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Glossary – Content formats

Content formats

Nikiforov Alexander
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Content

Content Formats

In the digital space, content is presented in various formats that dictate how it is delivered. For example, an online school might offer lectures in the form of videos, texts, a series of posts, or sequences of emails. Each of these formats finds its audience depending on the platform and objectives. Even very high-quality content may go unnoticed if it does not meet the expectations of the target audience. For instance, a podcast aimed at older adults may not perform as effectively as short videos for youth. Therefore, the choice of format is crucial.

Example of Using Formats

Let’s consider two experts who created content on the same topic. The first expert spent three days creating a detailed YouTube video, which was viewed by 10,000 people. The second expert, also spending three days on preparation, used various formats: he posted the video on YouTube (3,000 views), cut short clips for YouTube Shorts and Reels (5,000 views), converted the video into audio format (2,000 listens), created an article on the website and long reads on social media (7,000 views), and broke the text into posts (10,000 reads). In the end, the second expert achieved 32,000 views, significantly surpassing the result of the first.

Why Use Different Content Formats

Diversity in content formats brings two main advantages: expanding reach and optimizing resources. Using various formats allows you to reach different users and adapt to their preferences. For example, a math lecture may interest many, but not every student will be willing to watch a long video. At the same time, a short video on TikTok may capture this audience's attention. Additionally, repurposing existing content, such as updating articles or creating digests from posts, can enhance the effectiveness of content marketing.

Existing Content Formats

Content formats can be divided into five main categories:

  • Text Formats: articles, posts, case studies, e-books, checklists.
  • Graphic Formats: photographs, illustrations, infographics, presentations.
  • Video Formats: interviews, video reviews, screencasts, clips, stories, and live broadcasts.
  • Audio Formats: podcasts, audio lectures, audiobooks, voice messages.
  • Interactive Formats: polls, quizzes, games, calculators.

Each of these formats has its own characteristics and can be used depending on the goals and audience. For example, memes, although not fitting into one of the listed categories, are a viral promotional tool that can quickly attract attention if they align with current trends and audience sentiments.

How to Choose a Format for Content

When choosing a content format, it is important to consider several factors:

  • Platform: study the features of the platform for which the content is created, including technical capabilities and user preferences.
  • Audience: identify the characteristics of the audience, such as age, interests, and lifestyle, to select the most suitable format.
  • Goal: clearly articulate the purpose of the content based on business objectives to choose the format that will be most effective in achieving it.

For example, if the goal is to attract a new audience, it may be worth considering vertical videos that are actively promoted on social media. To generate comments, short provocative messages would be appropriate, while personalized messages would be best for quickly attracting clients. By taking these factors into account, you can create content that is not only interesting but also effective.