BRINGING B2B BRAND JOURNALISM TO LIFE


Humans are visual creatures. Not only is 90 per cent of all data transmitted to the brain visual, but our brains have been found to process images 60,000 times faster than text. In fact, ideas that are presented with visual aids are reported to be 43 per cent more persuasive. Here, Thomas Roden, junior account manager at content PR agency Stone Junction, explains how our preference for pictures can enhance B2B brand journalism.
 
It’s safe to say that content marketing tactics form the backbone of any robust marketing campaign in the digital age, whether it’s targeting consumer or business audiences. For businesses active in technical areas like engineering and energy, one of the most effective and influential forms of content marketing is brand journalism; editorial-style articles written by a business with a carefully crafted PR message.
 
There are several ways that these articles can be used, from LinkedIn pulse posts from the profiles of company spokespeople to guest contributions in trade media. If you’re an avid reader of our blog (and why wouldn’t you be?), you’ll already be familiar with this. However, you may not necessarily know how these articles can be turned into complementary, visually stimulating content to promote the piece to your audience.
 
One way to do this is by pulling out quotes to highlight in images shared on social media, or even use striking statistics as the basis for an infographic. However, another effective way of doing this is by using short videos, specifically for social media platforms, that take extracts from the article and accompany it with background visuals.
 
This is becoming an increasingly popular form of consumable content used by many digital media outlets like Futurism and you’ve probably come across quite a few, while scrolling through your own social media feed. The reason these videos are so effective is that social platforms like Facebook have an autoplay feature, which increases the likelihood of capturing a viewer’s attention.
 
What’s even better is that these videos do not have to be complicated or elaborate. You can simply take snippets of an article that tell an abridged version of the longer piece, then couple it with suitable footage and text overlays. Add on a call-to-action that makes people want to read the longer article and you’re done. Whether the viewer clicks through the full article or not, the video will still have communicated the fundamental message of the article in less than a minute.
 
Reaffirming the idea that humans prefer visual content, Techcrunchreported in 2016 that 100 million hours of video are watched every day on Facebook. Why not let some of that time be focussed on promoting your brand-new brand article?
 

If you’re not sure how to turn your brand journalism into branded video, I’ll be happy to share a few tips so get in touch on +44 (0) 1785 225 416 orthomas@stonejunction.co.uk.

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