In our last post, we discussed some of the changes in the way people consume media. People are more mobile and more connected, and it’s no surprise that they are using different devices, bandwidths, and screen sizes. You don’t have much control over this, but you do have control over how you create and deliver your message.
To reach the largest audience possible, with the greatest impact, you need a holistic approach where your marketing message and design elements build on one another, to create a consistent experience for your audience—no matter how they are viewing your content.
Thinking about the big picture is especially important when it comes to rich media like video, animation, and webinars. How can you take charge of your content and make sure you can distribute it across multiple media formats, without busting your budget?
A good marketing and design vendor can work with you to discuss the tools and other options that are available to you. Here are some tips to keep in mind as you explore the right approach for your company.
Consider how your viewers will experience your content. Is your primary audience viewing your message on the Web, using a desktop or laptop device? Do you want to provide mobile access for people using smart phones and tablets? Or will your content show up on interactive kiosks, digital displays, or other public places?
What type of content will you be delivering? Will you be working with video, text, images, slide presentations, or audio, or a mixture of several media? Will it be delivered live, or pre-recorded?
Be sure to put some thought into how you will be storing your content as well. Will you use your own network and servers, place it on the cloud, or send it to a third party for publication and delivery?
Don’t forget about security. Some of your most important content or messaging might not be meant for general viewing. If you’re developing a confidential sales presentation, or putting together a webinar for your salespeople on how to outmatch competitors, you will want to be sure your content only goes to its intended audience. Ask about secure content delivery using encryption. You can also watermark digital assets, and set up playback that is targeted to specific devices, people, or locations.
Finally, be sure you or your vendor are working with a tool that can provide centralized management for all your content. A centralized platform from a leading vendor such as Enabledware can give you the control you and your vendor need, along with the flexibility to deliver your content to a wide range of displays and devices.
With the right vendor and the most advanced tools, you’ll be able to make the most of your carefully-crafted messaging, and connect with your audience like never before.
