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Aug 02 2022
Within any of the digital channels, you will usually find a combination of text, images, and video. For example, all three are heavily used on Facebook. A website will also usually include all three types of content.
The principles below may not apply 100% to all digital channels, and some industries are different. For example, in some B2B industries, longer content (both text and video) outperforms because people are highly interested in the topic. Be sure to confirm that these best practices work for your business by testing and looking at analytics to see what your audience responds best to.
Text is usually a component of any digital media post. Even a YouTube video has a text title and description. Below are some best practices for digital text that applies to most mediums.
Images and design have been a key part of digital executions from the beginning. Below are some best practices for using them strategically.
Power Tip: Let your images do the heavy lifting! Choose visuals that describe what you want to communicate – make your pictures worth a thousand words.
There are now SO MANY different styles and formats of videos. From Live videos to YouTubenads, we see more videos in more places than ever before. Videos are becoming more prominent on every social network and almost every medium.
Google and Facebook have researched how to create a compelling story arc for digital. In traditional marketing, the video usually starts slow, maybe even with a logo build. Next, there’s a reveal and usually the brand at the end.
In digital we need to grab attention quickly and maintain it. We need to start with the big excitement or the payout. Consider recipe videos – they START by showing you the END – the mouthwatering food that you will learn to make.
The image below demonstrates a traditional video story arc compared to a digital one. Digital and traditional storytelling are quite different.
Once you get started you’ll learn from your audience what works and what doesn’t. Don’t invest too much upfront if you aren’t sure what your audience will respond to. Be agile, try a few things, analyze, and build on those results.
This is an excerpt from Krista Neher’s best-selling book, “Digital Marketing That Actually Works”. You can find this and more books at Boot Camp Digital
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