What makes expert content recognisable across marketing channels?

Expert content becomes recognisable across marketing channels when a shared visual treatment connects individual contributors to each other and to the corporate brand. Consistent portraits and presentation can give experts a distinct presence while keeping videos, blogs and social assets recognisably related.

One visual treatment across individual experts

For the IBM Storage influencer campaign, a shared visual look and feel brought expert content together across videos, blogs and social tiles. The campaign connected data decision makers with insights from experts presented as The Wize Guys, supporting the positioning of IBM storage solutions as a natural and flexible option for data challenges. The visual treatment reflected the premium nature of the products and complemented IBM's brand guidelines. A single-line drawing of each influencer elevated their profile and made the assets recognisable. The practical approach is to give individual experts a consistent visual treatment across formats, allowing their profiles to stand out within a presentation connected to the corporate brand.

Sources: IBM Storage influencer campaign

How The Frameworks helps

Connecting your expert content

Your audiences need to recognise expert contributions as content from your organisation, wherever they encounter them. The Frameworks focuses on the practical application of your brand to expert content, including the materials your internal teams produce themselves. It works with you on design and language for the formats you use, paying particular attention to what contributors need to create fresh content within an established identity. The emphasis is on a content identity your teams can use in everyday production, rather than a change to the brand itself.

The Frameworks delivers shared content identities, editable templates with usage guidance, and ongoing writing and design for expert content. These give your teams a common basis for producing contributions across channels, with support for both presentation and language. You can publish work from different experts while maintaining a recognisable connection to your organisation, including when your own teams create the materials.

Let’s talk about making your expert content recognisable 

Related

Got a challenge?
Let’s talk ↗

Curious?
Sign up to our newsletter ↗

Cookie consent

By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyse site usage, and assist in our marketing efforts. View our Privacy policy for more information.

Deny
Accept