Marketing Tips Blog

Visual Content Marketing

Liv Paige - Thursday, August 21, 2014


If you've found this, you already know how important visual content marketing is. I mean, we live in a digital world, and one of the best things about it is that pictures are clearer than ever and it's easier than ever to take those photos and get them online within seconds. But maybe you're still a little unclear about what makes for the best visual content. Well, look no further. Here's three key ways to make your picture count.

As companies mature in their use of content marketing from simply creating “more” content for SEO purposes to creating really useful content designed to reach specific customer segments to influence business outcomes, the importance of content differentiation becomes paramount. [Source: TopRankBlog.com]

According to the Content Marketing Institute and MarketingProfs’ annual studies, over 90% of B2B and B2C marketers are using content marketing. That’s a tremendous amount of competition and to stand out, successful marketers are elevating their content quality and use of visual elements.

In my opinion, it’s not enough to inform. Content needs to make us feel. Providing buyers with useful and entertaining content that leverages enaging images, video and interactive features creates an infotaining experience that stands head and shoulders above other marketers.

Here are a few ways to incorporate compelling visual elements in your content:

  • Create themed content using a metaphor that carries visual elements across the content types used in the campaign, across channels. This eBook series is a perfect example: Vintage Alice in Wonderland images are used in the eBooks, infographics, quote image tiles and as accents in supporting blog posts.
  • Take the customer point of view and think about the experience of discovering, consuming and acting on that content. What do you want them to do after consuming the content? How do you want them to feel? Use compelling images and video to support those experiential objectives, vs being literal. An article about insurance would use an image of a family, safe and secure vs. a photo of an insurance agreement.
  • Have a sense of humor. Whether your business is B2C or B2B, humans will almost certainly be involved. Find what customers would think is humorous, make light of a common situation that most everyone in your industry can relate to. I can only imagine the impact of creating a clever cartoon with CMI’s Joe Pulizzi as the Mad Hatter. Or better yet, what if we “cast” CMWorld keynote speaker Kevin Spacey as a different Alice in Wonderland character in each of these eBooks? I think you ge the idea.

Make customer empathy a priority with content planning and find ways to incorporate visual metaphors and a bit of visual humor in your content. Not only will visual content inform your buyers in more interesting ways, it will help create an emotional connection that can a long ways towards helping your brand stand out from the content competition.

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