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Tag: Visual Content

  • 4 Content Secrets That Any Business Can Apply | Entrepreneur

    4 Content Secrets That Any Business Can Apply | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Every company faces more pressure than ever to offer their customers outstanding digital experiences. Content such as text, images, video and more is the substance of those digital experiences, so every business needs to get content right. Why not learn from the pioneers of digital experience, SaaS (software as a service) companies?

    Consider why SaaS companies like Intuit and Salesforce excel at content. From day one, successful SaaS companies support the end-to-end customer experience through diverse content, ranging from inspirational podcasts to product explainer videos to contextual help. As a past head of content for Mailchimp, I know firsthand that when customer experience is digital, content is critical. Consider these four content secrets that can benefit any business.

    Related: How to Create Content that Generates Exposure, Loyalty and Sales

    1. Show and tell your brand purpose

    A meaningful purpose can differentiate a brand from any generation, but especially the up-and-coming Gen Z. One recent study by Roundel found that 73% of Gen Z participants will buy only from brands they believe in.

    Adding purpose to a brand starts with defining it. But that can’t be where purpose ends. A brand has to demonstrate its purpose or risk coming across as unauthentic or even hypocritical.

    Salesforce is a model for showing, not just telling, its purpose through content. From almost day 1, Salesforce has said its purpose is to “build stronger relationships.”

    Recently, the successful SaaS launched a Netflix-like experience called Salesforce+. This streaming service provides on-demand content with very high production value about timely business and marketing topics, often involving Salesforce customers.

    I’m not saying every company has to be Netflix. But every business can offer content that brings its purpose to life. For instance, The Home Depot offers project, buying and inspiration guides that show it empowers “more doing.” Patagonia’s catalog is more like an outdoor magazine with stories illustrating its commitment to “protect our home planet.”

    Related: Don’t Just Hire — Grow Talent. 4 Ways to Set Your New Employees Up for Growth

    2. Go beyond customer service to customer success

    Great SaaS have figured out how to handle customer service digitally and enable customer success. Outstanding SaaS offers content to help customers solve problems and get more value.

    Content examples include but are far from limited to

    • Microcopy, such as labels, instructions, headings, icons, and error messages.
    • Wizards or step-by-step interactive guides.
    • FAQs that are easily accessible by chat and voice search.
    • Contextual help, such as tooltips and notifications.
    • Best practices based on the most successful customers.
    • Chatbots or copilots fueled by FAQs, contextual help, and other content.

    A great SaaS example is Intuit Assist, an AI-powered advisor that works across all Intuit products–and that has earned distinctions like the Fortune 50 AI Innovators. Forward-thinking businesses are taking note. For instance, Wal-Mart recently launched a copilot that allows customers to request “Help me plan a Halloween party” and receive relevant product suggestions across all departments.

    Not ready for a full-on AI bot or copilot? Your company can leverage content to help customers and train an AI bot or copilot later.

    Related: Why Doing the Right Thing Leads to Long-Term Success

    3. Promote less, guide more

    Every business faces the challenge of merchandising their products or services to fuel growth. Look at the way high-growth SaaS makes customers aware of relevant new offerings. Rather than blast sales-y ads and emails repeatedly, the best SaaS nudge customers to try new features, products, or services by suggesting them to customers most likely to benefit at the right time.

    For example, during my time at Mailchimp, the SaaS grew quickly and added features steadily. So, while the engineers built the features, my teams built the content to encourage and support customers. We found a strong correlation between suggesting a useful how-to article for a new customer attempting a feature for the first time, that customer’s success, and millions of dollars in revenue.

    I’m not saying your company should never place an ad again. But I’m willing to bet the uptake of your offerings will be much higher if you guide customers.

    Even a product as simple as an eyeshadow stick, as seen with the wildly successful Thrive Causemetics, includes detailed descriptions, how-tos (both text and video), images for different skin types, FAQs, statistics, pro tips from the founder, and more.

    4 Get your content in order

    This secret is about what happens behind the scenes with content. There is no content fairy to magically create and manage your content. (No, not even AI can do that!) But there is content operations — the combination of people, processes and technology that orchestrate end-to-end content. Smart SaaS matures its content operations quickly so that it can scale. At Mailchimp, I added modern content roles, defined new processes and led the adoption of content workflow software.

    Recently, Pfizer realized just how important content operations is to sustaining and expanding its business. At Adobe Summit, Jane von Kirchbach, Senior Vice President of Digital, said that “over the period of the pandemic, we touched more than one billion lives. This is our time to amplify how we engage with our customers, with our patients, with our doctors, and hospitals. Content is at the heart of that transformation.”

    Pfizer transformed its content operations by streamlining its end-to-end content supply chain, automating workflows, and using AI to assist content development. These changes reduced content creation time by more than 50%.

    So, as your business has to compete on digital experience, you can gain an advantage by acting like a world-class SaaS. Imbue your digital experience with content that shows your purpose and empowers your customers to succeed. And set up the right content operations to scale. The better your business gets at content, the more your business will grow.

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    Colleen Jones

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  • How Visual Literacy Can Help Your Brand Grow | Entrepreneur

    How Visual Literacy Can Help Your Brand Grow | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Our culture is based on visual imagery — even oversaturated with it. In the most general terms, your visual literacy is the ability to interact and understand visual communication — or, in other words, bits of information expressed in the form of images rather than written words and numbers. Colors, forms and shapes can also be parts of visual communication, expressing certain feelings or evoking associations.

    Over the centuries, symbols and concepts constructing visual culture and the means of interacting with it have changed drastically. A seventeenth-century Dutch still-life with fruit and flowers may look like a nice decoration today, but the audiences read it like an open book at its creation. They knew that some symbols — like lilies or fish — represented religious symbols and others, like a half-peeled lemon, expressed the high status of the painting’s owner, celebrating their piety and abundance in their household. More complex and multilayered messages were coded into history paintings or portraits – sometimes up to a point when only a small amount of highly educated noblemen could decipher them.

    Related: How to Innovate Your Brand Through Visual Thinking

    The present age has such symbols, too, although most are much more accessible to the public. Think of road signs or brand logos or icons on your smartphone: most of them were designed to be almost universally understandable. Yet, not all symbols mean the same in different cultures: for instance, white, often associated with mourning in China, would likely confuse a Western European funeral.

    Understanding symbols could help an entrepreneur construct a clear and successful image for your brand and product. So, how can visual literacy help an entrepreneur?

    Formulate your message

    A good product design can express much more than written text pages. Form, shape and color can formulate associations with the brand. References to Classical art are usually associated with stability, if not conservatism and work great for financial institutions, while a frivolous hot pink logo would rather help a lingerie brand.

    Pay attention to symbols and their migrating meanings and contexts, and avoid overcomplicating things. Remember that some images do not age well: the hand salute from Jacques-Louis David’s Oath of the Horatii now evokes associations with Nazism and not Roman patriotism.

    Related: Before Spending Thousands on Custom Designs, Prioritize This to Elevate Your Brand Instead

    Attract your customer’s niche

    Just like in the case of a Dutch still-life, you want your audience to understand and react to your message. If you are looking for customers who share your values and ideas, you must send them a personalized message! Think of your audience, their habits, hobbies, dreams, aspirations and expectations of your brand.

    Remember your target audience’s cultural and religious background to avoid misunderstandings — some symbols originating in Christian culture would not make sense for Muslim or Hindu customers.

    Related: How to Thrive in Niche Markets

    Recognize trends and react to them

    Some brands choose to interact with the latest trends in their niche, while others prefer to keep in their lane and do what they do best. Both approaches are valid and understandable, yet recognizing and understanding trends and tendencies within your sector could be a life-saving tip.

    Instead of simply replicating the aesthetic of a trend, analyze it from the position of values.

    Think of a trend like cottagecore: under its mass-marketed surface, it offered something more than just floral dresses; it offered a more sustainable lifestyle, closeness to nature and value of artisanal labor.

    Related: 5 Ways to Spot and Capitalize on Trends

    How to develop visual literacy

    Visual literacy is not a skill to learn overnight; unfortunately, it has no shortcuts. Watching and learning is the main strategy to develop your understanding of the visual culture around you. Yet, simply wandering through museums and scrolling through feeds will not help. You need to think, analyze and ask the right questions.

    1. Pay attention to the world around you. Although this advice sounds pretty obvious, most of us skim through the masses of visual information without a second thought. We are so used to interacting with images daily that we barely pay attention to how they work and make us feel. Think and ask questions. How does a particular design make you feel? Is it understandable? Do you feel the designer’s intent to make it as it is, or is it a random combination?
    2. Go to art museums and galleries. Studying art history is your next fundamental step in developing your visual literacy. Once again, pay attention to your feelings, notice recurring symbols and compare contexts. Instead of turning away from a painting you genuinely hate, ask yourself what exactly provokes such a strong emotional response. Is it a personal association or a more or less universal thing? Every art movement had a philosophy and message behind it. Exploring art movements and their ideas could help you formulate your visual language so your customers can associate their needs and desires with your brand.
    3. Take breaks! Last but not least, give your brain a rest. In the age of social media, the ubiquity of images and meanings is suffocating and overbearing. To make sense of things and take them seriously, sometimes you have to physically stop the flow of visual information. Turn your attention away from the screen to a printed book, a homecooked meal, or nature — sometimes, it offers the best solutions.

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    Christina Chara Ioannou

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  • 5 Ways to Create Content That’s Actually Helpful | Entrepreneur

    5 Ways to Create Content That’s Actually Helpful | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Whether you’re creating content for social media or PR pitches, savvy marketers will give you the same advice: Make it useful and actionable. However, what’s talked about much less often is how actually to do that.

    In the media world, those little bits of helpful information are called “service,” — and journalists are pros at adding it to an article. Editors will often tell their reporters to add a bit of service to a column to make it higher value for the reader. Your company can employ this same strategy in your own content.

    When content is serviceable, your audience is more likely to remember it, share it and return to you for more high-value information. It’s a strategy for building long-term trust and loyalty with your audience (and ultimately revenue as they turn to you, the industry thought leader, for their needs).

    Nearly 70 percent of businesses plan to increase their content marketing budgets this year, per Semrush. If you’re spending a budget on content marketing, here are five things that will make your content more serviceable — and more likely to produce a high ROI.

    1. Tips are realistic and simple to follow

    You may be tempted to give lofty suggestions like “repaint your living room to make it feel more spacious” or “install a home gym to work out more.” But these are quick ways to dissuade your busy audience from engaging further.

    Instead, research to provide tips your readers can follow easily and realistically.

    More practical tips might include “arrange your short furniture against the wall so you can see more of the floor, which makes a living room seem bigger” or “join no-equipment workouts like tai chi or yoga with a group to help you stay accountable with your fitness goals.”

    If a tip takes more than 5 minutes for your audience to complete, you’re probably asking too much.

    Related: How to Showcase Your Expertise and Become a Thought Leader

    2. Following the advice is low-cost or free

    Similarly, your audience shouldn’t have to dig far into their wallets to follow your advice. You want to provide them with something of value for free before you ask them for their business with your company. It somewhat defeats the purpose if your content requires them to spend.

    Both of the examples listed in the previous tip — moving furniture around your living room or joining a free outdoor fitness class — can be done at no out-of-pocket cost.

    The best pieces of service are those that are free, but keep it under $20 if cash is required.

    Related: Why Content Marketing Is Crucial to Your Business

    3. The advice is highly specific

    Provide your audience with specific steps to get started and provide as many examples as possible.

    For instance, if you’re a cookie company suggesting ice cream sandwiches for the summer, provide actual step-by-step recipes your audience can follow. Or if you’re a barista training school, don’t just tell your students that beautiful latte art requires patience and practice — give them a detailed guide on pouring slowly, getting close to the cup and choosing the right milk for a perfectly frothy result.

    4. Your recommendations are vetted by an expert

    Although your brand is speaking as the expert here, it’s even better if you can quote an individual within your company (or a trusted expert outside of it) to incorporate that human element.

    For instance, a skincare company could ask the dermatologist it developed the line with to share tips on a trending topic, like the skin barrier. Whether you’re the expert or quoting an outsider source, note any credentials to establish authority from the get-go.

    Having an expert vet your company’s recommendations is also a great way to get press around your serviceable content since journalists are always looking for high-value sources.

    Related: 5 Things Journalists Wish You Knew About Getting Press Coverage for Your Company

    5. The content is original to your company

    It’s surprising to see how many companies simply repurpose other information found online. You don’t need to do that! You’re the expert in your field, so consult your own experiences to create content that hasn’t been published elsewhere.

    One great way to do this is by referring to the common questions customers come to you with and the answers you provide them with. The more specific you can get, the better.

    Let’s go back to that barista training school example. If a student asks you questions about the specific ratio needed for different types of pour-over techniques, that’s a great piece of content to create — especially if you have a perspective different from the industry norm.

    The bottom line: If you identify pain points in your target audience and provide realistic solutions, you will be able to create quality content for your audience. Keep their best interests in mind, connect with them on a human level and don’t forget to showcase your credentials along the way.

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    Kelsey Kloss

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  • Lacking Trust? Here are 5 Ways to Establish Credibility in Content Marketing | Entrepreneur

    Lacking Trust? Here are 5 Ways to Establish Credibility in Content Marketing | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Over the past few years, content marketing has become both a buzzword and a bonafide strategy for brands to establish credibility with their audiences. However, not every piece of content a brand shares has the same impact.

    Content pieces that make a difference and truly enhance a brand’s credibility provide value and knowledge to the audience. These pieces retain their value beyond their initial publication. They become resources that audiences will draw on for years to come. In this article, we explain how your business can use content marketing to establish credibility.

    Related: Here’s How to Improve Your Business’s Content Marketing

    The power of credibility in content marketing

    In today’s digital media and marketing landscape, audiences are flooded with messages from various sources. The sheer number of those can make it hard to distinguish between trustworthy sources and others. Establishing credibility within a brand’s industry and with its audiences can improve brand perception, increase audiences’ trust and become the cornerstone of long-term success in content marketing.

    Building a high-impact content marketing strategy starts with understanding your audience’s needs and pain points. Researching your audience’s characteristics beyond basic demographics and developing customer personas helps with this process.

    Related: 6 Key Tips to Level Up Your Content Marketing Strategy

    Valuable and educational content

    Ask what your brand can offer the audience that no one else can. The answer to this question will help the brand team define what constitutes valuable and educational content. This type of content does more than recite product features. It solves problems and removes pain points for the audience.

    Valuable and educational content can take different forms. Blogs and articles work well for some brands and their audiences, while complex topics are often better explained via infographics or videos. Podcasts and webinars can also be effective in building credibility with the audience.

    Naturally, what constitutes this type of content will vary greatly between brands. However, there are several best practices that many great pieces have in common:

    1. Based on in-depth research

    Outstanding content requires in-depth research. Aside from understanding their brand and the products and services the business offers, content marketers may need to draw on independent, external sources, including data-driven insights, expert opinions and overall industry trends. Developing quality content takes time, but it will pay dividends in the future.

    2. Complete with actionable and practical advice

    High-value content would not be complete without actionable advice. Content that audiences will return to repeatedly needs to be practical and applicable. It also needs to be relevant to the audience and offer solutions readers can implement immediately.

    These might be examples of content created by other brands or case studies of brands that used content marketing successfully to build the businesses they represent. The collaboration platform Intuit is one of those brands. The company targets entrepreneurs and asks them to solve product challenges. The winners receive cash. Intuit’s content marketing strategy has kept audiences engaged as well as fostered innovation.

    Related: 5 Steps to Creating a Content Marketing Strategy That Actually Works

    3. Help establish thought leadership

    Educational content that offers value to its audience can help brands establish thought leadership in their niche. As audiences continue to benefit from a brand’s content regularly, content authors become sought-after. In many cases, they can extend their reach through engagements like public presentations and speaking opportunities.

    4. Incorporate social proof

    If customers or peers have already reviewed your brand, it is worth including this proof in your content marketing. Social proof, especially from independent sources, strengthens your brand’s content marketing messages and raises its credibility.

    Related: 4 Ways to Leverage Social Proof to Grow Your Business Online

    5. Publish consistently and frequently

    Audiences value content that they receive consistently and frequently. What that means in terms of days, weeks or months may vary from brand to brand. What matters most is that your brand keeps its promises to potential customers and other audiences.

    Amplifying your content while measuring success and iterating

    High-quality content pieces stand the test of time. For that reason, they deserve promotion and amplification. If your brand publishes long-form blogs or holds webinars, consider using shorter versions or snippets as part of your social media content. This allows you to drive traffic to the original blog post and create interest in others.

    Despite the most detailed strategic planning and content development, content marketing may not always work. That is why it is important to measure the performance of each piece and understand which pieces connect best with your audience.

    Measure impressions, conversions and engagements to understand what works best and adjust your strategy to maximize those opportunities.

    Content marketing has the greatest impact when it offers valuable and educational insights to its audiences. Spending the time to develop and research great content will take more time initially, but it will build brand credibility and lead to greater long-term returns.

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    Jessica Wong

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