On April 19 studioD hosted a webinar with expert content creator Barry Feldman on how to choose the right content formats. During the webinar we touched on the following key topics: 1. In order to determine which content format is most effective, identify your KPIs for success metrics by knowing what types of content topics your audience will likely engage with most. What types of content will deliver you the highest time of page? Social Media shares? And conversions? 2. There are a lot of content types you can choose from - we have Barry Feldman break down the nine most common formats. He serves up the basics of each format, their sweet spots, and their difficulty and costs to produce. Not to mention some great tips from his 25 years of expertise in creating content. 3. studioD's VP of Content and Talent Operations Jodi Cararas shares branded content examples. From mobile giant Samsung becoming a popular lifestyle destination through their blog to B2B brand NXP winning social media shares with their infographic, see what you can learn from these winning case studies.

1. Welcome
To Our
Webinar
Follow the conversation on Twitter
@DMContent & @FeldmanCreative
#ContentFormats

2. A Guide To Choosing The Right
Content Formats
PANELIST PANELISTMODERATOR

3. Claire
Webb
Content Strategist

4. Content
Distribution
Content
Strategy
Content
Creation
Strategy:
Matching Metrics & KPIs
Creation:
411 on Formats
Distribution:
[Case Studies]
Branded Content
Example
AGENDA

5. Topics they’re
interested in
Where they
search & which
platforms
Content formats
they prefer
Strategy
[ Who is our audience? ]
Audience Insights

6. Metrics Mapped To Your KPIs
Every format will support your specific goals
A W A R E N E S S
Organic traffic
Search ranking
Total views
Searches
Time spent on site
Page views per session
Tasks completed
Email subscribers
E N G A G E M E N T A D V O C A C Y
Shares
Likes
Pins
Followers
Inbound traffic

7. Formats Mapped to Your Goals
Each format you choose should address an overall content goal
A W A R E N E S S
Listicles
Blogs
Articles
How-to Videos (above)
Animated Videos
Quizzes
Infographics
Decision Trees
Checklists (above)
Podcasts
Documentary Videos
Animated Videos
E N G A G E M E N T A D V O C A C Y
Pinterest How-tos
Social Shares
Lifestyle Photography (above)
Social Videos
Animated Videos

8. Data Mining: Content Formats
Content Type Bounce Rate Time on Page PV/Session
Article 69% 1:26 1.20
Blog 67% 1:56 1.35
Checklist 81% 1:44 1.10
Decision Tree 83% 1:56 1.08
Infographic 67% 1:56 1.12
Listicle 86% 2:11 1.04
Video 55% 1:46 1.13
Key Insights: The data subset of DM content had
the following metrics:
• Bounce: 77%
• Time on Page: 1m 45s
• PV/Session: 1.13
Visual formats such as checklists,
decision trees, infographics, and
listicles performed best among the
content types

9. Barry
Feldman
Content Creator,
Expert of 25 Years

10. *13 is the average number of
formats used by B2Bs
Top 5 Formats Most Effective For B2B Marketers
1 2 3 4 5Webinars Case
Studies
White
Papers
VideosIn-Person
Events

11. *12 is the average number of
formats used by B2Cs
Top 5 Formats Most Effective For B2C Marketers
2
In-Person
Events
3 Images 4
Social
Media
5
Info-
graphics
1
Email
Newsletters

13. TEXT
VISUAL
AUDIO /
VIDEO
Overview Of Top Popular Formats
By Category

14. BLOGS
What
Online hub for opinion pieces, advice, listicles, checklists and more
Benefits
Search rankings, thought leadership, community building, subscription growth
Sweet Spots
Company websites
Difficulty To Produce
Easy to start; Challenge to maintain
Costs To Outsource
Low to moderate
Creator Tips
• Marry keyword strategy & storytelling
• Write magnetic headlines
• Feature interesting images
The
“Content
Hub”

15. What
True story of client success; usually text with images or links to real example content produced
Benefits
Credibility booster
Sweet Spots
Website, blog
Difficulty To Produce
Time-intensive
Costs To Outsource
Moderate
Creator Tips
• Include specific information
• Conduct interviews for quotes
• Repurpose for other formats (i.e. podcast and video)
CASE STUDIES
Powerful
Sales
Enabler

16. ARTICLES
Thought
Leader Meets
Problem
Solver
What
Helpful, informative lessons
Benefits
Search rankings, thought leadership
Sweet Spots
Company websites, guest posts
Difficulty To Produce
Low
Costs To Outsource
Low to moderate (often priced per length)
Creator Tips
• Solicit ideas and drafts from subject matter experts
• Address common problems
• Feature interesting images

17. EBOOKS & WHITE PAPERS
The
Lead
Magnet
What
Multi-page documents with generous use of graphics
Benefits
Thought leadership, lead magnets
Sweet Spots
Offers on key pages; often gated (form fill required)
Difficulty To Produce
Time and research-intensive
Costs To Outsource
High
Creator Tips
• Plan to extract key elements and repurpose
• Think visual
• Include call to action for leads

18. SOCIAL MEDIA CONTENT
The
Buzzmaker
What
Images with captions / quotes / headlines
Benefits
Highly shared by avid social media users
Sweet Spots
Pinterest, Facebook, Instagram
Difficulty To Produce
Low to moderate or high (if GIFs or video)
Costs To Outsource
Low to moderate or high
Creator Tips
• Format separately per social channel
• Choose images with stopping power
• Experiment with writing styles

19. INFOGRAPHICS
The Crowd
Pleaser
What
Visual representation of data, lists, ideas and stories
Benefits
Great potential to be shared; communicate a lot of information in a small space
Sweet Spots
Blog, Pinterest, SlideShare
Difficulty To Produce
High; requires design expertise
Costs To Outsource
High
Creator Tips
• Secure guest posts with infographics
• Keep it simple
• Offer code to embed the infographic

20. VIDEOS
The
Dominant
Force
What
Video styles include how-to, animation, documentary, demonstrations, and more
Benefits
High engagement and conversion; appeals to mobile users
Sweet Spots
YouTube, Vimeo, blog, websites
Difficulty To Produce
Ranges from easy to demanding
Costs To Outsource
Usually high
Creator Tips
• Make them fun and human
• Ensure audio quality is high
• Publish full or partial transcripts for SEO

21. PODCASTS
Under The
Radar But
Booming
What
Audio program, like radio segments
Benefits
Appeals to mobile users
Sweet Spots
Blog, iTunes and other podcast networks
Difficulty To Produce
Time-intensive
Costs To Outsource
Moderate to high
Creator Tips
• Establish a regular schedule
• Hire for voice skills
• Invest in quality recording equipment

22. EMAIL
The Old
Fashioned
Medium
What
Email with consolidated stories and links
Benefits
Lead nurturing
Sweet Spots
Applicable to all devices and receptive audiences
Difficulty To Produce
Easy; usually based on existing content
Costs To Outsource
Moderate
Creator Tips
• Promote other content
• Be brief
• Carefully consider and test subject lines

23. Jodi
Cararas
VP of Content &
Talent Operations

24. Content Creation Challenges

25. Success Story: Samsung
The Results
35%
Increase in
Revenue
Winner
Of the Samsung Global
Best Practice Award
6%
Increase Sales
4X
Increased
Engagement
The Goal
Engagement
The Strategy
Blog: Quizzes, Listicles, Articles

26. $57k
Revenue from
Online Purchases
310%
ROI from Our
Blog Articles
The Results
The Goal
Awareness
The Strategy
SEO-driven articles
Success Story: Famous Footwear

27. Social Shares
Earned Mentions
The Results
The Goal
Awareness
The Strategy
Whitespace - Authoritative
Success Story: NXP

28. 3.8MM+ 207%
55k+
Total Reach Increase in
Instagram followers
Engagements
The Results
The Goal
Awareness, Social Presence
The Strategy
Influencer Marketing
Success Story: STIL

29. #2015STILPHOTOWALL

30. Thanks for joining us!
Recap Blog Post
Slideshare Presentation
Content Marketing
Checklists
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#ContentFormats