In a world of interactive, immersive, moving content, the written word has retained its age-old place as the key source of high-value information.

Text-based content, of any form, is a vital asset for your business. It is something you accumulate, growing in value for your customers and yourself.

Let’s look at the key reasons why text provides so many opportunities for brands: Today, search engines still favour text – it’s easier to analyse and categorise. Your text content offers detailed information to a search engine’s algorithm about who your brand is, what your core topics are, and to whom you are relevant Text can be instantly translated into any language, so caters to a global audience It remains the most manageable and, ultimately, valuable way to store authoritative information Even as the volume of your content grows into large quantities, it remains easy to point someone to a specific article or even sentence through referencing and hyperlinking It can be read out by screen readers or virtual assistants such as Siri and Alexa, providing maximum accessibility to users with special needs Accessing text requires the most basic technology – both device and network-side, meaning this content is accessible for anyone online.

For the majority of businesses, written content primarily takes the form of articles and blogs, supported by some longer pieces of content such as white papers on high-interest topics. The articles published on your company’s website should be seen as the core of your whole content marketing operation. It is, quite literally, the source text of your organisation – the most undiluted account of your ethos, your people, your business and your knowledge.

It is also the home of your content. Vimeo videos and Slideshare decks, Instagram feeds and tweets on Twitter, can all be embedded here so that your blog or article hub can be the most comprehensive content experience for a prospect or customer.

Whether you turn it into audio podcasts, caption videos, tweets or guest blogs on other websites, your written content can be endlessly repurposed and reinterpreted in different formats.

Your Task

Using the two content formats mentioned so far (video and written), describe or outline a social media post for a brand or organisation of your choice which would combine these two formats in a highly engaging way.