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Which content formats are suitable? At the end of the month, quarter or year, review the
five or ten most downloaded pieces of content. You
Content in the broadest sense means all content that a can prepare an existing checklist for different target
company produces about and by itself, including groups. A video story can be illuminated from the
product descriptions, instructions for use, packaging perspective of different protagonists, or there can be a
inserts, job advertisements, customer magazines and long and a short version of a user report.
so on.
Since content is mainly online, the visual plays an
Content in the narrower sense means above all important role. Images and videos are the number one
information that can be found on the Internet about a in getting attention. According to studies, click rates
provider. In addition to website texts, well-founded can be doubled with pictures and triple with videos.
discussion contributions in forums and social media Even the audio channel is moving more and more into
postings, like e.g. the formats in the following overview: focus, because even spoken words enable access to
knowledge on the web. Videos and audios will benefit
How content formats can be used
greatly from the trend towards “voice”. Those who
additionally offer their written content in an audible
Content can in general be used multiple times. If you
have published blog articles, for instance, please also form, such as specialist articles or e-books, are at the
point this out in the newsletter. Once individual articles forefront. ◊
of a series of topics have been published, start turning By MediaBUZZ
them into an e-book, you create micro-content from
white papers or revamp a technical contribution with a
new example, a current study or a complementary
checklist.

23 March 2020: Content Marketing: authenticity, transparency & quality instead of keyword