Tag Archives: content design

Make Your Content “Seeable”, Not Just “Readable”

- Mansi Priya, Marketing, Trivone Digital

If you are struggling to obtain results from your content marketing efforts, it’s time to power up and take your content marketing to the next level. Today, words are not enough to keep customers and prospects engaged. Whitepapers are no longer the secret to inbound marketing. Visual has become the new norm.

Content, especially marketing content, is not just something one can read and understand; you would be no different from newspapers that have content people consume at will. To engage prospects and customers, content should be able to connect with them, address their issues, concerns and challenges. When your content descends into the battleground of your prospective clients, it becomes immediately relevant, engaging and of significance.

Using the right tools, you can speed up this process. Light the fires around your content strategy by effectively utilizing visual content— infographics, videos, GIFs, memes and much more. Get creative and bold—show your customers and prospects ideas instead of telling them. Make your content more “seeable” than just readable.

Word-heavy content can easily kill interest. Break the monotony of plain text. Make the content light and consumable by using images to simplify complex concepts and ideas. Clients and prospects would find it 10x more attention-worthy and easy-to-follow. To connect effectively with your target audience, build a strong story and tell it with images, comic strips, videos or memes.

The more the images and infographics in your content, the more shareable it is on digital platforms, and higher the chance of it going viral.

So focus your efforts on making an impact with the content you have: To reach your audience, keep it short on text and high on visuals!

Changing Digital Content in 2015

Mansi Priya, Marketing, Trivone Digital

The digital content landscape has been through many changes in the last few years. The world moved its eyes from newspapers and books to e-books and e-newspapers, from laptops to ipad and mobiles – and social media has grown rapidly. Considering the changing trends in digital content, there are some focus areas for delivering good content in 2016.

Digital Content

Mobile marketing has seen significant growth, and this trend seems to continue into 2016. In today’s fast paced world, people have less time and prefer to have information on their palm. Due to this growing trend, apps like Snapchat, Whatsapp, Facebook for mobile, Twitter for mobile etc. has gained popularity. According to surveys, mobile access to content is increasing. So, remember to include mobile screens when delivering digital content.

Social Media Marketing is another element that has added value to digital content. Many companies, brands, celebrities, leaders etc. have taken this with impressive results. In 2015, the American President Barack Obama also started using twitter. Many top brands added to their bottom lines using social media marketing. This tells us the potential of Social Media Marketing and its future.

As mobile marketing and social media marketing are booming, so is visual content. Videos are a big hit on social media, and the content becomes even more engaging on mobile. Making interactive videos for mobile and social has enhanced the marketing and branding activities of many companies. People like videos and engages better with these than text content. If you want to stay on top of content marketing in 2016, include videos, pictures, graphics and other visual based content.

E-reading is also becoming popular. From thick paperbacks to light weight reading gadgets. E-books are giving the print volumes a decent run from their money. For many users, E-books provide better reading experience and more options at lower costs than printed.

Moving forward, content will need to be more personalised. Many website owners and bloggers receive most positive feedback when content is published for a specific audience. So, the focus should move from utilising generic content to writing customised content that specifically addresses the interests and concerns of customers.

Consider these platforms/measures for better content marketing better in 2016. Stay ahead in the digital industry by delivering improved customer experiences.

Video Marketing : The Essential Element Of Content

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- Mansi Priya, Marketing, Trivone Digital

Standing out of the crowd and create a marketing campaign out of the box has always been a challenge for a marketer. In digital campaigns content should appeal visually and be retained by customers. So the digital marketer has to brainstorm, on creating methods to leave a strong impact on the readers. In the era of digital transformation and data available in your palm, an essential element to impress the reader is video.

video-marketing

Today when people are too busy in their life, with lowering patience levels, digital marketers need to grab the attention of the target audience. Video Marketing is an extension of text content marketing, but it serves as an alternative medium for businesses to convey their message. Through videos marketers can reach a wider audience and get more exposure to their message. Watching video is less time consuming and creativity of audio-visual clipping leave a good impact on the audience.

Videos are a big hit on social media. They give customers quick overview of product/service without involving them to read detailed text information. The involvement time of the customer is reduced and makes it interesting for them. 

To tap the upcoming audience, which is comprised mostly of millennials, marketers should understand what impacts them best. David Shing, Digital Prophet at AOL, says that Gen Y consumers are “freaky for videos”. They like to spend their time on content. To make the content consumption interesting for them, use of videos is important.

As marketers put more emphasis on storytelling, to make an emotional connect with the customers, showing a video is like a cherry on cake. This enables to build strong connectivity with the customers. Videos enable strong storytelling in short yet memorable way, which viewers can enjoy and marketers can analyse.

We can imagine the future of videos. After tremendous success of You Tube in so many years, people started sharing videos on social media sites such as Facebook and Twitter. This practice became so common that Facebook opened doors to video creators. Earlier this year, Facebook announced that, its video uploads would be having embedding on other sites. Now Facebook is attracting major video creators to the social network and making it more dynamic for its readers.

Thanks to the technology tools, it has become easier than ever for anyone to create a video at minimal cost. It has become easy to capture the attention of readers by videos yet it is critically important to have an effective strategy. The consumption of videos has increased excessively on mobile. The technical plugins and resolution should be taken care of, to make the consumption easy for audience.

The Digital Marketer should not skip this essential element in digital campaigns to create strong impression on readers.

Visual Content : A Pivotal Tool

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- Mansi Priya, Marketing, Trivone Digital

It is easy for people today to find information on internet. But do we know what makes it difficult for them to find out what is relevant? In the busy lives people are looking for information that is relevant and makes their work easy & quick. To make it simple, one crucial part that needs to be considered in a content strategy is Visual Content or Infographics.

infor-blog

How important are these infographics? 
For marketers infographics is a way to convey their message in just a picture with creativity, which their readers can glance through and get a solution for their problem. It is an important tool in teaching, in business, in giving inspiration and in presenting information. As much as 97% of marketers are using social media for their businesses and out of these, 92% have acknowledged the importance of this tool.

It is not just one person who is trying to deliver his/her message, there are thousands of people who are trying new ways to do the same. So this makes designing an infographic a strenuous task. The challenge is to make your information delivery process attractive. Make your message visually appealing and convey the message with right pictures and graphics. One has to dig deep into the topic and think creatively to deliver the message in a very unique way and outshine the competitor.

It is very easy for the readers to go through images, less time consuming and interesting for them. The message delivered by an infographic is retained by the reader for a longer time. It provides readers the benefit of improved content and makes data processing easier. 

Use of infographics enables the reader to engage with the information being delivered. The creativity involved in an infographic makes the information more appealing to the reader. It shows the valuable ideas, grabs the attention of the reader and easier to understand. By reading pages and pages of words the readers might get bored and turn away, but infographic lessens the boredom and awakens their interest. It delivers information more quickly which is retained by the readers.

We can say that infographics simplify the communication, clarifies the message and makes the communication material compelling and attractive. If you are missing out this tool in your content strategy then think again. Whether an infographic is a huge hit or not, it is always a sound investment in content marketing. As technology continues to progress, more interactive infographics and visual content can come up. This brings an additional layer of engagement to content, which is “snackable” to the readers and retained by them for a longer time.

5 ways to know that your Content SUCKS!

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- Ruchika Narang, Marketing Program director, Trivone Digital

In our previous posts, we’ve highlighted how it is imperative to deliver good content, how to get started with your content marketing strategy and even jotted down a simple framework to accomplish the latter. While we go and on (and we definitely will!) talking about ‘everything content’, it’s also important to know whether the content you are creating is resonating with your audience. Content is NOT JUST the words, the font, the creative, the code, the UX, the Ads. It’s the whole package – the process and the complete experience.

So how do you know you are going wrong with content?

 

1.When you treat your content as a COMMODITY

Instead of as a mission – a critical business aspect

Content is all about People – your customers. It is important to write your content keeping in mind the reader audience, that are core to your business. The content needs to be treated not as just a ‘feature’ but as an element core to your business and marketing strategy.

My favourite example is that of Unilever’s www.BeBeautiful.in – a site that provides tips on best hair care, oral care etc. which they understand their consumers are searching for. The clever thing is that it doesn’t promote its beauty products overtly but the latter are natively integrated into the content – subtle and simple.

 

2.When you publish AS MUCH CONTENT as possible

Instead of carefully curating relevant and compelling collections

Flooding your reader with too much content be it tweets, posts, write-ups tends to be simply irritating! In an attempt to join the content marketing bandwagon, may firms miss out the ‘marketing’ element and simply go with dumping a whole of content on their pages – content which is not relevant, exciting and engaging will dissuade a customer from coming back to your site. It is vital to understand your customers’ behaviour, their likings and interests and design or curate content specifically for them. If you can create personalized content for your users, then nothing like it!

IBM’s Smarter Planet (on Tumblr) is a great example of well curated content that contain people and company stories on using technology to build a ‘smarter planet’.

 

3.When you DON’T SCHEDULE your content

So you miss out on relevant opportunities

Scheduling your content can go a long way to grab a customer’s attention, particularly by leveraging key events, seasons, big-ticket activities throughout the year, ex. The Oscars or SuperBowl or The Union Budget. By maintaining an editorial calendar at the beginning of the business year and planning content as you would plan any other marketing activity truly helps you to not miss out on the ‘action’ when the time comes.

Starbucks had launched a site segment “How do you know it’s fall?” that allowed viewers to enter their own tweets into a form, pre-hashtagged with #itsfallwhen. The idea: you know it’s fall when you can get yourself a pumpkin spice latte. This activity scheduled for the autumn season is both fun and interactive, generating own as well as user generated content.

 

4.The PLATFORM DICTATES how the content works

Instead of content shaping the platform

Your content should be personalized for platforms as well as for devices. Content must be designed differently for say social platforms or for smaller screen devices such as mobiles although it is communicating the same message. Your content must be rapidly adaptive and portable. A mobile first strategy may neglect the desktop users and vice-versa. Hence your content strategy must be optimized. Look at creating multiple titles, images optimized for different resolutions, responsive design layouts etc. while maintaining brand consistency so users still feel ‘at home’ while consuming content from different places. 

Media Houses such as CNN, ET, BBC are doing a great job with creating portable content for their print, TV, mobile app and online versions.

 

5.When you design first and PLUG IN the content later

Instead of designing from the content out

Content design is as crucial an element as writing the content. Gone are the days of making your web pages look ‘pretty’. Design today is all about connecting to the end-user by allowing the content itself create the layout that suits it best. Illustrative content such as infographics is more visually appealing and likely to get more engagement from your readers. Avoid using pre-designed templates into which you later fit your content. Instead, your design should resonate the tone, voice and matter of the communication piece.

Amul Butter creatives stand out when it comes to designing from the content-out methodology.

 

You can dress up bad content, but you won’t fool anyone!