{"id":1996,"date":"2015-01-13T10:00:00","date_gmt":"2015-01-13T10:00:00","guid":{"rendered":"http:\/\/www.lcn.com\/blog\/?p=1996"},"modified":"2021-07-12T09:06:29","modified_gmt":"2021-07-12T08:06:29","slug":"vary-content-marketing-mix-supercharge-success","status":"publish","type":"post","link":"https:\/\/www.lcn.com\/blog\/vary-content-marketing-mix-supercharge-success\/","title":{"rendered":"Vary Your Content Marketing Mix to Supercharge Success"},"content":{"rendered":"

88% of UK marketers<\/a> use content marketing to build their business, boost sales and raise brand awareness.<\/p>\n

Because of the quantity of new content on the web each day, brands are under pressure to produce new, fresh content on an ongoing basis.<\/p>\n

The Content Marketing Institute found that the four most popular types of content created for content marketing purposes are:<\/p>\n

    \n
  1. Social media content<\/li>\n
  2. Blogs<\/li>\n
  3. Articles<\/li>\n
  4. eNewsletters.<\/li>\n<\/ol>\n

    These forms of content are popular because they are effective. However, text-based content alone can, from time to time, get a little dull (both for you and your target audience!).<\/p>\n

    For this reason, creating content in a mixture of different formats can help you to get your message across in a way that remains relevant and interesting.<\/p>\n

    Planning out the formats you will use as part of your overall content marketing strategy<\/a> is the best way to ensure that you regularly produce a variety of content types.<\/p>\n

    Select one or two new channels or formats to start with and build up from there.<\/p>\n

     <\/p>\n

    Infographics<\/h2>\n

    Infographics are an attractive, eye-catching way of presenting information so that it can be appreciated in a more visual, easy-to-understand format.<\/p>\n

    These pictorial presentations are an incredibly popular form of content because people love to share infographics.<\/p>\n

    These shares attract backlinks which, combined with the pleasure infographics bring to an audience, mean infographics are often a smart, strategic investment.<\/p>\n

    Pinterest, the image-sharing website, is full of infographics<\/a>. Each pin on Pinterest provides a traffic-driving link back to the website hosting the infographic; the best-designed and most useful images can be shared hundreds of times.<\/p>\n

     <\/p>\n

    \"infographics\"Infographics on Pinterest<\/em><\/p>\n

     <\/p>\n

    Brands can create their own infographics using tools like Canva<\/a> or Piktochart<\/a>.<\/p>\n

    Alternatively, graphic designers who specialise in creating infographics can be hired to produce the work.\u00a0<\/p>\n

    Check out our guide to creating amazing sharable infographics<\/a>.<\/p>\n

     <\/p>\n

    Your own research<\/h2>\n

    If you are in a position to carry out research and extract interesting data you can create exclusive, original content.<\/p>\n

    You might discover quirky facts that catch the attention of journalists on a slow-news day (“Brits ‘most amorous taxi passengers in the world<\/a>‘”) or useful data that others in your industry want to know about (“New research shows social media word-of-mouth rising<\/a>“).<\/p>\n

    Offer customers a discount code in return for filling out your survey, then make the most out of the information you glean from them.<\/p>\n

     <\/p>\n

    User-generated content<\/h2>\n

    You have an audience, so take advantage of what they have to offer! If your customers endlessly post photos of your eccentric caf\u00e9 or your beautiful gallery on Instagram, run a contest and share the resulting images on Facebook and your website.<\/p>\n

     <\/p>\n

    \"starbucks<\/p>\n

    Starbucks often engages with fans on Instagram, and encourages them to send in their own images.<\/em><\/p>\n

     <\/p>\n

    Photographic competitions will showcase your venue and encourage your customers to engage with, and promote, your brand. Alternatively, if your e-commerce store buyers post reviews on your website, feature the most compelling comments in a video or on your blog.<\/p>\n

    Content created by your users is unique and it is original, and all content creators should be aspiring to uniqueness and originality.<\/p>\n

     <\/p>\n

    Podcast<\/h2>\n

    15% of people<\/a> consume a podcast at least once a month, which means that brands should really consider offering audio content.<\/p>\n

    Podcasts can be produced for a minimal financial outlay and they can be made in-house, although businesses may prefer to outsource the more technical aspects of the production.<\/p>\n

     <\/p>\n

    \"podcast\"<\/p>\n

     <\/p>\n

    Podcasts come in many shapes and sizes from 5-minute Q&A formats to hour-long round-table discussions. Listen to some of the podcasts available in your own industry and decide on the approach you prefer.<\/p>\n

    Transcribing the podcast and publishing the text along with the audio file can improve the SEO benefit of the broadcast, while distributing the podcast via a range of channels (e.g. iTunes<\/a>, Stitcher<\/a>, RSS) will increase its reach considerably.<\/p>\n

    Related: Essential podcasting tools for audio bloggers<\/a><\/strong><\/em><\/p>\n

     <\/p>\n

    Memes<\/h2>\n

    Memes are images or motifs that spread around the internet like wildfire and capture a humorous moment or a prevailing attitude, usually in a cartoon or video format.<\/p>\n

    Some brands have used memes in their content and social media marketing to great success (e.g. HubSpot’s use of the ‘What I do’ meme<\/a>), however, it is advisable to tread carefully: it is easy to misjudge a mood<\/a> or embrace a theme that is out of date.<\/p>\n

    Plus, if your target audience is not of a generation that is typically familiar with the latest trends, memes are perhaps best avoided.<\/p>\n

     <\/p>\n

    Embedded social media content<\/h2>\n

    Twitter<\/a> and Facebook<\/a> content typically has a lifespan of a matter of hours<\/a> before it disappears into obscurity. However, relevant social media updates can be embedded into blog posts.<\/p>\n

     <\/p>\n

    \"embedded<\/p>\n

    It’s easy to embed a tweet<\/a> into your own website.<\/em><\/p>\n

     <\/p>\n

    Try to choose the most popular content with the highest engagement to embed into your content; this added exposure will encourage readers to follow you on social media, too.<\/p>\n

     <\/p>\n

    Conclusion<\/h2>\n

    With a bit of creative thinking and strategic planning, brands can expand content production to incorporate a wider range of formats than simply text alone.<\/p>\n

    Think of your target audience and the content they consume and come up with a plan that makes you relevant and fascinating to the people you want to impress the most.<\/p>\n

     <\/p>\n

    Your Say!<\/h2>\n

    How do you mix up your content marketing strategy? Do you have a pre-determined plan as to how to\u00a0vary your content, or do you kind of make it up as you go along?<\/p>\n","protected":false},"excerpt":{"rendered":"

    Content marketing is more than just blogging. We explain why varying your type of content is important, and how to get started.<\/p>\n","protected":false},"author":31,"featured_media":2006,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23,25,21],"tags":[5],"class_list":["post-1996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogging","category-content-copywriting","category-technical-seo","tag-intermediate"],"yoast_head":"\nVary Your Content Marketing Mix to Supercharge Success - LCN.com<\/title>\n<meta name=\"description\" content=\"Content marketing is more than just blogging. 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We explain why varying your type of content is important, and how to get started.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.lcn.com\/blog\/vary-content-marketing-mix-supercharge-success\/\" \/>\n<meta property=\"og:site_name\" content=\"Grow a successful website with the LCN Business Hub\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/lcndotcom\" \/>\n<meta property=\"article:published_time\" content=\"2015-01-13T10:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-12T08:06:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.lcn.com\/blog\/wp-content\/uploads\/2015\/01\/shutterstock_192293942.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nathan Preedy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lcndotcom\" \/>\n<meta name=\"twitter:site\" content=\"@lcndotcom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nathan Preedy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.lcn.com\/blog\/vary-content-marketing-mix-supercharge-success\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.lcn.com\/blog\/vary-content-marketing-mix-supercharge-success\/\"},\"author\":{\"name\":\"Nathan Preedy\",\"@id\":\"https:\/\/www.lcn.com\/blog\/#\/schema\/person\/e6493782266f4474f2c90dc96682d069\"},\"headline\":\"Vary Your Content Marketing Mix to Supercharge Success\",\"datePublished\":\"2015-01-13T10:00:00+00:00\",\"dateModified\":\"2021-07-12T08:06:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.lcn.com\/blog\/vary-content-marketing-mix-supercharge-success\/\"},\"wordCount\":935,\"image\":{\"@id\":\"https:\/\/www.lcn.com\/blog\/vary-content-marketing-mix-supercharge-success\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.lcn.com\/blog\/wp-content\/uploads\/2015\/01\/shutterstock_192293942.jpg\",\"keywords\":[\"Intermediate\"],\"articleSection\":[\"Blogging\",\"Content & Copywriting\",\"Technical SEO\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.lcn.com\/blog\/vary-content-marketing-mix-supercharge-success\/\",\"url\":\"https:\/\/www.lcn.com\/blog\/vary-content-marketing-mix-supercharge-success\/\",\"name\":\"Vary Your Content Marketing Mix to Supercharge Success - LCN.com\",\"isPartOf\":{\"@id\":\"https:\/\/www.lcn.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.lcn.com\/blog\/vary-content-marketing-mix-supercharge-success\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.lcn.com\/blog\/vary-content-marketing-mix-supercharge-success\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.lcn.com\/blog\/wp-content\/uploads\/2015\/01\/shutterstock_192293942.jpg\",\"datePublished\":\"2015-01-13T10:00:00+00:00\",\"dateModified\":\"2021-07-12T08:06:29+00:00\",\"author\":{\"@id\":\"https:\/\/www.lcn.com\/blog\/#\/schema\/person\/e6493782266f4474f2c90dc96682d069\"},\"description\":\"Content marketing is more than just blogging. 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