Producing Standout Content Marketing from Annual Reports

Standout Content Marketing from Annual Reports

When you think of engaging and interesting content ideas, annual reports might not be the first thing that comes to your mind. Creativity, however, means taking the non-obvious route, and in marketing, creativity is the key to success. Rather than the boring, lengthy statements we are used to seeing, Annual Reports can be a great way to connect with your audience. Many brands are using their reports as tools for content marketing.

Annual reports have transformed into interactive and visually appealing advertisements. As companies deliver the hard facts, they are also using this platform to inform and appeal to new customers in a friendly way. It can be a powerful way to make customers feel like they are taking part in your company’s journey, fostering personal connections that are vital in modern marketing.

One way to engage consumers is to tell a story while informing people about the happenings of the year. Employing a fluid and dynamic layout in your report is a good way to facilitate a story-flow. In this respect, Girls Who Code does a fantastic job. From animations to bold colors, videos and GIFs, this non-profit manages to both inform and engage, getting people excited about their annual report.

Estee Lauder is a great example of a brand that has benefitted from releasing annual reports. Their enticing annual report is structured in a way which walks the audience through a tour of their range of products, including back-links to purchase anything that strikes the customer as interesting. In this way, Estee Lauder is both fostering connections with consumers and driving sales through their annual report.

There is no shortage of ideas when it comes to sprucing up these reports. Many utilize annual reports as an occasion to get feedback from customers by including questionnaires. Other brands provide microdata to showcase achievements through a digital calendar. Here, people can click on a certain date to get the relevant report of any event that took place.

If you’re looking for more inspiration, NewsCred has written a great article on how to take your annual report to the next level. Annual reports are a great way to reach your audience on a personal level, a marketing tactic that consistently leads to concrete success.

At ASTRALCOM, we know that innovative and engaging content is the key to online marketing campaigns. If you’re looking to grow your business through effective content, reach out to us today and we will help you surpass your goals.


Richard Bergér is the VP of E-Business for ASTRALCOM, an integrated media services company located near Los Angeles, California. Richard draws on his military and psychology backgrounds to create pervasive content strategies, motivating conversion tactics and targeted audience acquisition for clients. Connect with Richard via his Google+ profile.





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