If you think Instagram is only for people who want to share photos of their vacation to Mexico or their pet’s latest antics, you need to take a second look. Companies are having tremendous success connecting with their target personas through this powerfully-visual medium. Yes, the Instagram demographic does skew toward the 18–34 year old crowd, but: (1) if that’s your target, bingo! and (2) technology tends to find favor with younger age groups first, but middle-aged and older folks inevitably follow.
By definition, a prospect who downloads and reads a white paper, case study, or other piece of content has “engaged” with it. And that engagement, even in its simplest form, is definitely a good thing. But what marketers are becoming increasingly focused on is taking engagement to new levels, because the more engaged a prospect is, the more likely he or she is to become a customer.
Awhile back, I blogged about some tips for ensuring that your infographics are great. The folks at the Wall Street Journal surely followed my advice and used all eight of them when they won Gold for Data Visualization in the annual Kantar Information is Beautiful Awards 2015. (OK, they may have known about these tips even before I blogged about them.)
You are at a party and are introduced to two people. You ask each the standard questions about where they are from, what they do for a living, etc. The first replies, “I’m Kathy. I’m from the Midwest.” The second responds with, “I’m Lisa. I’m originally from Orlando but I moved to Colorado after college because I LOVE the mountains and the snow.” You immediately feel more of a connection with Lisa. Why? Because she’s shared just a little bit of her story.
Infographics are a great way to communicate a significant amount of information in a highly-digestible format. They are also easy to create. However, it’s not as simple as slapping some pictures, stylized arrows, and catchy text on a page and calling it good. To produce effective infographics, you have to be aware of certain key considerations.
When you get to the office today, don’t forget to push the envelope toward a paradigm shift that will serve as a disruptive sea change that produces alignment with your exit strategy.
If you’re a businessperson, that’s got to make you chuckle a little bit. Or if you use those terms often, it may make you blush. (Stick with this post; there’s a hilarious video at the end.)
It’s not uncommon for the headline of a blog post to be almost an afterthought. You get an idea, outline the post, write the body of it and then quickly skim the draft for some key points to put into the headline. We’re all guilty of this at times. (Oh, if I could only have a second shot at some of my old headlines!) But as long as we’re all striving to improve, we’re doing the right thing.
If you aren’t currently using content marketing as part of your overall marketing strategy, the whole idea may seem a little overwhelming. “Who has time to create all that stuff?” you’re saying. “I’ve heard you need an entire library of case studies and best practice lists and infographics so that you can keep putting out new material.”
Jane paced back and forth in front of her desk, eyeing her computer like it was a cobra ready to strike. Sitting down in her chair, she touched her fingers lightly to the keyboard and immediately recoiled. Once. Twice. Three times. Then she returned to her pacing, no less agitated than before.