What’s your personal preference for consuming content? Do you to prefer to read blogs and articles with your morning coffee? Or is watching a video more your cup of tea?
Everyone has their own preferences when it comes to content consumption—and we’ve heard all of them. For example, early in an engagement with a company, they emphatically told us how much they hated video and felt that it was overused. Others have said, “No one reads anymore - It’s all visual these days and we should produce lots of infographics and video.”
The reality is that you can’t let your personal bias for how you like to consume content interfere with your decisions about how you produce content for prospects.
So if you lean towards video production, you’re actively deciding to exclude all people from the market who prefer infographics and long-form written content.
Conversely, if you’re a person who says, “nope, we’re only going produce long-form written content [like white papers],” you are actively deciding to exclude from your marketing activities all people who prefer graphic content and video.
Deciding what mediums that you’re going to produce first is definitely putting the cart before the horse. The reality is that driving demand through content requires that you produce it all of the mediums.
So, how do you develop all of this content and not break the bank?
Everything goes back to the determination of your prospects high-probability pain points. In a recent post, we talked about running your marketing department like a publication in which case the editors, whom are in touch with the readers wants and needs on a daily basis, determine not only the topics for content production but also the mediums by which they would most effectively be communicated.
If you’ve done the proper in-depth analysis in the beginning, your content development strategy will be solid because it was based around high probability pain points. The next step may very well be a video where you interview your experts and extract their viewpoints on camera.
Once you have the transcribed the video content, it can then easily be given to writers for re-purposing into short form and long form written content such as blog articles and white papers (like we’ve done here.) Graphic designers can use the video to create a compelling infographic, and so on.
Outsourcing to a content marketing agency can also help you cut costs substantially. Not only can they help you determine your editorial strategy from a fresh perspective, but they can also deploy the necessary resources (from editors and writers to videographers and graphic designers) on a fractional basis.
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