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Disruptive Design: Raising the Bar of Content Marketing with Graphic Design

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Disruptive Design: Raising the Bar of Content Marketing with Graphic Design

Disruptive Design Raising the Bar of Content Marketing with Graphic

What if I told you that your content marketing strategy is only half as effective without using graphic design? It’s like serving a gourmet meal on a trash can lid – the quality is there, but the presentation is all wrong.

Imagine that you’re scrolling through your favorite online platform – what stops your thumb in its tracks? Is it the lengthy posts, or the visuals that tell a story without even a single word? I think that answer is more obvious now than ever. As a digital marketer and graphic design veteran who has witnessed the evolution of the industry over the last 17+ years, I’ve come to a realization: in our rush to improve the process of content creation, most creators often underestimate the profound influence that graphic design has on their content.

Every marketer knows that we live in a digitally dominant era where content is king, but what is missed is that it’s the visual elements that truly command attention, and get the coveted click.

Along my journey, from creating award winning brands to crafting successful marketing strategies, I’ve observed a pivotal shift in the way content marketing is done. Content marketing is not just about polarizing words on a screen; it’s about the powerful interplay of text and visuals.

So, I want to pose to you an often overlooked but crucial question: Is our content truly engaging people without graphic design to breathe life into it?

In this article I want to dive deeper into the often-underrated role of graphic design in the content marketing world, and discover how it’s not just complementing, but revolutionizing the way we connect and build value with our audiences online.

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In observing strategies employed by industry leaders like Chris Do, Gary Vee, Mark DeGrasse and many
others, it’s really obvious that graphic design is at the forefront of today’s most engaging content marketing tactics. A great example is how we’ve seen a huge surge in the use of image carousels, which not only capture attention but also tell a captivating story through a sequence of 2 to 10 visual slides.

These are more than just a graphic; they’re chapters of a bigger narrative, each slide enticing the viewer to keep swiping, leading usually to a call to action at the end of the Carousel. Equally impactful are the cleverly crafted memes that have become a staple in not just social media but all digital communication.

These aren’t just jokes or passing trends; they represent a brilliant form of graphic design that combines humor, relatability, and sharp commentary, making them irresistibly shareable.

True story, when I first came back into contact with my now wife, the way our relationship rekindled after over a decade of being out of touch was through animated meme’s many of us know as GIF’s. Whether it’s to express a feeling, make someone laugh, or even piss someone off, meme’s and animated Gifs are one of the most disruptive pieces of content marketing we’ve ever seen.

It’s a blend of storytelling and visual appeal that sets apart mundane content from the articles and posts that go viral, driving home the point that graphic design is no longer just an aesthetic choice – it’s a strategic one. I’m using thoughtfully designed images in my stories, my LinkedIn Posts, my Facebook and Circle group, on my Google Business Profile, landing pages, and even on my YouTube Channel.

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These days, just about anyone can create images that make people stop scrolling and take notice. It hasn’t always been this easy, though. The rise of user-friendly design tools, like Canva, has significantly changed the game in content marketing. With Canva, and tools like it, creating attractive content isn’t just for professional designers anymore, even my wife uses Canva for her business constantly. Now, almost anyone can put together visually appealing designs, it’s opened up a whole new world of possibilities for how we create and share our messages.

Canva’s emergence as a serious contender to Adobe’s suite highlights a growing trend: graphic design is no longer the exclusive domain of professional designers. With user-friendly interfaces and an abundance of resources, these platforms empower even non-designers to create visually appealing content. However, this ease of access has presented a new challenge.

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The online space is now saturated with visually appealing content, making it increasingly difficult to create graphics that not only grab attention but also compel the viewer to click and engage. As a result, the bar for what is deemed ‘eye-catching’ design is constantly being raised.

This oversaturation draws attention to a critical area of my expertise: in an era where high-quality design tools are at everyone’s fingertips, the true differentiator is no longer just about having visually appealing content. It’s about crafting designs that are not only visually stunning but also uniquely tailored to cut through the noise and resonate with your target audience.

It’s a delicate balance of aesthetics and strategic thinking, where understanding the nuances of your brand and target avatar or audience’s preferences becomes as important as the design itself. This is a far cry from the early days of content marketing, so let’s journey back a bit in time to understand how we transitioned from a text-heavy approach to one where visuals are not just complementary but central to our messaging.

It’s important to look back at how this fits into the bigger picture of content marketing’s evolution. This shift from detailed text to striking visuals didn’t happen overnight. It’s a change that’s been brewing for a while, driven by our audience’s growing preference for quick, visually engaging content over long, text-heavy posts.

We’ve come a long way from the days of text-dominated marketing, I can still remember writing my first long articles on Blogger trying to build my personal brand. Everyday we are moving more towards a world where vibrant images and graphics do most of the talking and at least give the first impression, good or bad.

The Evolution of Content Marketing: A Visual Journey

So let’s dive deeper. In the beginning, the internet was a frontier of mostly text. Content marketing was
primarily about words, like articles, blogs, and emails. There was no social media, it was a world dominated by lengthy web pages filled with paragraphs of information, where visuals played a minimal role, often just an afterthought. The primary aim was to inform and educate, with businesses and marketers relying heavily on written content to reach their audience.

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Graphics and images were used sparingly, primarily due to technological limitations. Slow internet speeds and less sophisticated web design tools meant that visuals were often basic and not the focal point of content.

The art of marketing was more about telling than showing, with the emphasis placed on the power of words to paint a picture. This text-heavy approach aligned with the audience’s expectations of the time, as they were accustomed to receiving information primarily through reading.

As the digital landscape began to evolve, so did the tools and platforms at our disposal. The introduction of more sophisticated graphic design software marked a turning point in content marketing. Suddenly, creating amazing visuals wasn’t just for the pros. Tools that were once complex and inaccessible began to transform, becoming more user-friendly and widely available.

This popularization of design tools coincided with the rise of broadband internet, making it easier to upload and share high-quality images, graphics and even videos.Websites became more visually appealing, and the audience’s expectations began to change as well.

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Around the same time, the birth of social media platforms added fuel to this growing fire. Platforms like
Facebook, Instagram, and Twitter were not just about connecting people; they were (and still are) visual
mediums at their foundation. They allowed for the sharing of images and videos, leading to a more dynamic form of engagement.

Content that included compelling visuals or eye-catching graphics started to see higher engagement rates. Consumers began to crave and expect a visual component in their online interactions, gradually moving away from the text-heavy content of the past.

This period was a game-changer for me and as a creative person. It wasn’t just about the availability of better tools or faster internet; it was a shift in consumer behavior. People started to prefer quick, visual snippets of information over lengthy textual content. The quick consumption of information became the norm, and content marketing had to adapt.

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Visuals were no longer just an embellishment; they became essential to capturing and retaining our audience’s attention. This transition phase has set the stage for a new era in content marketing, one where visuals are not just important but often the main attraction.

In today’s digital marketing landscape, the prominence of visual content creation is unmistakable. Tools like Canva and Midjourney have not only simplified the process of creating visually appealing content but have also raised the bar for what audiences expect. Canva, with its user-friendly interface, empowers even those with little to no design skills to create professional-looking graphics.

Midjourney, takes things even a step further by harnessing the power of AI (artificial intelligence), allowing creators to bring complex visual ideas to life quickly and easily, simply by typing in a text command of what you want. These tools are more than just conveniences; they represent a fundamental shift in how content is created and consumed. They enable brands to produce high-quality visuals quickly, ensuring that their digital presence is both vibrant and engaging.

The visual shift is most evident on social media platforms, where the battle for attention is fierce on these free to use sites. Platforms like Instagram, Pinterest, and TikTok thrive on imagery and video content, pushing brands to think visually first. This visually-driven approach isn’t just about making designs that look pretty; it’s about communication and true connection.

Brands are now telling their stories through images, infographics, meme’s and videos, creating content that is not only visually captivating but also Emotionally impactful. I believe this trend has set a new standard in content marketing, the ability to convey a message through compelling visuals is just as important as the message itself. The transformation of content marketing from its text-dominated beginnings to the visually-rich experience we see today is a clear indication of how audience preferences have evolved. In the current landscape, content is evaluated not just on the information it conveys but also on its visual presentation.

Brands that acknowledge and adapt to this evolution, utilizing tools like Canva and Midjourney to craft engaging, visually appealing content, are the ones that truly stand out. As we forge ahead in the dynamic world of digital marketing, our ability to effectively communicate through visuals has become a fundamental skill.

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This move towards a more visual approach in content marketing is a signpost of future trends, making it critical for every brands to stay current and embrace this change to make a meaningful impact. Brands that stay ahead of the curve and integrate this change into their strategies are the ones that will make a lasting mark in the marketplace and digital world as a whole. By embracing these evolving trends, companies can ensure they remain relevant, compelling, and connected with their audiences.

Simply put, the key to success in this era is clear: embrace the visual, and let it amplify your brand’s voice in the digital conversation.

Graphic Design: The Unsung Hero of Content Engagement

At the heart of every successful content marketing strategy lies an often-overlooked hero: graphic design. Beyond mere aesthetics, graphic design has a profound psychological impact on an audiences engagement. It’s not just about looking good; it’s about feeling right. Visuals can evoke emotions, stir memories, and influence decisions, making them a powerful tool in capturing and maintaining your audience’s attention.

Studies and statistics reinforce this concept. For example, according to Forbes, content with relevant images gets 94% more views than content without images. On top of that, social media posts with visuals see significantly higher engagement rates than those without. These figures highlight a simple truth: in the realm of digital marketing, a picture doesn’t just complement your message; it can be the message.

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But what makes a graphic design so effective in content marketing? It’s more than just choosing the right images. It’s about having a deep understanding of color psychology, typography, imagery, and layout design. Each of these elements plays a role in how your content is perceived and received. For example, color can influence mood and brand perception, while typography affects readability and the tone of your message.

A well-designed piece of content can tell a story, create a mood, and convey a message in a way words alone can just can’t do. A compelling infographic can simplify a ton of complex information, while a well-crafted social media graphic will make your content shareable and memorable. As we explore these elements, we’ll see how graphic design is not just supporting content but is often driving its success.

In wrapping up this exploration of using graphic design to increase content engagement, it’s clear that its role is pivotal. From the way colors and typography influence our emotion and perception, to how layouts and images drive interaction and shareability, graphic design is at the heart of effective communication. It’s not just about making content look cool; it’s about making it resonate with your audience on the deepest level possible.

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As we continue to navigate the evolving landscape of content marketing, the importance of understanding and leveraging these design elements cannot be overemphasized. The brands that do this well will not only capture massive attention but also create lasting connections with their audience which turn into massive ROI. Graphic design in content marketing is more than just an aesthetic choice; it’s a strategic necessity.

Graphic Design & Brand Identity: Telling a Brand’s Story

Moving beyond content engagement, graphic design also plays a fundamental role in shaping and
communicating your brand’s identity. It’s a powerful tool that goes beyond visual aesthetics, encapsulating a brand’s values, personality, and story. In our over saturated digital marketplace, where consumers encounter countless new brands daily, graphic design helps brands distinguish themselves.

Take, for example, Apple. Their minimalist design approach, with clean lines and a sleek, monochromatic color scheme, isn’t just about looks. It conveys elegance, simplicity, and innovation, which are core to the brand’s identity and it’s that identity that has created a cult-like following, people that will blindly buy anything that Apple makes. Their design philosophy extends beyond their products to their advertising, website, and even retail spaces, creating a consistent and powerful brand experience that’s instantly recognizable.

Another notable example is Coca-Cola. Their use of bold reds and the dynamic ribbon, along with the classic typography of their logo, creates a sense of familiarity and nostalgia. These design elements are consistent across all of their marketing materials, reinforcing their brand identity as one that’s timeless yet always current.

Alongside the commercial brands, consider America as a brand itself. This might seem unconventional, but America, or the United States of America, stands as one of the most globally recognized and powerful ‘brand’ entities. Its brand identity extends far beyond just a name; it embodies concepts of freedom, prosperity, and opportunity. This brand image isn’t a product of mere coincidence or financial might; it’s a result of carefully crafted symbols and narratives.

From the iconic red, white, and blue colors symbolizing valor, purity, and perseverance to symbols like the bald eagle, the American flag, and the Statue of Liberty, each element tells a part of the American story. These elements resonate with people not just within the country, but around the world. They are visual reminders and representations of the values the brand ‘America’ stands for.

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Just like Apple and Coca-Cola, America’s brand strategy highlights the importance of a cohesive narrative in design, where every visual element contributes to the overall identity and message of the brand.

Graphic design from the perspective of brand identity is about more than creating a visually appealing logo or choosing the right colors. It’s about weaving a visual narrative that tells your brand’s story at every touchpoint, engaging all of the 5 senses. It’s the subtle nuances in design that communicate a brand’s ethos and values to the consumer, building a relationship beyond the product or service.

Graphic design is a key player in the storytelling aspect of brand identity. The brands that excel in this are the ones that understand the power of visual storytelling and harness it to build a strong, cohesive, and enduring identity. As we progress in the digital age, our ability to tell a compelling visual story will become increasingly crucial in establishing and maintaining a robust brand presence.

The Synergy Between Graphic Design & SEO

While it’s super clear that graphic design is crucial in telling a brand’s story and engaging audiences, there’s another, often overlooked aspect where it plays a vital role: Search Engine Optimization (SEO). At first, graphic design and SEO might seem like distant cousins, but in reality, they work hand in hand together to boost a brand’s online presence. Good design isn’t just about catching the eye; it’s about being found in the massive red ocean of the online marketplace.

I want you to consider the role of user experience in SEO. Search engines, like Google, favor websites that provide a positive user experience, and graphic design is at the heart of this. A well-designed website with intuitive navigation, responsive layouts, and engaging visuals keeps visitors on the site longer, reducing bounce rates and signaling to search engines that your site is valuable.

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This is where mobile-friendliness comes into play. With the majority of online browsing happening on mobile devices now, having a mobile-responsive design isn’t just nice to have; it’s crucial. According to Forbes As of Q2 2022, 58.99% percent of all web traffic came through mobile phones Websites that aren’t optimized for mobile viewing suffer in search rankings and performance overall, but you probably already know that unless you’ve been living under a rock.

Then there’s the power of infographics. Infographics are SEO gold – they present information in an easily
digestible, visually appealing format, making them highly shareable. A well-crafted infographic will earn
backlinks, a key factor in SEO, as other websites use it as a reference. This not only increases your site’s
visibility but also establishes your brand’s authority in your field. Are you using infographics on your website?

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To optimize your visuals for search engines, start with the basics: ensure all your images have descriptive, keyword-rich file names and alt text. This helps search engines understand and index your visuals, improving your content’s visibility. Also, keep an eye on image file sizes. Large images will slow down your site, negatively impacting user experience and, by extension, your SEO.

Bridging the gap between graphic design and SEO may seem challenging, but it’s a connection that will
elevate your content marketing strategy to a new level. By integrating thoughtful, SEO-friendly design elements into your digital presence, you not only enhance user experience but also improve your chances of ranking higher in search results, making your content more discoverable, impactful, and most importantly profitable.

The Future of Graphic Design in Content Marketing

As we’ve explored the dynamic relationship between graphic design and SEO in reshaping our approach to content marketing, it’s essential to turn our gaze to the horizon, and to what lies ahead. As I’m reflecting on themes from my previous article about the future of design, the influence of AI on graphic design and content marketing is undeniably profound. We’re stepping into a new era where technology meets creativity, opening exciting new possibilities for both marketers and designers.

The role of AI in graphic design is already making waves, with tools that create impressive visuals and layouts with little human input. But this is just the beginning.

Looking forward, AI is expected to revolutionize not just how we create designs but also introduce a new level of personalization and interaction in content. Imagine having content that morphs according to the viewer’s preferences or interactive infographics that evolve based on user interaction – this is the potential that AI and emerging technologies are bringing to the forefront.

Augmented reality (AR) is another thrilling area to watch. AR in content marketing could drastically alter how brands engage with their audiences, offering immersive, interactive experiences beyond the conventional screen. Visualize a scenario where consumers can virtually interact with a product, or where storytelling extends beyond traditional media to become an immersive encounter.

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Another groundbreaking example of where design meets futuristic technology is in the use of augmented reality (AR) by glass companies to create ‘Smart Glass.’ This innovative application is transforming the retail experience, particularly in fashion storefronts. Imagine walking past a store and seeing a display window equipped with Smart Glass.

As you look into the glass, AR technology projects clothing from the store onto your reflection, allowing you to see what the outfit would look like on you, without ever stepping into the store or trying on the clothes.

This interactive experience is not only engaging and convenient for customers but also opens up new avenues for brands to showcase their products in a personalized and interactive manner. By integrating AR with graphic design, retailers can create a dynamic and immersive shopping experience that blends the physical and digital worlds, offering a glimpse into the future of retail marketing.

The move towards personalized visuals is expected to accelerate. Where customization reigns supreme, the capability to tailor content to individual tastes and behaviors is crucial. This means crafting graphics and visuals that not only appeal to a broad audience but also connect intimately with each individual viewer.

For those of us in content marketing and graphic design, it’s crucial to keep pace with these trends and begin weaving them into our strategies. The future of graphic design in content marketing is ripe with opportunities for groundbreaking innovations and deeper connections with our audience.

Embracing these emerging trends and experimenting with novel technologies will help us craft content that is not just viewed but deeply experienced in completely new and exciting ways.

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Disruptive Graphic Design: Thinking Outside the Box

Let’s dive into some real-life examples where audacious design choices made a real difference. Imagine a campaign that boldly went against the grain, perhaps using a strikingly unconventional color scheme or an offbeat layout to make a statement. For instance, ‘Lions Not Sheep’, founded by Sean Whalen, transcends being merely a clothing line; it embodies a lifestyle.

Its success lies not in intricate designs but in its straightforward, bold messaging with army-style lettering. Phrases like ‘Lions Not Sheep’, ‘Free Man’, and ‘Free Woman’ have driven millions in merchandise sales monthly, proving how simplicity paired with a strong message can captivate an audience.

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Another example of such disruptive design is Robinhood, the stock trading and investing app. By deviating from the complex interfaces of traditional stock platforms, Robinhood offers a simple user-friendly app with a clean, intuitive design. This approach not only disrupted the stock brokerage industry but also made investing more accessible, highlighting how innovative design can simplify and transform user experience.

Adopting a trailblazing approach in your design work means stepping into uncharted territory. It’s about
experimenting with bold contrasts, innovative layouts, or unique imagery while staying true to your brand’s essence. Striking the right balance is key.

Test out new ideas, seek feedback, and be ready to refine. It’s not just about being different; it’s about being authentically you, in a way that connects with your audience on a deeper level. This journey is about finding that sweet spot where your brand’s voice and unconventional design meet.

Wrapping up, the essence of standout content marketing often lies in the courage to be different in your design approach. For me, disruptive graphic design is an invitation to challenge the status quo, to be boldly creative, and to stretch the limits of what’s possible.

As you integrate these ideas into your marketing, remember that the most memorable designs often emerge from a willingness to be bold and original. I want to encourage you and your team to break the mold, to experiment fearlessly, and to embrace the exciting possibilities that come with innovative design. It’s in this space of creativity and daring where your brand can truly make its unique mark in the digital landscape.

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Integrating Graphic Design in Your Content Marketing Strategy

My mentor Nicholas Bayerle says that “information plus application creates the transformation”, integrating graphic design isn’t an afterthought; it’s a necessity. As we’ve seen through my examples, the impact of well- thought-out design can elevate content from ordinary to extraordinary. This integration isn’t solely about making content look good; it’s about enhancing your message and engaging the audience more effectively.

Effective collaboration between content marketers and graphic designers is pivotal. This synergy can be
achieved when both parties understand and appreciate the strengths of the other. Content marketers should communicate the core message and target audience clearly, while designers need to bring these narratives to life visually.

Regular meetings and brainstorming sessions will help align these two creative processes. Using collaborative tools and platforms can also streamline the process, ensuring that both design and content complement each other seamlessly.

A big step in integrating graphic design into your content marketing strategy is to conduct an audit of your existing content. Evaluate your current assets and identify where design can play a more significant role.

Does your blog have appealing featured images? Are your social media posts scroll stopping? Look for opportunities to incorporate more graphics, such as infographics in blog posts or visually rich stories on social media. Remember, the goal is to enhance and not overshadow the content’s message.

Actionable Tips for Stronger Design Integration

To effectively integrate graphic design, consider these actionable tips:

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  1. Consistency is key – maintain a consistent design language across all platforms to strengthen brand
    identity.
  2. Understand your avatars – design with your target audience in mind, ensuring the visuals resonate with
    them.
  3. Use design to clarify and enhance your message – visuals should complement and elevate the content,
    not confuse or distract.
  4. Keep up with design trends – but only adopt those that align with your brand’s voice and message.
  5. Test and get feedback – use analytics and user feedback to understand what works and refine your
    approach accordingly.

Different content types require different approaches. For instance, social media posts might benefit from bold, eye-catching graphics, while whitepapers will need more subtle, informative visual elements. Videos can be enhanced with branded animations and motion graphics. It’s about finding the right visual approach for each content type while ensuring it aligns with your overall branding and strategy.

Integrating graphic design into content marketing is more than just a combination of words and visuals; it’s the creation of a cohesive, compelling narrative that speaks to your audience. By effectively blending these two elements, you can elevate your content marketing strategy, making your message not only seen but also felt and remembered. It’s this synergy that will set your content apart in the digital realm.

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As we wrap up our journey through the multifaceted world of graphic design in content marketing, it’s clear that design is much more than just an aesthetic element. From the evolution of content that prioritizes visuals to the innovative integration of AI and AR, graphic design has proven to be vital in engaging and resonating with audiences. The demand for disruptive design further illustrates our need for creativity and boldness in an increasingly competitive online world.

The fusion of graphic design with content marketing is not just a trend but a fundamental shift in how we
communicate and connect with our audience. Whether through the seamless collaboration of designers and content creators or the strategic use of emerging technologies, integrating graphic design effectively can dramatically enhance the impact of your content.

As you move forward in your content marketing efforts, I encourage you to view graphic design not just as a tool, but as an essential partner in storytelling. Audit your current content, identify opportunities for stronger design integration, and dare to experiment with unconventional approaches. Stay abreast of the latest trends and technologies, and remember that in the realm of digital marketing, the most powerful content is that which can captivate both visually and narratively.

In closing, ask yourself this: how can you further intertwine the art of design with the science of marketing to craft content that is not only informative but also visually compelling? The future of content marketing is a canvas awaiting your creativity, and graphic design is the brush with which you can paint a story that leaves a lasting impression.

In the digital arena, it’s not just about creating content; it’s about designing experiences that resonate and engage.


Disruptive Design Raising the Bar of Content Marketing with Graphic

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Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.

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AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.

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SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.

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Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

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  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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MARKETING

How To Adapt Your SEO and Content Strategies for SGE and AI Experiences

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How to Adapt Your SEO and Content Strategies for SGE and AI Experiences

A massive change is coming to search.

As Google experiments with AI in its standard search results and its Search Generative Experience (SGE), marketers must understand how to adapt their content strategies for new AI-impacted search experiences.

Since 2023, Google has been prolific in its AI experimentation, changing the way content is represented in search results. Its content-led SGE recently moved out of its testing lab to show up in a small percentage of results in Google’s main search interface.

Brands that produce content experiences that align with new search behaviors and focus on conversion stand a better chance to survive the search change.

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Google adds generative AI, first-person reviews, and anti-spam actions

Your news feed says all. Search and generative AI investments are everywhere. And it’s not just Google — new entrants, such as Perplexity AI and You.com, are on the search scene. Meanwhile, OpenAI is working on a search engine powered by Microsoft’s Bing.

Still, Google owns the biggest market share in search, so let’s focus on the ways AI is affecting Google SEO.

Reddit and new content sources

Google added new content sources to its traditional results and Search Generative Experience.

In traditional search results, adding more content sources helps fine-tune its AI technologies. The recent content licensing deal with Reddit is a prime example. You can already see its content appearing more often in traditional search results.

This screenshot shows the search engine results for “Is Volvo a good car?” A discussion from the Volvo subreddit appears as the third result on the page (or fourth if you count the people-also-ask module.)

Click to enlarge

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SGE appearance

The image below shows the SGE for the Volvo query. The first paragraphs are an AI-generated summary drawing on ratings from RepairPal (after an alert explaining the experimental nature of the generative AI content.)

Below the SGE summary, a search box prompts the visitor to ask a follow-up question. After that element, the Reddit discussion on Volvo reliability appears.

The image shows the SGE for the Volvo query.

Click to enlarge

Showing Reddit content in SERPs lets Google show more first-person reviews and opinions (the experience element of Google’s EEAT (experience, expertise, authoritativeness, and trustworthiness) for search ratings.

But how will Google distinguish between subjective, objective, and informative opinions? With Reddit content, which can include positive and negative opinions readily on display, brands will need to follow relevant discussions on Reddit.

Google goes after spam sites

You may have read about Google’s latest update, which aims to avoid sites with low-quality (often AI-generated) content and give helpful content more prominence in SERPs.

This hammers home the message to avoid relying on generative AI alone for content creation. Content needs a human touch to earn the experience, expertise, authoritativeness, and trustworthiness that Google and, more importantly, searchers want to see.

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Expect more penalties from Google for content that’s just churned out from AI prompts.

SGE’s impact on brands

SGE is the rollout that will impact every industry and content marketer.

My company, BrightEdge, built a tool to detect how and where search engines experiment with AI and new content formats. The chart below shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Health care will see the biggest impact, with 76% of its searches affected by SGE. Finance will be the least affected, with only 17% of queries impacted by SGE. Here’s how SGE will affect other industries:

  • E-commerce (49%)
  • B2B technology (48%)
  • Insurance (45%)
  • Education (44%)
  • Restaurants (36%)
  • Entertainment (36%)
  • Travel (30%)
The chart shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Click to enlarge

Once SGE rolls out completely, it will likely impact over $40 billion per year in ad revenue on Google for marketers per BrightEdge estimates.

How to prepare for SGE and changing search behavior

Google has always shown relevant sources and articles so searchers can make informed decisions. With the generative AI changes, Google’s engine now asserts an opinion. This represents a fundamental shift in how a search engine responds to queries.

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Imagine you search the web to learn more about a BMW model you’re interested in. Previously, a Google search would display results with links such as BMW’s official site, Top Gear, Consumer Reports, and Carfax. The searcher then could choose the resources to explore and form an opinion about the vehicle.

In the generative AI world, Google’s primary result might not be a direct link to BMW’s website. Instead, it could be AI-generated content that provides an evaluative perspective. The AI content might include important factors to consider when looking at a BMW, such as the potential for high maintenance expenses or issues with parts availability due to supply chain challenges. This AI-curated summary will be presented before the searcher can see the resources with links for further exploration.

This shift may lead to reduced but higher-quality traffic. Brands are likely to experience better conversion rates. The reason? Consumers are more likely to act because they’ve been influenced by prior engagements and information provided by Google.

Still, you’ll need to adapt to the new search environment. Here are some tips on how to prepare.

Focus on the search basics

Solidify your foundation of SEO and website fundamentals. The essential elements will gain more significance as time progresses.

Make sure your website is optimized for user-friendliness and complies with Google’s guidelines regarding Core Web Vitals, Helpful Content, and EEAT (experience, expertise, authoritativeness, trustworthiness).

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You may also want to review these tips for optimizing content for SGE.

Deepen your understanding of new search behaviors

Use data to grasp user and conversational intent, especially since these factors influence the AI-generated search results. Identifying high-value searches is essential.

Make sure that your content responds to the specific query and addresses its broader context to attract results for long-tail keyword searches.

Content generated by AI draws from reliable and credible sources. Ensure your brand’s content is considered an authoritative source.

The growing prominence of trusted sources and an increase in consumer reviews signal a pivotal change: Brands are likely to have less control over the customer journey.

Align content with other marketing disciplines

Search engine results now encompass an array of media types and formats, including social media, reviews, and news sources. So, teams in marketing, content creation, digital strategies, brand management, design, social media, and public relations must align closely.

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Strategies for an AI-first future

According to BrightEdge research, 98% of enterprise organizations say they’ll prioritize SEO in 2024. And 94% of organizations are looking to integrate SEO into all marketing (omnichannel) strategies.

Strategies for adapting your content approach to new search experiences will vary by industry.  Here are a few examples.

E-commerce: Google commonly presents content for e-commerce queries via product viewers. SGE replaces these with better, more visual, and informational (combined) content.

Google has experimented with several formats, including a general shopping result that details what a searcher would expect to see in a universal listing. However, as SGE results have evolved, so have the ways a user can view products.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

These tips will help you prepare for the various viewer modules (see viewer examples).

  • Optimize for trend relevance: Aligning category pages with current trends can increase your chance of being included in SGE dynamic displays.
  • Incorporate product reviews: Showing product reviews on your site boosts credibility.
  • Present clear pricing Information: Use schema markup to highlight pricing details.

Travel, restaurants, and local: Places have long been a key module for Google. Now, we’re seeing the places module showing up in about 45% of SGE queries. So, make sure to include location-based keywords.

You might also try these optimization suggestions:  

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  • Monitor and respond to reviews.
  • Tailor your local listings for location-specific queries.
  • Keep an eye on how and where SGE displays local modules. SGE displays local results even in queries without location-specific terms.

Entertainment: SGE entertainment results are primarily informational. But more reviews (and warnings for age-appropriate content) are appearing in both traditional search and SGE.

Get ready to shift your SEO thinking

Whoever provides the best experience for their target consumers will win in the new AI search experiences. Focus on third-party content reviews, social, PR, and brand authority. Expect your competitive landscape to change with new entrants that might eat into your market share.

Be aware, ready, and prepared to optimize for multiple AI search experiences.

All tools mentioned in this article were suggested by the author. If you’d like to suggest a tool, share the article on social media with a comment.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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