Marketing content. We love it, we live for it.
2024 is THE year for you to create content. Yes, ideally it’s within a strategy that ties into your marketing strategy, but honestly you could start creating content on certain channels to get a good cadence started and your content mom and dad (aka us) would be THRILLED.
Content is like the superhero in our marketing adventures—it’s the secret sauce for rocking communication, engaging folks, and building a killer brand. We’re talking about everything from old-school print stuff to the cool digital vibes, engaging videos, and social media content. It’s all about using these avenues to connect with your audience in ways that really hit home, connects, and adds value to your audience.
So let’s talk about the four buckets of content, what they are, and where they might fit into your content plan. (Disclaimer: some industries and some businesses may not be using all four of these avenues, and some may. There is no one-size-fits-all marketing plan.)
First, let’s talk about printed content.
Print content, with its tangible and physical nature, has been a stalwart in the marketing world for decades. From brochures and flyers to magazines and direct mail, print materials provide a tactile experience that engages the senses and leaves a lasting impression. And there are still industries and companies that find great value in producing printed content to connect to their audience.
So what are the benefits of printed content?
- Targeted marketing
- Brand visibility
- Longer attention span
- Permanence and collectability
- Complimentary to other content pieces
What are the drawbacks of printed content?
- Limited reach
- Measuring ROI
- Inability to update quickly
- Long lead times to produce
- Distribution channels
Next up, digital content (as a broad category).
In the digital age, businesses leverage online channels to reach global audiences. When we talk about digital content as a whole, we mean diverse forms of digital content, including websites, blogs, and email marketing. Understanding what digital content is can help you to understand how they contribute to a comprehensive online presence and solidify your brand online.
What are the benefits of digital content?
- Global reach
- Data-driven insights
- Content personalization
- 24/7 availability
- Social sharing
What are the drawbacks?
- Digital saturation
- Information overload
- Algorithm changes
- Dependency on platforms
- Lack of physical presence
- Rapid content aging
Now let’s touch on video content.
Video content has emerged as a dominant force in marketing, offering a powerful medium for storytelling. Video content is a versatile and impactful form of digital content that uses moving images and audio to convey messages, tell stories, and engage audiences. Having fun and being creative with video is how businesses will win, using videos to convey brand narratives, showcase products, and connect emotionally with audiences.
What are the benefits of video content?
- Increased engagement
- Enhanced conveyance of information
- Higher conversion rates
- Social media shareability
- Versatility and repurposing
- Mobile accessibility
- Brand storytelling
- Global reach
What are the drawbacks of video content?
- Production costs
- Technical challenges
- Short attention spans
- Platform-specific optimization
- Device compatibility
- Rapid content aging
- Cost for production
What about social media, as a whole?
Social media platforms have redefined the way businesses interact with their audience. This is the most tricky but easiest and most accessible content medium – tricky due to changes in things like platform updates, algorithms, user preferences, new social media platforms, and the list goes on. However, this is usually the easiest and cheapest way for businesses to get started creating content and learning about their audiences.
So what are the perks of social media for marketing?
- Increased brand awareness
- Direct audience interaction
- Driving website traffic
- Content distribution
- Humanizing the brand
- Influencer partnership support
- Measurable metrics
- Global reach
- Possibility of creating viral content
What are some drawbacks of social media for marketing?
- Overwhelming amount of content
- Platform changes
- Dependency on platform policies
- Inability to control user-generated content
- Short content lifespan
- Risk of hacking/security threats
- Potential for miscommunication
So there you have it, the dynamic world of marketing content in 2024!
As we further dive into the four essential buckets in later blogs —printed, digital, video, and social media content—it’s clear that each avenue brings its own set of benefits and challenges.
Printed content gives us that tangible, credible experience, while the digital realm offers global reach and data-driven insights. Videos emerge as the superheroes of storytelling, captivating audiences and enhancing brand narratives. Social media, the ever-evolving playground, connects businesses directly with their audience, though not without its hurdles.
In 2024, the possibilities for creative and impactful content creation are boundless. So, whether you’re wielding the power of print or conquering the digital frontier, remember, content is your sidekick, your secret weapon in solidifying your brand and brand story to your audience. Let the content adventures begin!