Why ‘Hero Content’ can multiply the effectiveness of your brand and marketing actions.

With marketing and branding activities – we’re always looking for actions that make the biggest impact for the least effort – E-Mail Campaigns, Videos, Podcasting, Blogging, Print, Old-Fashioned Advertising, etc, etc. Each of these will help us to persuade more people to do business with us, each of these can be honed to deliver outstanding results over time, each has their own specific types of benefit.

However, over the years at the loft, we’ve found that to deliver real and lasting impact – it is less a question of what but how.

We’ve learned that to create lasting change – what you produce must be able to hold somebody’s attention, should be high-quality and be something that lasts too. ‘Hero-Content’ might be a new phrase to many but creating it may be one of the biggest game-changers for any one of your marketing efforts.

Hero-Content is a higher quality of communication that can be used in a range of different places, in a range of different ways, it can be scaled up, used repeatedly and is endlessly flexible. It tends to be super high-impact, created by a specialist and can be anything from a high-quality infographic to a short 30-second video sound-bite to an effective ad. It can even be a paragraph of text successfully describing your company’s top products or services.

The advantages to your company’s marketing are many, however the real benefits of hero-content to rapidly-growing companies are more personal – having fresh, creative and high-quality creative on-file will save your Marketing Director many a sleepless night with tight deadlines looming fast. (The bi-product of any successful and rapidly-growing company.) It removes the pressure from creatives under tight time constraints and if used properly will give a level of brand consistency and professionalism that can only be advantageous to your company’s creative efforts.

Over the years, we’ve created high-quality hero-content for a number of companies – high impact infographics which industrial companies have used in brochures, websites and even sales powerpoints, abstract sub-brand identities for software companies, photographic imagery for professional firms, etc. Over the years, we’ve been an ‘On-Demand Agency’ with many rapidly growing companies and we’ve learned much about creating and using hero-content first-hand.

Here are a few things we’ve learned..

– We recommend creating hero-content as part of a bigger brand/marketing project – a company re-brand, a website, a brochure or formal campaign.

– It really should be done by a specialist freelancer or agency. Please make sure you agree to have full access to all creative outputs afterwards.

– Once you have agreement on a style that works – it is best to get as many variations from your agency/freelancer as possible – like most innovation projects – the first example takes the longest time to create. Afterwards, with a formula in place, it gets easier and quicker.

– And finally – although we’ve created lots of amazing stuff over many years to tight deadlines at the loft, beautiful creative that is still used many years after it was first produced. It really is best to take a tiny step back and give your freelancer/agency a little more time to get this spot on.

The results will be compounded, I promise…

To see more examples of ‘Hero Content’ as created by the loft.

Check out…

Altia-ABM, A Creative Partnership >>> 

Scottish Leather Group, Celebrating Sustainability >>> 

As always, if you would like a hand then please don’t hesitate to contact us>>>.

For more information on ‘Hero-Content’ >>>

Hero content is definitely ‘a must-have’ when it comes to managing lots of creative projects, getting out a strong message, locking-in consistency and doing so under tight time pressures.

What is this fancy phrase ‘hero-content,’ I hear you ask…?

Well, it can be anything from high-quality photographs, infographics, videos or even text. The big difference is that it is something that is exceptionally well-finished and personal to you or your organisation. Hence the ‘HERO’ part of the title. It’s developed to showcase what is best about a product, service or even an organisation and most importantly it is readily available on-file and can be dragged and dropped, copied and pasted or inserted into just about any marketing/sales/creative communication you’re working on. Most importantly, it can be done so at speed…

Hero content can include many different things, a sharp and well-finished set of icons selling the benefits of a product, art-directed photography which captures the spirt of an organisation, a professional and up-to date set of portrait pics of the team, an infographic of a metric you’re proud off, it can even be a well-written paragraph of what your company does. (Particularly useful for new-starts that are constantly having to raise investment.)

When it comes to creating hero-content… 

– We recommend creating it as part of a wider project – a website, a brochure, etc.

– It is the kind of thing that can be done by anybody but should really be done by a specialist. Make sure you agree full access to the creative and future rights afterwards.

– Once you have agreement on a style that works – it is best to get as many iterations from your provider as possible – like most innovation projects – the first example takes the longest time to create. Afterwards it’s all downhill from there…

– And finally – although we’ve created lots of amazing stuff over many years to tight deadlines at the loft, beautiful creative that is still used many years after it was first produced. (Some examples below…)  It really is best to take a tiny step back and give your freelancer/agency a little more time to get this spot on. The results will be compounded, I promise…

As always, if you would like a hand then please don’t hesitate to contact us. 

Benedetto

<<< For more examples of how we’ve used hero-content in the past.

For more information on ‘hero-content.’ >>>