Sebastien is the VP Sales North America of Wedia, a provider of an Enterprise Digital Asset Management (DAM) solution.
Why does the way you deliver content matter so much?
Brands now know that they have to communicate with their audiences across multiple different channels. With social media now acting as a search tool for researching and vetting products, whether content is posted on social media or your own website, it needs to provide an optimized experience for your customers.
How, then, can you ensure images, assets and content are optimized across your channels?
1. Adapt content for each of your platforms.
Your brand may have a target audience in mind, but the way people act on different channels is an important consideration when it comes to your communication strategy.
For example, while someone accessing your content on LinkedIn is likely doing so with a professional mindset, they may be looking at the jobs you are advertising or potential partnership opportunities. Meanwhile, someone coming to the online shop of your website is likely to be seeking very specific product information and will benefit from a clear layout that provides those details upfront.
Take, for instance, a DIY retailer. On Instagram, the brand is more likely to post inspirational photos of interiors shot in an appealing and aesthetic way. On their online shop, however, the retailer might opt for 360° images of certain products, giving consumers the opportunity to get as detailed a view as they can of the product. Content for such a retailer must be incredibly specific, as consumers require precise dimensions and accurate information to ensure they are making the right purchasing decision.
It is, therefore, important that marketing and communication teams think carefully about the content they are adding to each channel.
Some companies may opt to partner with a DAM provider. As a disclosure, my company Wedia is one provider of such solutions. When considering such options, leaders should seek out those which enable the intuitive distribution of their brand’s assets across different channels. Assets stored within the DAM platform should be publishable on each network. Size considerations for each channel should be automatically integrated, and you will also benefit from access to an overview of your campaign or project across the networks you have decided to publish on.
2. Ensure that the quality of your content is optimized.
It is worth noting that 70% of users state that their desire to buy depends on the speed of a website. Today, providing a seamless experience for your audience is key to how they perceive your brand and the actions they subsequently take.
After spending time and money creating your brand’s content, it is important that you let it shine. It can be especially helpful to ensure, for example, the ability to switch between a Wi-Fi network as well as a hotspot. Other emerging features include detection for video cropping for best screen fit or location and language detection and preference solutions.
Integration of emerging AI solutions can allow you to carry out “smart cropping,” background removal, color substitution or video subtitling and augment your ability to add, distribute and edit videos, which can be of great benefit to marketing and communication teams.
3. Measure, measure, measure.
If you’re serious about ensuring your content hits the mark, you need to be measuring how it’s performing. This allows you to see if the way you have adapted content for each channel is working out in your favor.
When considering DAM solutions, leaders should seek out those which provide insights into the performance of their campaigns and projects, allowing them to set out a roadmap for further communications and adjust to what works for their audience.
Taking the time to individualize your content for each of your channels is certainly time-consuming, but it can be made easier with the right tools, helping you deliver the high-quality content that your audience is looking for.
Delivering content in the right way is crucial to your audience.
While it may seem daunting, with the amount of content that audiences are now seeing, as well as the frequent switching between different channels, how you present your brand across all mediums is becoming more and more important.
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