Colour psychology is the study of colours in relation to human behaviour. It aims to determine how colour affects our day to day decisions such as the items we buy. Each hue and shade of every colour evokes subtle differences in the customers’ perception.
Colour is a powerful communication tool and can be used to signal action, influence mood, and even influence physiological reactions. In addition, certain colours have been associated with increased blood pressure, increased metabolism, and eyestrain.
Various studies relating to colour theory exists. Research finds that up to 90% of snap judgments made about products based on colour alone, in this study titled “Impact of colour on marketing‘. The role that colour plays in branding shows that the relationship between a brand and colour depends on the perceived appropriateness of the colour used, showed by results from another study.
Have you applied colour psychology in your branding process?
Here is a simple overview of colour attributes and examples of the industries in which they appear.
What do your brand colours say about your business?
In conclusion, the use of colour psychology in your marketing and business strategy will depend on your personal choice and preferences. Although colour plays an important role it is not something that can’t be changed as your business grows and changes with you.
Content creation is an essential part of any business’s digital marketing strategy. Developing an effective strategy for content creation is not only good for business, in addition, it can also lead to less stress throughout the year as you regularly release content.
My first tip for productive content planning is to complete content in batches. After you have created a full-year plan, focus on the first 12-week plan only to create content. Secondly, you might want to update your yearly plan and, you don’t want to do unnecessary work.
With the help of this short tutorial, you
will be able to systematise everything from planning and keyword research to
Phase 1: The Basics
Step 1: Create a Worksheet
The first step in creating a content
calendar is to set everything up in a Worksheet. You can do this in Word or
your preferred word processing program.
First, create a table with six columns, then add the days of the week to the top row of your content calendar.
Next, add a line for each week of the year
to separate your content by weeks. Your calendar will look something like this:
Fill out your calendar for the entire year. Firstly, you add the days and weeks, after that, you may want to apply colour so you can more easily distinguish the sections.
Step 2: Add Events and Holidays
The next step is to do a Google search to
find out what events are happening in your industry so you can add them to your
calendar. I have only added the most basic holidays to the Worksheet like
Christmas & New Year. Please add your own special days.
Tips: Fashion industry: look up the major events that happen throughout the entire year, such as tradeshows or Fashion Week. Healthcare industry: identify all of the awareness days, weeks, and months.
In your empty calendar template, enter the
events into the particular days, weeks, or months when they’ll happen. This
way, you can plan your content according to when those events occur.
Your content calendar will begin to look
Phase 2: Identify Content Themes
Step 1: Brainstorm 12 themes that are relevant to your industry.
Therefore, you will have one idea for each month. Take into consideration what your audience wants to see and consequently, you will be able to educate or entertain them. In other words, you need to determine what products and services you want to promote.
Also, identify what your business’s internal priorities are. If you’re a fashion line, your priority is to sell clothing. If you’re a musician, your primary goal is to sell albums or book shows. Start thinking about how you can incorporate your business priorities into your content. For example, for my business, which is digital marketing, things like content creation, affiliate marketing, blogging, social media, graphics, etc.
Step 2: Come up with four subtopics under
You can certainly do more than this if you plan to release content more than once a week. For most people, once a week is enough. I recommend an 80/20 split between education/entertaining and promoting your products and services. You don’t want to promote your offerings all of the time or as a result, people will lose interest and unfollow your page.
Step 3: Keyword research
Your topics probably have some apparent phrases and you probably already know what your keywords are. On the other hand, if you don’t, you can use the Google keyword planner. I like using this Free Keyword Tool from Wordstream. Come up with at least 15-20 specific keywords that you can use on your various areas of content.
Phase 3: Choose your primary platform
Decide which platform you are going to use and what kind of content you are going to create for it. However, it doesn’t mean you can’t be on all platforms, but it’s a good idea to pick one to focus on in the beginning.
Tips: Instagram: curated photographs and quotes, live videos and stories. Facebook: short posts, curated photographs and quotes, live videos and stories. YouTube: videos and tutorials. LinkedIn: written articles and industry topics. Website & Blog: written articles, posts, etc.
Once you have picked your platform, you should go ahead and choose your preferred medium. Are you going to do video, podcast, or are you going to write a blog? However, stick to something with what you feel comfortable. It is of no use to try and do videos if appearing on screen makes you feel anxious.
Phase 4: Repurpose content
Once you’ve created some content, make sure
that is has a long shelf life, because now it’s time to use it intelligently.
For example, a video: Turn it into a blog post which will help with SEO. (multiple uses of keywords, etc.) The most fantastic part about a video is you can extract the audio and turn it into a podcast! Make a Pinterest image and pin it to a relevant board to help with Pinterest traffic. Create a couple of quotes and make graphics to use on Instagram, Facebook and Twitter. Create a live Instagram teaser on Instagram stories. Ask your followers to swipe up and go to the blog post. You can also put the video on YouTube, and you can link to the blog post.
So as you can see with one piece of content, you can take care of most types of traffic. That’s how you can take an overwhelming content plan and scale it down so that you have one overarching goal each a month and a specific one each week.
Saves you time in the long run!
Doing an entire year of content planning upfront allows you to focus on creating and delivering quality content every week. Most importantly, try to stay a few weeks ahead in your content creation because it’s easy to fall behind when you’re posting something new every day.
In conclusion, as your audience grows more familiar with your content and your business, they’ll start expecting to see posts at certain times. Keep to your schedule and post your content at the same time each day. In addition to this, you can use tools like Buffer or HootSuite, and as a bonus, they’ll post on multiple platforms for you.
What do you think? Do you use some of these tactics to create your social media content calendar?
Whether you’re finding it hard to find your niche in a jam-packed market; continually striving to get your clients to take you seriously and pay what you’re worth or you only want a website that you can be proud of, you need a brand identity that’s more than smart.
Creating an engaging brand identity means establishing an emotional connection between your customer, your business and you. Communicating the essence of what you do with every design element and marketing decision. Telling your story to capture the heart of your audience and not only their mind.
Take time to identify what makes your business unique and stand out from your competitors in the market. What are the values that overlap between you and your business? Do a value determining exercise and choose only 3 words that best describe your unique story.
Let possibilities inspire you
Create a mood board by using Pinterest, magazine clippings and inspirational quotes you have collected while doing research. Ask yourself questions about why you choose certain images, colours, etc. and try and recognise a pattern.
Create a clear creative strategy
Combine all your prep work into one single cohesive vision board and place it where you will see it daily. Use this as guidance for creating the rest of your marketing materials. Whether you are planning to outsource your creative design work or plan to do it yourself, this will be a sounding board to see if you are still on track and in line with your brand identity.