So, you’ve had a great idea for some content, you’ve researched a bunch of facts, and maybe interviewed someone. Now you have to decide how you’re going to put all that information together. What do you do? Do you make a written post? A video? A podcast? Or, do you do what a lot of SEOs do, and make an infographic?

I don’t want to seem like I’m being unfair on infographics because I like infographics, I really do. I like them because a good infographic can take a complex topic and make it easy to understand with no prior knowledge whatsoever in just a few simple diagrams. A good infographic will cut out the waffle and get right to the point. When used correctly they can be powerful tools for building your online brand.

Why make something else?

To put it simply: because your idea might be better as something else.

So what should you make, and when? Here are some simple types of content you could think about using:

Videos

Videos are great for conveying a lot of visual information easily, and in a short amount of time. They’re also great for interviews that may end up being a little too long to read.

Some infographics or written pieces can be way too long, meaning readers will often get bored. Your six page discussion with four different interviews might be revolutionary, but if readers don’t make it to the end, then it doesn’t matter. A video on the other hand can keep a viewers attention much more easily.

Videos are also great for instructions. Diagrams are handy, but can sometimes fail to help. Video guides are much clearer. If you’re highlighting all the different ways to tie knots, I can guarantee that a video would be the best way to go.

When to use video: How-to guides, long interviews, or infographics that would work as animations.

Great example:

Press releases

If you’re undertaking research or a survey, a Press Release is probably the best way to get what you want to say out there, especially if you discover something new. If you have something that you think is newsworthy, why not send it to the news?

When to use press releases: original research, or survey results.

Written posts

Written posts are often forgotten by SEOs because they don’t seem as exciting as infographics or videos. They are however perfect for a lot of types of content. City guides are one such piece of content.

If you have a lot of written details or reviews for several places in a city, its unlikely you’ll be able to turn all of this information into a readable infographic. Its tempting to try I know, but at the end of the day, something like a city guide should provide practical useful information. Reading this information is simply the easiest and best way to accomplish this.

If you’re worried about thins being bland, you could always add visuals for each section.

What to use written posts for: City Guides, Top 10 lists, anything that has a review element.

Great example: the Time Out London blog.

Infographics

You shouldn’t actually write off infographics, because they can be very effective. For infographics to be effective they have to follow the following rule:

The information needs to be displayed visually.

This can be for several reasons, but ultimately, the information you have has to either be made easier to understand when displayed visually, or it has to have some sort of comparison that can only be comprehended visually. If your idea ticks those boxes, an infographic is probably perfect!

What to use infographics for: How-to guides that have very few steps, statistics, lists of facts, and simple introductions to topics.

Great example: Every Costume Spider-man has Ever Worn by Mashable

If you’re still not sure what type of content you should turn your idea into, you can use this flowchart below to start figuring things out: