Pam Sahota is a brand manager at Digitas. She can be reached at @PamSahota.
Visual content is not a fad that’ll go away in a few months.
It is not a shiny object.
Visual content is a great way to create engagement with your audience whether it’s through Facebook, Vine, Instagram, Pinterest, tumblr, or your own site. How do you decide what to test? What to commit to?
Tips to Smoothen Your Commitment to Visual Content
1. Marketing Strategy Goals
Your brand inevitably must achieve quarterly or annual goals to include campaigns and programs that are either one-offs or re-occurring.
A re-occurring campaign can be a great way to test and learn what works. If your brand is scared, try a smaller one-off to test and learn where certain visual content works and fails. Then, you can apply it to your larger campaigns where appropriate to amplify the content.
2. Curation vs. Creation
Your resources to make the content will sometimes dictate whether it’s easier to curate (whether it’s UGC or 3rd party) or if you’d like to create your own.
In my opinion, it’s nice to have a mix of both depending upon where you’ll be posting it.
For example, on Pinterest, it’s nice to curate boards from fan submission, but also nice to show that you have own content to share that’s valuable to your audience.
3. Committed Team
Visual content entails art direction and editing, which can cost money.
Are you thinking infographics? Sometimes it’s easier and cheaper to outsource and have a company like Visual.ly do the work for you, so you can focus on the message and its distribution. Whichever way you choose, ensure the proper resources are thought about.
Once you have great visual content, how do you decide where to put it? How will your audience consume it, engage with it (share it, like it, comment on it), and return for more?
Assuming you’ve researched your audience and where they play, the audience on certain platforms, and what your competition is doing, test and learn.
For example, if you don’t have a blog, tumblr is a fantastic visual platform that has a built-in community waiting to consume and share content. It’s also a fabulous place for discoverability and finding content to like and re-blog (high value action). Another great perk is you can seamlessly plug in your social sharing to other channels like Facebook and Twitter (assuming your audience on that channel will also like this content).
What’s worked best for your brand?
Any hardships? Share and comment below!