“89% of B2B marketers and 86% of B2C marketers report they are using content marketing to increase leads and drive their brand forward” – Gary Henderson, Forbes
I’m not going to touch on the serious content of the article, you can read the full thing here, but it did get me thinking.
Always a dangerous thing!
Looking at it from an imagery perspective, what’s your content saying about your business? We looked at this last week at No Ties Networking when I was giving a talk on visual communication. Instead of just telling people stuff I took two of the businesses as case studies. Then used the knowledge and experience of the group (there are some excellent marketers and brand specialists) to develop some ideas to help those businesses with their visual content.
We can all refocus our social media content by asking ourselves the same 5 simple questions we discussed at No Ties (the questions are simple…the answers might be a bit harder ;):
- Who or what is your business? …ask yourself this 3 times and try and expand on the answer each time. The clearer you have this the easier it is to target your message.
- What do you want to say? …I suppose this is sort of looking at your USP, but maybe more importantly how you want people to see your business.
- Who is your target market? …pick someone as specific as possible. Generally only multinationals have the resources and budgets to target everyone. And they regularly get it wrong…see Pepsi.
- What do they want to see? …what do you think will engage your market? Get them over their indifference. What do they like looking at? How can you match that to what you want to say?
- What stops them buying from you? …people are naturally suspicious about services. You can use images to help people get over their concerns about buying from you by identifying these problems and then tackling them one by one.
There are no answers in this post, only questions. I need to do this for myself too. I’m often guilty of the same thing as everyone else with a small business and limited time. I grab random images with ‘that will do’ attitude…I would never do this to a client, so I’m not sure why I think it’s okay for me.
If you’d like to learn more…possibly with answers this time…I will be putting some training sessions together for the coming months. One of which will be a full-day and run in conjunction with Katie Goudie from Words that Work and Brendan Reilly from Dangerous Studios. We will take you through the whole process from planning to practical skills for both photography and video, so you can walk away with the skills and knowledge to get on with your content marketing.
Leave your email address below or signup and we will let you know what we have planned.
Any other questions or requests for info just give me a shout.