Content marketing, the creation and sharing of online material, has overtaken traditional marketing in a big way. Print, TV and outdoor advertising have become less popular over the recent years, and are not as efficient in tracking results. As the world evolves and is becoming more digital, the approach in how content is being published has also changed. As marketers lean towards digital methods; such as social media, email marketing, and online articles; imagery plays a big part in creating and maintaining interest. The fast-paced nature in which people consume content online, makes it imperative for marketers to stay on top of their game, as well as the ever-changing digital sphere. We all know the saying that ‘Content is King’, which is the driving force behind ensuring that content is brief, compelling, straight to the point and engaging. In the digital world, video and quality images allow us to ensure that ‘content is king’.
Discover the top 6 ways to use videos to create unique online content:
- Be authentic
It’s important to find clever ways to make video content seem ‘unscripted’, yet control the narrative in an entertaining and but informative way. People tend to not believe content that seems or feels overproduced. This is where the use of influencers can add value when producing video content.
- Trust the human factor
People trust people, so avoid using elaborate productions. No one likes to be sold to – People want to hear from other people, not brands or companies. Your buyers like to see someone that they can identify with giving their feedback about your service/product in a relatable setting. This allows them to picture themselves making use of your service/product.
- Be strategic
Knowing why you are creating your video content is always a good place to start. It is worthwhile to strategically plan your content, rather than treating it like an afterthought. With a goal in mind, decide how your video will be used, where or on which platform, and for which type of audience. Content should not purely be distributed just for the sake of getting content out there – there needs to be a plan and goals in place.
- Avoid making the content all about you/your brand
When creating marketing content, it’s imperative to find the human element in your story and hone in on that. If you can get that right with your video content, you’re sure to see results. Find creative ways to give your audience something emotive and relatable, which will be memorable.
- Quality matters
Depending on which platform you want to make use of, the device you use to record your video is important. You don’t necessarily have to own a pricey, professional camera to create good video content. These days, a quality cell phone will do just fine. The editing that you may do after shooting the video is where the story comes together. As long as your story flows and is of quality for the platform in question, then you’re good to go.
- Platform video specifications
Every online marketing platform has its own size and video duration requirements. Keep this in mind while creating your video content.
Discover the top 6 ways to use quality images to create unique online content:
- Use licensed images
Using images for marketing includes understanding image copyrights. There are serious consequences for using unlicensed images online. If you’re not using your own images, it is strongly advised to always read the fine print. We generally advise making use of free or paid stock image sites.
- Let your images speak for themselves
Just like peanut butter and bread, words and images go together. As clear as your words should be to drive a message, is as clear as your images should be to communicate your intended message. Often, images say more than copy will.
- Optimize your images for SEO
It’s important for visuals on your website to be optimized for search engines. Search engines such as Google cannot read pictures, which is why it’s important to make use of Alt tags so that Google can better understand what your image is portraying. Also remember to compress your images, so that they don’t affect your site’s speed.
- Platform image specifications
Uploading images online is not a ‘one size fits all’ exercise. Every online platform requires you to upload images in a specific size and format, to allow them to display in the best way for audiences to view. One of the biggest ‘oopsies’ you can do when sharing visuals online is using the wrong size. Images with the wrong aspect ratio for a platform stand the risk of being stretched, cropped and crunched out of proportion – which reflects poorly on your brand.
- Image quality
Make sure that your images are of high quality and are clear. Poor visuals tend to make your brand look “cheap”.
- Be mindful that representation matters
Ensure to keep in mind that the people in your images represent the diversity of your audience. We know the struggles of finding an image that represents everyone and is inclusive in all kinds of great ways, but you can try to switch up your content pieces and incorporate one or two images that cater to a specific group at a time.
For assistance with professional videography and photography, see our solution.