So you’ve decided to launch a content marketing strategy, and now you’re obsessed with finding a writer or two that can bring it to life. Which means that you’re not following that hoary Wayne Gretzky line about skating to where the puck is going… you’re just following the puck.
Because the puck – which is to say the Internet and the way we consume it – is headed way beyond written content. Welcome to The Visual Web. You’re almost certainly already engaged in the emerging visual web as a consumer – whether you use Instagram, Pinterest, or the visually oriented blogging platform Tumblr.
But your corporate content strategy very likely does not include these more visual ways of communicating online. Why?
Obviously, B2B marketing generally lags behind consumer-oriented marketing. But we need to close that gap; smart marketers communicate with their audiences in a way the audience is accustomed to being communicated to. And those businesspeople are living the consumer portion of their lives on the Visual Web.
A Pinterest-ish marketing strategy that relies on still images very likely doesn’t work for a service-oriented business, but there may be ways for you to experiment with this.
The bigger opportunity is video. Virtually no one in the B2B marketplace is doing video, and if they are they probably aren’t doing it well. There are usually two extremes:
Informal videos that look more like home movies, or worse, hostage tapes. Stiff interview segments with semi-interesting employees that look as if they were shot on a 1980s public broadcasting set.
There’s no reason for this level of mediocrity – not any more. The confluence of cheap-but-excellent video production hardware and software and the abundance of available, talented video professionals make it much easier to embrace this new frontier.
Imagine if your website had frequent, well-produced two-minute video news reports. Now that’s engaging.
Content marketing is here to stay; it engages your audience pre-sale and widens the sales funnel. But it’s also still evolving. The goal is creating greater engagement and drawing those prospects in closer. And embracing the Visual Web is quickly becoming an important part of that approach.
After all, those images are worth 1000 words.
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