Advantages and Limitations of Content Marketing

Advantages and Limitations of Content Marketing

 

With great content comes great responsibility and knowing the limits of content will help you plan appropriately and not over-promise and under deliver. We’ll look at the top five considerations from a whole host of scenarios you may encounter.

• Silent Auto-Play: a key consideration for video content. 85% of Facebook video is watched without sound. Design your video content to not be sound dependent. Consider subtitles for all video content.
• Accessibility: does your audience need ALT tag descriptions if they’re hard of vision, see above point on subtitles for the aurally impaired users, high contrast image and colors too. Refer to the W3C accessibility guidelines especially if you work within a public sector business where accessibility is often mandated by law.
• Vertical compliance: speaking of law, if your business is one of regulated interest e.g. alcohol or pharmaceuticals, be aware of the regulations in relation to your content e.g. targeting 18+
• Excessive data usage: rich content formats can pose a strain on some devices. A 300MB video might look great but for an audience on 3G with patchy reception it will be a pain.

Crisis situations: always consider pausing “business as usual” content promotion if you’re experiencing a business crisis situation, depending on the severity of the situation. React to the situation as appropriate.

 

Here are selection of tools for creating eBooks and white papers. These range from web-based tools to native applications.

• MS Word is a native application intuitive for white papers but not so good for eBooks
• HubSpot and InDesign work well for eBooks creation
• PressBooks is a web-based application for eBook creation

Here are a selection of free and paid-for tools for creating and editing high-quality imagery. These range from web-based tools to native applications.

Free options: iPhoto, Gimp and Canva (with paid enhancements), Pic Monkey and Pixlr

Paid options: Adobe Photoshop

• Canva is brilliant for beautiful presentations
• Gimp and Picmonkey offer a great alternative to Photoshop which can be an expensive consideration for businesses
• Photoshop however, offers the best array of features for high-quality image creation

Here are a selection of free and paid-for tools for creating infographics. Some of these are web-based with others application based. The web-based platforms contain handy templates that you can customize.

• Free Tools include: Picktochart, Infogr.am (with paid enhancements)
• Paid tools include: Adobe’s Illustrator programme and Visual.ly

 

Here are selections of tools for creating long-form video content:

• Adobe Premiere Pro: a timeline-based video editing app developed by Adobe Systems and published as part of the Adobe Creative Cloud licensing program
• After Effects: is a digital visual effects, motion graphics, and compositing application developed by Adobe Systems and used in the post-production process of film making and television production
• Final Cut Pro: is Apple’s signature professional video editing software

 

Here are selections of tools for creating short-form video content:

• Photoshop: you can use Photoshop CC’s image-editing tools to translate to video and transform a selection of clips into movies. The redesigned, clip-based timeline panel reflects video editors like Adobe Premiere, including transitions and effects that give finished videos professional polish
• Viva Video: comes as a native video app which allows stop-motion, basic editing and branding

 

Here’s a look at YouTube Editor. As you can see, there are a number of handy editing options including:

• Add music/sound effects
• Add scene transitions
• Text subtitles
• Basic edits
• Scene additions

 

YouTube also has an Audio Library of royalty-free music for usage on any videos.

 

 

While there a number of content creation tools available it is important to consider the tools and their suitability for your organisation under the following areas:

• Functionality: can the tool suitably work to fulfil all the content formats you need to create? Or is there a tool that can create multiple formats e.g. Photoshop can create jpgs, gifs, PDFs, movs etc.
• Ease of use: some content creation tools like Canva are very intuitive but a lot of the Adobe Suite require specialized upskilling
• Resource: there are a lot of great tools but they often have limitations on their functionality. Paid for tools have a much wider suite of outputs but also require upskilling or dedicated resources to get the most out of them
• Frequency of use: before considering resources, assess how frequent your need for the tool is.

 

 

 

There are many considerations with all of the various formats of content that you can create, however, these rules should hold true regardless of the platform or the content format to help you follow best practice:

• Does it provide utility: something useful for your audience – education, entertainment, information, desire, relief
• Is it fit for the platform you’re publishing on – resolution, size, functionality
• Can you measure the effect of the content – ability to assess success or failure
• Is it consistent in appearance and style with your brand – does it relate back to your personas and brand story
• Is it aligned with your business goals – is it clear what you’re trying to achieve with the content for your business.

 

Now tell us your own side of this story.

We would also like to hear what you feel about the topic we discussed today. Your feedback is very important to us. Feel free to drop your comments and recommendations. If you have a contrary opinion, you can drop that too.

You can also join our Facebook Page CRMNigeria for more updates. You can do that by clicking on the link or searching for our page on Facebook.

 

You can also joint our WhatsApp Group Here.

 

Work from Home. Work for PropellerAds.

Finding the right Long-tail Keywords? Start your journey here.