One of the most effective ways of taking existing content and turning it into a more visually engaging piece is through the creation of case studies. That successful project you put your heart, sweat and tears into for three months? Share it with your audience! Why not create a dedicated page on your website, a sales tool or a company brochure? Highlight your stats with colorful graphs and icons. Hire a professional photographer to capture authentic images of your office or team members collaborating together. Giving your audience a view from behind the scenes is a great way to build trust in your brand and show transparency.
If you’re looking to grow your list of prospects, an ebook is a great way to generate inbound leads. An ebook is an electronic version of a traditional printed book that users can view on their computer, tablet or smartphone. Take an existing blog post and reorganize the content into defined pages or chapters. Then, add some complementary imagery to help tell the story. Once you’ve got your snazzy new ebook ready for release try setting up a page on your website where visitors are required to enter their email address to access and download the free content. Publicize your ebook further by taking some of the imagery to promote on your social channels or in a paid campaign.
An infographic is a visual piece often consisting of icons, graphs, charts and stats which present otherwise dense or complicated information in an easy to consume way. Science tells us our brains process images 60,000 times faster than text so an infographic can really help you translate your figures effectively. Your company may conduct meaningful research about market trends or user insights or your annual report could be re-considered as an infographic for investors. Keep a file and make sure to track useful company and industry data and analytics throughout the year. Those stats and figures can easily be turned into powerful infographics that your audience will want to engage with and share. According to HubSpot, infographics are liked and shared 3X more than any other type of content (source). To support the SYLVANIA State of the Socket Survey 2016, we created a branded infographic for media pitching and marketing purposes, and then broke it down into bite-sized “social snapshots” for spreading the word on social media.
If you already have an infographic that’s getting some attention, the next thing to do is elevate that piece into an animated video. Motion tells the story in a compelling, dynamic way and holds your audience’s attention for the duration of the piece.
If you have a corporate brochure that gives an overview of the history and scope of your services or product, then you already have the outline of a script for an explainer video. A video services agency can turn your script into a powerful video that builds brand awareness.
Another way to spur off a new video is to do some analysis and get creative! To kick off Black Duck Software’s first-ever user conference, we dug into their history, their customer, and the technical background of their product. The result? A high-energy piece with an epic voice-over from famed narrator Stefan Rudnicki.
Social Posts / Advertisements
When it comes to social media it is crucial that your company shares content on a consistent basis. Facebook posts with images see 2.3X more engagement than those without. You can use images from your company’s new case studies, ebooks, infographics and animated videos, and see what your audience reacts to the most. Try reworking a significant stat from your infographic and cropping it into a post that can be easily shared. Mock up your ebook up to look like a physical printed piece and promote your smarts. Take the animated video and split it up into moving GIFs that can easily be shared on social media or used in a paid campaign.
The possibilities are endless when it comes to displaying existing content in a visual way. For every case study, blog post or other piece of content you produce, think “visual content package” and apply the ideas above. Break out your brand guide! With a uniform look and feel, your content library will multiply, your marketing calendar will thank you, and each new piece will play into one another seamlessly.