With 93% of marketers implementing content marketing as part of their strategy [Australian Content Marketing Research, King Content 2014], it’s becoming more and more difficult to get your brand noticed. Most research around the topic has focused on the written aspects of content marketing, so making your content more visually appealing can be what your brand needs to stands out in today’s B2B marketing crowd.
Visuals break through the clutter of online content. As visuals are processed 60,000x faster in the brain than text, the information you want to convey can be communicated quicker and with more value by using images.
Any visual used by your brand should be strong and consistent with your brand image. It’s vital that your visuals do not come across like an ad and interrupt the user experience; instead they should reinforce and enhance your written content.
1 Use Visuals to Inspire
Posts with visuals receive 94% more page visits and engagement than those without [Wishpond, 2014]. Choosing the right photographs and graphics can tell your consumer a story and enhance their experience with your brand.
Consumers often don’t know exactly what they want and are instead looking for brands to provide inspiration and ideas. Marketers should use graphics to show off product or service features in a unique and memorable way.
2 Use Visuals To Help
As they communicate helpful information in a visually appealing format, infographics are inherently sharable across the digital platform. Businesses using infographics have been found to grow traffic at an average of 12% more than those who don’t [Wishpond 2014]. Infographics should. The use of infographics positions the brand as a knowledgeable resource in the eyes of the customer and when shared, can increase brand awareness.
Consider creating an infographic from a popular piece of written content already on your website. This will draw fresh attention to your existing content in a format your audience can easily digest and put to use.
3 Use Visuals to Humanize
Compelling visual content can personify an otherwise faceless company and give people a reason to interact with it. Instead of relying on stock photographs, using original images better illustrates your brand story and brings it to life. This can also give consumers new ways to relate to your business and creates trust and credibility. If your brand does this effectively, you can build a more sincere relationship with the customer, providing a foundation for long-term advocacy, loyalty and a sustainable bottom line.
In an environment dominated by content, your customers and prospects are unlikely to stay engaged with words alone. Try to add some of these more visually appealing aspects to your content to keep customers interested, involved and inspired by what you have to say.