Content marketing is here to stay. There’s no getting around it, no avoiding it, and no way your brand is going to keep up if you ignore it. And to create the best content marketing campaigns, a brand has to embrace digital multimedia.
For years brands invested in print, radio, and TV. They had media assets, they created ads and pushed them out into the world and then waited for the phone to ring and people to walk through their doors. But it’s not that simple anymore. The advent of the internet, the explosion of social media, and the shifting landscape of how people consume their entertainment has resulted in a dramatic change in what is required of brands who want to make their mark, and make it well.
It is important to note that TV, radio, and print still hold an important place in advertising. At Blade, we take pride in creating entertaining, informative, and creative campaigns for our clients in all of these formats. This year we have already rolled out new radio ads for Crown Industrial Roofing, print ads for Paradigm Condominiums, and have television ads coming in the near future.
But along with those traditional platforms, now more than ever, digital multimedia is more accessible and important to brands.
Videos, in the form of pre-roll ads that resemble traditional TV spots, are seen by millions of people daily on platforms like YouTube and content based websites (TV networks, entertainment websites, etc.). Featurettes, profile pieces, and corporate videos are being presented in higher quality and increasing production value than ever before. And the advent of live and 360° video on platforms like Facebook are giving brands of all sizes the opportunity to capture and share more moments and content with their communities.
At Blade, we have created digital featurettes for clients including New Generation Construction, Paradigm Condominiums, and Ramblin’ Road Brewery Farm. Each of those brands have presented an opportunity to showcase their unique features and stories. Ranging from two to four minutes, we have been able to share these stories visually and in a way that wasn’t available in the past. And by doing so, our clients have been able to reach a wider audience to build their brand communities and grow their businesses.
We have also worked with clients to create corporate videos that complement the traditional About Us or Our Story pages on websites. These videos take content that can be boring and turn it into more consumable content that conveys a brand’s message to viewers while grabbing and holding their attention at a much higher rate than a page of pure copy.
We also know that images are an important part of any content marketing plan. Every tweet and Facebook post that includes an image has a dramatically higher rate of consumption than one without. And the more brands recognize that, the more important it becomes to create and share quality visual content with the world. As more brands understand this and move toward visual posts, the importance of quality and consistency will also become more important than ever. To stand out, brands are going to have to do things well, not just do them.
And while proprietary photography should always be the number one option, there are also plenty of affordable stock photography websites that can provide your brand with the imagery it needs. When using original photos, or stock photos, it is important to have a plan for consistency. Your plan should include:
‣ The demographics of people represented
‣ How often you include people vs. product
‣ Guidelines for use of your logo (including alternate logos)
‣ Guidelines for text use on images (including font, colour, and size)
‣ The overall look of images (ex. light vs dark)
‣ The mood of the images (ex. happy, serious, funny, etc.)
Without that plan your brand’s overall look is at risk of appearing disorganized, and can take away from the branding work that you’re trying to do. We have long known that repetition is a crucial part of creating brand awareness, but consistently posting images without making sure that they connect to each other in a very recognizable way is counterproductive.
These guidelines should also be remembered when creating digital ads that move, like HTML5 and GIFs. These moving picture advertisements have the ability to grab the attention of website users to increase brand recognition and click-throughs to brand websites, with the end goal of brand community growth and sales. And by following the same guidelines across multiple creative platforms, your brand maximizes the effects of repetition and brand recognition.
As new technologies become available, and new avenues for content are created, the ability for brands to advertise in new ways will grow. And by taking advantage of those opportunities and creating multimedia assets to post, promote, and share, brands can continue to build their communities and tell their stories.
Content marketing and digital multimedia aren’t going anywhere, they’re only growing. Make sure your brand isn’t being left behind.