per month
MetaCafe: 26 million unique users per month
MySpace Videos: 24.2 million unique users per month
Yahoo! Screen: 17 million unique users per month
As you can see, traffic in other video sites is almost negligible by comparison to the 450 million unique users in YouTube. YouTube is not only a video site, but for many people it is also a search engine that provides information in a format that is much “easier” than text.
Publishing your videos on YouTube enables you to provide a very good experience to users who want to see your videos, generate a community of YouTube followers which complements the community of followers of your blog, and try to reach a new audience, such as those users who will not reach your blog because they won’t Google it or follow you on social media, but rather are used to finding information directly on YouTube.
Flickr lost its shine some time ago (let’s see what will happen now that Bernardo Hernández has taken charge of the legendary image service). Even though there are other options in the market, when we talk about eCommerce images, the most natural one and the one that provides most possibilities is Pinterest.
The way of viewing Pinterest images was a huge revolution, and giants like Amazon have ended up copying that way of viewing images. In addition, Pinterest offers a very easy way to share different types of images, by allowing us to create “boards” about different topics, where you can share all kinds of products or different types of images, such as product images on a board, images of your team in another board, etc.
Pinterest also provides various tools that can add plenty of value to an online store, like viewing product prices, etc. A few days ago we published a post on how to make the most of Pinterest if you have an online store, where we gave all the details.
Don’t forget about audio
Audio has always been a high-impact type of content. In fact, during the day more radio hours are listened to than hours watching television, as it’s a kind of content that can be “consumed” while doing other tasks (driving, working, etc.) Even though we have been exposed to podcasts more or less frequently, it is expected that in the next few years we will experience a boom in audio format contents, in addition to podcasts
So you can be clear about the impact of audio, here is an interesting infographic published by CrazyEgg about the impact of contents in audio format:
How can you make use of audio contents? If you decide to produce contents on a recurring basis, you can set up a PodCast and use channels such as the iTunes Store podcasts, which enable you to distribute your podcasts on a massive scale and reach a good base of followers through that channel.
For lighter or less organized contents, there are also some very interesting contents, such as SoundCloud, a kind of YouTube for audio contents that enables you to upload and share your contents in a very simple way, as well as reach a good number of users who access that service on a regular basis, looking for music and other audio contents.
Don’t miss the infographic boom
In recent years, infographics have become one of the types of contents with the highest content. The good thing about infographics is that they visually display a large amount of data, summarizing and having an impact by means of the key data.
Given the potential of infographics as a Content Marketing tool, we will write a special post about them, which will be published over the next few weeks, and where we will see both infographic creation tools and different channels to share them.