Print & Digital Content
You need content to promote a product or company. The word content refers to marketing assets, which are created from a combination of text, colors, design, photographs and video. Content can be as simple as a postcard with a beautiful photo and a logo. Content also includes written information in blog posts as well as time-sensitive promotional offers in printed and digital ads. Design and edit your content to make it interesting, useful and specific for your audience. Include a combination of both educational and entertaining material that informs and delights.
Text is an integral part of all communication strategies. Text is needed for everything from the contact information on business cards to specific descriptions of products and services. For longer narratives, write interesting headlines with hooks that attract readers, informative captions that provide additional details, and finesse the text to make it clear and easy to read. Include call-to-action statements (CTAs) such as “subscribe now” and “call us today” that prompt readers to act. Text is important for printed collateral but is even more essential for digital marketing because internet search engines rely on text to discover websites and other online content.
Text is often supported by graphics that illustrate complex information and photography that presents believable and compelling scenarios. Well-designed graphics and high-end photography help to persuade viewers and explain ideas that might be difficult to express with words alone.
Design is everywhere we look, from corporate logos and promotional merchandise to tradeshow displays and websites. Designers influence how we perceive the world by selecting and arranging colors, fonts, illustrations, photos, text, shapes and textures. Great design takes time to conceptualize and produce. The best designs require research and development, rough drafts and final refinements. Design creates value for businesses in terms of competitive advantage, customer trust and loyalty. Companies that value design are very often industry leaders.
Great images are essential for informational presentations and persuasive storytelling. Technical drawings, graphical tables and charts can simplify complex information while illustrations and photographs evoke feelings that persuade viewers to learn more. With billions of photographs uploaded to the internet every day, the challenge is to create images that stand out. Use professional images to strengthen your brand as a smart and relatively inexpensive investment.
Even people who love to read prefer to learn some things from watching videos. Videos can help to explain complex issues and expand topics more in depth. High-quality videos require eye-catching footage with good lighting and clean audio. Great videos require compelling story-telling that is planned and scripted in advance. Common post-production features include adding video transitions, title cards, music, voice over narration, captioning and other special effects.
Blog, Podcast & Vlog
Blogs are written text articles that are published online, either on their own dedicated forum or incorporated into a website. Podcasts are blogs where the message is conveyed through audio instead of text. Vlogs use audio and video. Blogs, podcasts and vlogs provide instant publicity and marketing opportunities. Another benefit is their ability to collect personal contact information when someone subscribes. To encourage readers, listeners and viewers to follow you, provide informative and interesting content along with strong opt-in CTAs, such as “Subscribe Now”.
Blogs, podcasts and vlogs can be inexpensive yet powerful marketing tools. Good blogs, podcasts and vlogs provide value to existing customers, generate new qualified leads and they also boost SEO (Search Engine Optimization). Frequent posts on specific topics improve the chances of being discovered by someone searching for information that you have covered. Regular publishing also encourages existing subscribers to return to see what is new. Use analytical tools to track which topics gain the most traffic.