The document discusses three popular content marketing formats: articles, videos, and podcasts, highlighting their benefits and best practices. Articles can establish authority and trust, videos encourage social sharing and engagement, and podcasts are inexpensive and promote consistent audience interaction. It emphasizes the importance of utilizing diverse formats to effectively engage a wide range of consumers.

1. Katie Hamilton

2. Content
Marketing
Formats
Are you interested in which content marketing format might be right
for you?
Are you looking for a meaningful way to engage with your audience?
Below, I’ve highlighted three popular formats of content marketing
(articles, videos, and podcasts) and their benefits to help you
determine which might be best for you!

3. ARTICLES
1

4. WHY USE
ARTICLES?
Articles can:
•Provide a plethora of details
and get into the “nitty gritty”
about specific questions from
the audience
•Help establish your
company/organization as an
authority and a “thought
leader”
•Aid in building trust with the
audience
•Boost overall loyalty
Website articles include
written content on a
webpage meant to deliver
important or valuable
information to the audience.

5. Article Spotlight: REI
Source: REI. (2022a). Learn from REI expert advice. Retrieved July 11, 2022, from https://www.rei.com/learn/expert-advice
• REI’s “Expert Advice” website has an abundance of articles
related to all things outdoors.
• The user can also search by a specific topic.

6. Tip for Articles
• Use an eye-catching title, such as “how to” or “top 10”.
• You want to pull in your audience, so be sure to make your
first few opening sentences especially engaging.

7. VIDEOS
2

8. WHY USE
VIDEOS?
According to Collins & Conley (2022),
videos:
•Encourage users to share on social
media
•Increase conversions and sales
•Engage mobile audiences
•Establish trust with the audience
Videos are visual media
that is recorded so
others can view.

9. Video Spotlight: REI
Source: REI. (2022b). Uncommon Path- Videos and Podcasts. REI. Retrieved July 11, 2022, from https://www.rei.com/blog/video-and-podcasts/page/1
• REI hosts a variety of videos (some even created by staff), with
topics ranging from how to stay motivated to run, to the story of
a navy veteran who kayaked 226 miles of the Colorado River
while blind.

10. Tip for Videos
• Viewers prefer “authentic”, lesser quality videos in
comparison to sparkly, overly-edited ones (Collins &
Conley, 2022).
• In other words, don’t worry about making your video
perfect!

11. PODCASTS
3

12. Why use
podcasts?
Podcasts are
digital audio files
that are usually
broken up by
episode ranging
from about 30
minutes - 1 hour
each.
Source: Bochicchio, M. & Coppola, J. (2020, December 4). 5 Reasons Why Podcasting Should Be Part of Your Content Marketing Strategy. Wistia. Retrieved July 11, 2022, from https://wistia.com/learn/marketing/add-podcasting-to-your-content-marketing-strategy
Source: Vize, Shannon. (2022). The Rise of the Podcast: The Latest in Content Marketing. Mondo. Retrieved July 11, 2022, from https://mondo.com/podcast-benefits-content-marketing/
Podcasts:
Are inexpensive to produce
Are easy for audiences to consume (mobile)
Encourage consistent engagement with the audience
Provide reach to different audiences
Establish credibility in your field

13. of the U.S. population ages 12+ have
listened to a podcast (177 million people).
Source: Edison Research. (2022, May 24). The Infinite Dial 2022. Retrieved July 11, 2022, from https://www.edisonresearch.com/the-infinite-dial-2022/
62%

14. Podcast Spotlight: Bass Pro Shops
Source: Bass Pro Shops. (2022). Bass Pro Shops Outdoor World Podcast. Retrieved July 11, 2022, from https://1source.basspro.com/podcast
• This weekly podcast delivers episodes about hunting, fishing,
and wildlife conservation.
• It also hosts well-known outdoor enthusiasts as guests and
provides an assortment of tips and tricks for listeners.

15. Source: Edison Research. (2022, May 24). The Infinite Dial 2022. Retrieved July 11, 2022, from https://www.edisonresearch.com/the-infinite-dial-2022/

16. Tip for
Podcasts
• Post a very short audio snip (a few seconds of the
podcast with one of the major episode highlights) on
social media to entice the audience.

17. Summary
• There’s no one “right way”
to deliver content
marketing.
• Using a variety of formats
or mediums is important to
engage consumers from
various avenues of life.
• Articles, videos, and
podcasts are three
fantastic content
marketing formats that
can be used to provide
top-notch content to your
audience.

18. Thanks!

19. References
Bass Pro Shops. (2022). Bass Pro Shops Outdoor World Podcast. Retrieved July 11, 2022, from https://1source.basspro.com/podcast
Bochicchio, M. & Coppola, J. (2020, December 4). 5 Reasons Why Podcasting Should Be Part of Your Content Marketing Strategy. Wistia. Retrieved July 11, 2022,
from https://wistia.com/learn/marketing/add-podcasting-to-your-content-marketing-strategy
Collins, A., & Conley, M. (2022, May 24). The Ultimate Guide to Video Marketing. HubSpot. Retrieved July 11, 2022, from https://blog.hubspot.com/marketing/video-
marketing?_ga=2.116427791.880690380.1568750897-940436819.1565181751
Edison Research. (2022, May 24). The Infinite Dial 2022. Retrieved July 11, 2022, from https://www.edisonresearch.com/the-infinite-dial-2022/
HubSpot. (2022). The Ultimate List of Digital Marketing Stats. Retrieved July 11, 2022, from https://www.hubspot.com/marketing-
statistics?hubs_post=blog.hubspot.com%2Fmarketing%2Fcontent-marketing-types&hubs_post-cta=HubSpot&_ga=2.234294168.766463639.1657552854-
1424033835.1657552854
Morrison, K. (2014, November 28). 81% of shoppers conduct online research before buying [infographic]. Adweek. Retrieved July 11, 2022, from
https://www.adweek.com/performance-marketing/81-shoppers-conduct-online-research-making-purchase-infographic/
REI. (2022a). Learn from REI expert advice. Retrieved July 11, 2022, from https://www.rei.com/learn/expert-advice
REI. (2022b). Uncommon Path- Videos and Podcasts. REI. Retrieved July 11, 2022, from https://www.rei.com/blog/video-and-podcasts/page/1
Vize, Shannon. (2022). The Rise of the Podcast: The Latest in Content Marketing. Mondo. Retrieved July 11, 2022, from https://mondo.com/podcast-benefits-
content-marketing/
Why Podcasts. (2022). The Podcast Audience. Retrieved July 11, 2022, from https://web.archive.org/web/20170719051647/http://www.whypodcasts.org/audience/