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Why Inbound Marketing Requires Multimedia Storytelling

Discover why you need an inbound marketing program that harnesses the power of multimedia storytelling – and which platforms are most effective.
by

Square 2 Marketing

on 6 May 2014

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Transcript of Why Inbound Marketing Requires Multimedia Storytelling

Your Pictures Are Worth Even More
Visual Content In A Class By Itself
& How To Harness The Power Of Your Words
“I speak to everyone in the language they understand. That isn’t being slick. It’s being clear.”
Visual Storytelling
Written Content
Infographics:
Long-Form Content:
Free
Wednesday, May 7, 2014
Vol XCIII, No. 311
& How To
Harness It:
Video Storytelling
& How To Harness Them For Your Business
Podcasts & Audio Storytelling
Who Are Videos Good For?
Multimedia Storytelling
And How To Harness It For Your Inbound Marketing
SlideShare & Prezi
Presentation Media:
Personas with shorter time
Personas who are visual
and
auditory
What Stage Of The Sales Funnel Is Best For Videos?
Depends on content of video:
Humorous stories for social sharing
Shorter videos for finding prospects
Longer videos for warming leads
Powerful stories for closing sales
Other Strengths Of Video Storytelling:
Highly shareable via social media
Easily embedded on a variety of platforms
A great platform for "evergreen" or perennial content
More info: http://goo.gl/25PFrE
via HubSpot: http://goo.gl/YjXux
Who Is Visual Content Good For?
Personas with the shortest time for content
Personas who are visual
Personas who like to share on social media
What Stage Of The Sales Funnel Is Best For Visuals?
Best for driving site visitors
No-risk visuals drive early contacts
Other Strengths Of Visual Storytelling:
Prime content for social media platforms
Great for sharing company culture or non-lead-generating content
More info: http://goo.gl/9W9rGv
Personas with lots of time
Personas who need a lot of information
Personas who want to research
Who Is Long-Form Content Good For?
What Stage Of The Sales Funnel
Is Best For Long-Form Content?
E-books, whitepapers and guides are great for converting visitors to leads
More content-rich e-books can also serve as middle-of-the-funnel offers (if valuable)
Other Strengths Of Long-Form Content:
Great for repurposing into blogs or short-form
Can be used in the sales process to further answer questions of leads
Short-Form Content:
Personas with less time
Personas who don't want a lot of information
Personas who need quick guidance
Who Is Short-Form Content Good For?
What Stage Of The Sales Funnel
Is Best For Short-Form Content?
Tip sheets are perfect top-of-the-funnel offers
Blog posts are great for driving initial visitors to your website (via social shares and SEO)
Other Strengths Of Short-Form Content:
Can easily be repurposed into an infographic
Great for converting into a tradeshow flyer or handout content
--Andrew Wiggin
Who Are Infographics Good For?
Personas with shorter time
Personas who are visual
Personas who need to grasp an abstract concept
What Stage Of The Sales Funnel Is Best For Infographics?
Perfect for early, top-of-the-funnel lead generation
Also useful for driving website traffic through social shares (especially via Pinterest)
Other Strengths Of Infographics:
Highly shareable via social media
Easily embedded on a variety of platforms
Perfect for communicating difficult concepts or complex product offerings
More info: http://goo.gl/VLEfzu
Who Is Audio Storytelling Good For?
Personas with longer time to listen
Personas who are auditory
Personas who need to multitask
What Stage Of The Sales Funnel Is Best For Audio Content?
Like a blog, good for driving traffic via SEO & social
Perfect for regularly educating prospects about your industry or pain-solving solutions
Other Strengths Of Podcasts & Audio Content:
Perfect for prospects on-the-go
Less production needs than video storytelling
More info: http://goo.gl/j3te8u
Brought to you by Square 2 Marketing
http://www.square2marketing.com/blog
via HubSpot: http://www.slideshare.net/HubSpot
Who Are Presentations Good For?
Personas in a B2B environment
Personas who are visual
Personas who have less time
Personas who need sequential information
What Stage Of The Sales Funnel Is Best For Presentations?
Similar to infographics
Can be used to convert initial visitors into leads
Other Strengths Of Presentation Media:
Easily embedded into a variety of platforms
Perfect for sequential storytelling
More info: http://goo.gl/zPVES6
Full transcript