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Category — Content

Mastering Visual Content Marketing


When tackling a content marketing campaign, you need to know what will rouse online growth and engagement. Text-based content will always be important, but in this digital era, visual content is integral to the success of content marketing.

Websites that are mobile-optimized should focus on visual content as the internet has made attention spans shorter than ever. The popularity of content presented in big blocks of text is long gone.

It makes sense to use visual content when over 50 percent of people are visual learners. Content that resonates psychologically is said to be at least 43 percent more persuasive. To reach your audience on a deeper level, here are 3 types of visual content to incorporate in your next campaign:

Compelling Images

Images are the first thing people think of when it comes to visual content. Knowing to add images to your content marketing campaign isn’t the hard part, it’s choosing the right type of images to get your point across.

Just like relevant keywords are important in text-based content, high quality and relevant images are vital to visual marketing. When deciding on how to choose images for your campaign follow these tips:

Aim for original images over stock photos
Candid photos over posed
Capture a feeling

Stray away from the cheesy stock photos for several reasons: your viewers can sense that they are fake and there is the chance that other businesses in your niche have used the same photo. Original images add a personal touch to your campaign that will only contribute to its unique qualities.

Depending on the aim of your campaign, candid photos may be a better choice than posed ones. Unlike posed stock photos, candid images are more realistic and therefor, more relatable. Your viewers will find it easier to picture themselves in your ad.

Be selective when it comes to choosing images for you content marketing campaign as a photo has the power to transport. Think about what you want your viewers to feel when they see your campaign and choose a photo that inspires those feelings.

Videos

Videos can become the chief representation of your brand if you are successful in creating the right one. For a visual marketing campaign, videos are images brought to life through movement, sound, and music.

Just as images, videos need to be of the highest caliber. Anticipate that your video will be watched and shared, so plan to optimize it.

Whether your video is for a landing page, e-mail campaign, or a blog post, there are several types of videos to choose from. To begin, think about the message you’d like to convey through your video.

There are a variety of videos that can enhance your business:

How-to videos
Animated explanations
Demonstrations
Customer testimonials
Expert interviews

It’s important to keep in mind that whichever type of video you choose, it should fall in line with the style of your brand.

Considering that most people may view your video on their e-mail or through a mobile app, it should be short and to the point. Give the viewer all the information they need, but be quick and concise about it. If they’re scrolling through e-mails or their social media feed, they don’t want to be held up for too long.

Memes

Memes are most commonly known as images that are followed by funny captions. They are new to the visual marketing campaign, but vary popular amongst internet users across social media platforms.

Memes were originally a form of entertainment amongst teens and college students but have gained traction as an easy, creative, and even quirky way to present visual content. Given their origins, it would benefit you to decide whether memes are appropriate for your niche.

If your brand is targeted towards a younger audience, memes are one of the best ways to motivate engagement. With this engagement, memes can build a community around your brand and allow to make inside jokes about your niche.

The measurement of success for a meme is when it goes viral and people begin replicating it. Viewers not only post and share the meme, but they go back to the original source which means major exposure for your brand.

Visual content is a great way to encourage your audience to explore your brand. Aim to create high quality visual content that truly connects with your audience. Don’t rush to put up any visual content for the sake of a schedule – substance is of the utmost importance.

August 15, 2017   No Comments

Content You Didn’t Know You Had and How to Use It


Content marketing is extremely important when it comes to navigating the online world. Knowing which content to market and how is equally as important.

From social media to blogging, it is crucial for a business to establish its identity and find elements that express it properly. Content that is relatable and can be easily shared will take your campaigns from good to great.

How do you stay Google-relevant while maintaining a unique content marketing strategy? Read on for strategies that will enhance your next campaign.

Move past corporatization

Now more than ever, businesses have an all-access pass to their audiences. There’s no need to have a wall between corporate and the customers. Forming real relationships with the people who love you brand will not only keep them coming back, but attract others as well.

Your customers need to know that you are people just like them. Your business should express the passion that you and your employees have for what you do.

Remove the veil of mystery of your business and be more open with your customers. How do you turn openness into content?

Utilize social media accounts such as Twitter and Instagram to give a behind-the-scenes look at the work your company is doing
Confront rumors and myths through transparent and honest videos that allow your customers to interact and get involved in the process

Don’t be afraid to share those photos of late-night work sessions. Answer the questions that your customers have.

If you think that coming out and talking about some of the issues your company has, take this opportunity to address these issues and let people know you’re working on it.

Just because you’re marketing online doesn’t mean your company should get lost behind the internet. Show your customers real faces and establish trust.

Be more than just a brand

It’s one thing to sell a product and another to sell a lifestyle. Content marketing that offers a lifestyle through their products makes their products need, not just wanted.

Instead of beginning with a product, start with your targeted customer. Ask yourself the following questions when developing a targeted customer profile:

What is their life like at this moment, without your product(s)?
How would their life be better with your product(s)?
How does using your product make them part of a different class?

Think about how your product will fit seamlessly into the life of your targeted customer. Tailor your content to an individual customer rather than your brand.

Cater to your customers by:

Engaging with unexpected topics
Put forward content that creates unique experiences—videos, product presentation
Strive to work with like-minded collaborators
Targeting their personalities from music tastes to fashion interests

This strategy will require more care than simply posting a somewhat-relevant blog or barely meaningful photos. Dig deep into the psyche of your customer and use your content to reach them there.

Let your followers share their story

Your followers are a big part of your success. Without them, no one’s buying your products, sharing your videos, or reading your blogs.

Content that evokes emotion through relatable or provocative stories invited audiences to share such an experience. Of course, these stories need to be real, genuine, and purposeful.

Companies that are genuine in their aim to support their customers and hear their story will be successful. Letting followers be a part of the story by sharing their experiences and attracting likeminded people will build community amongst your customers.

Create a platform where your followers can share their experiences. Be it a forum, a video-sharing challenge, or a hashtag, give your followers a chance to connect with you and others.

Knowing how your customers use your product is valuable insight that can be used to deliver creative content. Content that captures attention, is relatable, and is easy to share will take off in virality.

Set your blog, articles, and infographics apart by:

Sharing information on general personal habits of your customers – people love reading about themselves!
Integrating attractive, original photos from your followers – stock photos are a turn off

There are variety of resources for your company to create content from. If your business has customers, that means you have just as many stories, photos, and knowledge to share that will express your love of what you do.

Showing your customers that you are more than just a company will take you a long way.

August 7, 2017   No Comments