Six Points To Consider When Creating Content For Your Brand Campaign

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Zubeida Goolam, Co-Founder and Creative Partner at Brandtruth//DGTL.

According to Zubeida Goolam, Co-Founder and Creative Partner at Brandtruth/DGTL, trust is built by a brand’s credible and constant visibility. It is estimated that individuals are exposed to between 4000 and 10,000 advertisements a day. Why would any of these users stop, take notice and act on your call to action? Because they trust your brand. 

Here are six points to consider when building a campaign to get brands out there:

Where are you going?

Determine what the campaign will focus on, what needs to be communicated, to whom, and what the objective or call to action is. This will determine what messaging and creative execution would be best suited to the campaign.

Make it great

The creative executions used in digital media need to be carefully considered as this element alone can contribute to a 47% sales lift. This was announced at Google’s Marketing Platform Event in Dublin, Ireland recently.

Mix it up

Using a mix of video and photo elements keeps it interesting for the audience and provides a greater opportunity to display and showcase products and services. According to research by Buffer, video content on Facebook generally gets 59% more engagement than any other type of posts. Their research also confirms that the use of vertical video delivers better results than square or horizontal video due to the fact that most people access digital content on their mobile devices. The key with video is to land the marketing message within the first three seconds.  

Get (social) brownie points

Digital content, regardless of the channel it goes out on, drives social media engagement as this is where many South African consumers spend a considerable amount of time. According to Statista, there are 16.9 million Facebook users in South Africa at the moment, with a total of 23 million users across social media platforms. Statista also states that there are 39.3 million active internet users in South Africa, and the average South African spends about 8 hours and 32 minutes online per day. 

Make your words count

Any digital content needs to be created with Search Engine Optimisation (SEO) in mind. Using Google tools, determine which words the target audience is using to search for the products or services on offer, and incorporate these into your strategy and copy.

Break it down

Reporting and analysis will provide concrete evidence on whether the campaign is a success or not. Keeping an eye on the analytics will help determine whether changes need to be made while the campaign is running. Cleverly and creatively designed digital content can help a business to rise above, cutting through the clutter and making it a digital hero.

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