“Content is king” has become one of the great marketing clichés. However, the type of content that is king is changing – the days of 15-page whitepapers written in a semi-academic tone supported by statistics and black and white line charts are gone. Today’s content is shorter, more focused and more personal. But the fact remains, whether you want to establish your company’s thought-leadership or drive more effective lead generation campaigns, relevant and engaging content is critical to your success.
Understand Your Audience
A 60-year old accountant who might be your target buyer for a new expenses management application is unlikely to find the same content engaging as the 30-year sysadm who needs to set up the application, but you need to have messaging and collateral for both in order to influence them to buy your product. Good collateral is not a one-size fits all proposition – you need to tailor collateral to the personas of your buyers and influencers and to where it will be used in their customer journey.
65% of People Are Visual Learners
To understand how to develop collateral that is effective, it is necessary to understand how your audience wants to receive and process information. For example, many marketers complain about collapsing attention spans and that no-one reads their content anymore. This is true but it not necessarily a phenomenon caused by social media and the blizzard of information that surrounds us.
What is becoming clear as we learn more about how the brain works, is that the majority of people (65% according to a recent 453-page study) are visual learners and that, even for those of us in the 35% minority, effective visuals help our depth and speed of understanding and information retention. With this is mind, it’s clear that effective collateral can no longer be just about words.
Design Over Content?
It’s therefore very important that when marketers think about collateral, they think about design not just about words, messaging and proof-points. Of course, these things are important but, if your collateral is not well-designed, they are much less likely to be read.
Data sheets, solution briefs, case-studies, etc., have become table stakes in the world of collateral. You need to find more visual, more engaging ways to communicate with your customers, for example eBooks that can be easily read on a mobile device and content that connects with your audience at both the business and personal levels.
25 Year of Experience Counts
At Designworks, we bring 25 years of award winning design experience to the table to help you design effective collateral that tells your story and engages your audience. Whether you need a solution brief, an interactive eBook or eye-catching infographics, put our talented team of designers and writers to work for your business.