Sun. Oct 20th, 2019

Buyer Highlight: How We Helped Evolve Canon’s Content material Technique

At NewsCred, we’re obsessive about reaching buyer success by constructing strategic relationships and driving product adoption. Right here’s how we drive success for Canon.

Our partnership with Canon is ever-evolving

Seasonal and evergreen articles on Canon’s content material hub.

Canon USA is a long-standing NewsCred buyer. However the partnership seems to be very completely different right now than it did once we first began working collectively, over two years in the past.

At first, we primarily produced quick, Search engine marketing-friendly articles for his or her content material hub, Academic Articles. Geared at an viewers of scrapbookers and homemakers, these articles have been designed to construct model consciousness and in the end drive shoppers down the funnel.


Customized seasonal GIF for Canon’s social channels.

In 2018, we expanded the content material combine to incorporate much more design work, akin to customized GIFs (just like the one above) and illustrated printable information. Not solely may our visible work fortify the article content material, however they may be repurposed and redistributed throughout channels.

Given the shopper’s more and more voracious urge for food for storytelling with visible content material, the eventual push into video got here as no shock. We examined the waters with stop-motion animations, and moved into live-action movies from there, refining the technique with each manufacturing. Previously 12 months alone, we’ve shifted our content material method nearly solely from article-centric to video-centric, in an effort to fulfill Canon’s rising want for high-value model movies.

Canon got here to us with a giant venture


Certainly one of three units for Canon’s PIXMA shoot.

The Canon workforce tasked us with pitching and producing three product movies and life-style photographs to help the launch of their new PIXMA printers. These would reside on Canon USA product pages, social channels, and Amazon. The catch? We had lower than a month to pitch, plan, model, shoot, edit, revise and ship last cuts.

We put collectively three pitches –– one for every video –– in addition to three storyboards and a temper board, all of which have been submitted to the shopper for overview forward of the shoot. Working intently with our most well-liked picture and video accomplice at Eire Studios, in addition to fashions and a prop stylist, we introduced three completely different units to life. Given the tight deadline, we expedited the post-production course of, delivering the complete batch of photographs in simply two days. The movies took slightly longer to place collectively, however suggestions flowed rapidly and revisions have been performed effectively.

Streamlined collaboration was essential to success


Certainly one of three units for Canon’s PIXMA shoot.

Whereas it’s too quickly to adequately measure the qualitative influence of the movies, it’s secure to say that this venture opened up new methods of working with Canon on big-rock content material initiatives. Years of expertise within the house of content material creation have taught us the significance of intently collaborating with the shopper throughout each step of the manufacturing course of, from preliminary ideation to post-production to optimization. Whether or not we’re making a text-based article for Canon’s content material hub or an animated video for his or her product pages, placing within the time for documented, strategic planning is essential to success.

View reside photographs and movies right here, right here and right here.

Enthusiastic about what NewsCred can do on your model? Click on right here to request to talk with an skilled.

Gaby Tama is a Content material Strategist at NewsCred.

The put up Buyer Highlight: How We Helped Evolve Canon’s Content material Technique appeared first on Insights.

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