The rise of smart phones, tablets, ever slicker laptops and new apps or platforms has made usage of rich media by consumers and brands rampant. Whether it’s via snapchat videos, Instagram stories, Facebook LIVE or Twitter moments, platforms are pushing this trend forward. Rich media content is visual, engaging, and generally makes your message more interesting. That apart, rich media can also make your content more shareable. So, if you’re ready to double the effectiveness of your content marketing campaigns, this post will help.
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How to Use Rich Media In Your Content Marketing Strategy
Rich media involves using more technological ways of marketing your brand. If you’ve seen videos on YouTube or quizzes on Twitter this is all part of rich media marketing. This is how Google defines rich media:
Rich media is a digital advertising term… that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content. (source)
So how can you make these amazingly interactive pieces a part of your content marketing strategy? Here are a few tips:
1. Using Podcasts
Podcasts are a great and often overlooked way of harnessing rich media without using visual aids. Providing free advice to your customers shows that your brand cares about the community and not just about selling the products.
Not only can they be shared for free, you’re able to reach the customer at their own convenience.
- Listening rather than watching means customers can still get on with their daily lives.
- A downloadable podcast is there for wherever and whenever the customer wants to listen to it.
- Making it relevant to your brand is likely to improve the impression it may have on your customers.
- According to Edison Research, American podcast listeners are spending more than 25% of their listening time with a podcast. That’s over 25% of their time potentially spent listening to your brand.
2. Using Ebooks
You might think Ebooks aren’t the ‘flashiest’ of rich media techniques. However, they can seriously boost your brand’s reputation. A business that has the knowledge and documents it in an E-book is clearly serious about marketing. Ebooks are an interactive asset, allowing the customer to access your invaluable tips and tricks on any device.
Your Ebook can include a variety of things depending on what your business does:
- A Food brand for instance – could produce an Ebook of favorite recipes.
- A Travel brand for instance – could produce short stories or a guide about a particular destination.
- Legal advisor brand for instance – could release an Ebook to help companies toe the line (legally speaking)
E-books and also podcasts are especially good as incentives for customers to engage in your brand, or as a reward when a certain call to action is completed (e.g. a free Ebook for signing up to a newsletter).
Related: Download your content marketing 101 eBook for FREE here
3. Using Videos
Video is a classic example for rich media, and for good reason. Streamed videos tick most of the boxes of the interactive marketing list: audio, visual, putting a voice and a face to the brand. Just as television adverts are worth their weight in gold, a featured video is one of the best ways to get your brand across to your target audience:
- Video can be used to introduce a new product – sharing and building buzz
- Video can be used as a resource – for example a how-to video
- Make a montage of real customers giving feedback on your brand and products – to add a personal touch to your brand
You have control over how you present your product and brand through:
- Fancy editing and brand continuity: if your logo and color scheme isn’t featured in the video, you’re doing it wrong!
- Choice of music: music generates feelings, so be sure to choose music that matches your brand image
- Voiceover/Presenter: the style of dialogue can make the difference between encouraging people to buy and encouraging people to be put off by your brand. Stay wise!
4. Using other Interactive Content
Content Sliders – These allow you break down a lot of information into smaller chunks. The customer can flick through them at their own pace and understand the information. It’s made all the easier, of course, if you include pictures. These handy sliders can be good when:
- Introducing your business and telling the history of your brand.
- Explaining more complicated purchasing or delivery procedures.
- How-To guides & instructional copy
Digital Quizzes – Quizzes are a playful way of interacting with your customers. They are hugely popular thanks to sites like Buzzfeed and social media platforms. They also allow you to collect good information about your customers’ preferences.
Advanced Format Banner Ads – These are the rich media version of classic banner ads. You can include audio and higher quality visual techniques. You can also design specifically for mobile screens. EMarketer showed that the CTRs (click through rates) of rich media banners were much higher than traditional banners. This is largely because their advanced visuals make them hard to overlook.
You may not decide to experiment with all the different types of rich media listed in this article. However , experimenting with a few can enable your brand to share a more meaningful experience with customers. Before you go all in, don’t forget, it is prudent to:
- Make sure you have social sharing buttons on videos, articles and other content so customers can share them with friends
- Share content on your owned brand platforms such as Twitter, LinkedIn, Facebook, and your company blog
- Include calls to action to this new content in your newsletters and email marketing to drive traffic to your brand
- Always customize the rich media content to your brand tonality and other branding elements
- Choose rich media based on what your customer is interested in (always, always follow the customer)
Content marketing strategies exist to give customers a great experience and showcase your brand. Rich media is the next step in building an interactive relationship with the customer, as well as embracing new technology. What are you waiting for?
About Guest Author: Mark Johnson is an enthusiastic marketer and loves writing about new and exciting ways of building brands online.
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