The use of rich media in marketing is quickly becoming the status quo for growing businesses.
Here are 5 golden rules for the application of multimedia in advertising and marketing:
1. Know your target audience
This rule applies to any kind of content marketing, but especially to your multimedia strategy. Knowing your target audience ensures that you choose the right format of rich media content as well as the right topics and distribution.
For example, if your target market is business owners and CEOs, you might decide to create a podcast so that these busy professionals can listen during their daily commutes.
You’d pick a topic that interests them, such as interviews with other business owners, or discussions about growth. Then you’d distribute the multimedia content in a way that’s likely to reach this niche audience.
Without an accurate and thorough understanding of your audience, you’re unlikely to be able to create rich media that will be effective within your marketing strategy.
2. Create multi-use rich media
No matter what your budget is, you should be creating multimedia content that serves more than one purpose. This saves both time and money and helps you fill your marketing funnel more efficiently.
- A product demo could enhance your website AND be used by your sales team.
- A portion of your video podcast could be distributed on social media and on a landing page.
- Your brand story video might have value both on your “About Us” page AND as a recruitment tool.
Plan, create, and use multimedia so that it can be valuable throughout your funnel and across multiple channels.
3. Repurpose old content
As you’re developing rich media content, take a look at content that you’ve already produced. Old blog posts and newsletters can be transformed into podcasts and videos that can continue to bring value to your audience in a new format.
Be sure to update relevant details by including new data sources and current business information to ensure that your repurposed content is still fresh.
4. Take advantage of YouTube’s search engine
Did you know that YouTube is the second-largest search engine in the world? You can harness the power of organic search on YouTube just like you do for Google...but you’ll need lots of video content to make it work.
Be deliberate in creating and uploading content that catches the attention of YouTube’s search algorithm. You’ll need to optimize text such as video titles and descriptions, and learn to adhere to other best practices, such as upload frequency and cadence.
Once you’ve gotten the hang of things, you’ll be able to attract search traffic from a fast-growing source of new leads.
5. Don’t let perfectionism stop you
Perhaps the most important rule for the application of multimedia in advertising and marketing is to focus on presence, rather than perfection.
In most cases, leads are not looking for polished professional videos. They simply want to learn more about what makes your business different and how you can solve their challenges.
In the age of TikTok and Instagram Reels, your audience is accustomed to seeing videos filmed without fancy equipment or intricate production. Even very basic rich media content can be effective if you tell a compelling story and offer value to your viewers.
Applying multimedia to your advertising and marketing efforts takes time and effort. However, using these five golden rules, you can streamline your process and begin to see results quickly.
If you’d like some guidance on this process, feel free to reach out to Tobe Agency. From strategy to execution, we’ll help you create and utilize rich media content to grow your business.