In today’s competitive online marketing world, there is very stiff competition for the customer’s attention. This means that there is a great need to come up with different and innovative ways to reach customers. There are many brands whose content marketing strategies involve developing content that will appeal to a wider audience, and go viral.
We agree that there are some basics to follow when we are creating content. However there are basically no limits to what we can do with content. Let us delve into some ways in which we can create innovative content, based on what some companies have done:
1. Using creative formats
a) Pixel artThis is a strategy that was first used by eBoy, a graphic design firm. They are usually referred to as the 'godfathers' of pixel art. They have been able to use pixels to create impressive backgrounds and images with some moving elements. As you scroll down the page, the pixel background seems to zoom in. This graphic design company uses "the HTML Canvas tag", a HTML element used to draw graphics via scripting. You can use it to make simple animations, draw graphs or even make photo composition. Pixel art is used to complement the well written content on the website. To see this, here is the URL: (http://www.theverge.com/2014/6/17/5803850/pixel-perfect-the-story-of-eboy)
c) SVGSVG refers to vector based graphics in XML format. Unlike other image files, for instance, .jpg, .png, and .gif, it is light on file size, adjusts to responsive browser widths, and loads quickly. SVG can be manipulated to create simple but stunning effects. A company that uses this technique is Polygon. It used this method in a review of Playstation 4. As a content marketer, you can also think of a way that you can use this style to communicate and engage your clients.
One aspect of SVG is path animation. This captures your audience’s attention and engages them. Another good example of the use of SVG is Gridlocks and Bottlenecks by Lewis Lehe. It imitates gridlocks and bottlenecks in traffic.
2. Using popular appealAnother innovative content marketing strategy for the creation of innovative content is using popular appeal. This entails using an already popular concept or product and creating content around it. One good example is Hootsuite’s video, 'A Game of Social Thrones'. It is based on the popularity of the movie 'Game of Thrones'
3. Using StoriesAccording to a Business Review article, stories make the body to produce oxytocin, a neurochemical that makes people feel good. Another study by Berkeley scientists showed that the body produced this hormone when it was exposed to stories driven by characters. This means that every content marketing strategy needs to aim at producing some oxytocin.
One of the biggest companies that has mastered this art is Microsoft. They run a blog called Stories. Here, they use different stories to introduce products, for instance, Cortana, the search engine that is highly useful in Windows 10. They also tell personalized stories to introduce 'Independence Day' a pilot program that aims at helping visually impaired people to restore their sight. Generally, the blog tells real, personal stories, increasing some oxytocin.
While this approach does not directly sell the product, it raises good feelings, which subconsciously become associated with the product in question. To leverage this as a content marketer, you need to speak to humans about other humans, be humble, and remain relevant.