There's a lot to be said about the statement. The best content out there has one common thread simplicity, one idea per content piece clean and crisp. The tone may be former humorous, dry or neutral, but it draws attention. I'd like you to check out a few websites and observe the tone. The first is the CASPER website. It targets mattress buyers could be anyone.
Casper sells mattresses, but the pitch is about comfort. The tone is aspirational features come second, observe the minimal text imagery that speaks illustrations the color theme the placement of the call to action. Next, look at the marketing land blog. Targets people in digital marketing and advertisers. The tone is very conversational. It covers a range of topics and categorizes them.
Look at the blog titles targeting specific there's a variety of content for different consumer types long form white papers, short form posts and videos, event news information on tools or Things that will help a marketer stay updated on what's happening. And that's the objective of the blog. Look at this, then this blog. The target market is any business in need of customer support software. See how the topics addressed the concerns of people from the decision makers to the customer service executives, all of them are part of the target audience. The tone is conversational or instructional.
Also go and explore websites such as medium BuzzFeed TechCrunch. Observe the different styles of writing content. The format's that are used the listicles stories do any video post. There are so many styles you can experiment with, not just in articles, but other content formats as well. Let's look at content formats or mediums now. This information is from Content Marketing Institute report of 2018.
The report is based on usage in North America but is reflective of trends across these are the content formats used by marketers in the business to business space, social media posts Case studies, pre produced videos, ebooks and white papers, infographics, illustrations and photos. Among these, the ones considered most effective are ebooks and white papers, case studies and social media posts, and the mediums or channels used to distribute the content, our emails, social media blogs in person events and webinars. Among these, the ones that are most popular in the b2b space are email, blogs and social media posts. Knowing how the content will reach the target audience as well as the stage in the buyers funnel makes a difference to the message you develop. Let's look at the business to consumer space. The content formats used by marketers are social media posts, case studies, pre produced videos, infographics, interactive tools, ebooks and white papers.
Among these the ones considered most effective as social media posts, videos, and illustrations and images. The very rules of distribution here are social media, email blogs. In person events and print, while the most successful are email, blogs, social media and in person events, not how print is not in the mix, very reflective of the digital world we live in. But again, this can change with the geography, your audience analysis, and the inputs of the marketing manager will help you. These kinds of reports keep you updated on what's trending in the industry, and what you need to learn. Lately, I've been called upon to create video scripts.
That's the demand in the market to learn and deliver. Of course, if you're in a larger organization, this job may not come to you. It's a good idea to become familiar with the style guide you may need to refer. I talked about this in requirement gathering about the document design. If the organization does not have its own document design, you may have to refer to style guides, APA style and Emily style are some of the most popular however, based on the geography Based on the industry and and the purpose of your documentation, you will find other guides to use it as the AMA Manual of Style for medicine, the blue book style for law when it comes to web publishing, there is the Microsoft Manual of Style and the Yahoo style guide. So you can take your pick in keeping with what is recommended in the organization.