4 Art Forms Necessary to Deliver Your Marketing Messages

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Video Courtesy of Rachel Lee Davis of Frame Charlotte. Follow her on YouTube and Facebook.

Every day that I am on this journey of learning and teaching the art of marketing, I learn and am inspired by the work of those around me. Rachel Lee Davis, my wife, is a great inspiration. She incorporates various art forms in her marketing and daily life, including painting, drawing, singing, dancing, and creating videos.

Video

Video is essential to any modern marketing system. While reading is not going to go anywhere, anytime soon, video is essential to presenting a full brand to your potential customers and current customers. Creating this is an art that can be very time consuming, but for an avid DIYer, using a simple screen recording software  joined with integrated video/audio from your laptop or mobile phone is often adequate to create good video.

I know, many video editors are going to jump on me with a list of the reasons that you need this, that, or the other, but learning an art you always start with what you have and grow as your skills grow. Yes, you should get professional artists to do your videos when you can, but do not let the lack of funds or tools keep you from using video to increase your marketing brand.

Also, if you are using a dinosaur of a desktop, like myself, you can still incorporate other people’s videos in your marketing mix. This blog is a case in point.

Here are some useful tools for doing video production for your business:

  • YouTube – The second largest search engine, a Google product, and the internet’s largest collection of cat videos, why are you not on YouTube yet?
  • Screen Cast O’Matic – Great free tool for creating videos from your desktop (you can remove the watermark by paying a monthly fee.
  • Adobe Creative Cloud – There are many free software packages for editing videos, but I am not familiar with them because most of the video editing I have done is with the software in my Adobe Creative Cloud subscription (Premiere Pro, After Effects).

Images

I have covered and will continue to cover images as part of the art of marketing, but here is a quick bullet point list of useful tools.

  • Canva – Useful tool for finding and limited editing of photos.
  • Pixabay – Great online community for uploading and downloading high quality photos. If you are a photographer, this kind of community can be a great place to get your name known and recycle photos you don’t use for other clients.
  • List of Tools from Sarah Arrow
  • Microsoft Snipping Tool – If you use Microsoft products, you have access to the snipping tool, a wonderful resource for taking images off your desktop and incorporating them in documents, blogs, pages, and more. Be forwarned, the resolution will not be as high as a camera.
  • Adobe PhotoShop – Photoshop is a huge program that can crash your computer if you are not careful. Photoshop is the standard for editing photos and a savvy business owner can easily cash-flow the $10/mo starting costs to get started with PhotoShop. Take it or leave it, I use it almost daily for resizing photos, editing out backgrounds, and more.

Writing

I hear from someone every day about how the internet is overwhelmed with writing (true), and how no one wants to look at writing anymore (false). I remember hearing in years past about how Jeff Bezos, Amazon, and the Kindle were going to be the end of physical books, but this February 2017 Financial Times article shows how wrong the people who called for the end of paper were: even Amazon is now investing in physical book stores.

Reading and writing has changed from THE method of communication 100 years ago to one of four methods that have all been in use in one form or another since the early 1900’s: audio, visual, video, and written. All four of these mass communication mediums have gone through major changes with the invention of the internet, social networks, and hand-held computers, but they are all still strong methods of communication.

Useful tools for improving and managing your online writing:

  • Workflowy: Great resource for taking notes.
  • Microsoft Office: Front of the pack since the 90’s.
  • Grammarly.com: Great tool for reviewing your grammar, spelling, and other technical writing issues. More than your typical grammar and spell check, Grammarly is constantly developing their algorithm to look for best uses of English, not just simple rules.

Audio

Video killed the radio star, and the internet killed the radio station, or so  most people think. Just like written content, audio is an essential part of the art of marketing, even in a completely online marketing platform. Just think, how many people listen to music, podcasts, and other audio systems (including local radio) while working.

When I am working, I do not have the time to watch video, and images are often distracting from my focused writing. But, I can quickly browse a written blog to determine if I want to use it as a resource and music, podcasts, or radio live-streamed online help me focus on my writing and ignore my coworkers.

Here are some useful tools for creating audio files and publishing them online.

  • Soundcloud: Sound Cloud is a great tool for publishing music and artistic audio.
  • Spreaker – My favorite podcast tool because of its easy price-point and live broadcasting features.

What are some tools you use for creating video, audio, visual, and written art in your marketing endeavors? Leave a comment letting me know some good tools!

 
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7 Responses to 4 Art Forms Necessary to Deliver Your Marketing Messages

  1. This is a great list. Video is definitely hot. I need to get with it and start sharing via video 🙂 But for me, writing is where it’s at. Thanks so much for sharing this. I’ll have to check out a few tools.

    • My wife and I discovered it when I was running a Kickstarter campaign in 2012 and we have used it somewhat regularly since.

  2. Paul, thanks for sharing these resources. I am one of those people who need Grammarly but wonder how accurate it is. On another note, I agree with you that sometimes we cannot start out with the best products but as our businesses grow we can upgrade.

    • Grammarly is the best automatic editor I have seen. Granted, a human writer should always have the right to break grammar rules when needed.

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