At REES Media and Marketing we talk about elevated content a lot, but what do we mean?
Elevated content marketing is essentially marketing content which leverages higher than average production values to generate greater interest, reach, engagement and lead generation.
Social media platforms are saturated with content captured on smartphone, most commonly the iPhone. This democratisation of video production and photography is good in many ways as it has created a very low barrier of entry, allowing businesses of any size to compete on an almost level playing field in terms of their quest for organic reach on social media.
However, attention is a finite resource, and as more and more businesses seek their slice of yours and everyone else’s, how do marketers and content creators stand out from the crowd and gain an advantage? Elevated content is our solution to this problem.
‘Authenticity’ is a much-used word in the context of discussions surrounding social media content. So much so that I feel it’s lost some of its original and intended meaning in the modern world. Let me just say that I absolutely believe authenticity in its true sense (def: the quality of being real or true) has a part to play in a company’s marketing output. The word, however, has come to signify a certain amateurism in terms of content, and I don’t intend that to sound snobbish, but rather that it’s evolved into the suggestion that in order for authenticity to be present said content must be created in an unpolished and unrefined way. We don’t subscribe to that notion. At REES we make content which is both authentic and professional. Yes, this is indeed possible.
Taking this point further, I would go so far as to say that a key issue with smartphone-generated content is that it all looks very similar to each other, and video and photographs taken by smartphones are often ironically and distinctly inauthentic: oversaturated colour, over-brightened, over- sharpened, and the now ubiquitous faux background blur that’s not fooling anyone anymore. With this in mind, we’re left with the main benefit of using a smartphone being the fact that anyone can do it. Taking a step back from that you can see why using one is, therefore, not a benefit to a business looking to stand out and make an impact.
Conversely, the same point means not using a smartphone for your content gives you an immediate head start in the race for your potential client’s attention.
Ultimately, the way any device renders images comes down to the quality of its lenses and the size of its sensor. Up until now I’ve not seen an effective way to accurately mimic the aesthetic qualities of a fast lens or a full frame mirrorless camera sensor using a smartphone, or any other device for that matter.
There are other technical advantages to using professional grade equipment to make content for your business, but I think I’d risk losing my audience here if I elaborate further.
At REES, our two core content packages both come with two built-in video/photography shoots over every three-month period, ensuring there is never a shortage of high-quality imagery being used on and associated with your social channels and website.
But it’s not only the content itself that is important, we believe having an effective, results orientated engagement strategy is almost as important as the content itself.
A good number of businesses running social media in-house, or even some using marketing agencies, do not have a successful engagement strategy in place. Companies often have a very low benchmark of expectation of their marketing output, particularly in relation to social media. Satisfied as long as there’s some content going out. Not investing in it properly and therefore not having high expectations or even seeking a positive return on investment.
These accounts frequently use generic stock images, use AI software to write captions, and don’t hit any of the four key aims for meaningful content: to entertain, educate, inspire and convert.
I would encourage you to think more ambitiously about your content marketing. If you’d like some no obligation assistance in getting started with that then please do contact us.
Contact REES Media and Marketing on 01604 385227, email info@tryrees.co.uk or visit the website www.tryrees.co.uk
Nick Rees
Managing Director
REES Media and Marketing
