When you are creating your content marketing plan, should you focus on rich content or multimedia content? Or should you include a mix of both?
And if it’s a mix, what ratio should you choose?
The multimedia content vs. rich content debate is an old one, and there’s not always a clear winner. Like all aspects of your marketing, you’ll need to carefully research your audience and consider your goals to determine what will be best for your campaign.
Here are a few things to consider when determining whether to use rich content or multimedia content, or what mixture of both to use:
Social media has solutions for sharing all kinds of content, but multimedia content is always more successful, especially on Facebook.
Options have been introduced to make rich content more accessible on social media, such as instant articles on Facebook and previews of media when you share a link to a blog post or article.
However, posts that primarily share a photo, a graphic, a video or even a gif always get more engagement on social media. These posts get more likes, more comments and more shares.
Therefore, if you are planning a social media strategy, you’ll need to include more multimedia content in your posting schedule. You can still include links to your content – and you should – but multimedia posts should make up the majority of your posts.
A study has shown that display ads with multimedia content perform better than plain text ads.
Specifically, ads with video perform the best. They get more impressions and more engagement overall than other types of ads.
You can’t just put any video in your ads and expect the clicks to start rolling in. You need to choose video that is relevant and engaging.
Create video that displays your product’s features or shows it providing benefit to consumers. Or create a funny and light-hearted video about your product or services.
The more engaging your video is, the more results it will get.
Mobile marketing requires special consideration.
The screens on mobile devices are much smaller than personal computers, so information cannot be presented the same way. Mobile users are also on the go when they are accessing content, so they don’t consume content the same way.
You have to take all of this into consideration when you are creating your mobile marketing plan.
While multimedia content still gets noticed on mobile, you cannot use it as much as you would on desktop.
Images and video must be sized appropriately so that they look good on the screen and so they load quickly. If users have to shift the screen to see all the content, or if they have to wait awhile for content to load, they are going to abandon the page.
Primarily, you want to create rich content for mobile marketing, and the content needs to be easy to read in a hurry. That means shorter pieces with lots of subheaders, bolded text and bulleted lists.
Content should get right to the point, and it should provide information that solves an immediate problem. Graphics should be used to enhance the content, but they should be kept at a minimum.
Your website should have a healthy mix of multimedia content and rich content.
It is important that you have a regular publishing schedule for quality content to stay at the top of search results. A steady supply of content will signal to Google that your site is fresh and relevant, and you will get more attention in search.
A regular supply of quality content will also build a library of useful information on your site. You will establish yourself as an authority in your niche and a reliable resource for your audience.
However, images, graphics, video and other media are also essential to engaging users on your site. If users see only a wall of text when they arrive, they are not likely to stick around and leave. If they see an engaging graphic or video, they are likely to stay and learn more.
You must include images and other media in every post you publish, and each post should have at least one preview image to entice people into reading more.
Ideally, you will include several pieces of media with each article or blog post. These images, graphics and videos can also be used to promote the item on social media or in other outlets.
Creating a healthy mix of multimedia content and rich content is ideal for your website, but you will need to adjust your strategy for other platforms. Sharing the right content on the right platform will get you more engagement, which can generate more leads and sales. Ultimately, you’ll also create more brand recognition, which will encourage your long-term success.