Rethinking Content: Is Your Content “Snackable”?

vintage coke

Advertising as it used to be: vintage Coke ads.

Does image marketing confuse you? Me too.

Heidi Cohen has some excellent stats on her blog which show that visual content’s appealing to consumers. In this post, 5 Facts Prove Visual Content Is A Guaranteed Winner! | Heidi Cohen, she says:

“Visual content marketing is snackable. This is a critical factor for marketers looking to break through a cluttered content landscape. Easy and quick to consume information allows your target audience to get your message without risking being putting aside.  Actionable Marketing Tip: Use short visual content to feed on-the-go consumption.”

I love the concept of “snackable.”

Do you snack on content? I know I do. To catch up with the news, I used to read news websites. These days, I use Flipboard on my iPad to “snack” on the news of the day. Of course I read longer pieces too, from websites like the New Yorker. I spend more time snacking on, and reading content on the iPad than I do on my production machine, some days.

Create an image marketing strategy

It’s amazing how quickly you run out of images in image marketing. The solution of course is to get more. Don’t think in terms of hiring a professional photographer, get your staff to take photos as they go about their daily jobs. Yes — they can take images on their phones. :-) Your goal is not glitz and glamor, it’s realism. You’re letting your customers see your business behind the scenes.

I’m working with a client who’s just starting out on an image marketing journey. We discussed the kinds of images which would be effective. They send them to me, so that I can find themes, add captions, and upload them.

Tip: remember, as with all content, your image marketing needs goals.

Create specific goals, with targets, make the goals actionable, and then track them.

Business Pinterest: Use It For Collaboration

Business pinterest

I talked about image marketing being the the big news of 2012.

I’m hugely excited about it, and am considering a high-end digital camera so I can shoot some great pics when I’m working with clients. It might be overkill, but nagging my clients for images doesn’t work.

Here’s another way to work with Pinterest: use it as a collaboration tool with “secret boards”.

This post, Here Are Some Clear Business Uses For Pinterest | WebProNews, reports:

“Pinterest’s New Secret Boards And Business
Pinterest recently started letting users create secret boards. These authors find this a useful addition for businesses as well.

‘Absolutely these are helpful,’ says Lacey. ‘They let you collaborate on projects without the board being visible to the general public. Advertising campaigns, contests, giveaways, and etc. can be set up, then the board can be turned on so the public can take part. Remember that current boards can’t be switched to secret status, only new boards.’”

It’s a brilliant idea, and I’ll be recommending it to my clients. If you’re in marketing, it would work for you, too.

I’ve been using Curio to create Pinterest-like image bulletin boards for clients, by converting Idea Spaces to PDF. However, using Pinterest will be much easier, and we can collaborate right on the boards.

Write what you know — and sell it

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Image Marketing: The Big News of 2012

Pinterest
Above: brands on Pinterest

“Image marketing” took over in 2012. Brands appeared on Pinterest; Instagram made friends and then lost them again. (I’m sure however that 100 times as many people signed up for Instagram as deleted their accounts, because of the amazing publicity when their EULA changed.)

Images are now big news for marketers.

As Heidi Cohen said, we saw:

(the) Overwhelming power of the photo in 2012. With expanded smartphone and tablet usage everyone has a relatively good camera within arm’s reach to document the details of their lives. Further, there’s no worry about poor spelling or grammar. With Instagram, Facebook, Pinterest and Flickr, the stage is set for expanded salience of images.

If you’ve been ignoring images it’s time to think about how you’ll use them in 2013, and more to the point, who’ll provide the images.

How will you use images in 2013?

Start by using images on your blog, or create a blog specifically for images. I suggest Tumblr. Not only is the platform free, it’s also incredibly easy to use. I created a Tumblr blog recently; it’s amazingly easy to use. You can post from your iPad, or by sending your post to your Tumblr email address.

Another benefit to using Tumblr: it’s very social.

Who will provide your images?

Anyone you can talk into it. Ask your staff to take photos via their phones. Most cell-phone images these days look great on the Web. Ask customers to contribute images too — run a contest.

If you haven’t yet come on board with images, slot image marketing into your promotional plans for 2013.