What kinds of content do consumers want? Marketers like us would sure like to know!
A couple of weeks ago we got a sneak peek at HubSpot's State of Inbound 2016 report and the data on consumer content demand and podcasting really got our attention.
HubSpot gave partners a sneak peek at their annual State of Inbound research report (released today!) and we did find some data points that intrigued us. For this report, HubSpot surveyed 4,500 non-HubSpot customers, in more than 132 countries, hailing from marketing backgrounds in B2B small and mid-sized businesses.
Now, if you've been paying attention to our content channels, we've been on the podcasting drumbeat for most of 2016. Starting our own podcast and weekly live radio show has converted us into believers and promoters of the format. Research shows that the demand for podcasts keeps growing every year, but overall it's still more of a "niche" format compared to video or social media. HubSpot's survey results reflect this same pattern.
What do consumers want more of?
In a long list of content formats, social media posts got the most with 45% and Podcasts and long-form content came in with only 17% of respondents saying they want more of that kind of content.
What types of content are consumers giving their full attention to?
Videos, social media, and news articles. Podcasts again come in last at only 23% of participants reporting that they consume podcasts thoroughly and 36% saying they skim podcasts, or pay less attention to them.
Skimming a podcast? That sounds very strange at first ... how do you "skim" a podcast? But when you think about it, it's actually not surprising that podcasts fall into more "skimmable" content, simply because podcast listeners can multi-task while listening.
This is not, however, an indictment of podcasting. In fact, it's a strength of the format. Consumers may report that they give more attention to social media posts, news articles, and videos, and they want more of that content. This is natural since these are the most well-established and well-known content formats. Click the image below to download the full report from HubSpot!
Lessons Learned: We must invest resources into diversifying our content with multimedia creators and make sure that long-form content is easily digestible to reflect skimming habits.
With that in mind, we've put together 5 ways to jump start your multimedia content strategy using Podcasting as a core element and catalyst.
1. Facebook Live Video
It is easier than ever to produce video that is perfect for social media. Facebook Live video has many advantages: it's casual, spontaneous, and pressure-free. Even if no one watches your video live, it is automatically recorded and then you have options for how you use and share that video in the future. You can use Facebook Live to broadcast your podcast recording session, or your weekly radio show. You can livestream other things too, like a special event, a weekly seminar series, or just a casual chat with your customers.
The only thing you need is a smart phone or the webcam/mic on your laptop.
If you want extra functionality and some cool tools, try Mevo. It's a special streaming camera that integrates with Livestream and Facebook Live. We're experimenting with this camera and plan to start streaming SpinRadio every Friday at 10am.
One of Allison's favorite podcasts is the Dis Unplugged. This podcast has video components, and audio-only. It even has a special Disney Travel podcast hosted by travel agents. Travel agencies may be a dying industry with the rise of book-your-own-travel services online. But these folks have taken this content format and injected new life into their business and services, which is pretty cool.
2. Creatively Repurpose Content
Podcasting can give you audio and video with less hassle than full video production. If you wrote an awesome 10X blog post recently, use that content on your podcast. Or vice-versa; use the podcast transcript as a blog post (with podcast recording embedded, see our Friday blog posts for an example).
Have a special guest on your podcast? Do a short video Q&A with the guest and post it on social media to promote your podcast episode.
Chunk it up. Break your podcast up into "sound bites." Combine the audio with a slide show of pictures, and voila, you have a short video for social media.
All of this takes time and effort, not to mention content creators who have experience with multimedia formats.
3. Capture Content at a Special Event
If you ever participate in industry events, annual conferences, or trade shows, capture content! Think photos, video, and audio recordings (see out how we did this last year at Inbound 2015).
You can also live tweet, Facebook Live video with customers and industry leaders, or record a Q&A to be used later in a podcast or embedded audio recording on your website. Capturing audio and video doesn't have to be a hi-tech undertaking, but it does have to become part of your process.
4. Breaking Up the Long Form
Case studies and ebooks are great for folks who really want to dive into the nitty gritty and read to their hearts content. But it's not for everyone.
Think of ways that you can break up that long form content into skimmable, easily digestible parts.
In addition to a downloadable PDF case study, put the content on a webpage.
Break up the chapters of an ebook into blog posts, or a webinar series, or of course – a podcast episode!
5. Speaking Gigs and Presentations
If you want to start a speaking career or already have a well-established speaking career like our CEO, Michael Reynolds, a podcast is a great way to show people what they're going to get if they book you.
You can then turn around and use speaking events and presentations to drive more multimedia content for your digital marketing efforts.
- Use your slide decks to create a SlideShare presentation (which you can embed anywhere on your website).
- Take photos and caption them with a great quote or pro tip, and share on social media.
- Capture the whole presentation and edit/repurpose for use in the ways we've already discussed in this post.
If all of this feels completely overwhelming, just remember that you don't have to do all of these things right now. In fact, for your industry and particular buyer personas, you may find just one of these tips really fits for you. That's OK! Take time to figure out how you can start producing multimedia content for your channels and just dive in. And if you have any questions, let us know!