In a recent article from And Now U Know – Produce News, the produce trade publication shares the unveiling of West Pak Avocado Inc.’s company-wide marketing campaign to celebrate the unveiling of West Pak’s new website, video storytelling experience, and retail program. “Spearheaded by West Pak Marketing Manager George Henderson, West Pak’s new website, video, and AVO-opportunities campaign is a collaborative effort between various departments within the company and external specialists. In addition to web development, Visual Content Agency, a digital marketing firm in Carlsbad, California, produced the corporate video, web assets, and digital marketing campaign.” Read more, here.
11 Ways to Win at Visual Content This Year
To help you score winning visual content with your online community we’ve put together our Visual Storyteller playbook to keeping your brand’s content engaging, delightful and compelling during any season, not just during The Big Game.
15 Seconds of Fun: How to Win at Visual Content
Crush the competition with a Content Game Plan
If you want to rush yards over your competition, creating epic Superbowl Sunday content is a great place to start. Engrained in our memories are unforgettable game day moments like golden retriever pups, ripe avocados and crunchy cheesy triangle chips – in fact, the sheer 30 seconds of bite-sized bliss are equally as much of a tradition as fans in painted faces and team apparel. Surely, there’s a little something for each of us to see during The Big Game, but what about the rest of the year?
It’s no doubt that we are a mobile, social bunch. Fill a stadium of smartphone users and you’d realize that the average American looks at their phone 46 times every day while forming first impressions within 50 milliseconds. It seems safe to say that our desire to consume virtual, digital content is more and more apparent each year. With that, it is important to keep your audience enthusiastic about your brand online in order to keep ’em coming back for more. Here’s how to get started:
The Visual Content Playbook
Score at visual content creation and avoid unwanted hurdles & fumbles
- Pep Talk
It takes motivation and determination to create a solid content plan. Do you think flat laydowns and social videos happen overnight? Talk to your internal team about your idea, jot down notes around your visual content thoughts and set up a time for a huddle to get ideas flowing. Think logically about what your brand’s outlook is for the season – a new collection, website launch or perhaps just adding some pep in your daily content step.
- Group Huddle
You wouldn’t head into a game without a huddle, would ya? Gather your team and discuss your strategic plays to make sure you have the right players ready to delegate, produce and conquer your concept.
- Kickoff with a solid strategy
A content strategy does many things for a brand, but what it does well, is that it works to share your bright idea with your digital audience in a timely manner. Understanding the types of content you want to create based on goals, trends and even competitive analysis is key. Here you analyze and research your creative concept thoroughly – think market data, social insights and most importantly, your audience. Once you’ve thoroughly researched, its now time to put together a well-organized game plan around your creative concept. But this cannot be done alone – gather your teammates, explain your direction & make a plan to develop content around your visual goals.
- Condition Your Content For Game Day
It’s all about preparing for game day when it comes to content strategy. When is the launch day? Do you have three days or 3 months? Understand your bandwidth, budget and resources first and this will allow you to determine the depth of content you can create. Here’s our content rule of thumb: think simple, delightful, eye catching – sometimes less is more.
- Position Your Content For Success
Before you begin to produce creative content for your concept, think of each piece as part of your strategic plan. Will you create a core video that tells your brand story or a blog series with creative imagery. Thin of where it fits along with what day you will launch it. After all, you wouldn’t put your star quarterback on the bench would you? We recommend creating an editorial or content calendar to lay out when your creative pieces will be shared, this way each date around this promotion comes with a purpose.
- Hike it with hashtags
You might not realize it, but hashtags are key in creating a promotional oomph, engaging your community and tying the pieces of the content pie together. Whether you dream up a hashtag during your huddle or post-strategy, its important to check the relevancy of this hashtag to your long-term goals and also to make sure its not too common, especially if you decide to brand it. Hashtags are also important for key dates, like #SB50, the Big Game hashtag – not only is it a huge American event but this hashtag is timely and current; grouping mass posts together & making content searchable by millions.
- Pass your content to the right channels
It’s true, each social channel has a purpose. Where Facebook is often more of your niche community, Twitter is a place to converse with influencers & so forth. Make sure you plan to share the appropriate content types with the right audience to get reel engagement out of your pieces.
- First Down – The LaunchLaunch day is game day to the content world. This means your hard work is ready to shine. Whether you promote it on Twitter or share it on Youtube, the biggest deal of all is the cheer of your social crowd.
- Avoid fumbles to achieve content goals!
It’s important to analyze your new content daily to see how your audience is interacting. Perhaps the social video your shared on Instagram did great! Now test embedding it within a blog post on LinkedIn for new views. Also, consider promotional or social advertising options for an extra boost – tracking your wins as well as your losses, will only make your content moving forward stronger.
- Score a two point conversion with user-generated content
Remember that awesome hashtag you created for your visual content? Your audience loved it, so did your influencers & now they are sharing the concept too! For example – we created our first branded hashtag: #LifeisReel in order to share images that resonated with our team. Then we asked friends to share it, too. We saw amazing traction that amplified our reach to new potential followers because fans begin sharing the hashtag with images of why their life is reel, too! That being said, scoring content around your content is the ultimate reward.
- Hail Mary! Go for a game winning touchdown
The ultimate content win? Having created a visual experience that allows your audience to resonate with your brand. After all, this is what we call reel engagement! Your team feels accomplished & your social & digital audience is, too. That being said, you are now free to do a content “happy dance” – you’ve earned it.
Bottom line: Creating visual images and video with the right strategy spells out digital success!
Like our playbook? Contact our team of Visual Storytellers today & we will put it into action.