Choosing the Appropriate Medium for the Message of a Brand
There are numerous communication channels now.
Technology is giving consumers more choices to engage with each other, and this has made it easier for consumers to disengage from unwanted marketing.
To choose the perfect medium for the message of a brand, certain factors have to be considered, like, the budget, the consumer’s needs and preferences, and time frame.
A brand needs to keep its message, character and voice relevant.
For lead generation it is important to choose the medium that fits the message of a brand best.
Marshall Mc Luhan coined the phrase, ‘The medium is the message.’
This means that ‘ the form of a message embeds itself in the medium, creating a symbiotic relationship by which the medium influences how the message is perceived.’ Given below are practices to figure out how to maximize chances of greater engagement with each effort.
Recognize the Purpose of the Content
For a creative idea to become a creative leverage, blanket assurances are not an option. It is extremely important to understand the purpose and goals of content.
What does the content want to achieve in the first place?
Does it want engagement from the consumer?
Does it want the consumer to take advantage of an offer?
The purpose of content may not always be to sell.
It can also help advocate for change.
Assessing what competitors are doing with their content also helps to differentiate a brand.
It is also important to gauge what sort of assets will work best in which situations.
Types of Content
The popular types of content are blogs, infographics, podcasts, white papers, case studies, ebooks, longform content and videos. Given below are guidelines on how to use these content types to get best results.
Blogs
Blogs are an effective way for businesses to drive traffic to their sites. When a business uses blogs more frequently, it leads to more traffic on a site. This means more potential customer enquiries.
Nomadic Matt is a single author travel blog which has grown to an incredible size. The Art of Manliness is yet another blog which has a loyal audience.
Infographics
Most people are easily attracted to visual elements. Infographics are helpful as visual elements as they can capture the attention of an audience.
The infographics of Kelly-Moore Paints is similar to a conceptual art piece.
They have brilliant options like choosing color based on one’s favorite music. It is an extremely creative way to show off a brand.
Podcasts
Podcasts allow a business to develop a strong voice and build authentic relationships with its audience. The advantage of podcasts is their flexibility.
The audience can listen to podcasts whenever they want . Podcasts cover a wide variety of topics.
The eight-part podcast ‘The Message’ reached Number 1 in the American iTunes charts for a while. It connected listeners to what the brand GE is all about without resorting to explicit promotion of GE.
Videos
Using video in conjunction with other social media platforms has countless benefits.
Tiktok, Instagram, Twitter and other social media platforms have led to a rise in using videos in websites and email campaigns.
With a video on its landing page, a business can experience a boost of up to 80% in conversion rates.
Coca Cola’s video ‘The last customer’ reminded the audience that holidays are also ‘a time of giving’, and its humane content led to 3.2 million views.
