If you are looking for what multimedia content formats to use, you have come to the right place. You should know that the format to use does not depend on a whim or intuition but on the objectives you have. It is clear that today brands have different options to develop multimedia content in formats such as audio, video, text, and infographics, among others.
Next, we are going to explain what multimedia content is and what multimedia content formats exist, and for what purpose you can use one or the other.
What is multimedia content, and what is it for your company?
Multimedia content refers to objects or systems that bring together different means of expression and presentation of information, such as text, images, animations, video, or audio. The different digital multimedia formats seek to improve the user experience. Well, they make content more accessible. In digital marketing, this type of content helps make communication with customers easier and faster. Creating quality content in different formats will attract visitors that can be converted into customers. That is why they are absolutely necessary for the digital transformation of your company.
The use of visual pieces is a very effective tool to convey a message and generate an immediate effect because they facilitate the visibility of the contents and attract attention.
Although everyone knows that the text is the leading resource on the Internet for effect the SEO of the website, the use of written content as an option is often questioned. The reality is that according to statistics, 93% of purchases are initiated by a search, and it is usually in text format, which undermines the previous statement.
Objectives of multimedia content in your marketing strategy
Multimedia content is essential to developing a digital marketing strategy because it brings benefits such as:
- Attract your ideal client creatively
- Generate engagement by delighting the user with an interesting experience
- Improve visibility in different media
- Formats of multimedia content in text
As we mentioned earlier, when it comes to content marketing, the text is still king. It was 11 a.m. on Monday, June 12, 2019, and at this time, there were already more than 2 million posts published on all blogs in the world. However, nobody can guarantee that all that amount of published texts is good, useful, creative, and attractive.
But what does “good” mean? They must have good writing, excellent spelling, coherence, rhythm, and above all, quality information. The added value of using text content formats is to feed the knowledge of your readers with true data.
What are the available text formats?
Remember that the use of the format will depend on the objectives you have set. That is why you will find the format and the objective to which it responds.
- Guides: Ideal for generating leads
- Book reviews: Leads
- Opinion Post: Branding
- Product Reviews: Branding
- How it is or how to do it: Branding
- Listas: Branding
- E-books: Leads
- Cases: Leads
- Interviews: Branding
- Research: Branding
When it comes to lead generation, you need formats that force your buyer person to register in order to access them.
Multimedia content formats in video
The figures show that videos are at their best and one of the most used options of multimedia content to include in our strategy. Keep in mind that video, audio, and photography, among others, are excellent multimedia content formats for branding but not for generating leads.
On June 31, 2019, an article by Lindsay Kolowich on video marketing was published on HubSpot, highlighting its most important points:
- 90% of buyers say that product videos help make the purchase decision.
- 64% of shoppers are more likely to buy online after watching the video.
- 80% increase in conversion rate with the addition of videos on landing pages.
- A third of all the time people spend online is spent watching videos.
- By 2020, 80% of web traffic will be on videos.
Below we show you the multiple formats of multimedia content in video that exists.
What are whiteboard videos?
Whiteboards are freehand videos where an illustrator creates a story through drawings. They are also accompanied by a voice-over narration that works perfectly to make a process, idea, or story known.
Niccolo Gross wrote in April 2017 the “14 Reasons Why a Video Whiteboard Helps Convert Customers” for the Fiverr blog. One of the reasons given by the author to argue why these formats work so well is because they simulate a blackboard, and that is how we all learn in school. But not only that, but he also ensures that they have higher conversions by being primarily educational and encouraging knowledge.
Luckily, these are the favorite videos of Millennials for explaining complex topics in a quick and entertaining way. They are an excellent alternative as a format for multimedia content.
They are videos that use animated characters and scenarios to teach, tell stories, or show products. They are widely used by applications to make video tutorials.
This type of format is used to talk about historical facts, scientific discoveries, the life and work of a famous person, etc. PlayGround has exploited this industry through web mini-documentaries with topics of interest, critics, or complaints.
Although they haven’t really caught on, and their cost is higher than other formats, it is multimedia content that involves pre-production, production, and post-production. They are a bet that brands should give towards the future. The essence of a web series is in the script, where the brand appears subtly through Product Placement.
Audio and music: essential multimedia content
Never before have musicians, sound engineers, announcers, and all audio professionals had as much work as they do now. Not only are radio spots and jingles produced for brands, but with the rise of the podcast, the possibilities are endless. Now you can access language courses or venture into different areas of this field, such as having an online station.
It includes the musicalization of videos, speech for interactive presentations, the creation of original music, and sound effects for web series, among other possibilities. Dusting off the guitar and creating original music for brand videos can also be a good option.
In the future, having a good voice can become a source of income for those who specialize in this industry.
Formats of multimedia content in the image
An infographic from NeoMan Studios perfectly illustrates and explains 13 reasons why the success of infographics as the brain is in charge of processing and ordering the information that comes through the eyes. Some studies have shown that visual information is easier for humans to understand.
Medicine labels are better understood when they include icons or symbols instead of text:
- Following instructions when they are illustrated or drawn is 32% better.
- 80% of people remember better what they see and read.
- 20% who do so if they only read or 10% if they only listen.
- What is the success of an infographic?
- The success of a good infographic is in its graphic design, which is why professionals have a wide-open field here to let their creativity run wild.
As for banner ads, although they are losing their space on the web with the arrival of adblockers, they are still present in digital advertising campaigns. The challenge here is in the creativity of the piece but leaving behind the invasive and heavy formats of before.
Tools for visual content
There are easy-to-use tools that can help you tap into your creativity to create multimedia content, especially for images and animations.
- Canva: It will help you create content for social networks, infographics, and more with a professional design and in an easy way.
- Pictochart: This platform helps you make attractive infographics and presentations thanks to the templates it offers.
- Amcharts: It is a tool that allows you to visualize data in all types of graphs.