Wouldn’t it be nice if your content could just... create itself?
Believe it or not, that’s one of the biggest advantages of rich media and rich media repurposing.
What is rich media, you ask?
If you’re not familiar with the term yet, “rich media” refers to video, audio, or other non-text elements that allow for greater engagement with your audience.
In fact, there are plenty of advantages of rich media making an appearance in your marketing strategy, but here are the top three to get you started:
1. Rich Media Is Easy to Repurpose
Again, one of the biggest advantages of rich media is that it practically creates itself once you get the ball rolling.
If you want to save time and effort creating fresh content, rich media repurposing can work in a couple of different ways.
You can repurpose existing content to create new rich media. If you already have an existing blog or written content, repurpose your best performing posts into rich media formats like videos, infographics, GIFs, or even podcasts.
You can repurpose existing rich media to create ongoing “micro-content.” Once rich media is created, it’s easy to splice it down into “micro-content” to use for weeks or even months at a time.
For example, maybe you want to turn your top ten blog posts into rich media like YouTube videos or podcast episodes.
Once those full-length videos and episodes are created, break them down into one-minute clips for social posts, five-minute clips to saturate YouTube, or even turn those short clips into infographics to capture the big idea and a few supporting details at a glance.
Not only does this make it easy to post content consistently, it also ensures your content has a cohesive theme and aligns with your marketing goals.
2. Rich Media Fosters More Engagement From Viewers
The fact is, it’s never been more challenging to engage a digital audience.
According to a 2015 Microsoft study, researchers found the human attention span dropped from twelve seconds down to just eight seconds since their initial study fifteen years prior.
Why is that important?
Marketers are now contending with one of the shortest attention spans in human history. Content needs to be quick, engaging, and eye-catching or else most viewers lose interest.
Fortunately, one of the advantages of rich media is that it checks all of those boxes, and consumers are more likely to respond to and share it across social media platforms.
3. Rich Media Can Cut Down Your Advertising Costs
Another advantage of rich media?
It improves your paid advertising efforts, too.
While all advertising platforms’ top priority is making money, a close second is making sure their users are having a good experience.
To gauge whether users are having a good experience, popular advertising platforms like Google, Facebook, Instagram, and YouTube take into consideration things like your ads’ click-through rates, conversion rates, and overall engagement.
When those metrics are high, you tend to pay less per click and per acquisition.
Want to take a guess at the best ad media to use to achieve those favorable metrics?
Yep, it’s rich media.
Ads that include video, infographics, and GIFs tend to garner the highest engagement across all advertising platforms. Your audience is also more likely to share them organically, which increases your reach for free.
Ready to Experience the Advantages of Rich Media For Yourself?
Check out our free guide to planning, creating and executing a rich media content strategy here. If you have any questions, the experts at Tobe are happy to help.
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