Telling Your Story Through Multimedia
Much of marketing revolves around telling your company's story — conveying those things that make it unique, engaging, and/or better than the competition. While copywriting is a big part of that, it's far from the only part. At Parklife, we like to think of ourselves as a one-stop-shop for small and mid-sized businesses' marketing needs, and that's because we do so much more than just write their copy. Today I'd like to share with you several other methods of effectively telling your company's story — methods that we use on a daily basis in our work with clients.
People are naturally drawn to visual stimulation, which is why kids gravitate toward the big, colorful picture books over the super text-heavy ones. The same principle can and should be applied in marketing. Remember, you're trying to get your point across, but you always want to stimulate and entertain at the same time; it'll make your story that much more effective.
Video activates two of our senses, sight and sound, making for a rich audiovisual experience when done right. Video is a fantastic way to get someone's personality to come across. If you have a company leader who's particularly personable, friendly, and likable, get them on camera! Personality and passion shine through on video far more than they do on a page full of copy. This type of genuine and authentic communication gives your business a human face, which your audience will naturally respond to.
Think about how contagious it is when you talk to a friend about something they're really passionate about — you want to bring that same feeling to life through your company's video content. Whether it's a corporate webinar, interview, or Q&A, when you bring the passion, your target audience will feel it too.
Another silver lining of video: Unlike in copywriting, your delivery doesn't have to be perfect. In fact, it would appear robotic and a little off-putting if it was. People want to see your genuine, real self on camera, and that means hedges, hesitations, and occasionally getting tripped up on your words. That's normal, and I encourage you to embrace it! Within reason, of course; do another take if you have to, but don't get hung up on every sentence being flawless.
I'm proud of the video content we've produced alongside Celero Commerce. It does a great job of conveying their unique story as a groundbreaking, innovative, yet laid-back fintech company. In addition, you can probably take a lesson or two from the relaxed and friendly delivery that Kevin, Jim, Scott, and Abigail execute so well.
Podcasts are everywhere these days. And if you're anything like me, you listen to them constantly in the car, on walks with the dog, and while cleaning the house. I'm far from the only podcast addict, and that's why podcasting presents such an exciting opportunity for companies in search of more creative storytelling.
Podcasts aren't quite as stimulating as video, but they are still more engaging than your average copy because they have the added components of voice, tone, and diction. Those three things are a huge part of communication; many scientific studies have found that they're actually more important than the words being spoken. That being said, pay attention to your voice and diction whenever you're recording a podcast on behalf of your company. Remember to enunciate each syllable of each word, and especially the consonants. Not only will it make you easier to understand, but it also has a way of making you sound instantly smarter. That's crucial when you're trying to establish authority and credibility for your business.
Passion and personality shine through in podcasts like they do in video. And, like in video, you don't have to be perfect all the time — mistakes are completely normal and reassure audiences that you are in fact human and not just a corporate robot. Bring the passion and the enunciation, and the rest will follow!
When you're first embarking on a podcast project, consider the following questions: What will my target audience enjoy listening to? What do they want to hear about? What do they care about, independent of my business? Again, tell your story, but always keep entertainment value in the back of your mind. Do your followers really want to hear you talk about how great your business is for an hour? Or would they feel more engaged hearing you share wisdom about the industry — tips and tricks that they can use in their own lives?
I have to concede my bias and admit that I'm totally partial to graphics, because I love making them. All that aside, they are a wonderful way to tell your story, enliven your social media presence, and develop brand identity. I can't even begin to count the number of graphics I've done for clients — everything from social media announcements to what we like to call "baseball cards," which showcase an employee and their interests/hobbies (see this link for an example). The latter is a lovely way of giving your business a human side, and allowing your audience a glimpse into that side.
Graphics act as a pleasant respite from the text-laden posts you typically see on your social media timeline. They naturally draw the eye more than a big block of words. So make the most of them; you want to catch and keep the audience's attention! Create a visually appealing graphic using design principles of hierarchy, uniformity, and unity. Don't forget to tie in your brand using logos, brand colors, and typography. Lastly, make sure that the copy accompanying the graphic is interesting enough to grab your followers.