There are “16 different forms” of content.

A decade ago, content was almost equal to a web page uploaded on a website. Now, however, there are many other methods.

For example, PDFs, eBooks, videos, podcasts, white papers and regular blog posts… Depending on the stage of your marketing, you have a variety of methods to choose from, and the right one for you. So, in this issue,

• What content delivery methods are commonly used?
• And what characteristics does it have?
• When is it effective to use it?

I wish to tell you about the following based on an article in orbitmedia. The original article is here. Please take a look at the original article as well.

▼ Content Chemistry – The Periodic Table of Content | Orbit Media Studios :
https://www.orbitmedia.com/blog/content-chemistry

1. List of methods

First, what methods are available? The infographic in the original article is very clear, so I have quoted it verbatim.

*Only the quotes are added in the image.

*This diagram continues to be updated, including as of 2019. The latest one is different again, but the main idea remains the same. If you like, please keep this article in mind and follow the link for the latest information.

1.2. How to view this infographic

This infographic was created by

• The horizontal axis roughly indicates where it is used. The further to the right, the more likely it is to be viewed only on the site. The further to the left, the more likely it is to be viewed in a variety of places outside the site (e.g., on social networking sites).
• The vertical axis is the degree of difficulty. The higher it goes, the easier it is to make; the lower it goes, the more difficult it is. It is the degree of difficulty including man-hours, so to speak.
• The numbers and times attached to each item are the average number of words, hours, and pages. I think this should only be used as a guide (the PDF is probably 12 pages, not 12 words).

It is called.

2. Points for each type

Here are the characteristics and key points of each type. I’ll go ahead and write the translated quotations from the original article with annotations.

2.1.Tw (Tweet)

• Very short survival time as information.
• High spreading performance. Can fly to unexpected places.
• You have to cram everything into a short number of words.
• It can also be used to compile tweets into an article.

Extremely short survival time” is one of the most significant characteristics of Twitter tweets. It is also something that is hard to predict, as it can go around and suddenly start spreading. In addition to this, the following points should be kept in mind.

• Just because you have a short survival time doesn’t mean you can’t keep them flowing over and over again. Because if someone is interested in you and sees a list of past tweets, and all they see are tweets leading them to the next site article, they will be turned off.
• Every article should have a tweet button. Also, set up a unique hashtag for branding and measurement (in our case, #websen).
• External services like Twilog and others should be registered as soon as you find them, as long as they are not suspicious. It will automatically generate content, which hopefully will become backlinks, and can almost monopolize the search results for certain niche keywords.
• Be sure to include hashtags that your target audience is likely to use.
• When it comes to tweets, it’s all about how to catch their attention in an instant.

Yes.

1.2.P (longer social networking posts and lighter blog posts)

• Posting views to Facebook and Google+, timely stories, and other blog posts
• Although the survival period is short, synergistic effects are expected, such as mentions on Twitter, etc., to that point.
• Therefore, one key point is how to make it easier to be Share

The boundary between this and the Articles that follow is unclear, but I think it mainly refers to light blog posts on current events and other topics, and longer posts on Facebook and other sites.

I tend to write blog posts, but I feel that it is better to post longer posts like this on social networking sites ata ratio of about 1:2.

After all, “ Clicking itself is stressful The fact that “clicking itself is stressful” has not changed. However, this stress can be avoided if information can be provided in a form that can be completed on a social networking service.

Especially during the start-up period, it is better to focus on providing information on social networking sites first, and gradually direct people to your own site after a certain amount of time has passed, rather than directing them to articles.

• How to make it easy to share is important.
• Especially in the start-up period, it is better to ensure credibility with a certain length of text, which can be completed within the social networking site, rather than directing people to Articles (articles on your own site).

2.3.Ne (Newsletter)

This is what is known as e-mail distribution. This is an outbound method that has been used for a long time, but is still effective.

As anti-spam measures, including Gmail and others, have improved to the point where it is easier to reach the recipients than it was a decade ago, as long as the recipient is properly considered and the delivery is made with the recipient in mind, although some are excessive.

The caveats listed in the original article are

The newsletter should always include links to blog posts, etc. And do not write all of the content. Otherwise, you will not be able to connect to it.

The goal is not to send a letter, but to go beyond that and ask people to look at the website, individual products, etc.

So, remember to structure it in such a way as to get people to take that action. In some cases, however, you may not need a link.

Especially if you are in the middle of nurturing prospective customers, forcing a link to your website may be counterproductive because it may give the impression of a sales pitch. This is something that should be considered in accordance with your objectives.

2.4.Pc (podcast)

Podcasts are now easy to distribute.

If you upload the audio files and create RSS, we can handle the rest (I’d like to write another article about it if there are enough requests) However, it’s hard to get people to accept this podcast without some quality and real human authority.

Unlike written text, podcasts do not allow much control over the speed at which they are accepted.

In addition, the hurdle for content quality is greatly increased because the psychological distance is closer than with text.

It is still so much easier to cover a webinar with video because of the visuals and appearance.

We recommend that you do it in such a way that it is offered as premier content to those with whom you already have relationships, such as those who are already customers.

I was in theater once upon a time, and the following points should be taken care of at the very least.

• You don’t have to speak well, but try not to be offensive.
• Noisy sounds, many silent sounds, and many connecting words such as “eh” are not acceptable.
• You mumble and mumble and don’t know what you are saying (often you need someone else to hear this for you to understand. Because I know what I speak)
• Avoid dark tension (the quickest way is to improve your intonation. (You might want to refer to the announcer’s way of speaking, although it’s goofy.)
• Speak looking forward, not down, and be aware of the person in front of you.
• Try not to be strangely familiar (I think it’s okay to talk to someone you’re meeting for the first time or so).

Ultimately, it is said that it is good to be able to look down on yourself from above as you are speaking. Then, they say, you will be able to get the pauses, tone of voice, and dynamics right (I didn’t get that far…).

Once again, the key to doing a podcast is to

• Decide on a theme before starting, and create a proper script for the progression (a full script would be fine).
• Practice speaking (to avoid offending).
• Recommended as content for those who are relational.

It is a very effective content if used well.

2.5.Pp(Presentation)

• Presentations are not only viewed on a projector, they are also viewed on the web.
• Would work well with visual content and could be combined with audio to make a PodCast

Presentations are now almost equal to SlideShare. The advantage of a presentation is, anyway, that you can The advantage of a presentation is that you can “get the gist of what’s going on. The advantage of SlideShare is that you can see the main points of the presentation.

So, this content is probably going to be 5,000 words, but in such a case, it would be very kind for the viewers to embed the slides first and tell the main points.

It is like a table of contents for a book. When the book is too long and people get bored in the middle, if there are slides, they might just look at them or just share them.

2.6.Re (Review) and 2.7.Cs (Case Study)

These two are similar, so we’ll put them together. It could be a thank you note from a customer or an actual success story.

Sometimes they are posted on websites, and sometimes they are posted on review sites, which has become a hot topic in stealth marketing. However, objective testimonials have always been considered killer content, and are in fact very powerful (which is why stealth has happened).

If you have received proper customer feedback, there is nothing to be afraid of when it comes to actual success stories. You should enhance this kind of content with photos, handwritten letters, and other materials that are as graphic as possible.

However, as emphasized in the original article, these are only

An entity that “supports or reinforces some message.”

It is. You have something you want to convey, and you bring up this kind of content to make it more persuasive. Therefore, just putting a lot of content on the site will not be half as effective as just putting a lot of content on the site.

• It’s still killer content.
• If it is properly and honestly obtained, there is no need to be afraid of being called stealth marketing.
• Something that has a message to convey and is used as a means of reinforcing that message.
• Putting it on the board without a plan will make it less effective.

2.8.At (article, page) and 2.14.Wp (web page)

It is the proper articles of a so-called site or blog, and the homepage as a whole, or rather the receiving end. This is what is generally referred to as content nowadays. There is no specific topic for this.

2.9.Pr (press release)

There are no specific topics for this either. However, as highlighted in the original article, there is a risk of ” duplicate content,” which is dangerous from an SEO perspective. If you use a simultaneous distribution service, etc., you should make sure that the content posted on your site is well-modified to avoid duplication.

2.10.Vi (video) and 2.11.Wb (webinar)

These two are also treated together.

• A form of content that can be distributed independently as a single piece of content. It can be completed.
• The main premise is to embed it on your own website. (It doesn’t matter if it’s only on YouTube)
• It would be even better if you could include a transcription of what you are talking about together.

A very major and current breakthroughoverseas is the video system.

In Japan, it is not so common, as it is still closed, a hobby, or a seminar video by an authoritative person who can hold some major event.

Frankly, I wonder if some of the people are not suited to watch or do much as a national character.

However, if you are familiar with the seminar, we would like you to do it behind a screen.What cannot be conveyed in text or images can easily be conveyed by simply explaining it with a whiteboard or image materials.

So the Open University has a strong following. This is a great story for marketers to try.

2.13.Wt (white paper)

• White papers can be divided into 2-3 articles and can be content as articles.
• Some quotes can be tweets.
• The PDF or other format is prepared and placed on the homepage as a receptacle (for traffic or list acquisition purposes).

The main point of the original article is that white papers, which summarize the results of surveys, can be used for various other contents, so if you have any ideas, you should definitely create them.

Also, “research results” tend to be prized and are easy to share and link to. It is content that is easy to get traffic to. This is because research is not easy to do. Being able to regularly publish survey results on specific topics is a huge differentiator.

• Content can be split into articles or tweets.
• Research is not easy, so that alone is a differentiator.

There are many things that can be done, such as the White Paper on Small and Medium-sized Businesses, the White Paper on Small Businesses, and e-stat based on census data, etc. I often use e-stat for analyzing securities when making proposals, but there is a lot of data available, so I thought it would be interesting….

2.15.Bk (book)

Nowadays, there is Kindle Direct Publishing, etc., and it is also possible to make your own EPUB version and have it read by many people on Kindle Unlimited to establish it as a front-end product.

In terms of the value of a book, the level of trustworthiness is completely different when it is published by a proper publisher (as opposed to self-published), but from the perspective of using distribution channels effectively, I think the Kindle is an affordable way to use books.

2.12.Pdf（PDF), 2.16.Eb（eBoook)

These are two realistic “books on the net”. Actually, they are easy to make.

The easiest way is to write it in Word and export it as a PDF, that’s it. I have also published two books. Both are about 30,000 words. Please take a look if you like.

*This is made with DTP software called InDesign. If you are familiar with it, this is easier.

*Now it’s all open to the public in HTML.

• Web Analysis Guidebook for Beginners
• This is how to use YouTube and video! Video Marketing Startup Book

I think 8-12 pages in A4 would be good. I don’t think longer is better. I would like to write another article about eBooks based on my experience with these two books, but in conclusion, they are effective in four ways.

1. It is quite easy to connect to authority compared to regular content. It is an opportunity to gain the perspective of being an expert in the field.
2. Easy to get a list of email addresses (I’m not sure if the person who is giving out the list is being a good sport when he says this, but…)
3. I can organize my mind.
4. If you make it printable, you can read it offline.

Fourth, but what the heck, many people don’t really like to get information on the computer, so being able to print it out and read it is very much appreciated. It depends on the industry.

*Thankfully, some people have told me that even with my long guidebook, they have printed it out and kept it on hand for their work…

summary

This has been a very long article. What we wanted to tell you is,

• There are at least this many methods of providing
• Each has its own suitability for different situations.
• Resources for making them are also mixed.

That is to say. And.

Text and images alone are no longer acceptable, And in the first place, it is often easier to get your message across by other means.

This is what we mean. Please try to incorporate various means and pursue how you can best convey your message to your customers. I am sure that it will gradually become more effective.

I like your page! It was easy to understand!”

It would be great if we could get people to say, “I’m sorry, I’m sorry.