When coming up with a content strategy for your brand or product, it’s vital to note that today’s user demands a bit more persuasion and convincing than in the past. Initially, a simple slogan presented in text form was enough to have users rushing to get a product. However, consumers in the 21st century are easily bored and need to be enticed into making a decision.
The availability of a plethora of products serving similar roles poses a challenge to brands to employ creativity to stand out from competitors. Looking at slots online for online casino gaming fans, for example, players have thousands of options to play, and new titles are released every other day.
As a result, the most innovative game developers partner with online casino operators to come up with tournaments and bonus deals that entice players into playing their games, and it makes a massive difference.
The key to creating visibility and maintaining high user engagement lies in how you can deliver your message to a target audience. In case you didn’t know, multimedia is one of the secret weapons that can go a long way in making users feel connected to your message.
As such, when penning down a content strategy, companies need to consider how to use multimedia in a way that will reel in and maintain an audience’s interest in their products. So, if you’ve been searching for ways to boost your content visibility and engagement, here’s how you can do it through multimedia:
Define The Purpose of Your Content
It’s one thing to post eye-catching content that piques the interest of an audience and a completely different thing to send a clear message that is unmistakably meant to meet a marketing goal. Thus, there are two objectives of using multimedia: brand awareness creation and enhancing user engagement.
Filling your pages with content may create some level of visibility thanks to set algorithms. Even so, it may not necessarily lead to conversion if it doesn’t make much sense to targeted users. That’s why the purpose of the content should be defined way before creating it. Content that speaks to an audience by entertaining, educating, and generally adding some form of value will convert much better.
Vary Your Multimedia Content
Since there are multiple media where you can share your message, it may seem logical just to post and repost the same content across different platforms. However, different platforms have different audience preferences, and what works on website visitors may not work on Instagram or Twitter users.
For example, when using video, it may make sense to post a shorter video on some platforms and a longer one on others. Then again, consumers of any product are at different levels of engagement to the product.
This doesn’t mean that you abandon your signature as a brand because part of being recognized is having consistency. Stick to your brand guidelines but keep in mind the need to clearly communicate the intended message to the different audience types you want.
Track the Frequency and Lifespan of Your Posts
Based on what type of multimedia you choose to go with, the amount of time a post will stay up also matters. This may be dependent on your audience size and what platform you are using. If you are at the initial stages of building your brand, you may want to post more often and switch things every now and then based on the impressions created.
Keeping an eye on the competition may also provide insight into how often you should be posting and how long the posts will be effective. In this dynamic internet age, you don’t want to bore your audience with one post that becomes irrelevant after a while. Can you imagine seeing a post about last year’s Easter promo popping up on a page during Christmas? That can’t be good!
Use Content Generated by Users
Consumers want to be associated with a brand that has a proven track record of effectively delivering promised services. One great way to be visible is to point to testimonials by users who have interacted with the product.
When users see what real people have to say about your product, they are more likely to be convinced to try out the product. In addition, user-generated content shows brand loyalty and engender trust with potential users who already see your product as authentic.
Since over 90% of consumers will look at evidence-based reviews before purchasing a product, presenting this kind of social proof beforehand will increase sales.
Besides, investing in initiatives that will encourage active users to share their experiences with their audiences and friends will also increase exposure for your brand and create a consistent flow of content while adding an emotional connection to the product.
Visual content continues to gain popularity over written content for the simple reason that users are increasingly preferring to spend lesser and lesser time going through any content. If you can’t capture their attention in the first few seconds they see it, you’ve probably lost them for a while.
Of course, other factors such as technical issues and slow loading speeds also play a role in the overall user experience, which will, in turn, affect your brand. Nonetheless, visuals are much more likely to stick in a potential consumer’s brain.
The general outlook of the content and how it’s been packaged for potential and existing users is what will most likely lead to high or low conversion rates. When fully leveraged, multimedia can contribute to optimal sales even during non-peak times.