What? Where? Content channel and type overview

The most-used content channels for marketing along with typical content types. Developing channels may be of interest for particular audiences, so check out newer options. Thanks to Anne Murphy at Kapost Academy http://bit.ly/KapostChannels for providing the basics.

Blog: Regular articles are key. Build off whitepapers or reports, where each chapter or section becomes a post. Call to action is key. Most content types work here, though anecdotal experience found *many to work poorly in particular contexts. Test types with your audience and for your calls to action.

• Story
• Listicle
• Review
• Explanation or Basics of . . . 
• Video
• Infographic
• Photos
• Research data
• Survey results
• Interview
• Roundup
• Mega-guide
• eBook
• *Tools
• *Tips+tricks
• *Resource list
• *How-to
• *Spotlights

Twitter: Twits with image links get double the engagement – create Twit-specific images to promote content. Twits with links also fare well. Use to share top-level content – blog posts, videos, graphics + other images. Hashtags important as index tool.

Facebook: Many content types supported, but visuals – videos, photos + graphics – drive more engagement.

LinkedIn: Embed links in commentary for best results. Now owns SlideShare so visuals have become more important.

Instagram: All photos all the time. Uses hashtags to index. Can @ link to blog address if that's listed as your user url.

YouTube: Video channels with high-viral upside.

SlideShare: Highly visual stories using concise points.

Pinterest: High impulse response. Centres on attention-capturing visuals, created just for Pinterest to drive traffic to blog posts + visuals. Organised in 'boards'.

Email: Alternative, targeted delivery for Blog posts, Infographic, short Video, SlideShare, Research data.

Podcast: Used mostly, it seems, for interview and roundup.

CRM: Provide content to the sales team to use in building client relationships. Any content has maximum effect when deployed at a crucial decision-point in a welcoming environment..