Each communications medium has its own benefits. Words allow structured communications that can be read on many devices and are highly indexable by search engines. Video can combine animation, photography, images and words (both spoken and on-screen) into an engaging experience which conveys information quickly and effectively. Infographics and charts can deliver detailed information at a glance and they're easily shared online.

The choice of media doesn't end there. Other online formats combine many of the above into downloadable files – such as PDF – which can be suitable for more detailed information that's likely to be consumed offline, printed or shared with others.

So which should you use?

The glib answer would be “all of them” and the truth isn’t too far removed from this. Content strategies don't have rules for which media you should or shouldn’t use – but the most effective content strategies embrace all media, using each in its most appropriate way.

Videos are a great way to provide an engaging introduction to a company, its products or services. They also provide a great way to deliver modular learning. Yet the written word allows people to far more easily search for information, and is still the type of content that’s generally the fastest to produce and is most easily indexed by search engines. Some media have unique applications – audio, for example, can provide learning that can be absorbed while driving.

There isn’t a set formula, nor should there be. Different organisations have different budgets, different products, different markets, different customers.

Content strategies are exactly that – planned campaigns of learning, marketing and communications. Which media to use? Understand first what needs to be said, to whom and why. This will provide the answers.