The complex process of marketing and branding a business continues to evolve at an exceptionally rapid rate. Today’s consumer has shifted to engaging content that is primarily visual, meaning that written content does not have the influence that it once had. This does not mean that written content has become obsolete; however, it is definitely not as prevalent as it once was. As visual content becomes more predominant in its representation of what people are most comfortable engaging within the marketing arena, it will be important for businesses to adopt best practices in the area of visual design and presentation. Following are three design best practices that will definitely improve content performance.
1. Creating a Balance between Relevant Content and Company Objectives
Relevance is key when creating any type of content for the purpose of customer or consumer engagement. The content must have the capacity to reach out and grab hold of the target audience, while at the same time providing them with a clear pathway to the company’s brand. Because of the capacity to link content to other relevant content, it is always possible to link the initial presentation to a more in-depth version of the content, meaning that a great deal of emphasis does not need be placed on getting the more comprehensive version into the teaser.
Something as simple as creating an editorial calendar will ensure that the company is distributing fresh content in a consistent manner that will not be overwhelming the audience with information. For instance, a video that functions as an infographic, can be used multiple times by embedding it into blog posts, distributed in press releases and through social media.
Delight and Entertain Your Audience with Images that Can Be Associated with the Brand
It is not only important to have content that is eye-catching and attention grabbing. The content must also be easy to connect with the company’s brand and the product or services that is offered through the company. If a business is a technology oriented company, the content should be related to technology in some type of way. For example, GE targeted an audience that would have similar interests in technology by releasing a video that depicted a short experiment on the Vine app. The company used the hashtag #6secondscience. The response to this post was so powerful that it facilitated the launch of a complete campaign around the 6-second science idea.
When developing visual content, even companies that do not sell a physical product or service should consider their business goals, determining who they are attempting to reach with their content. They should also have a lucid perspicacity of what the company wants the audience to do once they engage the content. Once the company has a clear understanding of what their goals are, they can then strive to develop images that will serve to achieve the ultimate goal.
Capitalize on SEO and Business Intelligence
By observing social media interactions, companies can ascertain a lot. With more than one billion images being shared over different social medial channels on a daily basis, making it easy for companies to monitor their customer base to determine what they respond to, and how they respond. It is important to pay attention to what hashtags are trending. This is especially true on image driven social media platforms, such as Pinterest and Instagram. The content and interactions on these types of platforms is immensely significant in helping businesses get a clear reading on the pulse of their industry. They will be able to discover how their target audience is searching for and categorizing specific products and services, subsequently leading to the capacity of using these observations to develop specific strategies that will guide their content creation.
It is important not to spend too much time on attempting to understand why something is performing well. The key is to discover what is performing well and take advantage of it while it is hot. The rapid pace at which trends change does not always allow businesses to discover the actual force behind the trend. Plus, todays trends are more organic than they are created.
Using the tips set forth here will help businesses to create the type of content that will capture the attention and interests of their target audience, while delivering the message that they wish to deliver.