Rich media, traditionally referred to as multimedia, has exploded in popularity following the proliferation of mobile access and social media activity. More than likely you have seen, read or heard about rich media, so let’s take a look at exactly what it is and why you should consider it for your content marketing strategy.
By definition, rich media is any form of content that deviates from simple text and static images by using advanced technology to create instant interaction and, ultimately, engaging the viewer. In other words, it is a combination of animations, audio, streaming video and interactive elements that create engaging, high quality, shareable and differentiated content with the purpose of attracting and holding the user’s attention.
Rich media can take many different forms and many times, the difficulty lies in determining which type(s) to use and when. Here are a few types and examples of rich media in action.
Videos – The use of video is a great visual way for people to digest your information. Be sure to keep your videos relevant and on point. According to a recent study conducted by the Content Marketing Institute, more than three quarters (76%) of B2B marketing are now utilizing video.
GoToMeeting incorporated rich media in video form for a case study. This allowed them to creatively tell how a customer uses their product to drive business. GoToMeeting has taken the standard print case study and embedded themselves in the story to make it more sociable and entertaining for their target audience.
Podcasts – Not everyone is a visual learner. Roughly 30 percent of the population will be auditory learners, so don’t discount your group of customers who can process information much easier through sound. You can often extract the audio directly from your video allowing you build brand equity across multiple mediums.
Pat Flynn is a business blogger who hosts very successful podcasts that are found in iTunes and featured in the New York Times. Since launching his podcasts in 2010, Pat Hs consistently ranked in the top 10 business podcasts on iTunes and has over 12 million downloads. By embracing podcasts, he has been able to increase his brand exposure tremendously. If you want to learn more about podcasting from Pat you can check out his step-by-step tutorials to help you get your podcast up and running.
eBooks – Unlike white papers, which tend to be more static and less interactive, eBooks tend to be shorter and more interactive. Also, eBooks often link to additional web-based content to maintain the attention of the reader.
Lumension created a very successful B2B eBook to demonstrate that security issues were relevant to both industry reputation and lost revenue. Lumension was able to mitigate potential sales roadblocks by educating CEOs on information security. The eBook has been downloaded more than 7,000 times.
Infographics – The proper use of images in the form of an infographic can attract extra attention to your content. If you can grab a reader’s attention, there is a good chance they will be more likely to read the associated information as well.
Pinterest built an infographic guide to using Pinterest for business. This clever infographic was a great way to get a specific message across without bombarding the reader with a wall of text. Pinterest incorporated simple graphic design to make their points clear and let the facts speak for themselves.
Why should I focus on rich media content?
Savvy marketers understand the need to stand out. As businesses invest bigger budgets into their marketing, specifically content marketing, the bar continues to be raised. Utilizing rich media can give you an edge and allow you to establish a much deeper emotional relationship, guiding people further in to your messaging. The trick is creating the right content, for the right people, at the right time.
Hopefully this helps you understand rich media and how it can energize your content marketing. So don’t be shy, incorporate rich media into your marketing campaigns. It will add a little sizzle and a lot of engagement and relevance, all of which can lead to increased lead generation and conversions.