Although an optimal SEO campaign will feature a mix of content formats, it’s normal for businesses to have their own favorites. In this blog, we’ll help you decide which format works best for your audience.
Test different content formats
To begin this process, create several new pieces of content, each featuring a different format. Then, share them with your audience and see how they perform.
As this Search Engine Land article points out, you may find that you have a dedicated following on a particular platform:
“Don’t limit yourself; a single piece of content can incorporate several types of media, including socially shareable images, quick video clips and embedded media, like SlideShares. This gives you various ways to convey your message, but it also allows you to appear in different types of search results (like Google Images) and on different search platforms (like YouTube or SlideShare’s internal search), as well.”
Let this phase go on for a few weeks so you can get a good idea of your content’s performance.
See what works best
After a while, you’ll see what your target audience prefers. Depending on a variety of factors, the answer will likely be one of the following: blogs, long-form articles, surveys, infographics, videos, live video, or pictures. If you can’t choose between two formats, then pick the one that you think will convert more leads.
Variety is the spice of life
Finally, although it’s nice to be well-known for a content series (whatever the format is), you also don’t want to overdo it. If you only ever share blogs on social media, then you’ll miss out on all the great benefits of video.
In conclusion, it’s okay and even recommended to have a favorite content format. But at the same time, you also don’t want a one-dimensional campaign. If you can strike this balance, then you’ll provide great, consistent content for your target audience.
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