Figuring out content formats is the first piece of the puzzle for any brand publisher.
As we’ve highlighted previously, content formats are not the same as distribution, and in order to be successful at creating valuable, engaging content and extracting the most value out of it, it’s essential that brand publishing teams not confuse the two. For brand publishers, approaching content formats and distribution channels in the correct order is key for extracting optimal value from their content initiatives.
While it is possible to come up with a distribution channel (eg. a live event) first and then figure out the format, focusing on the format first is often the most effective way to ensure a publisher is coming up with the best possible way to present information. Because the choice of the distribution channel will naturally create limitations, going format-first can enable brands to come up with the most effective way to present information Being able to present information in the format that it’s most applicable to enables it to shine (and often also elevates mediocre content.)
Once formats have been decided, it’s time to connect them to distribution channels. In theory, mixing and matching formats with distribution is limitless. Any format can theoretically work with any distribution method, but there are some that lend themselves naturally to others.
A brand connecting formats to distribution should ensure that:
It has permission to use a specific channel. Some channels are more personal than others, some depend highly on who the intended audience for a brand publisher is. People may be willing to consume content via text, but less willing to spend personal time on professional content presented through a podcast channel. Publishers should spend some time understanding their audiences and find space where they can insert themselves.
Frequency of content isn’t connected to the channel. For example, it may only be possible for a brand publishing team to send one email a week to its audience, because the marketing team has its own email calendar, or the tolerance for email is low. But that doesn’t mean that only one article is created a week that is then sent via email.
It is creating the ability to stretch content as much as possible. Brand publishers often get stuck with the problem of not “having enough content.” But the actual challenge is that they haven’t effectively figured out how to present information in different formats to get the most bang for their buck. And they haven’t figured out how to move between formats to move information forward. Connecting formats with the right distribution channel(s) can enable publishers to create more content.
It understands which channels will work for its audience building goals. Some channels lend themselves most effectively to audience building. Channels like email, for example, make it easier to build an audience than audio and podcasts.
It is using the right amount of resources. Some channels are more difficult than others to build and grow. Video production can require a higher investment level in terms of staff and money than text.
While there are no hard and fast rules, the following connections between formats and distribution often work well.
News
News formats cover something that audiences do not already know about. They generally lend themselves best to the following distribution channels:
- Text, presented both on a website or blog, or sent via email
Analysis
Analysis formats cover two main facets: why something has happened; and why it is important to the audience that the publisher is speaking toward. They lend themselves best to:
- Text, presented both on a website or blog, or sent via email
- Video, where key concepts and terms can be explained using graphics and illustrations
Research and data
Research and data formats use numbers, charts and graphs – the research can be original, or from third-party sources. They lend themselves best to:
- Text, presented both on a website or blog, or sent via email
- Video, where charts and graphs can be shown with voiceovers
- Audio and podcasts can be tricky, but can be a good way to humanize data by offering up stories behind the data
Explainers
Explainers can be used to unpack or elucidate on specific technologies, terms or topics, particularly when they are new to the market or industry. They lend themselves well to:
- Text, presented both on a website or blog, or sent via email
- Live events, either virtual, hybrid or real life
- Video, where certain concepts could be illustrated
Voices
Voices are formats where perspectives from others are showcased. The “voices” can be either internal, or external, or both – executives from the company, employees and subject matter experts, clients, customers, or third-party experts. These can then be presented as columns, Q&As or interviews. These work best in:
- Video can be a popular channel for perspectives, but can run the risk of being one-dimensional and boring
- Audio: A powerful interview can make for a great podcast, for example
- Text: While Q&As are popular, they can often feel long and difficult to parse if not done to a high standard. Columns written from a first-person perspective can often be more engaging.
How publishers choose to connect formats with the right distribution methods will depend on a variety of factors. There are no rules, and brands must always examine their internal setups, objectives, and vision in order to decide what channels they will prioritize and pursue for the formats they have chosen. Ultimately, the goal must be to create high-quality content at a consistent clip. The right format or distribution will not matter if the content being created is not compelling, deep or bold.
In an upcoming insight, we will go deeper into specific content formats and how to operationalize processes to create them.