Why Multimedia Content is Important to Your Marketing Efforts Moving into 2017 Multimedia content is only going to grow in popularity as a way for brands to engage their target market. What should you be paying attention to?
Multimedia content is going to become increasingly more important as we move into 2017 and beyond. Multimedia content is a term used to describe any combination of content styles. It could describe an infographic that combines illustrations with text, a video that uses animations with audio, or even a blog post that leverages text with static images.Whatever the combination, multimedia content is growing in popularity and is a great way for brands to engage their target market.
If you’re thinking about integrating multimedia content into your marketing, here are a few things to consider.
Don’t Create Content for the Sake of Creating Content
First and foremost, you should never create content for the sake of creating content. There needs to be a strategic purpose and exectuation plan carefully laid out before you ever start. This is especially true for multimedia content, that is inherently more time consuming to produce than a standard piece of text-base content. Three questions to answer before creating multimedia content include:
Go Beyond Text
We’re creatures of habit, and that is especially true while at work. It’s easy to continue the habit of producing blog articles week after week. After all, it takes much less time, money, and energy to create a text-based blog article than a video or infographic.
While you might be seeing positive results from your articles, think about what kind of engagement an e-book, SlideShare, or other multimedia content might generate. Even something as simple as adding images to your text posts can improve results, with 40% of people reporting they respond better to an image than 1,000 words.
Don’t become a content zombie, break the routine of text-based content and try a piece of multimedia content.
Understand Your Audience
There are several considerations to make when creating a piece of multimedia content. Arguably the most critical step is understanding how your audience will receive that content. Multimedia content taps into the diverse learning styles of your target market.
Not all of your customers receive and retain information the same way. Some prefer text-based content; others are auditory or visual learners. The best idea is to cover your basis by producing content that touches on multiple levels. Multimedia content can help you do that.
Outside of their learning preferences, you should also create content that matches the social platform where your audience is most active. This strategy will help the promotion efforts and engagement of your multimedia content. If your audience spends most of its time on YouTube, you’ll want to create a video.
If your audience is active on Instagram or Pinterest, you should create image-heavy content. Considering the type of content that performs best on the social platform where your audience spends most of its time will help you understand the type of multimedia content that they want to consume.
Match Your Branding
Another important step to consider when producing multimedia content is how it interacts with your brand. At the highest level, this includes the colors and images that you use. Color plays a critical part in branding, and the same is true for your multimedia content. Pick colors that align with your brand identity and that can also trigger the emotions you’re looking to achieve with that piece of content.
At a deeper level, the multimedia content should carry a matching voice to your brand messaging. This singular identity should be uniform across your multimedia content, blog, sales copy, social posts, and other marketing collateral. The safest way to ensure content follows your brand’s identity is to create a style guide that outlines all the critical elements of your messaging. This guide will create strict parameters to keep your voice consistent.
Not as Hard as You Think
Many people don’t produce multimedia content because they think it will take too many resources. However, that is not always the case. In fact, there are a few tricks you can use to cut down the time and other resources required to producing quality rich-media content.
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by Chris London of Pixel Productions Inc. The Everything Design Company