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Have You Incorporated Animation Into Your Content Marketing Plan?

You have content marketing all figured out, eh? You are cruising through 2018’s business strategy planning without a hitch. However, do you have animated content calculated into your overall plan?

Have You Incorporated Animation Into Your Content Marketing Plan?Image by Deborah Anderson from 123rf.com graphic (used by permission)

You already know this: if you’re serious about increasing your brand’s online presence and authority, you need to produce killer content.

Your content needs to entertain or educate. In other words, it needs to have an engagement factor. Having strong engagement represents success.

This is the one way that you are able to compel your readers to take what is known as a call to action (CTA). Hopefully, your CTA is something that benefits you.

According to some sources, there’s been a certain percentage of increase in businesses using animation for marketing purposes. Even going back a couple of years to 2015, there are reports of increased sales when using animation or explainer videos.

Why is this so?

It is likely because animation possesses the ability to communicate a brand’s spirit. Animation also has the capacity to deliver content in a way that surpasses the expectations of the audience.

What Animation Can Do for You and Your Brand

When executed properly, animations can help catapult your brand into superstardom.

Animation grabs your audience’s attention and keeps them engaged. Also, you can integrate animation into your advertising strategy—so it can serve a dual purpose. It helps your content to be more appealing, which results in more engagement and encourages sharing.

Are you thinking that animation is often associated with cartoons? Fortunately, animated videos have been making a name for themselves in the digital marketing arena and are much more than cartoons. But we can still enjoy a cartoon here and there when it helps to promote our brand.

How Do You Get There from Here?

How do you acquire animations or the ability to produce them yourself?

The first step is to decide what you plan to do with animation. In other words, are you going to use it to encourage engagement? Are you going to use it to keep the interest of those reading other content on your site?

You might want to make a list of questions similar to the two above and then analyze it. Evaluate how you intend to use animation to your brand’s benefit.

When you have decided how, move toward the acquisition step. Oh, and the topics below might help you to analyze how you want to use animation.

Also, keep in mind that none of this has to be set in stone. You can change directions as you see fit.

Ok, now for the acquisition list.

There are basically three options:

  • You can do it yourself. Create your own animations or explainer videos after acquiring training on how to create animations for your company.
  • Purchase the videos and animations (choose from BigStock.com; 123rf.com; or PLR videos, preferably limited edition).
  • Hire a professional to create the animation or video for you.

How Do You Use Animation in Your Branding Efforts?

Understanding how to use animation in marketing isn’t as difficult as is seems. There are many ways to utilize animation to boost your online visibility.

For example, animated graphics have come a long way since the days of your childhood. Created to suit your brand, content can be delivered narratively or delivered with graphics only.

Many times, there are incredible videos with musical backgrounds and text overlays (i.e. posters). These can be very effective.

Animated infographics are another way of presenting animations. They are phenomenal at delivering statistical information in a way that entertains your audience. Long gone are the days of boring PowerPoint presentations.

Animation Can Tell the Story

Speaking of animated infographics, if you were to look at a SlideShare media presentation (below), is it an animated infographic, a SlideShare, or a variation on the PowerPoint presentation? Then again, do we need to define what it is or can we just enjoy it?

Do you see how the SlideShare above is beneficial in the branding process?

It’s in the Mail

If you happen to be an email marketer, you can instantly draw attention to marketing messages with animation. Animation also utilizes limited space by showcasing your product or service as opposed to explaining it.

If you choose to use animation in your emails, make sure that the files are compatible with the recipient’s devices. Ensuring compatibility is complicated at first.

But with some attention, you will be able to create a more simplified reading experience for your audience. By doing so, you will be able to accommodate branding benefits as well.

Inspired by Television

If done correctly, website animation is another way to keep new prospects on your site longer. Animation can give your website special effects that would cost an arm and leg if filmed in specific location spots. When used appropriately, caricature drawings can also make your product or service more appealing.

Website animation may keep visitors on your site longer -Deborah AndersonClick To Tweet

The cost of video production can be expensive, but it can be quite expensive to add to that the cost of hiring “extras,” actors, or speakers to perform the task on camera.

Adding your own voiceover (or hiring someone at a reasonable cost) to an animation can save you thousands of dollars compared to a full-fledged video production project.

Maximizing Your Animation

Making the most out of your marketing efforts is the name of the game when it comes to maximizing your videos. That said, there are few guidelines you should keep in mind:

  • Keep it short. Think about entertaining snippets of information as opposed to long presentations. (Also, is it me or has our attention span been getting shorter lately?)
  • Focus on the customer. Prospects want to know what you have to offer and how you can help them. Get to the message and keep it customer-centric.
  • Focus on branding. Animation videos are perfect for delivering key messages about your brand. You can even create the animation effect by converting your PowerPoint slideshows into animations—yes!

Conclusion

As content marketing continues to change, so should your marketing strategy. Never underestimate the power of animation when it comes to converting leads into returning customers.

If that means that you stop off at Fiverr.com to pick up some affordable videos or video production services in the area of animation, then give it a try.

Keep in mind that you generally get what you pay for, so don’t expect $50k worth of effort for $5. However, if you hire someone for $5 and the work is not up to par, what you’ve done is like going on a date at Starbucks—it’s not likely to break the bank.

Experiment a little. Look into that animation schooling for the do-it-yourself approach. Then when you become the next expert, hang a shingle and make some money on the side, creating high-priced, high-quality animations for the next guy (or gal).

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Deborah Anderson wears many hats in her addiction to acquiring knowledge. From professional training as a sound engineer at the Los Angeles Film School to graduating summa cum laude in software architecture, and then on to become the director of Information Technology at the high profile Bel Air Investment Advisors, she often comments that she is only just beginning. She enjoys sharing her knowledge discoveries with her readers and is always ready to offer a helping hand.

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{ 2 comments… add one }
  • explainer video August 13, 2018, 9:45 pm

    Video animation can be described as one of the hardest skills to master. It can take an animator years and years of practice and devotion to get where they want to be.

    • Deborah September 16, 2018, 4:06 am

      So true. I have worked on some 3D animation and it takes a lot of work. There are easier and quicker ways to do it for the amateur but it is a balance of time, money, and skill.

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