We spend more than eight hours per day consuming media. Yet, with dozens of new media platforms popping up (daily, it seems), getting and holding audience attention has never been so difficult. We can no longer rely on media alone to tell our stories. As communicators, we must find innovative ways to share our content.
Your communications approach should incorporate a content marketing strategy – where your content can live on its own platform, and where you can not only control the message, but manage how you use it to engage with your audience. But first, you must catch their eyes. The key is creating visually stimulating content.
Here are three ways graphic design strengthens your content marketing strategy.
- Consistent theme. With media relations, each piece of coverage likely has a different look and feel, aligned with that particular publication’s style. When you create and own your content, you have the ability to infuse a cohesive aesthetic and tone throughout your blogs, videos, whitepapers, social media pages, etc. In fact, I (and other marketing experts) encourage this. It can mirror your corporate branding, or can be a complementary identity for your campaign. It can also be as simple as a consistent icon or color. You want your audience to recognize the similar elements among all the content you’re sharing.
- Flexible formats. Content marketing affords you the opportunity to experiment, to differentiate how you’re communicating – and designing – your message. Test what resonates, knowing that one message may be better captured and received in a video versus an infographic. Whether it’s a social media graphic, slideshow or animation (or so much more!), possibilities are endless. Content marketing affords you the opportunity to differentiate how you’re communicating – and designing – your message.Click To Tweet
- Visual advantage. It’s no secret visual assets perform better than written ones. When people hear information, they’re likely to remember only 10 percent of that information three days later. However, if a relevant image is paired with that same information, people retained 65 percent of the information three days later (source). For example, chances are no one will make through 10 pages of a text-only whitepaper. Use visuals to add interest and bring information to life to keep your audience scrolling (or turning the page). No piece of content should be published without a graphic.
Competition for audience attention will only continue to get more fierce. If you’re finding it more challenging to breakthrough via media relations, it’s time to refresh your strategy. Content marketing is proving its worth – and ROI. And with the added value of not only controlling your message, but designing it too, it’s a win for you and your target buyers.