Driving
You can't read or watch, so you listen: podcasts, music.
Waiting in line
You scroll and watch: short videos, photos.
At a desk
You have time to read: blogs, guides, emails.
Content Marketing · Class 2
Forms of content
Written, video, audio and visual content, and creating it with AI.
Digital Marketing Program · Canadian College
Class 2 · 2 hours
Today's plan
By the end of class you can
Name the 4 main forms of content.
Choose a primary form and support it.
Plan content for real touchpoints.
01
Why many forms of content?
People meet brands in many different moments.
01 · Many forms
Content fits the moment
People use the media that is easy for them right now.
Source: Harsh Taneja et al., SAGE Journals (from your reading).
01 · Many forms
Touchpoints
Touchpoint = any moment a person meets your brand.
1
Before buying
A Google search, an Instagram post, a friend's review.
2
During buying
The website, the store, the checkout page.
3
After buying
A thank-you email, a how-to video, a podcast.
01 · Many forms
Omnichannel marketing
One brand. One message. Many channels.
Brand
1
Connected
Every channel feels like one brand experience.
2
Consistent
Same message and same voice everywhere.
3
Made for each channel
Adapt the form for search, social and email.
Source: Eva Anderl et al. (2016), from your reading.
01 · Many forms
Primary and secondary forms
Most content uses at least 2 forms.
Primary form
The main piece
Example: a blog guide, "How to dress for your first Canadian winter".
Secondary forms
Pieces that support it
An infographic: "The 3 layers"
A 30-second Reel
A short podcast episode
01 · Quick check
Quick check
What is a touchpoint?
Touchpoints happen before, during and after buying, online and offline.
Omnichannel marketing means…
Same message and voice, adapted to each channel.
A clinic writes a blog post and makes a Reel from it. The blog post is the…
The blog is the main piece. The Reel supports it.
02
Written and video content
Words people read. Stories people watch.
02 · Written content
Posts and pages
Two kinds of written content on a website.
| Posts (blogs) | Pages | |
|---|---|---|
| Type | Dynamic: new ones often | Static: rarely change |
| Examples | "5 winter skin tips", news | About, Contact, Privacy policy |
| Job | Bring new visitors, answer questions | Give facts that stay the same |
Source: Stukent, Section 3 (your reading).
02 · Written content
Make it easy to read
yourbrand.ca/blog/first-canadian-winter
Your first Canadian winter
1. Dress in 3 layers
• Base layer keeps you dry
• Outer layer stops wind and rain
2. Choose waterproof boots
1
Headings and lists
Break the text into short sections.
2
Bold key words
Readers scan first. Help their eyes.
3
Images and white space
Written content is rarely alone. Add visuals.
02 · Game
Post or page?
Drag each card into a box, or tap a card and then tap a box.
"About us": our story since 1995
Blog: "5 hikes near Vancouver this fall"
Privacy policy
News: "Our new Burnaby store is open"
Contact us: address and phone
Weekly recipe: "20-minute dinner"
Post · dynamic
Page · static
02 · Video content
Video content
Three common kinds of video for brands.
Short video
Reels, TikTok, Shorts. Fast, vertical, made for scrolling.
Long video
YouTube how-tos and films. Teach and tell stories.
Live video
Q&As, events, launches. Real time, real people.
02 · Blendtec · USA
"Will it blend?"
1
2006: the CEO blends strange things (even an iPhone) to show how strong the blender is.
2
The first videos cost about $100, filmed in the company break room.
3
Sales grew about 700% in four years.
Source: Graham Jones, social media case study (2010). Video: Blendtec official YouTube channel.
02 · Arc'teryx · North Vancouver, BC
Stories, not jackets
1
Arc'teryx makes outdoor gear. Its "Arc'teryx Presents" films tell climbing and ski stories.
2
2020: a 26-year-old and a 63-year-old climber try to free climb El Capitan together.
3
The gear is in the film, but the story is the hero.
Source: GearJunkie (2020). Video: Arc'teryx official YouTube channel.
03
Audio and visual content
Content people hear, and content people look at.
03 · Audio content
Audio: content you hear
600Mpeople listen
to podcasts
to podcasts
1
Multitasking
People listen while driving, working out or cleaning.
2
Awareness, not sales
Podcasts build trust and expertise. They bring few leads.
Lead = a person who has shown interest in your product.
Source: your reading (Section 5), "nearly 600 million" podcast listeners worldwide.
03 · Audio content
Where audio lives
1
Embedded on your site
A player inside a blog post makes the page richer.
2
Spotify and Apple Podcasts
Where people subscribe. More reach.
3
Canada: RBC "Disruptors"
A bank's podcast about technology and Canada's economy.
Sources: your reading (Section 5); rbc.com/en/thought-leadership/disruptors
03 · Visual content
Visual content
Infographics
Data + design. Numbers people can see.
Designed images
Text on a graphic. One template for every post.
Photos, memes, GIFs
Cheap, fast, human. Memes connect to pop culture.
Figures: Gaiman Europe (2.6.1) and Stukent (2.6.2), from your reading.
03 · Visual content · British Columbia
Why visuals work
5M#exploreBC
posts by 2019
posts by 2019
1
Social posts with images get more engagement than text-only posts.
2
Destination BC asks travellers to tag their photos #exploreBC, then shares the best ones.
3
One whale video shared this way got 48M+ views. The lodge's bookings grew 1,350%.
Sources: Hootsuite (from your reading); Destination BC news release, August 2019.
03 · Quick check
Pick the best form
Your audience drives 40 minutes to work. Which form fits?
Drivers can only listen. Audio fits the moment.
You want to show 3 numbers from a study in one image. Which form?
Infographics turn data into something people can see quickly.
What is a lead?
A lead is interested, but has not bought yet.
04
Creating content with AI
Use it to save time or money, or don't use it.
04 · Creating with AI
Two goals
Ask this before you use any AI tool.
Save time
Does it make the work faster?
Save resources
Money, or other people's time and skills.
Neither?
Then create it yourself.
Remember Class 1: always check AI content for false facts, copying and bias.
Source: your reading (Section 7).
04 · Creating with AI
Start with tools you have
1
AI is inside your platforms
Meta can create ad images in every size. Canva has AI design tools.
2
Explore new tools
Google Labs shows Google's AI experiments. Futurepedia.io lists thousands of AI tools.
3
Use more than one
ChatGPT, Claude, Gemini… When a tool stops saving time, switch.
Sources: your reading (Section 7); labs.google; futurepedia.io
In-class assignment · 40 min · Individual
Multi-format content plan
Plan content for one real local business.
1
Choose a business
Who is the audience? What is the goal?
2
Map 3 touchpoints
Before, during and after buying.
3
Plan the content
1 primary piece and 2 secondary forms.
Ideas for businesses
A coffee shopA gym or yoga studioA dental or skin clinicA bakeryA bike shopA language schoolor your own choice
Individual work
No AI tools
Upload a Word file or PDF
In-class assignment · Steps
Your steps
1
5 min
Business: name, city, audience and one goal (1–2 sentences).
2
10 min
3 touchpoints: before, during and after buying. Where and when does the audience meet the brand?
3
10 min
Primary piece: form (written, video, audio or visual), title, 3 headings, and why this form.
4
10 min
2 secondary forms: format, channel, and how each one supports the primary piece.
↑
5 min
Save and upload: CM2_FirstName_LastName (.docx or .pdf)
Time left
40:00
Many thanks
Take these home
1
Different moments need different forms of content.
2
Choose one primary form, then support it with others.
3
Use AI only when it saves time or resources.