Any business that makes money by selling its products and services strives to create an effective marketing plan. Ad strategies, funnel marketing, email scheduling – it’s all part of the process for sending your message to the right people at the right time.
However, your plan and goals will be successful if your content is good. Not just good, fantastic. Your content (and the digital assets you create for it) needs to be clever, appropriate, relevant, engaging, organised and clear.
You need to figure out how to create content that is emotionally engaging and informative. Storytelling and product knowledge are key.
So, to start us off, what are digital assets? The definition is “any digital material owned by an enterprise or individual including text, graphics, audio, video and animations.” In simple terms, digital assets are content that is stored digitally. For example, images, photos, videos, files containing text, and even spreadsheets or slide decks.
Over the last 20 years, with the rise of the internet, digital media of all kinds has become an increasingly significant part of our everyday experience. We are constantly consuming and interacting with photos, audio files, video clips, animation, games, interactive ads, streaming movies, and even experiential marketing, following the rise of virtual and augmented reality.
So, what are the benefits of using specific kinds of digital asset to ensure your content is as engaging as possible, and helping to bring you new customers and sales?
To keep it simple, we’re going to explore how to create great images, videos, and copy – the foundations for great content.
Benefits of Great Image Content
Research shows that a powerful marketing campaign will have strong, bold, and engaging images – or marketing graphics. According to Hubspot:
- Visual content is 40 times more likely to be shared on social media than any other types of content
Here’s what you need to think about:
- What is your main message? What are you trying to convey with this graphic?
- Consider your brand’s font and colours. How can you incorporate them appealingly?
- Keep it simple. There’s no need to make the visual too busy, it will distract the viewer.
- Think about your target audience. Does the image share the right information for them? Will it be appealing to them specifically?
- Where are you going to share the image? Different social media platforms require different sizes and the audience for each platform differs.
- What is your end goal? Think about the bigger picture and how your visual graphics can help you reach your targets.
There are hundreds of helpful free and paid design tools that can help you create the visual graphics you need. Or reach out to a graphic designer if you’re unsure.
Benefits of a Great Video
Video marketing is exploding across the world, see our recent blog post about the benefits of using video in your funnel marketing.
According to Hubspot:
- Almost 50% of internet users look for videos related to products or services before visiting a store.
- Shoppers who view video are 1.81 times more likely to purchase than non-viewers.
The above ideas also apply to video, and here’s what else you need to think about when creating compelling video content:
- Don’t simply rely on your video script to convey your message. Visuals are just as important as text or audio.
- Incorporate client testimonials. The brilliant thing about video is you have time on your side. There’s time to include plenty of product information and proof from other clients of your brilliance.
- Truly authentic video relies on quality and consistency. You need quality content to engage viewers. And a consistent message to form a true relationship with your customers.
- Try to include authentic video content. Leave a camera rolling in your office or shop to support your brand’s message.
- Big production doesn’t always pay off. When selling your brand’s image and values, remember that people trust people. DIY methods are more authentic to consumers.
Again, there are lots of great video editing tools, free and paid, to help you create authentic, simple videos. Today’s smartphones have top quality cameras and can be perfect in building your brand’s message.
Benefits of Great Copy
This is the most important digital asset to consider. Words explain everything. Anything you add text to; graphics, videos, games, websites, brochures, emails, social media posts – they all need copy.
Good copy will pay for itself many times over and any copy you use reflects your business.
Well-written copy within your marketing materials will:
- Make your name and message stand out amidst the clutter
- Differentiate your business from its competitors
- Build your brand’s image
- Clarify the benefits of your product or service
- Establish an instant rapport with your customers
- Improve conversion rates
Here’s what you need to think about:
- Keep it simple. Good copywriting conveys the message clearly and easily.
- Get to the point. Your readers are busy and have plenty of other media vying for their attention. Don’t make it difficult for them to understand your message.
- Use varied but not pretentious vocabulary.
- Focus on content over craft. Don’t show off that you’re an excellent writer. Stick to your goal and keep your target audience in mind.
Imagine your copy is your salesperson. Its job is to persuade the reader to buy your product or service or invest time in your business. Quality, effective copy is best achieved by a professional copywriter, trust us, the rewards will be exponential.
Take Stock of Your Digital Assets
Are your digital assets up to scratch? Do your visuals capture the audience and is your copy compelling yet simple?
If you need assistance with your content, or a review of your digital assets, contact Future Marketing for advice and a chat.
