Banners Might Be ‘Decorative’ but Content is ‘Key’ for the Social Media Scene!
In the world of social media, for a time, colorful advertising banners were found at the top of mobile applications, landing pages, or emails in order to catch a prospective customer’s eye. But what most businesses failed to recognize was that once the eye was caught – the content had to be there in order to hold someone’s interest. In fact, without the content being bold, new and freshly updated as often as possible – the prospective client became nothing more than a ‘click’ that went away in less than a minute. What they remembered after leaving was a ‘pretty’ banner and perhaps even the brand/company that was announced in that banner…but not well enough to head to the company’s site and look into what they did and how they did it.
Another problem with the ‘banner’ comes from people being wary of clicking anything nowadays, considering the amount of material that’s out there that, once clicked, can download various ads or information onto a person’s hard drive without their request…making the computer upload a virus. Which is the main reason why a company needs that landing page that is non-threatening with content that will engage without placing a multitude of YouTube videos or ‘links’ in the content that will harm a computer or frighten away the person ‘clicking.’
The “next digital media revolution” is what most businesses are calling content marketing. And this is one social media outlet that is seriously challenging. Why? Because a company must find a way to create content that’s both professional and in-depth while still being engaging to the reader. Yes…in other words, they need a writer who can create a bestselling novel just to get that content to capture and hold a reader’s attention.
Pictures are lovely. And, we are a visual society as everyone knows, but a pretty banner or portrait isn’t going to work anymore. Example: You are a start-up company trying to brand your name and your product. However, in order to brand that product people need to know ‘about’ that product. Trust me, a vacuum cleaner looks like a vacuum cleaner – it is the information and data about that brand/product that will make it unique and pull away from all the other vacuum cleaners out there in the world.
Again, we come back to the novel. A product has a backstory. A company has a backstory. And the sites that do the most work and brand the best are the ones that share their backstory with the reader. How did this come about? How was the company created? Is this a ‘rags to riches’ story? Is there something here that will pull a reader’s attention so that they will like this story so much that they begin ‘buzzing’ about it all over the internet?
An owner sharing a backstory offers the emotion, strength, power and excitement that they have for their own brand which will then ‘rub off’ on the consumer market. Blogs, videos, ebooks, articles, reviews – this is content that can be low-cost, yet show the reader how much your company and products are worth reading about and purchasing. And this information NEEDS to be given to the client in such a way that no other brand will come close to the honesty that you shared.
Ads are fine…but content has to be given to an audience, without interrupting people with over-the-top advertising while they’re working on something else. This is a strategy that will allow clients to discover your company and brand, rather than you looking like the bad guy and sending them information they did not request.
The most popular social channel is still Facebook, with companies using this and three other social media networks to distribute their content: Twitter; YouTube; and LinkedIn. In other words, the vehicles are there to get your brand information out in order to attract and engage. But once the person is engaged you need that ‘long form’ writing on your website in order to hold the attention. Here, is where the backstory and the content has to be!
Get that writer. Get that Social Media Team to make sure that once people are engaged, they become much more than just a ‘click’ in your financial landscape.