Once you’ve planned your content pillars and topics, you need to plan the formats via which you will articulate them. Different topics, at different stages in the customer journey, will lend themselves to certain formats.

For example, videos and articles or blogs are great for information-seekers who will come across your brand in their research. This is known as ‘inbound marketing’ whereby prospects get to you as part of an active search for information, as opposed to being interrupted by an advert.

Alternatively, viral content like quizzes and competitions are great at reaching beyond the edges of your existing network.

You should also help people go deeper into your products and services as they start to consider becoming a customer through demos, guides, events, and free tools. Then tip people into purchasing through reviews, testimonials, offers and other incentives to convert.

The vertical axis of this content matrix helps you to highlight how your content appeals to different types of consumers. Some people are motivated by emotive content, whilst others are compelled by factual content. At different stages of the marketing funnel, these come into play. Someone who discovered your brand through a humorous video may start to look at more factual data such as prices and case studies as they start considering a purchase.

It’s important to have a good spread of content to ensure your content is moving people along your customer journey. Whether it’s making others aware of your brand initially, or reactivating existing long-term customers, and everything in-between.

Join the discussion

Which content formats do you think are most suitable for entertainment purposes? On the other hand, which content formats would you use if you wanted to educate people about your brand? Write your ideas in the comments below and try to give some specific examples of content.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.