Content Marketing Round-up — Adding Value Edition
May 29, 2015
Last time, we focused on listening for successful content marketing – whether that’s listening to your clients’ needs, to their target audience or to your coworkers. Today we’re diving into the consistent principles of content marketing and using design to add value.
Check out the following four industry articles and read through our take on each:
The Anatomy of a Winning Content Marketing Campaign – How do you ensure that the content you create will successfully reach and influence the target audience? Stick with these four elements for a campaign that delivers effective results.
Our take: While this article has some good basic advice, it seems like Mr. Rampton missed an opportunity to make it a lot more memorable. Why not lean into the “anatomy” metaphor of the title? For example, instead of “The content should be evergreen and solve problems”, the first tip could be:
1. Your content strategy needs a good head on its shoulders. It needs to listen to the real concerns of the audience, look for the best information about those problems and think up a fresh take on a solution.
The rest of the article can easily follow this anatomy format with “sharable elements” being the arms that provide reach; the “calls to action” are the legs that carry the audience to the next step in the journey; and the “outreach email” is the heart that gets your audience to care about what’s in it for them.
I think list articles like this are fine, but with just a little more thought, they can much more memorable—and useful—for readers.
Dave Baeumler, Executive Creative Director
What Killed the Infographic – Infographics aren’t completely dead yet, but they seem to be on the decline. Why? Data visualization. And the reason for the replacement is simple – insight is much more valuable than simple information.
Our take: Within the past 15 years the average American attention span has dropped from 12 seconds to 8.5 seconds. A goldfish’s attention span averages at 9 seconds. What has paralleled during these years is the amount of information viewed on our mobile devices and not our desktop computers. This has inevitably shaped best practices to best consume information through our smart phones and has called for an adaptation in delivery.
I look at data visualization as more user focused approach than an infographic, delivering the message in the most simplistic and digestible manner. I would in no means say that the infographic has died, just adapting with technology. Consuming data and information on the go should be kept in mind when producing content for the web, infographics included.
Brenna Mickey, Interactive Designer
5 Traits Every Designer Should Have – Designers must constantly evolve as trends and capabilities change, but some traits remain the same. Here are five characteristics that are, arguably, essential to a successful designer.
Our take: I love this article! So much of it rings true to me as a self-taught designer. I didn’t learn any fancy principles or rules of design, and instead just went with my gut as I went along learning (and still do!).
I absolutely agree that design is less about art and more about solving a problem. I believe that great design fixes problems you didn’t even know you had – such as making a concept easier to understand through a motion graphic, or putting data into perspective through visuals. The design has to add something to the content you are presenting.
Christie Montague, Marketing Coordinator/Graphic Design
Agree? Disagree with our takes? We want to hear your thoughts – what would you add to these articles and what would you change? Get in touch with us on social media!