Creative / 21st Jul, 2015

Why you need multimedia in your content strategy

You’re happy with your website, you’ve got a blog up and running, and you’re taking steps to build trust in your brand – but are you using multimedia?

Engaging your website visitors is all about providing quality content, yet this doesn’t have to be presented as text. In fact, it’s better to mix it up a bit. There are real benefits to introducing useful and interesting content in the form of images, infographics, podcasts, slideshows and videos.

At the most basic level, multimedia can make your blog more visually appealing and break up long reams of copy, but it can also increase the quality of your storytelling and convey your message in a more immediate and effective way. Here’s why it works.

Multimedia gets attention

People really like this type of content. A 2014 study by Quintly of more than 72,000 Facebook pages found that video posts generated a higher level of user engagement than any other format, with about 2,200 interactions per update. Photos came second with about 1,400 interactions. This trend also applies to web pages – according to Visually, conversions increase by 86% when videos are used on a landing page, while Digital Information World reports that articles containing relevant images get 94% more views than articles without images, on average.

It makes content more accessible

Think of multimedia as a visual, or audio, aid. Combining different media can help you make complex ideas easier to understand. Infographics (such as this one) are a really good example, since they turn what would otherwise probably be a boring list of stats into a lively visual. Podcasts allow those short on time to listen to your content while they’re on the move – on a train or when driving, for example. And moving images can give consumers a fuller insight into the reality of a product, as with ASOS’s videos of models (showing how the items looks in action).

It’s good for emotional engagement

They say a picture paints a thousand words, and it’s true that different formats can provide extra depth for your audience. Dove offers an excellent example of video content that both taps into an issue people can easily relate to and reflects its brand values. If an audio format is better suited to your topic or audience, you could potentially offer friendly advice or humorous content related to your product or service – this can be a way of humanising your business.

Search engines like it

Web marketers agree that search engines have a preference for pages with multimedia. Google will notice images, and look for keywords and phrases that could increase your ranking. Alongside this, including different types of media means that you’re more likely to turn up in different types of web searches – for example, your pictures will appear on Google Images, and people can then follow the link from there to your page. Multimedia is shareable content, too (700 YouTube videos are shared on Twitter every minute), and the more something is shared the easier it is for others to find you.

It helps build your brand

Ultimately, all the points above can feed into the creation of a stronger, more robust brand. Combine accessible content, a human approach and higher search engine rankings and your business will connect to more people, more effectively. But remember to tailor your content so it’s reflecting your brand as you want it to – how you present yourself, the stories you choose to tell, and the style of images you pick all contribute to the overall image that potential customers build of you. (see how Red Bull combines a variety of different media to tell online stories, all reflecting its brand.)

 How Make can help

  • We can tailor your multimedia strategy to your business type, your brand and your goals.
  • Once a strategy has been agreed, our team of experts will create visuals and videos to suit your needs and ensure your multimedia is optimised for SEO.

Want to find out more or talk to us about building a multimedia strategy? Email us at hi@makeagency.co.uk or call 0203 567 0860.