What Content is More Important: Photos, Words or Video?


Content is king and the only way to build a great brand, is to continue building visuals and words that embody what you want to communicate to your audience.  But in the world of content, which one is more important?  Which one should you put more value on and invest more time in?

It's a tricky question, and the truth is - it depends.

It all depends on what you want to get out of your content, and your brand overall.  

Not satisfied with that answer?  We know! However, the only way to find out what is important for your brand is to have an overall communication and brand strategy for effectively communicating your message.  It will vary from company to company and will also greatly depend on your product or service.

An example of this is GoDaddy.  Everybody, and we mean everybody, knows those GoDaddy ads during the super bowl. The sexy girls. The nerdy guys. The plug for domains. Whether you think it's tasteful or not to use sexuality to sell domain names, you have to admit -- we're talking about it, aren't we? Truth is, those ads generate millions of dollars for GoDaddy. In fact, they could save their money all year long and blow it on one super bowl ad and it would, and probably is, more effective than deploying numerous campaigns throughout the year. 

GoDaddy utilizes hyper sexual video content to advertise their products. 

Now, you might be thinking - I don't want to copy GoDaddy and even if I did, I don't have that kind of money. With the internet, there are still numerous ways to utilize content to further your brand's message and improve ROI. Knowing whether to use photos, written content or video should stem from a strategic plan based around your brand core.

Ideally, your company would dive into all three mediums to strengthen your brand.  The more the merrier, right? In this case, more content (of any kind) isn't a bad thing. However, we'll explore two scenarios here to show how the variance in your product or service could influence which content style you choose more of...


ROSE is a clothes swapping app for millennial women.  You can create an account, take photos of your clothes and swap them with others.  It works like a bartering system and everything gets mailed in flashy packaging.


XY FINANCE is a cloud based financial management software for people ages 35+ who are looking to invest in their retirements. You can connect your bank account and each month XY FINANCE will take a designated amount out and push it towards a high yield savings account or a Roth IRA.

Both companies we just came up with are embarking on a content strategy.

Scenario 1, or ROSE, will be utilizing written content on their website and carefully edited photography to connect with style bloggers. They will then work with the top 10 bloggers in their market and encourage those women to write content on their websites and take photos of themselves in ROSE clothing. ROSE clothing will then share those images on their social media platform. 

In Scenario 2, or XY FINANCE, they will be developing a series of videos from their team of certified financial consultants to walk people through using the software. They will also develop a bunch of case study videos of people who had success using the software and sharing that on their website, email and social media feeds.

Do you see something here?

Both companies we came up with are using content in different ways, but paying close attention to:

  • Customer Base
  • Using content with their product/service in the best way
  • Mixing content mediums for maximum effort
  • Keeping an eye on marketing goals

There really isn't a right or wrong answer here, but it all ties into your overall cohesive branding and marketing goals. By keeping those two things in mind, you're able to effectively build a communication strategy that speaks directly to your target market and highlights your product/service in the best light.

At LNCG, we work with technology clients to develop the right communication strategy and content plan based on your branding and marketing goals.  It's all interconnected and interwoven which produces a branding continuum and an seamless end-to-end experience for anyone that interacts with it. 

Good luck! 

What is Marketing Automation?


The world of marketing has changed so dramatically in the last decade.  Marketing before the digital age consisted of billboards, direct mail, and magazine ads. It now has spawned into content, websites, online ads, video, social media and so much more.  There are so many avenues for marketing to go down now that it was inevitable a technology like marketing automation would be born.

What exactly is marketing automation?

Great question! Marketing automation is essentially like your air traffic control tower. It's a central place where all of your marketing initiatives are plugged into and has powerful tools to further enhance the tracking, reporting and selling of your product or service. 

Many marketing automation providers have (but are not limited to) some of these features:

  • Automated Email or Drip Emails
  • Lead Rating
  • List Management
  • Blog plug-in
  • CRM Integration
  • Webinar plug-in
  • Web forms
  • Call-to-Action buttons
  • Landing pages
  • Social Media posting and tracking
  • Lead to Revenue management

There is a misconception that if you get marketing automation software, you no longer need to use many other softwares in order to perform your marketing campaigns.  While this may be true in some instance, depending on the breadth of your campaign, it's not always right.


Technology for webinars is a great example of how marketing automation falls short. You'll still need a software like GoToWebinar to plug into your marketing automation software to make it work.  The marketing automation software essentially makes it easier to track, manage and report on webinar attendees and email them post-webinar. However, you wouldn't be able to run a webinar within the marketing automation software itself without integrating a separate webinar solution. 


We sometimes like to tell clients that a marketing automation solution is somewhat similar to an iPhone. It has some really cool features on its own and can make things much easier.  However, if you want the most use out of it, it's important to download apps onto your iPhone to further the technological capabilities.

So, now that you know what marketing automation software is, when should you make the transition and which one should you choose?

That will vary significantly from company to company.  It's best to think first about what your goals are with implementing a marketing automation solution.  Are you wanting to better manage your lead lists?  Do you want to nurture your lead lists in a consistent and methodical manner?  Is managing your marketing efforts too overwhelming?  Do you need a central reporting system for your marketing campaigns? 

A special note, especially at technology companies, should be put on your sales team and how your marketing and sales teams integrate. Do they work together at all? Marketing automation can sometimes soften, rate and nurture leads until they're ready to be handled by your sales team. 

You'll also want to think about what you can afford and if you have a marketing person, or agency like LNCG, to help implement and manage the day-to-day functionalities for you. Oftentimes, it takes time for an employee to learn how to use marketing automation software and work through the kinks of initial implementation. 

After assessing all of that, then you can zero in on which solution is best for you. There is a whole marketplace for marketing automation solutions now than there were years ago.  However, the big players are still HubSpot, Act-On and Marketo.  HubSpot, by far, is very popular because of their tiered plans based on company size and forever free options for marketing and sales.  However, there really isn't a right or wrong answer here so take careful note of what is important to you and your company when the time comes.

At LNCG, we work as an extension of your marketing team, or we are your out-source marketing department, and we implement the marketing automation solution for you.  We also customize every aspect for you from the lead rating, to web forms and design and develop emails that are on-brand. 

If you're considering implementing a marketing automation solution at your technology company, definitely consider some of the things we discussed in this article and if you need guidance, don't be afraid to ask the team at LNCG - no strings attached. We're always here to give a helping hand and can ask the right questions to help guide you on your decision.

Good luck!