THE NARRATIVE TELLS YOUR STORY
“Marketing is no longer about the stuff you make but the stories you tell.”
Batman and Robin. You've probably heard of this famous pair, but for marketers, there's one pair in particular that goes hand-in-hand: content and marketing. Ninety-one percent of business-to-business (B2B) professionals use content marketing as part of their strategy. Still, that doesn't mean all the content they create is top-notch, compelling, or valuable content.
GOOD content creation produces entertaining or educational material that caters to the interests and challenges of a target audience. The content can take many forms, including blog posts, video scripts, ebooks, photos, and infographics. Today, businesses employ specific individuals to create content to involve new and existing customers on the brand's behalf.
The INTEGRITY IMAGES content creation team is responsible for the contribution of informed copy to any and all of the various media we deal in. They create offline content such as brochures, client packets and so on, but most especially compose content for digital media.
Typically they target a specific end-user/audience in a specific context. A content creator can contribute to any of the following digital formats:
Your logo, web design, images, fonts, and colors to make up a huge part of your brand. But content is what makes people take action. Think of visual marketing as a first impression (and we know how powerful that can be) but content marketing is the impression that lasts. Telling the story of your brand is what builds loyalty (people buy from people, remember?) and in order to tell your brand’s story you need to use words.
Visuals by themselves might not tell the full message. Let’s say you’re looking for a wedding photographer but instead of finding us first (how sad), you land on another wedding photographer’s homepage. But all it features is a slideshow of images. No story and no questions answered. Who’s taken the pretty pictures? How long have they been in business? How can they be contacted?
In the above example, because you don’t know where to click next and there’s no story to guide you, no action for you to take, the likelihood is that the next action you’re liable to take is to exit. Bad for their business! They obviously didn’t ask us for our help with their website!
The fact of the matter is that words are important. Mix the two together – branded visuals and actionable copy – now that’s the start of a pretty perfect online marketing strategy.