By Shannon Ramlochan, Content Marketing Coordinator, PR Newswire
In today’s digital age, we are all viewing, sharing, or creating multimedia content on a daily basis to fulfill a variety of educational and emotional needs. Given the enormous presence of visuals in our personal lives, the importance of organizations producing this type of content to garner higher visibility, spark interaction, generate leads, and build loyalty among target audiences is unquestionable, but still a challenge for many. Marketing and communications experts from leading organizations will be tackling this subject at PR Newswire’s “Employing Visual Content for Compelling Storytelling” forum today in Washington, D.C., but offered a few words of advice before the event on how visual content developers can strengthen their efforts.
Balance creativity with your business strategy
Peter LaMotte, senior vice president and digital communications chair at Levick, describes the balance between creativity and business strategy as two separate but supportive halves of every visual content strategy. “We tend to focus a lot on the creativity aspect,” he says, “but if there is no connection to the business strategy or marketing strategy, it’s going to fall flat.”
Some marketers make the mistake of creating content that is culturally popular but not necessarily suited for their clients or business goals, which can be confusing for the demographic they are trying to reach. “If your content becomes viral and highly shareable in a group that can have no influence on your business, then you’ve wasted a lot of time, money and effort,” asserts LaMotte, “however, if a fraction of that size of individuals are engaged yet its dead in the right of who you want to reach, then it can be worth every penny spent.”
Balance your efforts by aiming for high levels of engagement with all of your content using a call-to-action. It can be as simple as an implied way of thinking to build awareness of certain campaigns, or directing viewers to a website, form, or social media page. Engagement is what will get your audience to pay attention to your messages.
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