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  • Writer's pictureKate Lloyd

A guide to choosing the right content formats for your marketing and content strategy

Content is a key part of any marketing strategy and if you get it right, it can help you build brand awareness, increase your website traffic, and drive more leads to your business. But how do you choose the best format to deliver your message?

There are many different content formats to consider, including blogs, video and infographics. Each one has its own benefits and drawbacks. By understanding these differences, you can choose the right format for your content strategy while still effectively reaching your target audience.

Section 1: Understanding different content formats


Blogs are a great way to share your expertise, opinions, and tips with your audience. They’re also a great format for creating evergreen content that will still be relevant months or even years from now. Blogs are easy to create and update regularly, making them a great option for businesses that are just starting out or don’t have a lot of time on their hands. However, one downside of blogs is that they can struggle to stand out in today’s crowded content landscape. If you want to use this format, make sure you’re delivering unique and valuable content that will help your audience solve their problems. 

Social media

Social media content is a great way to connect with your audience and build relationships with them. It can be useful for sharing new blog posts, content updates or other relevant information in real time. You can also use social media to promote your brand, boost awareness and generate leads. If you’re not sure where to start, try using Facebook or Instagram. You can create a Facebook page for your business and post updates, images, and videos there. You can also use Facebook groups to build relationships with customers and other influencers in your industry. Social media can be high maintenance though, and achieving the consistency that the algorithms require can be time consuming. If you want to get more out of social media, consider hiring a professional social media manager.


If you have the budget and resources available to produce video content, it’s worth considering as a medium. Videos are highly engaging and help businesses stand out in today’s crowded content landscape. The best way to use video is by creating original content that informs and educates your audience. You can also repurpose your blog posts into videos and share them on social media channels like Facebook, YouTube and LinkedIn. You don’t have to hire a professional film crew and create a Hollywood-style production. A simple video with clear audio and visuals is good enough for most businesses. You can use your smartphone or camcorder to shoot videos for social media, but if you want higher quality content, consider investing in a camera that shoots in HD.


Infographics are an easy way to visually display data-driven information in a digestible format. They allow you to present complex concepts in an easy-to-understand way. You can use infographics to showcase statistics from your research, provide insights into what’s trending and share tips on how to do something. They can be shared easily on social networks like Facebook and LinkedIn, which means they have the potential to reach a large audience—especially since most people don’t want to read long blocks of text on their smartphones or tablets. However, be wary of how you use them as they could over-simplify information.


Podcasts are a great way to share your expertise and connect with your audience in an informal setting. You can talk about current events, share your knowledge on a specific topic or interview other experts in the field. The content of a podcast is usually longer than that of an article or blog post; however, it can still be consumed quickly because people listen while doing other things (like driving). Podcasts are also great for building an email list; many podcasters will ask their listeners to subscribe to their email list in exchange for exclusive content or to be notified when new episodes are released. However, podcasting is not for everyone. It takes a lot of time to produce an episode, and you’ll have to invest in the right equipment and software. You also need an audience willing to listen, which can be challenging. If you’re interested in podcasting, it’s best to start small. Start by recording a few episodes and sharing them with your colleagues, friends or family or hosting them on your own website. Once you get comfortable with the process, look for opportunities to feature on other people’s podcasts as a guest. The more experience you get under your belt, the easier it will be to grow your own audience.

White Papers

White papers are an excellent way to gain the attention of your target audience. A white paper is a long-form document that provides detailed information about a particular topic or issue, often including statistics and research findings. White papers are commonly used in business to help companies market their products and services. For example, if you’re selling a software product that helps businesses manage their inventory, you could write a white paper about how inventory management systems can increase productivity and reduce costs for companies of all sizes. White papers are usually written in a formal, academic style and may be accompanied by graphs or charts that illustrate the data being presented. White papers are often used as lead magnets, which means they are given away for free, in exchange for your details. To be used in this way, they must contain valuable information that can help your audience solve a problem or make an important decision, to attract the audience. However, White Papers can be time consuming to write, and they often require a lot of research. If you’re looking to write a white paper but don’t have the time or expertise, consider hiring an expert copywriter. In fact, you may want to hire us at KopyKat Marketing & Communications! Our team of talented writers can help you create a compelling white paper that will attract new customers and improve sales for your business.

Section 2: Choose the right content format for your business

Choosing the right content format can also depend on your industry. For example, if you’re in the healthcare industry, it may be more effective for you to create a blog post about how to manage high blood pressure, containing thorough descriptions and advice, than it would be for you to create a simple infographic about the same topic. The same goes for other industries. For example, if you’re in the technology industry and have developed an innovative new product, you may want to create an infographic about it so that readers can easily understand its features and benefits, especially if it is complex. This might be more suitable than bombarding your audience with wordy, overwhelming documents such as White Papers.

At KopyKat Marketing & Communications, we can help you determine which format is best suited for your business.

Section 3: ROI and Measurement

The most important part of any marketing campaign is measuring its return on investment (ROI). This allows you to determine whether your efforts are effective and worth continuing. You can do this by tracking the following: 

-How many people have read your content? 

-What is their overall sentiment towards it? 

-Did they share it with others? 

-Were they able to understand what you were communicating clearly?

You can also measure the effectiveness of your content by tracking how many people visit your website or sign up for your newsletter. You can even track how many sales are generated as a direct result of that content.

If you are running a campaign that is not measurable, then it will be difficult to determine whether it has been successful or not. For example, if you’re using social media as part of your strategy and have no way to track how many people have seen the content you posted, then you won’t know if those efforts were worth the time and money invested.


In conclusion, content is such an important part of every business' strategy. It can help you to build relationships with your customers, share valuable information and educate them on the products and services you offer. The best part is that it doesn’t have to cost a fortune or take up all your time. You just need to know where to start!

Let us know if you’d like some help and we can arrange a chat!

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