Anyone who spends more than a few hours a week online (surely everyone, by now!) knows that the web is a vibrant audio-visual mix. Brief blasts of video on YouTube intermingle with long-form documentaries, striking stock photography nestles alongside original artwork, and podcasts play in the same sandpit as songs on Soundcloud.
Put simply, today's Internet user expects a rich blend of content styles. This includes what they see from your business.
Moving Beyond Text
Business content has been relatively slow to move beyond more traditional forms of online marketing. Blogging remains a crucial tactic in your marketing toolkit, as do social media and website updates, but consumers are increasingly demanding more than plain old text.
What began as a move toward eye-catching images has developed into a full-blown trend, requiring experimentation with audio, video and different styles of visual content. To maintain engagement and to stand out from the crowd, a business must increasingly translate its products, services and culture for the medium that suits it most.
If your business has just started to get a handle on content writing and text-based SEO, this new requirement could be another jarring shift to take on board. Thankfully there are methods and tools available that make the trend to multimedia content marketing not only manageable, but one that could actually save you some time.
Add New Content, Attract More Eyes (and Ears)
Start with images. As Instagram and Pinterest have shown in the last year or two, people love to communicate with a powerful picture or photo as much if not more than they do with a written update.
Although it can take time to find the right type of image that works with your audience, once you hit upon a winning formula it becomes much quicker to publish engaging content. Compare the time it takes to write a simple blog post to snapping a great picture of what you do and adding a descriptive caption. In most cases it's the picture that is quicker. Using a tool like Canva or Share As Image to create custom visuals can also help.
Video and audio can be more involved to create and edit, but most of us now have a smartphone close at hand. Even short videos of something interesting in your business day or audio interviews with staff members can be produced on a tight budget, so creativity is your only real limitation when exploring new forms of content.