How to create articles, posts, and videos that your audience will love. Millions of users interact with information on the Internet every day: some scroll through social media feeds, others listen to podcasts. And businesses can use different content formats to increase recognition, loyalty, and sales. In this article, we will look at how to write texts, shoot videos, and come up with quizzes that will attract potential customers to order a product or service.
What is content and what are its types
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Content is information on the Internet that is published on various platforms in the form of articles, notes, audio and visual elements. The main task is to convey a certain idea and encourage action. For example, after reading an educational article, a user can subscribe to a newsletter and receive new materials. We wrote more about how content marketing works in the article . Let’s look at the types of content that are typical for brand communications, that is, communication between a business and potential or existing clients. By format Text. You can use a blog on your website or a community in messengers and social networks to publish text content. This includes everything that can be read: Articles — talk about the topic, analyze the answer to a question or problem.
For example, a detailed guide “What is copyright and how to protect it
” Cases – reveal the specific experience of an entrepreneur or company, analyze mistakes. Promo Pages — dispel myths, share personal customer experiences. Posts – inform about new products, answer questions. Post with answer to question An example of a post with an answer to a question in the telegram channel “Yandex for entrepreneurs ” In terms of volume, posts are the shortest text format — about 1,500 characters on average. Articles, reviews, cases, and other types can be from 2,000 to 15,000 characters. Video. An entrepreneur can publish a video with a top manager or another employee to tell about a new product in the first person.
To do this, you can choose: Wide-format videos on websites
Provide information about a topic, analyze a question or problem. For example, in the Yandex Direct Knowledge Base webinars . Reviews – analyze too much transparency on facebook is dangerous: signal gets banned … a specific product or service and help you make a decision. Screencasts – record your computer screen and comment on what’s happening. Vertical videos and circles on social networks help you quickly learn about a new product or get an answer to a question. Video in circles Video in circles from experts of the telegram channel “Yandex for entrepreneurs ” In terms of volume, videos in messengers are the shortest – usually up to one minute. Other types can be longer – 10 or 30 minutes, an hour or more.
Audio. You can communicate with subscribers by voice or use music
It is better to choose among these types: Voice messages in messenger channels help you get an answer to a specific question or find out the author’s opinion. Podcasts — discuss topics from different angles. For example, episodes made by different Yandex services . Webinar recordings – offer an audio version of the lecture with an analysis of singapore number useful material. Podcast about Yandex technologies Podcast about new Yandex technologies The length of an audio recording can range from 1 minute to several hours, depending on the publication platform and business goals.
This category includes: Illustrations
Photographs, images, animations, or memes that expand and complement the text. Screenshots are screenshots that show a step-by-step process or clarify a term. Graphs and charts — help analyze data. Show the relationship between elements. selection of materials Content in social networks also needs to be promoted – this way more potential clients will see it. This can be done using contextual advertising through Yandex Direct . For company managers, there is special training on working with basic advertising tools and analytics.
An entrepreneur can set up an email newsletter with
A digest of the best blog content that will be sent to new subscribers – such a thematic cluster will increase brand recognition and help warm up readers. Interactive. A popular hybrid format that involves active audience interaction through various tools: Quizzes and tests entertain users and help them get a personalized result. Chatbots – explain new information, simplify interaction with the company. Online streams are live broadcasts where a specific topic is discussed and the audience is interacted with.
This is a hybrid format created by the audience – they write comments
And reviews, take photos of the product, record a video about the service. You can collect feedback from users from social networks, marketplaces, Yandex search and Maps, and then post it on your platforms. For example, on a website or blog. We wrote about how to motivate customers to leave detailed reviews in the article . It is rare to find one type of content by format on the Internet. Most often, they are combined with each other to make the presentation of information more qualitative. And therefore increase the user’s interest. By content Selling.
The goal is to encourage the reader to take action:
Go to the blog, subscribe to the newsletter, get demo access to the product. The goal is to tell about a new product or changes to increase loyalty. And also to collect all the upgrades in one place. Can be published both in the format of a digest or post, and using additional communication channels – applications, mailings. For example, a push notification about the opening of a new branch of a dental clinic. : Post describing the function for entrepreneurs. A post describing the new feature in the telegram channel ” Yandex for Entrepreneurs ” Educational. The goal is to demonstrate the company’s expertise and increase loyalty.
A step-by-step instruction, case
Screencast or selection of tips will help with this. The goal is to evoke an emotional response from the user and increase trust, as well as attract potential customers. For example, lead the user to a separate page of the site where they can take the test. Who are you from Soviet films”, and at the end – get a funny result and a discount on the order.