(upbeat music)
- I can't tell you how many times a client comes to me
looking for content based on what's popular today.
For instance, I often get clients saying,
"I want virtual reality because that's the fad,
"that's the in thing."
Or "I want augmented reality because we know
"that that's where the future is headed."
Well yes, these are true facts.
Virtual reality and augmented reality are great.
If they don't serve your business goals,
why invest in them?
You should always let your business goals
drive the visual content that you're producing.
So let's give a few examples.
If your business goals are to grow a social media following
and engagement, then you have to focus on content
that works really well for social media.
An animated GIF or an animated video under 15 seconds,
social media micronarratives, or maybe memes.
These are perfect examples of social media content
that will help you accomplish very key business goals.
Maybe your business goals are to increase your sales
on your website.
Well in a situation like that, focus on leading with
a motion graphic or a video.
99% of visitors who land on a website
look for a video first before looking for any other content
to learn about a brand or service.
Maybe you want to grow an email following.
Well the best way to do that
would be to create gated content.
Gated content is content that can only be accessed
if somebody gives you their email address.
This helps you as the brand create a great email list
so that you can build a longterm following.
Now if you create great content behind that email gate,
such as an e-book or a visually rich white paper,
more and more people will be driven to download it.
So this is another area where great visual content
is decided by the business goals
as opposed to just simply focusing on the fad of today.