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The Hunger for How-To

The Hunger for How-To

Pinterest announced this week that it is rolling out a new kind of Pin. How To Pins are slightly larger than traditional pins, giving posters the opportunity to include several images and text in a single post. While How To pins are currently available only to a very limited number of brands, there’s every reason to believe that Pinterest will follow their usual routine of opening the functionality to all after a testing phase. That means the time is now to think about how you’ll use this feature to promote your business.

How To content plays an important role in any content marketing strategy. It’s one of the few types of content that is almost universally appealing: Baby Boomers, Gen Xers and Millennials all value and share instructional content on a variety of subjects. As you might expect, different groups of people find their content on different platforms – older folks are using Facebook while a Millennial turns to Tumblr – but the basic concept is still the same. Video is the most popular form of How To content, followed by infographics and then step by step text instructions.

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There is a tremendous hunger for How To content online. WikiHow, which is similar to Wikipedia but contains only tutorial content, has over 20 million monthly visitors. People want quick, easy to understand instruction, but they also browse How To content for inspiration and to discover new ways to spend their time, improve their skills, and otherwise become happier people.

When you’re creating How To content, keep three things in mind. Your content should be relatively short and simple: give yourself a hard limit of a minute to express everything your customer needs to know. Second, keep your content fun, even if the task being taught isn’t particularly enjoyable. Given the opportunity to watch an entertaining approach to unclogging the kitchen sink or a boring one, more people will choose the entertaining option. Finally, remember that branding is important. While How To content is not about selling, including your company logo, brand colors, and other visually identifying cues into your presentation is a very good idea.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office