This project entailed developing content ideas for Vibrant and presenting them in article, infographic, video, and social media story formats.
For this project, I developed content ideas for Vibrant surrounding two different personas. Throughout this process, I developed 3 articles and repurposed them into webpages, infographics, videos, and social media stories.
Vibrant is a non-profit financial institution that primarily operates online, but also has brick-and-mortar locations throughout the Midwest. They strive to target young professionals with purchasing power and older businesspeople that are hesitant about online banking.
On this project, I served as a Content Marketer on a team with other content marketing students for our client, Vibrant. Each of us had the responsibility to write listicles, curated, and/or how to articles that could be transformed into webpages, infographics, videos, and social media stories.
I wrote listicles on the topics of buying a new home for the first time, safe online banking practices, and preparing financially for retirement.
To begin sharing my process, to create each piece of content for Vibrant, I utilized several different tools. When drafting my articles, I used Google Docs, Headline Analyzer, and SEO Mofo. I also utilized Moz Link Explorer to determine the domain authority of websites I was using as sources for my curated article. For the videos and social media stories, I learned how to use Adobe Spark, and I utilized Pexels and Unsplash for imagery. Lastly, for infographics, I used Adobe InDesign for layout and Adobe Illustrator to design the icons within each graphic.
The following process information will be split up by type of content and the ways in which I repurposed my articles.
For my first Vibrant article, I chose to do a listicle about purchasing your first home. This article was aimed at young professionals with purchasing power that are in the decision phase of the buyer's journey. I brainstormed headline ideas using Headline Analyzer, and I reached the final headline: New Homebuyer: 5 Secrets to Purchasing Your First Home. Once I had this headline set, I developed 5 tips for purchasing your first home and put it into article form. I also developed a search engine results page (SERP) snippet of this article to see how it would look in a Google search. Following revisions, this article was made into a webpage using Adobe Spark.
My remaining articles followed the same formula as the first article. My second Vibrant article was titled Online Banking: 5 Practices You Should Know to Stay Safe.This article was aimed at older professionals who are in the awareness phase of the buyer's journey. Following revisions, this article was made into a webpage using Adobe Spark as well.
Lastly, my final Vibrant article was called 5 Financial Secrets You Need to Know to Retire with Ease. This article was aimed at older professionals who are in the awareness phase of the buyer's journey. It was also made into a webpage using Adobe Spark.
After I developed all of my articles, it was time to repurpose two of them into infographics. I chose to repurpose New Homebuyer: 5 Secrets to Purchasing Your First Home and Online Banking: 5 Practices You Should Know to Stay Safe.
In order to create these infographics, I had to summarize each article using less words. I used my subheads as the main point for each section of the infographics, and I introduced each of the infographics using a sentence or two and I concluded them each with their own calls to action.
I organized my layout within Adobe Indesign, and I utilized some of Vibrant's primary and secondary colors to make the infographics match the brand. The headline, introduction, and call to action were all in Vibrant's primary purple, while all of the subheads utilized some of Vibrant's secondary color palette. My last step was designing icons for each section of each infographic using Adobe Illustrator.
As I moved along to the video process, I had to condense my articles even more to make them work in a video format. I made video versions of New Homebuyer: 5 Secrets to Purchasing Your First Home and 5 Financial Secrets You Need to Know to Retire with Ease. Adobe Spark is the tool I was utilizing to create short video clips for each of these listicles. For each list item in my articles, I designed a slide for my videos. Following each list item, I included a slide with a very short explanation of each item. I pulled imagery from Pexels and Unsplash and I even added music to both videos to give it a more lively feel. The videos each end with a call to action.
The last step in my content marketing efforts for Vibrant was developing social media story posts for two of the articles I had written. I decided to plan out social media stories for New Homebuyer: 5 Secrets to Purchasing Your First Home and 5 Financial Secrets You Need to Know to Retire with Ease. The social media stories included very general information on my article topics. Each slide in the story was a subhead, and aside from that, there were also introductory and conclusion slides.
To help me plan what each slide would say, I filled out a Continuous Story Plan to help me compose my thoughts. The Continuous Story Plans included what each slide was going to say, links to the images on each slide, and extra aspects such as hashtags. Once these plans were all filled out, I was able to put my social media stories together.
I successfully wrote 3 articles for Vibrant, and I was able to repurpose each into several different content formats.
The importance of this project was learning how to present the same content in a variety of ways. It is important to realize that not everyone is able to interpret an article as well as they can comprehend something simpler, like a video. To wrap up the project, my team created a pillar page, where we put links to all of our finalized articles and videos for the client to use. We also put everything in a folder for the client to make it easier for them to access the content they want to use for their website or social media.