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Content marketing is more than just text

John Murray

Many content marketing strategies focus on text-based content, but other forms of content should be considered if a business wants to stand out in a competitive and crowded marketplace.


The internet started in 1991 when it was a text-based medium with HTML having just 18 tags. By the mid-1990s, HTML had grown in complexity, but most webpages were static, featuring text with some images and other graphic elements. Content marketing then was the art of creating relevant keyword-stuffed text with some images to accompany the text.

Things have changed with JavaScript, CSS and HTML5, which allow web developers to add interactive elements. Visitors are increasingly demanding content with which they can be directly involved. This can take many forms, such as quizzes, surveys and polls.

Another rich area of interactivity is games that feature a business product or service. Games can be browser-based as part of a website, or mobile apps for Android or Apple’s IOS system. They can be a powerful way to communicate a business’ message.

User-generated content

Another area that is expanding is content generated by visitors. This can be found in forums where clients share their experiences. Testimonials and reviews are also powerful marketing platforms.

If your website has a blog section, then influencers can be asked to write guest blogs. Media contests, where users send in their homemade videos that feature a business’ products, are another way to include user content.


Many businesses are seeing the value of podcasts too, and there has been resurgence in podcasting listening recently. Podcasts are inexpensive to produce and can build a niche audience that feels positive towards your business.

Content marketing should be much more than text. For more advice, why not speak to the team at Pressroom today?

John is every inch the wordsmith and loves a game of Scrabble above all else. With experience writing for newspapers, John’s time at university was spent studying Creative Writing – something which comes across in his love of the pun.

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