Given the wonderful profusion of ways to make your firm’s content available, are you really doing all you can to match the message you want to convey, with the medium you’ve chosen?
That is one point that came up in a presentation I recently gave to the University of Toronto’s Rotman School, which provides the MBA that I took a few years ago. One of the audience members asked how to decide which medium to use.
So, I developed a video that answers this question, discussing three main kinds of content. Click here to view “Matching medium to message”:
Long, complex information
Long-form text is a good way to provide this kind of information, maybe:
- Articles in client-read magazines
- Printed books and e-books
- White papers
- LinkedIn’s “Publisher” platform
- Audio files such as podcasts
Simple, straightforward ideas
This type of content involves more brief information -- maybe two or three ideas that are useful and memorable for the people in your market. Possible vehicles:
- Video – no more than three minutes
- Stand-alone slide shows
- Comments on others’ online articles and LinkedIn posts
Seeing is believing
Some ideas need to be shown to be understood -- maybe a new construction technique, or the visual appeal of a new building design. It could be in static image, motion video, or animation.
- Video is easy to produce and display
- Image-heavy slide shows -- the kind with more pictures than words
Be willing to step outside your comfort zone
Personally, I like text, and had had to force myself to pick up skills in audio and video. I still don’t do graphics well, and I’m not going to try, because this comes so much more easily to some other people. You need to know yourself too -- which skills do you have now, which do you learn, and which do you outsource?