5 Outside-the-Box Content Creation Ideas

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This post was inspired by our free “Outside-The-Box Content Marketing for PR” white paper.

How do you stand out with content? Blog? Infographic? With so much competition for people’s attention, that won’t always work.

Content marketing is far from dead. It just requires creating content that’s a little outside-the-box.

Use these five outside-the-box content marketing media to build your brand and better engage your target audience:

1. Video

The popularity of video is growing among audiences of all types. That combined with its ability to drive conversions has made it a go-to medium for B2B and B2C public relations pros.

The telecommunications company Cisco Systems relies on humor for its video. “The Perfect Gift for Valentine’s Day” promotes an $80,000 ASR 9000 router with an 18-24 month sales cycle—not exactly what most think of when romance springs to mind.

Just like a blog post or white paper, the video wasn’t designed to drive sales immediately. Cisco created the video to draw attention from key influencers and create word-of-mouth.

Quick Video Tip:

Determine your objectives. Is your goal to entertain or inform? Reach new audiences or established customers? Whatever you decide, let your objectives help you determine the medium for content creation.

2. Podcasts

Podcasts have caught brands’ attention because of their exploding popularity and their ability to reach niche audiences. Americans listen to approximately 21,117,000 hours of podcast audio each day.

To reach online and mobile audiences, NPR uses podcasts to supplement their digital content and radio shows.

Quick Podcasting Tip:

Set a time limit. People tend to listen to podcasts while on the go. Having a consistent timeframe can also help with syndication.

3. Original Programming

Original video programs require big budgets and plenty of time, but they can pay off.

The key is to create something that your audience will find useful or entertaining. BuzzFeed has two divisions devoted to video. Off BuzzFeed creates short content for Vine, Tumblr, Instagram and Snapchat. BuzzFeed Motion Pictures produces longer serialized content and will soon branch into long-form, TV and transmedia formats.

Quick Original Programming Tip:

Stay true to your brand. Ensure that the genre you choose fits with your offerings, personality and your overall message.

4. Games

Believe it or not, branded games are not a new phenomenon. In the ’90s, 7UP created video games starring its mascot for Nintendo Entertainment System, Game Boy, Sega Genesis and other platforms. These “advergames” made the un-cola front-of-mind with kids, who would recognize the mascots at the grocery store.

Quick Branded Game Tip:

Always include a call to action and make it a seamless part of game-play.

5. Comics

Marketoonist - Content Marketing Media

Comics are versatile pieces of content that can stand on their own, be integrated into pieces of larger content or be part of a content marketing strategy.

Tom Fishburne, the creator of “Marketoonist,” says the purpose of comics is deceptively simple:

“Marketers tell their stories using the power of cartoons to create content worth sharing.”

Quick Comic Tip:

Shareability and readability should be two top priorities when creating comics. After all, sharing drives traffic; traffic drives followers.

Want more ways to stand out with content? Get our free “Outside-The-Box Content Marketing for PR” white paper now!

About Brian Conlin

Brian Conlin is a content marketing manager for Cision. A former journalist, he enjoys researching and developing accessible content. When not writing, you will find him watching baseball and college basketball, sampling craft beer and enjoying Baltimore. Find him on Twitter @BrianConlin13.

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