As a keen marketer and social media enthusiast, I am always learning and working towards developing my skillset. Yesterday, I watched a BrightTalk webinar hosted by Shelly Bowen, Chief Content Strategist for Pybop, LLC. The webinar was entitled ‘Content in Motion How to make the movement count’.
The Chief Content Strategist explained that content is anything that communicates a message or meaning. It is not just words. Motion is in a sense bringing the content to life and strategizing when to put it up and what meaning it presents.
As content strategists, our responsibilities are 3 things:
1) Awareness of motion potential – The skillset of the team you are working with; the time set i.e. the schedule, what the budget is and what the possibilities are. There are two types of content in motion:
2)Intend a specific response – We put content in motion for reason. We need to be intentional about the response. Content is put out for reason so be clear. The two reasons are illustrated in the box below:
With awareness of motional potential and the intent for a specific response, the goal or payoff could be to express a specific mood or vibe. It could also be to help people understand, reveal more information or educate people about a product or service or even make it easier for the user to continue to the next journey. The goal or payoff could simply be to entertain.
3) Document (Express the purpose) – Communicate and collaborate with the technical people within the team.
It is important to note that whenever there is motion there is an emotion. To get your content to resonate with your audience and to achieve the desired result:
- Review the five most important pages on your site/project. Note where there is motion or could be motion.
- For each, list the emotional and physical responses you intend, and for what goal. Always keep your audience personas in mind.
- Discuss with your designers and developers about opportunities to optimize content with motion. Team work is pivotal.
In terms of balance, prioritize all your messages. For example, what is/are the most important messages and when do you what them to be seen. To a degree, this involves analytics and knowing when and where your audience are and at what times.
In conclusion, I found the webinar very interesting and educational. To create a successful content strategy, it can require time and patience. It is a science and experiments must be done to find the right equation and formula. However, at times the formula must be changed to evolve with its target audience for the content to resonate with them and get the desired results.