Editorial
The Gist
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Beyond multi-format. Multimodal includes a variety of formats, but a strong approach requires consistency, strategy and cohesive, on-brand outputs.
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Where to start. Begin by conducting a content audit to discover existing opportunities to create assets that combine text, audio, video and other elements.
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Tech is not a replacement. Use available tech tools to streamline your process, but remember that multimodal content requires a high-level vision that only people can provide.
First, blogs were the future, and every company needed a stacked content calendar. Then it was podcasts, and leaders competed for interview spots on top-ranked shows. More recently, the talk has centered around video and how it's an authentic way to strengthen connection with people and differentiate yourself from competitors.
Here's the thing. None of these approaches was "wrong" by any means. They all work.
But now, marketers are focusing on content that amplifies the impact of text, audio and video, all in one place. I refer to this as "multimodal content," and it's changing the way marketers fuel their content strategies.
Table of Contents
- What Is Multimodal Content and How Does it Drive Results?
- How to Implement a Multimodal Content Strategy
- The Role of Multimodal Content in Evolving Content Strategy
What Is Multimodal Content and How Does it Drive Results?
Multimodal content contains various media elements like text, images, video, audio and interactive elements. A blog post that contains audio and/or video clips would be multimodal, as would an email with an audiogram inside.
With multimodal, you no longer have to choose between different types of content. Instead, you get the best of both worlds, and you maximize content variety and visibility while letting audiences connect with you in a way that suits their preferences and schedule.
While you'll be using multiple types of content in a single asset, multimodal content should feel cohesive. The goal is to provide a seamless, engaging media experience no matter where a customer interacts with you.
Here are some key benefits of multimodal content:
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Increases engagement and accessibility: Audience members learn in different ways, and people can't always sit down to read an entire blog or pop in headphones to listen to a podcast. Multimodal content lets people connect with you, no matter their circumstances.
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Enhances brand storytelling: Adding in a new, sometimes unexpected layer to your storytelling process is more immersive and memorable for your audience.
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Boosts SEO and search visibility: Because search engines prioritize diverse content formats, publishing multiple content types can lead to better search rankings.
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Extends content lifespan: Multimodal content can be shared many times across platforms, which widens your reach for the same dollar spend.
Related Article: The Marketer’s Roadmap: Content Trends to Watch in 2025
How to Implement a Multimodal Content Strategy
Here are some simple ways to get started. I recommend including these functions into your approach to implementing multimodal content:
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Match content formats to audience preferences. Research your target demographic, as well as your historical content metrics, to find out what your audience likes most.
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Use a content calendar to stay organized. Calendars provide great visual cues for how/when you're posting different formats. You want to change things up so your audience doesn't get bored, while also maintaining consistent core messaging in the long term.
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Track performance and iterate over time. Keep tabs on your KPIs over time. Are folks spending more time on your blogs now that they're multimodal? Are people engaging more on social media when you include a video clip or an audio clip? This can inform your ongoing multimodal content strategy.
You can start small at first. Experiment with ways to refresh a blog post and include a recent podcast on the same topic, and then see what happens from there. As you become more comfortable creating multimodal content, you'll start to naturally find opportunities to mix format types while staying on brand.
Related Article: The Emotional Drivers of Customer Experience
The Role of Multimodal Content in Evolving Content Strategy
AI continues to improve, and as it does, the barriers to creating high-quality, multimodal content will fall. However, AI will never be able to have the high-level vision that a multimodal content strategy requires to succeed. For that, a human touch is crucial.
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Marketing leaders must understand the importance of multimodal content and do the work to figure out what types of content combinations work best to deliver value and engagement to their audiences.
Smart marketing leaders will start the year by creating cohesive, compelling multimodal content that resonates with audiences and leads to better business results.
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