Cutting out good Content Marketing material is OK!

AHHH! TOO MUCH INFORMATION! 

Do you ever get frustrated trying to compress a lot of information into small, digestible bits of content for audience consumption, engagement and retention? You always want to give your audience relevant info that will relate to their needs and pain-points, but you don’t want to overwhelm them with a boat load of facts and figures that will drown them before they even get to enjoy the heart of the message. 

We include video in our content marketing toolbox with the hopes that it will not only compliment our blogs, whitepapers and presentations, but that it will also become the magnet that will attract and retain audiences. The video medium, if executed with enough care, can take relatively mundane information and bring it to life by educating people through entertainment. 

The Bill Gale Animation

Hemmings House was hired a while back to produce a fun animation that would sum up the life of a community leader named Bill Gale. The video would be used at a Roast in his honour, and then released on the web. His biography and resume are a truly impressive collection of honors and accomplishments. When our client asked us to produce the animation, they gave us a six-page document that summarized years and years of Bill’s action-packed life in the finance world. There was far more information in the written document that could be compressed into a 90 second video.  And despite the accomplishments, it is a bit of a challenge to communicate an engaging message based solely on a list of resume highlights. 

Our team discussed the challenge and we came up with an entertaining Monty Python-esque cartoon that would sum up Bills life in a metered 90-second period of time (start the clock!). We used humor, colorful animation, and a very rapid narration to tell this story. 

Don’t be Scared!

Never be afraid of compressing allot information into something with less details. As a filmmaker myself, I was always taught that the greatest film editors knew which of the best scenes to cut and throw on the floor, even if they were the nicest looking shots of the whole production. Sometimes to get to the meat of the message you have to trim the fat, even if the fat is great content. 

When you have more data than you feel you can sift through, don’t let that discourage you. There is always a very simple story that can be told in an entertaining and engaging way, you just need to simplify. People do not consume stories because they are rich in statistics and cerebral concepts. People consume stories because they are simple, entertaining and they can relate to them.

This is also true for any of your content marketing production. Give the audience valuable data that is detailed enough to bring value, but not so deep that you loose them after 10 seconds. Using humor and unique styles in the way you tell your stories is also a great way to keep eyeballs on your content. 

me and Steinbeck