Content marketing covers a lot of aspects and elements.
In today’s digital landscape, where attention spans are shorter than ever, visual content marketing has emerged as a powerful tool. If your business is looking forward to capturing the hearts and minds of your target audiences, you need to pay attention to your visual content. You need to harness the magic of visual storytelling to leave a lasting impression and drive real results for your business.
What is visual content marketing?
Visual content marketing is a digital marketing strategy that involves using visual elements, such as images, videos, infographics, GIFs, and other graphic assets. This is done to promote a brand, product, or service and engage with the target audience. This is a powerful approach because it leverages the human preference for visual information and storytelling, which then makes it easier to convey messages, capture the audience’s attention, and drive action.
What are the benefits of using visual content?
To succeed in visual content marketing, it’s important to understand your target audience, create visually appealing and relevant content, and distribute it through the appropriate channels. And if done right, visual content marketing will bring a lot of benefits to marketers and businesses. This includes:
- Increased engagement: Visual content tends to get more likes, shares, and comments on social media and websites compared to text-only content. Most short-form videos that are less than a minute have the highest average engagement. (HubSpot)
- Enhanced storytelling: Visuals can help create emotional connections with your audience and tell your brand’s story more effectively. Videos, specifically, are one of the most effective media formats, according to Hubspot. This is where businesses can facilitate dynamic storytelling.
- Faster delivery of information: Complex ideas, numbers, details, or messages can often be communicated more effectively through visuals. In fact, a study found that people following directions with text and illustrations do 323% better compared to people following directions without illustrations.
- Improved SEO performance: Properly optimized images and videos can enhance your website’s search engine rankings and visibility. For example, original graphic assets like infographics and illustrations perform the best. (Venngage)
- Better leads and conversions: Visual content can lead to higher conversion rates, especially when used in product descriptions, advertisements, and landing pages. HubSpot says that when it comes to B2B, 79% of people have been convinced to purchase an app or piece of software because of a video.
These are just some of the most prominent advantages of visual content marketing. As you incorporate a visual content marketing strategy into your business and begin to focus on the visual elements of your content, you’ll find results that will help you grow your business.
What are the ways a business can leverage visual content marketing strategy?
A visual content marketing strategy can help you grow your business, especially in terms of your digital presence. Your audience will appreciate the visual content on your online platforms and will be able to connect with your brand a little bit better.
Here are some effective ways you can leverage visual content for your business:
Simplify complex data
Although providing data and complex information to your audience is beneficial, it wouldn’t be as impactful if the audience failed to understand it. What you need to do is simplify this data and visualize it instead. Research at 3M Corporation concluded that people process visuals 60,000 times faster than text. Present your data in graphs, infographics, PowerPoint presentations, illustrations, and more. This way, the audience has a better chance of comprehending your information.
Create dynamic storytelling
You can easily use visual content to tell stories about your brand, products, or customers. Storytelling can evoke emotions and create a deeper connection with your audience. Fortunately, visual content can take it to another level and make it easier for your audience to learn about your brand.
You can use infographics, videos, and social media posts like carousels to create a dynamic storytelling experience for your audience. This will reinforce your brand identity, foster engagement, and boost exposure.
Foster engagement and show comical aspect
Using photos, GIFs, or even memes will help you foster engagement and show a comical aspect of your brand. These types of visual content will provide entertainment and a connection with your audience. This visual content is also a good way to show that you can keep up with the trends and popular topics in the media and that you can boost your exposure with some light-hearted humor.
Create and share tutorials
Tutorials help your audience solve common problems, learn more about your industry or field, or make the most of your products. This establishes your expertise and provides value to your customers.
You can create tutorials in the form of visual guides or presentations, infographics, or step-by-step videos. These tutorials will be easier to read and digest, and they will also be shareable by the audience, extending your reach and potential.
Give an insider’s glimpse into your business
Take your audience behind the scenes of your business. Show them your office, your product manufacturing process, or the people who make your products. This type of visual content marketing humanizes your brand and makes it more relatable. Behind-the-scenes videos, in particular, are popular and well-liked by many audiences as they show an authentic side of brands and companies that people don’t normally see.
Share exclusive knowledge
Sharing exclusive knowledge via livestream events is another way to leverage visual content. Live events like webinars, online workshops, and social media livestreams give you a chance to talk to your audience directly and share knowledge with them, giving the content an exclusive and special feel. You can also do live Q&As to connect with your audience, learn more about their interests and concerns, and give them a closer look at your brand.
This kind of visual content marketing will help boost your reputation, increase your engagement, acquire leads, and drive conversions.
Share visual testimonials from satisfied customers in the form of videos or image quotes. Seeing and hearing real people endorse your products or services can build trust and credibility.
This is also a good way to facilitate and strengthen your social proof. Social proof in marketing refers to the concept of people looking at reviews, recommendations, and proof that a product or service is a worthy investment before making their decision. Sharing visual testimonials is a surefire way to boost conversions for your brand.
Get social with visual “stories”
Utilize “Stories” features on platforms like Instagram, Facebook, and Snapchat to share temporary visual content. You can use these social “stories” to share updates about your brand or products, promotions, and exclusive discounts, as well as short behind-the-scenes glimpses. This is also a good way to reach and talk to your audience instantly compared to other types of visual content.
Summarize your blog posts
Summarizing your blog posts into bite-sized pieces of graphic content is also a good visual content marketing strategy. Repurposing your content like this gives you a chance to present information in a new media format, reach a wider audience, and build your authority.
You summarize your blog post content and turn it into an infographic, a PowerPoint presentation, a social media carousel post, a 60-second video, and more.
Getting started with your visual content marketing strategy is easy with the right help, the right tools, and the right practices in mind.