Multimodal content
Multimodal content is one topic told in the formats the intent calls for: text for the depth, graphics to explain, video to show, and structured data that makes all of it readable for machines. We produce the formats as one piece of work, so they reinforce each other in classic search and in AI answers. Usually a deliverable inside your Content Subscription, on top of a Baseline.
A search result is no longer ten blue links. Google mixes video, images and AI Overviews into page one, and assistants like ChatGPT and Perplexity assemble their answers from the sources they can read and cite most easily. A text-only page competes for a slice of that visibility. The rest goes to someone else.
With several formats behind one topic, every topic gets more than one route to being found: the article that ranks, the video that shows up in the carousel, the graphic that gets shared, and the data that makes you easy to quote. One thorough production, several places to win.
Your buyers search in several formats. Visibility goes to the companies that answer in several formats.
Look at the searches that matter most to you. A good share of them now return a video carousel, an image pack or an AI generated answer at the top. Each of those is a placement a text page cannot win, however well written it is.
AI search sharpens the point. Language models cite the sources they can decode: text with a clear structure, images with precise descriptions, video with a transcript, data with markup. The more formats that point to the same answer from you, the more often you become the source. That head start is yours to take.
One topic, built once, published in the formats search rewards.
We start with the priority: which topics matter most commercially, and what the search result actually shows for each of them. Is page one dominated by video? Is the question already handled inside an AI answer? That is what decides the format.
Then we produce it together. The article carries the depth and the intent, the graphic explains the mechanics, the video shows the product or the process, and structured data ties it together so crawlers and language models can decode it. All of it in your tone of voice, and all of it approved by you before it goes live.
Behind the production runs Morrison, our own AI content ops platform. It has read your website, learned your brand from your own documents, and it is connected to your data. That is how we keep the formats consistent and the quality up when we produce across all of them.
The deliverable across formats
A map of your most important topics: what the search result shows today, where AI answers already handle the question, and which formats it takes to win the placement. Ranked by opportunity and commercial value.
For topics you already cover in text, but where the search result shows more.
You publish steadily already, yet on your most valuable searches someone else owns the video carousel, the image results or the AI answer. More articles will not move that. The gain sits in more formats on the topics you have already won in text.
Or you sell something that has to be seen before it gets chosen: products, software, processes. The more visual the buying journey, the more of the demand sits where text alone cannot reach. Often combined with focused sprints when a topic needs to be won quickly.
How the formats work together
Text is still the backbone of your SEO. It matches the intent, builds E-E-A-T and gives language models something to cite. Multimodal content does not replace good writing. It gives good writing more places to win.
Images and graphics do the explaining that prose has to work at. Original illustrations and infographics do well in image search, get shared and get pulled into AI answers, and with precise alt text and file names they add to the relevance of the page they sit on.
Video answers what has to be seen: how something works, how it looks, how it gets used. Video formats surface directly in the search results, and with a transcript the content becomes readable for models that would otherwise see only a title.
Structured data ties it together. Schema markup, tables and clear entities make the content easy to extract, qualify you for rich results and raise the odds of being cited correctly in an AI answer.
The coherence is what multiplies the effect. The same entities, the same terminology and internal linking across the formats build topical authority faster than any single format can on its own. One topic covered properly beats five topics covered thinly.
And the effect has to be visible. We track rankings, video and image visibility, traffic and citations in AI answers, so you can see which format moves what. What that looks like in practice is in our cases.
See how much visibility sits outside your text.
Free SEO analysisFrequently asked questions
Graphics and illustrations, video, supporting text and structured data, produced together around the topics we prioritize with you. The exact mix is agreed per topic, based on what the search result and the intent call for.
No. Production sits with us, and we build on the material you already have: product photography, footage, brand guidelines. Larger video productions with a shoot at your site are scoped separately, so you know the frame up front.
Multimodal content sits as a deliverable inside the subscription. We prioritize the topics in the same plan as the rest of your content, usually anchored in your Baseline, and deliver at the pace the subscription is set up for.
We track rankings in classic search, visibility in video and image results, traffic and conversions, and how often you show up as a source in AI answers. The reporting pulls it into one picture, so you can see what each format contributes.
The opposite, if anything. Language models build their answers from text and structure, so a strong article is still the foundation. The other formats widen where and how you get found, and they make the text easier to decode and cite.
Fastest where you are already close: pages that rank but lack the format the search result rewards. New topics and formats have to be indexed and prove themselves, so there we count in months and say so from the start.
Everything is produced against your visual identity and tone of voice, and you approve before publishing. Morrison, our content ops platform, has learned your brand from your own documents and website, so the consistency holds even as the volume goes up.
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