Week 3 Assignment Assignment Instructions Creating a Visual This is another assignment that should get you elbows-deep into some new tools. (A good thing!) There are a number of pieces due this week, so let's get cracking: This week, we're drawing our personas farther down into our Attract>Convert>Close>Delight funnels and working to bring value to our audience. As your textbook states, "Rather than making a sales play, you should be asking, 'How can we be of benefit to you? How can we solve your problems? How can we listen to you? How can our solution, service, or product provide value to your life?'" And how do you know what is valuable content? You know because you've done your research in week 1 with your brand personas. With these key questions in mind, you'll be working on a visual (video or infographic) lead generation piece. Which will, in part, help to convert casual visitors to your website or social media accounts into people who follow you or give up their (valuable!) email address for further communications. (Remember those Calls To Action!) 1. Visual Standards As you know, a visual standards document helps your brand define (and refine) its visual identity and maintain consistency across multiple pieces. This document will set the tone for your visual brand for years to come. There are a number of in the section below and these will help you to create this visual through Canva. This should be a one page PDF which includes the following: • A custom-designed logo • brand font(s) • Brand colors (at least three primary and two secondary – aka accent- colors) • Stock photos that are examples of your brand photography 2. Lead Generation piece Last week, you created multiple posts. This week, you'll be creating a visual lead generation piece. This lead generation piece could be video or an infographic – whatever it is, it should be something visual. This piece needs to be high quality, and contain content that is so valuable and so relevant to your audience that if you have a website, they will exchange their email address to unlock it, or if you use on social media, the work is interesting enough that they'll start following you or complete some Call To Action. (Not easy! But a great challenge.) Canva, again, is a great resource for creating infographics. I have listed good video and infographic resources under readings. • Should follow editorial and visual guidelines • Videos should be under three minutes and edited (with title/ending slides, transitions, etc.) • Infographics should be under 8,000 pixels in length and under 1.5 MB • Both should have clear calls to action As Needed Resources: Best video editing apps: https://beebom.com/best-video-editing-apps-iphone/ Canva Tutorials: https://www.canva.com/learn/tutorials/ Creating a color palette: https://coolors.co/ OR https://www.canva.com/learn/100-colorcombinations/ Free photo resources: Pexels, Unsplash Infographic tips: https://neilpatel.com/blog/12-infographic-tips/ How to design a logo: https://blog.hubspot.com/marketing/how-to-design-logo Neil Patel's Visual Content Guide: https://neilpatel.com/blog/visual-content-guide/ Read: • Faster, Smarter, Louder – Chapter 3 – Rules of Engagement • The power of visual content: https://blog.rankwatch.com/the-power-ofvisual-content-in-your-content-marketing-strategy/ • Lead Generation: https://blog.hubspot.com/marketing/beginner-inboundlead-generation-guide-ht • Paid/Earned/Owned: https://www.koozai.com/blog/search-marketing/whatis-the-difference-between-owned-earned-and-paid-media/ Watch: • Visual Content and Video Content with Roberto Blake: https://www.youtube.com/watch?v=nVOMc7lxN9w&list=PLpjK416fmKwTf LE1a6EBjYNrxRiXb6KmH&index=3 o Note: This is about videos, mostly, but it's important to keep in mind for all visual content (and content marketing) • Six tips for creating successful social videos: https://www.moovly.com/blog/top-6-tips-for-creating-a-successful-socialvideo-the-rise-of-video-marketing. Week 3 Assignment
Assignment Instructions
Creating a Visual
This is another assignment that should get you elbows-deep into some new tools. (A good
thing!) There are a number of pieces due this week, so let’s get cracking:
This week, we’re drawing our personas farther down into our
Attract>Convert>Close>Delight funnels and working to bring value to our audience. As your
textbook states, “Rather than making a sales play, you should be asking, ‘How can we be of
benefit to you? How can we solve your problems? How can we listen to you? How can our
solution, service, or product provide value to your life?'”
And how do you know what is valuable content? You know because you’ve done your research
in week 1 with your brand personas.
With these key questions in mind, you’ll be working on a visual (video or infographic) lead
generation piece. Which will, in part, help to convert casual visitors to your website or social
media accounts into people who follow you or give up their (valuable!) email address for further
communications. (Remember those Calls To Action!)
1. Visual Standards
As you know, a visual standards document helps your brand define (and refine) its visual
identity and maintain consistency across multiple pieces. This document will set the tone for
your visual brand for years to come. There are a number of in the section below and these
will help you to create this visual through Canva. This should be a one page PDF which
includes the following:
• A custom-designed logo
• brand font(s)
• Brand colors (at least three primary and two secondary – aka accent- colors)
• Stock photos that are examples of your brand photography
2. Lead Generation piece
Last week, you created multiple posts. This week, you’ll be creating a visual lead generation
piece. This lead generation piece could be video or an infographic – whatever it is, it should be
something visual. This piece needs to be high quality, and contain content that is so valuable
and so relevant to your audience that if you have a website, they will exchange their
email address to unlock it, or if you use on social media, the work is interesting enough that
they’ll start following you or complete some Call To Action. (Not easy! But a great
challenge.) Canva, again, is a great resource for creating infographics. I have listed good video
and infographic resources under readings.
• Should follow editorial and visual guidelines
• Videos should be under three minutes and edited (with title/ending slides, transitions, etc.)
• Infographics should be under 8,000 pixels in length and under 1.5 MB
• Both should have clear calls to action
As Needed Resources:
Best video editing apps: https://beebom.com/best-video-editing-apps-iphone/
Canva Tutorials: https://www.canva.com/learn/tutorials/
Creating a color palette: https://coolors.co/ OR https://www.canva.com/learn/100-colorcombinations/
Free photo resources: Pexels, Unsplash
Infographic tips: https://neilpatel.com/blog/12-infographic-tips/
How to design a logo: https://blog.hubspot.com/marketing/how-to-design-logo
Neil Patel’s Visual Content Guide: https://neilpatel.com/blog/visual-content-guide/
Read:
• Faster, Smarter, Louder – Chapter 3 – Rules of Engagement
• The power of visual content: https://blog.rankwatch.com/the-power-ofvisual-content-in-your-content-marketing-strategy/
• Lead Generation: https://blog.hubspot.com/marketing/beginner-inboundlead-generation-guide-ht
• Paid/Earned/Owned: https://www.koozai.com/blog/search-marketing/whatis-the-difference-between-owned-earned-and-paid-media/
Watch:
• Visual Content and Video Content with Roberto
Blake: https://www.youtube.com/watch?v=nVOMc7lxN9w&list=PLpjK416fmKwTf
LE1a6EBjYNrxRiXb6KmH&index=3
o Note: This is about videos, mostly, but it’s important to keep in mind
for all visual content (and content marketing)
• Six tips for creating successful social
videos: https://www.moovly.com/blog/top-6-tips-for-creating-a-successful-socialvideo-the-rise-of-video-marketing
