Branding, marketing and advertising are not isolated zones across specific platforms these days. Instead, these activities go hand in hand with the most basic aspects relating to information dissemination, promotions, highlighting, storytelling and all other activities associated with content creation these days.
Indeed, content creation subtly integrates marketing and advertising concepts and ideas when it comes to positioning a brand across multiple platforms including the web world.
Online branding and advertising relies heavily on content when it comes to creating a particular niche for the brand in addition to helping it reach out to customers, disseminate key information, hook customers, build interest and spark greater retention. All of these activities lead to greater sales for a company and hence the importance of content in the overall scheme of things today.
Visualization and Content Writing
Many will dispute the perceived links between content writing and visualization, but it definitely exists. What distinguishes the good from the great in this case is nothing but visualization, the ability of the content writer to see their targeted message and idea clearly before disseminating it through words. While writing content for brands, it’s important to have a clear understanding of your destination without going about it aimlessly. This is a belief that has been advocated and backed by countless brand gurus and successful writers over the years.
Web writing is mostly about getting a compelling message across to readers without going over the top. The ability to view this desired message makes it that much easier to flesh out the same in words. As long as the message is not decipherable in one’s mind, stumbling upon it while writing is next to impossible going by the contemporary opinions of marketing and writing experts.
How Visualization Works
Many successful writers have often suggested a rather unique approach to better writing, i.e. thinking of the content piece as a film or documentation project helmed by the writer-director. As a result, such a view brings up the pertinent question necessary to actually visualize and translate successful messages onto your computer – What are you saying and why is it relevant? Why is a content piece worth reading instead of television, glossies and other mainstream information dissemination platforms? What is the actual take-away for a reader? What are you trying to convey?
It’s through this process of questioning that pioneering visuals are garnered, which in turn burst out marvelously in content write-ups, brand stories, promotional material, articles, blogs and what not! The ability to visualize clearly makes a good content writer. Think of a scenario where you have to subtly position a fast food brand to an overtly wary and health conscious demographic that is fussy about ingredients, fat and so on. How do you do it? A simple write-up on the flavors and menus and history of the brand will not work as much as the ability to visualize yourself sitting at an outlet of this brand and the possible experiences you might have. The latter approach will help you hit upon a particular aspect of the customer experience that can be the defining message of your write-up and help overcome all possible health and ingredient related concerns on part of customers. This is just an example of how visualization aids and stimulates your writing, particularly when you have a message to convey.
Benefits of Visualization
The biggest takeaway from a visualization-oriented approach is the connect with readers. If you can visualize something clearly and disseminate the same accordingly, the odds are high that readers will also be spurred into visualizing the message and the whole point of a write-up. This is favorable for all brands as it sparks greater interest and customer loyalty. Showing more than telling is a classic approach to contemporary web writing and this is where visualization comes in handy. If you are not able to see a core aspect, how can you expect your readers to view and understand the same?
Most importantly, visualizing a particular message or key aspect will definitely help you write better and pinpoint strategies, focus phrases, keywords and highlighted experiences accordingly. Additionally, a content writer’s affinity for narrative visualization may well result in a linkage with data visualization as well as per the requirements of a particular situation. This helps accentuate and substantiate your content with proper graphics, animation, charts and other statistics or images that reveal the real picture to readers.
As can be seen, a great content writer has to be a great visualizer as far as the message and point of a story or write-up is concerned. They must be able to train their minds to actually image and visualize potential experiences and takeaways that generate equal reactions in readers and customers. Writing is after all a creative art dependent upon the mind and perspective of the artist. Visualization is but a natural component of genuinely interactive and engaging writing.