Creating high-quality, consistently branded content requires time, ideas, and plenty of people power. During our most recent company rebrand and website redesign we devised some simple and efficient ways to create our own content, and, in the process, both increase its quality and decrease the time required to get it up and online.
While it's true that a picture is worth a thousand words, a great marketing message must be direct and unambiguous. Many images fail in this regard. If you can't express your message through high-quality photography (or don't have the budget to do so), try using beautiful and powerful typography instead. It can have just as much impact as an image. SEO bonus: Google can contextualize text but it can't (yet) contextualize photography.
The image below demonstrates how we took advantage of bold typographic treatments and colorfully highlighted words to create impactful branded messages.
homepage hero area example
Using icons can be extremely powerful and allow you to communicate your message instantaneously and in more than one setting.
We used this strategy in our services section. We focused our service categories down to four core offerings, created an icon for each and combined them with powerful typography and intriguing titles.
Analytics of our services pages show we are able to capture visitors' attention and keep their attention longer than before our redesign.
branding & identity service page hero
Often an image will lack context, be difficult to crop or not stand out on its own. If you want to use imagary but don't have a strong image at hand, try creating a collage. Combining images and graphics can create an image that's more than the sum of it's part.
We create image collages for our case studies that tell a story about the client and project - something a website screenshoot by itself never could.
example case study feature image
Creating entirely unique sets of assets for different online marketing efforts can result in inconsistent messages and redundant effort. Repurposing content across marketing channels will strengthen your brand recognition and reinforce your message while decreasing the time spent generating marketing content and assets. Below are some examples of marketing content derived from our website content.
remarketing ads created using our website's service page content
newsletter campaign using design elements from our website
sales proposal slide for our services
cred deck case study
Creating engaging content doesn't have to be challenging. A great content strategy leverages you and your teams skills, your available content assets and what you can get your hands on easily. In addition, repurposing your content across your marketing channels will keep your message focused, engaging, and easy to digest, no matter where it resides.
Hope you enjoyed reading about our approach to content creation. Reach out to us to learn more.