Leading digital researcher, GroupM, suggested in their annual ‘State of the Digital’ report that marketers should convey a brand message “within the first second” of every social video. Not to take the shine off your expectations, but if today’s CMO’s don’t level up and grab consumers’ attention on-play, your video is going straight to the dump heap. No stickiness, no interest, no shares no thumb stopping. Nothing. Nichts. Nada.
Golden content is what we strive for: Videos, podcasts and solid written content with that Midas touch; content that will seize that first second and shake the shares out of it. Take a breather for a while and read our ‘gold-to’ guide for best digital practice in business:
1. Hold it Before You Load It
You know what you want to sell, and you have a strong message to go. Stop right there. Before you dive for the upload button, do the 5-point sense check first:
- Is this post too long, too short, too strong, too soft?
- Will the post deliver better results on Facebook / Instagram / Twitter or YouTube?
- Do I want audience engagement or audience awareness
- What do I want to get out of this post?
- What do I want my audience to feel and/or do with this post?
When you’ve answered these questions, and you’re clear about the what’s and how’s then, by all means, take that upload button and give it horns.
2. Get off The Island: Let Video, Audio & Lit Work Together
One of the great benefits of digital is the opportunity to collaborate your communication in the same post, using audio, visual and literature, to get your message across. When you create a podcast, use your literature platform to support the podcast, with a strong rationale, call to action or written article.
Same applies to video: You should have a transcript or article supporting that video, to better land your message. And if you’re featuring written content as the star attraction (blogs aren’t dead, yet!) it will benefit greatly from keywords, images and diagrams that grab attention – or better yet, a throw forward to a film piece that adds juice. Golden content is not an island, it doesn’t need to live alone in order to make an impact.
3. Get The Experts On Board
From your social media to your online video it is vital that your brand is authentic and in a way that fully represents the values of your business, brand, and offering. Choose the right agency to help you create content that is truly Golden and help streamline that content to ensure it works holistically in delivering your brand message to your target audience.
Working with the right team can make all the difference when it comes to creating above average content that connects with your audience. Choose an agency with experience in creating content that is Golden. Speak to So Interactive for expert advice on creating golden content for your brand.