The phrase “content is king” has never been more true than it is now. As you’ve probably noticed, rich media content is ready to take the throne.
Your business will need rich media in order to compete and grow. However, producing video and audio content will require more knowledge and resources than you typically need to create and optimize written content.
To help you start off on the right foot, be aware of these seven rich media best practices:
Rich media best practice #1: Stand out
Competition for eyeballs has always been fierce. But as user-created content floods social media and other spaces, it’s even harder for marketers to rise above the noise.
To stand out, you’ll need to be original and appeal to your audience’s interests and emotions.
Rich media best practice #2: Create content for your niche audience
Rich media content is more costly to produce, in terms of both time and money. For most types of content, you’ll have a greater ROI if you focus on very specific groups.
By targeting your audience on a more granular level, you can be sure that the investment you make in rich media will be well spent.
Rich media best practice #3: Focus on personal connection rather than professional polish
Unless you’re a luxury brand or well-established mega-corporation, no one is expecting top-quality cinematography or CGI graphics.
Your top priority should be to make a one-to-one connection with your viewer, by telling your story and how you can solve their challenges. This can be done with a setup as basic as an iPhone, a mic, and some editing tools.
Rich media best practice #4: Avoid being “salesy”
Gone are the days of traditional commercial breaks laden with jingles and sales pitches. Modern marketing means rich media is woven into the fabric of our everyday lives.
If your content screams “advertisement,” you’ll risk turning away potential leads who have grown accustomed to a value-based marketing approach.
Rich media best practice #5: Offer value
To really earn the attention of your target, you’ll need to offer up something they want or need. To develop anything from podcast premises to social media clips, start by clarifying the value offer of your content.
What does your audience want that can be portrayed via video or audio? When you can answer that question, you’ll be on your way to creating effective rich media.
Rich media best practice #6: Customize the content to the channel
A 60-second video that works for Instagram probably won’t draw in a lot of organic traffic on YouTube. This seems like a no-brainer, but it’s important to note that the same content won’t work for every channel.
To avoid producing separate pieces of content for each channel, try creating long-form content that can be edited for use across your whole funnel. For example, a well-planned 30-minute video podcast episode can be trimmed into 2-minute clips for your landing pages and 30-second clips for social media.
Rich media best practice #7: Design for sound-off to maximize viewability
Along with increasing accessibility for hearing-impaired individuals, using captions and other text makes it possible for more viewers to engage with your rich media content.
From sleeping babies to nosey coworkers, there are many reasons that viewers may leave your rich media on mute. Adding captions is a simple but easy way to make sure you’re getting the most from your content.
These rich media best practices are a great resource to begin building your audio and video content. If you could use some guidance as you plan, produce, or launch your rich media strategy, don’t hesitate to call the experts at Tobe Agency. We’d love to help you grow.
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