Multi-Format Content

Multi-format content. Marketers will need to diversify their content offering to shape up to consumer needs. Consumers want tailor-made experiences.

Remarkable content. Fits-like-a-glove personalization. And they want it yesterday.

On top of that, they also want blog posts, webinars, infographics, podcasts, videos, quizzes, white papers, case studies, eBooks, articles, checklists, newsletters...

the list goes on. Sound excessive? We’re afraid that means you’re already falling behind. Year after year (and yes, we’ve been guilty of this at Brandwatch, too), brands try to predict what content formats will take the cake from short-lived vertical videos to conversational podcasts.

But the truth is that no single format will rule for long. Since the pandemic killed off the five-day office work week, the demand for content of all kinds has only increased, leaving brands with no choice but to offer consumers a broader catalog of experiences to meet a wider range of lifestyles. It’s tempting to think that it’s the value of your content that matters, but the format you use to demonstrate that value will determine to what degree your audience takes action in 2023.

Text is one way to go about it (be it short or long-form, blog posts or eBooks). Audio will give you emphasis and enthusiasm beyond bold, italic, and underline. Video offers visuals to enhance your message.

Finally, you’ve got the interactive and immersive virtual reality experience of metaverses we’ve talked about above. With content marketing’s projected increase of $487.24 billion from 2022 to 2026, it is safe to say the demand is growing and that several different content formats have gained popularity in recent years.

Riding on the consumer popularity of podcasts, we’re also seeing tech giants getting more serious about podcasts. Recently, YouTube made a fairly significant move and launched a dedicated podcast homepage. So, yes, audio content is booming.

But some brands even take it beyond what we can read, see, and hear, and they capitalize on the senses of taste, touch, and smell. While the internet cannot yet convey the smell of warm soup, fresh laundry, or frosted pine Wunder-Baum, 6/10 expect to be able to digitally experience natural smells by 2030. The point is: Consumers are more likely to spend their time and hard-earned money on products that perfectly align with their tastes, desires, and demands.

They want stories and experiences developed for them, not only containing the information they want but also in the form they prefer to consume. As a result, brands will have to expand their content strategies in 2023 and beyond, identifying the content – and the style of content – their consumers want. Be accessible.

As a marketer, you want to repurpose your existing content in a wide range of formats and spread it around. Start writing down your thoughts, uploading your podcasts, sharing your slides, filming your day-to-day, and live streaming your events. 2.

Communicate in local and detailed terms, targeting specific audiences based on what is most relevant to them. This might mean creating specific content for a generation, location, gender, or hobby. Still, now that companies have access to so much data, users expect them to provide tailored experiences across the entire customer journey.

3. Personalize your content experiences to connect with your audience. To quote Chipotle’s CMO, Chris Brandt, “When they see these lighthearted tributes to social chatter and fan behavior, they feel even more connected to Chipotle.

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