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:
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 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
- 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 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.
Articles and posts with visual content gain up to 80 percent or more views than those that don’t have any at all. Don’t just add a visual component to your marketing strategy, master the art of imagery. For more tips on how to enhance your internet marketing campaigns, click here for our done-for-you system.
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. For more ideas on how to create a unique, winning content marketing strategy for your business, check out our done-for-you system.
Creating web content is hard sometimes. Creating web content that people will actually read is even harder. When it comes to writing for the web, you have to create content carefully and intentionally. People on the internet have short attention spans and with all of the content out there, you are competing for every second of their attention.
Many web content creators don’t really understand the people who read content online. This is the major problem that causes web content to go unread. People don’t read content on the web, they scan. They want to pull out the important things from the articles without spending a lot of time on it.
Thankfully, there are some things you can do to make your content more attractive to those people that scan. Here’s a quick guide to creating web content people will read.
Not every word will be read
It is important for you to acknowledge that not every word that you write will be read by the person who opened your content. The sooner you accept that fact, the better.
Because not every word will be read, make sure you make the important parts of your content stand out. Use subheadings, bolded font, and lists to capture the reader’s attention and draw them in. The more confident they are that your content has what they are looking for, the more likely they are to actually read it.
Most important things first
A lot of people only read the first few lines of an article or blog. Because of this, you need to put your most important facts and points first. Do not bury the lede. People want to know what they are reading and if they should keep going right away.
When you put the important things first, readers are more likely to continue reading to learn the specifics. The more important information you can get in the first few sentences and paragraphs, the better.
Don’t over-complicate language
As tempting as it is to use diverse and sometimes complicated language, do not do it. Use common words that are familiar to the reader. Web content should not seek to expand the vocabulary of the reader. Web content is there to drive a point home in the simplest manner possible.
If you use language that is too complicated, people are not going to read it. Using simple language makes the content easier to get through making it more attractive to people on the internet. Bottom line, keep it simple. You readers will thank you.
Write a little lazily
People on the internet are generally lazy. They want short sentences in short paragraphs that don’t have unnecessary words or jargon. In short, write for lazy people. More often than not, people reading web content don’t want to work hard to read it. The easier it is to read, the better.
Keep articles to one topic
When you are creating an article for your website, keep that article to one topic. People who are looking at your articles are looking for specific answers and insights. For each article talk about one product, one service, or one question that a lot of customers ask you.
Articles that have too much information on too many topics are unattractive to readers. When you keep articles focused and succinct, people are more likely to read it in its entirety.
Keep design in mind
Your written content needs to work with visually with your website. Font choices, photo choices, and colours are all important. Articles are an extension of your brand and consistent branding is important for success.
When you are writing your article, think about how it fits into your brand look. Consider where you want to places images, what the size of the font will be, and if you will use italics or boldface type. Design is just as important as the words.
Improving your written content so people will read it is simple. If you want to learn more about how you can make your written content work for you, take a look at our done-for-you system.
Creating content for your online marketing requires time and energy. It may even require money if you choose to outsource your content creation. So, it’s disappointing when you have dozens of old blog posts that no longer help add to your website traffic.
Luckily, you can reuse your old content. There are numerous ways to repurpose your content without getting penalized by search engines. This includes:
- Update your content with new facts
- Compile content into a new format
- Convert a numbered list into multiple posts
- Use a combination of these tips
Update Your Content with New Facts
The quickest solution is to update your old content with new facts or information. If you’ve got a post from last year that no longer receives any traffic, you could update it by making it relevant for today.
When you update old content, make a note of your updates at the bottom of the post. Let your readers know that this is an older post that’s been updated. Remember, you should always use honesty in all aspects of marketing.
So, what type of information can you add? This could include new facts, infographics, or you could simply make sure that the content is still applicable today. For example, if the advice that you provided is no longer relevant, you could make changes to make it relevant again.
Compile Content into a New Format
Another solution is to compile your content into a new format. Look for old posts the cover similar topics. They don’t need to cover the exact same topics, but they should at least have a similar theme.
Depending on how many posts you choose, you can convert them into an eBook or an expanded post. When compiling them into an eBook, use the individual posts as chapters. Then, simply add an introduction and a conclusion to the posts and publish as an eBook.
When publishing an eBook, you could either sell your eBooks through an online publishing site, such as Amazon, or use them as a free offer on your landing pages.
Instead of compiling multiple posts, you could convert an individual post into a new format. For example, take an old post and record a short video, using the post as your guideline for the content of the video.
The creation of videos isn’t your only option for this method. You could create podcasts or infographics. Think about the content of your post and which formats it would be best suited for.
Convert a Numbered List into Multiple Posts
The next option is to take a numbered list article and convert into multiple posts. For example, if you’ve got an article that contains numbered tips, create a full article out of each tip.
Expand on these points to create a detailed article. A numbered list article with 7 tips will become 7 separate articles.
Use a Combination of These Tips
You can even use a combination of these methods. For example, you could expand a numbered list and then convert it into an eBook. Or, you could update your content before compiling into a new format.
The bottom line is that you don’t need to let your old content get wasted. Just because it’s old doesn’t mean that you can’t use it again. Just think of how you can repurpose it to get more use out of it.
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There’s more to your content marketing strategy than your content. You can create as much content as you want. But, it won’t get you anywhere without brand visibility, repeat traffic, social media marketing, and other factors.
The following 5 key components will help ensure that you put your content to good use. When you spend time or money generating content, you don’t want it to be wasted. Pay attention to these 5 components:
- Brand visibility
- Website traffic
- Calls to action
- Multiple channels
- Quality content
The first component is brand visibility. This includes awareness and familiarity. When customers see your content, they should be able to immediately recognize it as coming from your website. The easiest way to achieve this is with branding.
Your content should include your branding. This means adding your logo, using the same color scheme that you use on your website, and making sure that your brand name is prominently displayed.
You need traffic. Otherwise, how’s anyone going to find your content? So, the next key component of any content marketing strategy is website traffic. This includes referral traffic and repeat traffic.
Referral traffic lets you know that people are linking to your content or talking about it on social media. If you’re not getting any referral traffic, you need to incorporate social media marketing.
Share links to your content on social media. This should help get the ball rolling.
Calls to Action
Every piece of content that you create needs a call to action. It doesn’t matter if this call to action directs the visitor to a product page or to a lead magnet. The goal is to get them to move onto the next step.
The goal of your content is to get visitors move further along your sales funnel. If you’re targeting first-time visitors, you’ll want to capture their email address with a lead magnet. Additional content should offer more insight into the benefits of using your products or services.
Diversify your content marketing strategy. Use multiple marketing channels to deliver your content. At the base of the marketing strategy, you should use blogs on your website. This will help you build backlinks and increase traffic to your site.
Additional marketing channels will help you attract a larger audience. Take advantage of video marketing, social media, and email as additional methods of delivering your content.
The final, and most important, component of content marketing is the content itself. If you want to run a successful content marketing campaign, the content needs to offer real value to your target market. Don’t waste people’s time with content that doesn’t inform or educate.
Before creating content, you should decide on the topic. Every paragraph should contribute to this topic. Don’t stray from your initial message. If you find that you’ve got more to say or that you begin to discuss additional topics, then save this extra information for future content.
Your content marketing strategy starts with brand visibility. When people see your video, a downloadable guide, a blog post, or any other content, they should immediately connect it with your brand. This builds recognition and awareness.
You also need to focus on website traffic and calls to action. Make sure that you use multiple marketing channels. Above all else, focus on the quality of your content.
Put these tips into action. Revitalize your content marketing strategy by working on these 5 areas. If you’d like to have access to even more powerful marketing tips, as well as a way to generate conversion-ready Internet marketing prospects each month, click here to learn about our done-for-you system.