Creating content that outpaces the competition takes a multi-faceted approach. In fact, the definition of the word ‘content’ continues to expand. That’s where multimedia content comes into play.
What started as a handful of companies using blogs to share their expertise has now grown to include an entire content development strategy. That can include insightful thought leadership articles, video tutorials, infographics, interactive maps, and live streams. It’s clear–users want an immersive experience, bringing the multimedia components in your content strategy front-and-center.
Here, first, we discuss why multimedia content is important. Then, you’ll learn how to use it to create engaging digital experiences that get better results, driving sales and loyalty for your brand.
Fundamental #1: Don’t Make the Mistake of Ignoring Multimedia Content
The old way of creating content focused on word counts and keyword placement. This sort of rudimentary search-engine hacking approach worked well for algorithms. However, it left the readers it was hoping to attract as an afterthought.
In the era of digital evolution, the old way of creating content is dying. And, content designed to engage audiences from the ground up is replacing it. In 2022, content development strategies are no longer confined to a blog. Certainly, it would be a mistake to take a linear approach that overlooks all multimedia content options.
Here are three reasons why you can’t afford to miss the boat on multimedia content:
First: Google Says Multimedia Content is Important
This search engine giant focuses on developing integrations that support a variety of media in their search engine functionality.
Second: Your Competition is Probably Doing It
According to Hubspot, the top goal of over 600 content marketers in 2022 is engagement and growing audiences. Above all, high-quality multimedia content is a key driver of engaging content. As a result, If you’re not on board, you’re probably getting left behind.
Third: To Create a Better Customer Experience
Customer loyalty is a growing priority. The pandemic caused a radical shift in loyalty. More importantly, now it’s time for brands to earn their customers back. A strong multimedia content development strategy can cater to different customer needs. For example, it provides brand experiences that go deeper than offering products or services.
Fundamental #2: Identify Which Multimedia Content Types Your Audience Likes Most
The pace of digital innovation moves fast! And the whims of tech-enabled consumers can change even faster. In 2020, most companies didn’t take TikTok seriously. Today, just over 18 months later, the social media platform easily slides into the top 10. It has earned a spot in the content strategy for one in four businesses.
For the brands that have given TikTok a try, impressive engagement rates that top 50.8% are a big draw. But that doesn’t mean every brand belongs on TikTok or that they’ll all see the same level of engagement.
Finding the right multimedia fit for your brand takes a strategic approach–and why not? Everything else in business is strategic.
Choose the Right Delivery
First, start with an intimate knowledge of the audience you hope to reach. Then, figure out what they want and deliver it authentically. For example, if customers frequently lament about too many confusing options, consider creating a compelling infographic to visually organize the information into something a little easier to digest.
Popular Multimedia Content Options
Don’t blow your budget on video because everybody else is doing that. Instead, choose the right multimedia options to communicate your product or service with your audience. For example, these options could include things like:
- Animated Videos
- Live Feeds
- Text-Overlay Videos
- Interactive Maps
- Digital Workbooks
- Vector Illustrations
- Blog Posts
- Case Studies
That’s an impressive list of multimedia content types. Get around the traditional learning curve and tackle a well-rounded approach to content development with skilled content creation services.
Fundamental #3: Understand Why Now is the Time to Invest in Multimedia Content Creation
Video content is leading the way, with 86% of businesses using this multimedia format. It remains a consistent priority in most content strategies. Why is video content so important?
The biggest drawback to digital interaction is the lack of tactile interaction. For example, when you can’t see, feel, or smell a product in person, it’s a different shopping experience. Therefore, savvy marketers try closing the gap between digital and in-person experiences by engaging as many senses as possible. And, it’s working.
The competition is heating up for companies focused on maximizing quality creatives to create brand experiences. For example, it’s already been declared that experiential marketing is the future of retail. That’s a big claim. However, with 74% of consumers feeling an uptick in brand affinity following an engaging experience, it stands on its own merit.
High-quality, immersive multimedia content that creates a digital experience is the next logical step for marketers looking to deliver those loyalty-driving experiences.
Fundamental #4: Leverage Multimedia Content Across Every Channel
Opportunities to boost engagement with the right multimedia content are seemingly limitless. Nearly every platform caters to diversified content. Trends may vary from platform to platform. However, they all embrace the concept of serving up different content to reach various buyers in many places.
Every piece of content serves a different purpose to attract, engage, or inspire action. And each type of multimedia has a different ability to achieve each goal. For example, on Facebook, visual posts filled with famous quotes, fun facts, and witty humor fare well in attracting followers. On that same platform, polls and videos engage an audience, offering freebies to inspire action.
Another example is TikTok, a competing social media platform built around sharing and consuming short videos. It has the same goals with a slightly different approach. First, tutorial videos and user-generated content campaigns spark interest, attracting viewers. Then, creators can leverage hashtag challenges or live streams to engage their audience. And giveaway campaigns can inspire an audience to take action.
Above all, the point of leveraging multimedia is to grow your audience, drive engagement and inspire action. Therefore, don’t make the mistake of segregating your multimedia content into single platforms. For example, your video content shouldn’t live exclusively on YouTube or TikTok. Similarly, your infographics aren’t solely destined for Pinterest. Find ways to serve up variety across all your target platforms. Doing so creates a better user experience, meeting your goals of growing your audience and turning them into paying customers.
Final Thoughts: How Content Creation Services Help Brands Achieve their Multimedia Content Goals
Creating compelling content across various multimedia streams requires skilled talent. The whims of consumer behavior are as fickle as the trends in technology. Therefore, the demand to keep up is a sizable challenge. Companies big and small can lean on content creation services to borrow the skills they need. Doing so can deliver on-demand solutions to meet specific content creation goals.
Chat with the sales team at nDash to learn more about how our content creation services can help you create better multimedia content.
What is Multimedia Content?
Multimedia content is a blanket term for audio, video, images, and text. Certainly, the best digital experiences provide variety. For example, it creates a complete visual and auditory experience to engage users.
What are the Benefits of Multimedia Content?
The biggest advantage of multimedia content is increased conversion rates resulting from better engagement. For example, when you use an infographic to explain a concept, supplementing the on-page text visually, you provide a richer user experience. Multimedia content helps creators develop useful content. Above all, that translates to more time on the page and a better chance of making a sale.
What is the Importance of Multimedia Content in a Content Strategy?
Multimedia content touches various learning styles, catering to the diverse needs of an audience. The point of any content strategy is to attract leads and convert sales. For example, content that fosters high engagement rates provides a direct route to a successful content strategy. Therefore, curating variety with different types of multimedia content should be a fundamental strategic move, not an afterthought in content creation.
This post is by nDash community member Marissa Snider. She’s a freelance writer with a decade of instructional design and corporate learning experience.