I strongly feel that a Picture is a canvas that invites more than one perspective, determined by your interpretation. Every interpretation is influenced by your personal experience and exposure to environments.
Why do I say so?
Look at this picture. This is the picture from the cold mountains in Northern China. The dystopians call it the “dark sun”. What you see here is a rare occurrence, to be precise, it is repeated once in 588 years. During winters the sun seems dark, losing its charm. What you see in the image below is what happens only one night. Though the local oracles predict the date accurately, a week in advance, this is a sight that can be enjoyed by only an informed few. Four years ago, the photographer of this picture, ofcourse went on to win the International Photographer’s award.
Here is another image. This is the image of a victim who was abused and threatened by her pedophile father for straight 8 years. The father was eventually arrested and sentenced to death in Indonesia.
The first picture leads to emotions that make you feel triumph, may be envious, curios, adventurous, and disappointed because you won’t get to see it for yourself in this lifetime.
The second image raises questions about the existence of society and law, distress, anger, and a lot more aggressive yet sympathetic thoughts.
Now, I am going to tell you something even more interesting. This is very important to understand why a picture is not necessarily the best way to communicate. Here is the bomb.
I lied. Both the images are computer-generated.
The first one was used as a cover image of a book, and the second one was used to arrest a pedophile in Australia.
The apparent is not always what builds it. Your ability to see through the not so apparent is what creates the depth in your output.
An image can only communicate what the storyteller intends you to see. And, if it is abandoned by words, then it is left to the imagination of the audience.
Words have the ability to strengthen a context, provide direction to the audience, and converge the thought process and imagination of the author and the reader.
If you felt deceived after reading the description of the image, then the idea of focusing only on visual aspects while building a content structure would fail the intent of accomplishing a call-to-action for a marketer.
Content Marketers spend almost 25 percent of their time reading. Content Marketing is a fast-paced niche industry that requires professionals to update almost every day. We begin our day with RSS feeds, Podcasts, reading lists, newsletters, and a daily dose of book reading. Reading all of them may not be feasible. Choosing the best is done for you through this list. If you still need help, you can use the reading algorithm.
Here is a list of books that are a must-read for those inclined to understand this space and thrive here.
Marketing Books for Content Marketers
These books are highly recommended to any marketer, irrespective of her specialization. Marketing books provide a great foundation to craft messages, devise content marketing strategies, and find relevant channels.
Content Marketing Books
These are core content marketing books that are written in recent times by some of the modern marketers and writers. You will hear a lot of vocabulary that describes blogs, podcasts, UX, and other digital age hacks.
Content Writing Books
Writing is integral and essential for every content marketer. It is always good to get a grasp of the foundation of writing skills before introducing yourself as a content marketer. Writing shapes the communication skills that are necessary and imperative to marketing.
Content Marketers crave for mind space and routines that help them nurture their creativity. These books help creative people to maintain high creative juices, maintain a productive routine, and manage teams without loss of efficiency.
Sociology/ Psychology/ Customer-Centric Books
It is tricky, but every marketer needs to explore beyond the basic principles of marketing and management to thrive in content marketing.
UX and Design Books
Some UX and design knowledge does not harm a content marketer at all. Try them for yourself.
Any recommendations to this list are most welcome. To the ever-growing community of content marketers, a little help from every where is much appreciated.
Anything that is born is history. And, what else can speak better than a museum about history. I admire the rich culture of museums that thrives in the west.
I was in awe with the detail and choice of material on display at The Ellis National Museum of Immigration , New York. Despite being a lot more recent than many other events in India, the storyboard of the immigration process and movement was captivating.
The museum curators told a story about each era and each object. I had never experienced similar attention to detail in many other Indian museums. Their choice to bring those details to the spectator’s notice meant to me that they wanted to ‘articulate the assumed’. This was not the only instance. I also experienced this at The 9/11 Memorial Museum in New York, and the art museums in Boston and San Francisco.
And, some of my Indian friends who visited museums in Europe also witnessed the same.
So, here I learnt the hybrid form of communication to articulate the assumed messages. Speak about the assumed while self-introduction as well as when you spread the word.
You must be wondering what happens to those messages hidden in Indian history. I will talk about it in some time, right below.
How to Connect With Your Customer’s Heart?
In the world of content, articulating the assumed applies to the website — the self-introduction of your brand. It also applies to PR, social media, and ads which relates to ‘spreading the word’.
Read out this short dialogue between a founder and his friend.
“Why does your website copy not convey the message that you just spoke? Your description and voice has more passion in it than what is said on any of these pages.” asked the new visitor, the founder’s friend, who was willing to provide feedback to a new SaaS company.
The founder said, “I assumed they (customers) would understand it (the message) because that’s what they are looking for.”
This conversation conveys something very powerful to those businesses who are trying to fix their communication. Despite bad grammar some websites gain traffic, but some with the most high-definition images lack the traction — “Why?”
Simply because those who crave for the customer’s mindshare do not leave any fact about the brand to the mercy of assumptions. Articulating every bit of important information in the form of a story helps connect to the customer’s heart.
So, what should the self-introduction include?
A one-liner description about yourself that is positioned well.
Any credibility or validation to the description.
The core value proposition.
Solutions that you could offer to the problems that your audience is facing.
What should the audience expect from you?
And your invitation. Marketers call this CTA – Call to Action 🙂
These are very obvious aspects about your introduction, but are often lost in the urgency to deliver too much.
Spreading the word about an idea or concept is equally not obvious. Just because you mentioned once does not mean the meaning is kept intact each time you repeat yourself. Each time, your audience is different.
This is how Indian history is articulated.
Indian history is left to the assumed. And, this is where grapevine helps. Yes, owning parts of a grapevine network always helps in filling the dents and potholes of diluted messaging.
Though, India has the heritage and culture that dates back to about 500,000 years ago and is considered the cradle of civilization , there little proof to boast about it. That is because the articulated is lost due to invasion and geographic metamorphosis, and little is left to the museum.
Now, the articulated is among the assumed culture of stories, fables, and folklore. To keep them intact you need a trusted authority. I mean it. You need to trust that person and she should also be an authority in that field of affairs, who could be further trusted by your audience. Analogous to the head of the large Indian family is the safekeeper of the Indian history. None, but an influencer in the marketing context.
They fix the holes and fill the dents. That is how you articulate the assumed.
If you share a similar story of how had to articulate the assumed, please do share in the comments section below.