Monthly Archives: June 2014

need social visuals? find a designer!

For Effective Design Get Professional Talent

graphic design is fundamental for great visual contentI can say with full confidence that every list ever written promising content tips for improving your social media message, including blogs, Twitter, Facebook, and Google+, will include a requirement for “great visuals”. It’s not a heavy lift to reach that fundamental conclusion. And it usually ends up as simple lip-service from the aesthetically challenged herd of faux authorities.

How Might One Find Great Visual Content?

Achieving that lofty goal gets real murky real fast. There’s very seldom a follow-up suggestion as to how exciting art is actually created, or how to make the design judgements that are the DNA of an art director’s job description.

Your friends won’t tell you, but I will: ugly doesn’t improve with time.

It’s as if those great visuals so easily referenced as the mother’s milk of social media marketing are created with the wave of an intern’s magic kittens and string GIF wand or by HR invoking a binding PNG spell.

Reality? Effective art isn’t an off-the-shelf commodity. It’s specialized talent that knows there’s never, ever a time to use Comic Sans. Or that Bevel and Emboss with Texture, added to an obscure Microsoft Office font derived logotype of sorts, doesn’t so much sing in glorious brand originality as cry out in eyeball searing pain that’s simultaneously embarrassing to everyone but the creator and destructive to the goal of encouraging commerce.

Your friends won’t tell you, but I will: ugly doesn’t improve with time.

Original Graphic Design For Great Content

Within the context of social media, visuals are usually derived from photographs, illustrations, or a combination of the two. They can be used as is or modified, combined, or sampled and combined with type elements and shapes. This series of PRSA event promos I designed illustrates the point.

Colors can be shifted, shapes and objects distorted. The best visuals are unique to their specific environment, not sloppily used warmed over leftovers. From social cover art and profile badges to press release supplements and web site assets, creative visual is not only desirable, but essential.

The Difference? Superior Engagement Versus Abandonment

And where are the sources for that exceptional visual content everyone is looking for? Begin with a creative director for concepts and execution. Art directors turn an idea into a finished product using various visuals, distinctive styles, and element arrangements. Pick a copywriter for a well turned phrase or snappy tagline that can catapult a campaign. Graphic designers. Illustrators. Photographers. Typographers. All play a strategic role in creating effective content of value.

So while everyone pretty much understands the role of visual content and what it brings to a message, greatness is achieved through actual talent and training, not just by proclaiming the task done and hoping for the best.

As the saying goes, go big or go home.

online newsroom publicity perks

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Small businesses can benefit from creating a unique online newsroom.

Invest In Online Assets For Longterm Dividends

As whats left of print media transitions into a hybrid that blends traditional content with digital distribution, private industry is likewise developing answers for inventing new channels of promotion and publicity. Read about how Coca-Cola is a leader in setting up and stocking unique content for both consumer and b2b consumption.

The need for effective strategies is best seen in the use of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) as essential marketing disciplines. Both focus on the power of search to direct audiences inbound to content, and those same procedures are being successfully refined and funneled in the establishment of online newsrooms.

Online News: Not The Same As Google News

Online newsrooms are a physical location unrelated to Google News’ rich snippet metatag aimed at specific categories and reserved for branded publications. Yet the preparation of materials for the online newsroom should include some of the same workflow that’s utilized in a Google News approach to pull marketing.

Online newsrooms are also a total departure from the commonly used and outdated drop down menu method of accessing company news and resources, which requires multiple steps before even reaching a starting point and focuses solely on archiving content, not repurposing.

Biggest Difference? An Adventure, Not An Archive

The contemporary onliine newsroom is designed as a visual destination separate from the main website. It’s a unique container offering an assortment of video, audio, text, visuals, and ready-to-wear social content – all delivered in an easy to use User Experience (UX) layout that puts a premium on interesting and engaging presentation to serve various forms of content that might otherwise go unnoticed.

Online Newsroom – Think Investment, Not Expense

Today’s news resource – and that includes all that PR brings to the mix – must deliver solid content quickly and easily to a wide audience with unique needs. Design, creative, IT, and marketing all have a part to play in the successful implentation of a modern online newsroom.

Design your online newsroom to make maximum use of visual breadcrumbs and cues to guide editors, researchers, writers, and curators in finding not just what they’re looking for, but what they need to accurately inform their audience about XYZ Company. Need help? Lets explore a solution custom tailered to fit your needs.