Visual content marketing strategies are all the rage in 2018 and for a damn good reason:
Web visitors’ eyes are inundated with text.
We are in an era where almost every merchant is busy investing in words as a means to keep in touch with their target audience.
Hundreds of thousands of posts (both detailed and short ones) get published each day on the internet. This is the reason most web visitors rely on scanning headlines and subheadings to determine if deeper exploration is necessary.
More than ever, visual content is the superior option for ‘pattern interrupt’ to the textual overwhelms of this technological age.
Visual content has the ability to evoke emotions in a visceral way. It can tell an entire story within a small fraction of the time reading would take. This makes visuals an effective marketing strategy to help you rise above the noise in the digital marketing world.
Indeed, visual content marketing statistics reveal that colored visuals enhance the chances of a site visitor reading a post by 80 percent. Couple this with the fact that content containing relevant images gets 94 percent more views than one lacking relevant images.
Now you’re beginning to understand the important visual content in digital marketing, right?
Here is how you can reach a wider audience using visual content marketing strategies.
1. Use images appropriately
Whether you take the images yourself or obtain them from stock photo websites, appropriately used images can break the monotony of reading large blocks of text. A wise person once said, “A picture is worth a thousand words.” While this sound more of a cliché, it rings true, particularly in the ever-changing world of online content.
As mentioned earlier, websites that have articles with relevant images get 94 percent more views than those that don’t. So, if you’re skipping images in the posts you’re publishing, you aren’t doing your website a favor.
3. Slideshows or presentations
Research reveals that presenters who utilize visual aids are 42 percent more effective in persuading their audience than presenters who ignore visuals. Therefore, if you have anything you intend to share with your audience, consider using PowerPoint type format (where necessary). You can create valuable content about your brand.
Thanks to unique platforms such as Slideshare, you can easily share those presentations. This makes it easier for you to connect with your target audience and keep them engaged.
A study conducted in 2015 revealed that four times as many customers opt to watch a particular video to get more information about a product than reading a text about it. Besides, 25 percent of customers lose interest in a company that doesn’t use videos.
The study also revealed that customers are 50 more likely to interact with emails that include a link to a video. Lastly, the study shows that 80 percent of customers say that a video that demonstrates how a particular product works are important.
Well, you don’t need to be a professional actor or have fancy video equipment to create a great video about your products and services. You can use a DSLR camera or a smartphone as long as you’re creating the video while in a decently lit area.
Ric Dean CEO at Caffeinated said recently “You can use a screen capture software such as Screenflow or Camtasia Studio to record a great video from your computer screen. Then use something like Movie Maker or iMovie to handle all the video editing requirements. Once your business grows such that you can invest in expensive video creation, you could choose to upgrade your equipment.”
The ideal length of videos varies based on the type and purpose of the video you intend to create. However, it’s wise to keep the video as short as possible without compromising the quality of the information you intend to pass to your audience.
4. Easy-to-read infographics
One of the most wonderful ways of visualizing boring data when being delivered in a standard text format is by using infographics. They make information more appealing and reduces boredom while keeping your audience interested in whatever they are reading. Besides, infographics allow you to easily relay information and ensure its persuasive and memorable.
But when should you use infographics? In case you have data that you may want to share with the public, and is best presented using graphs or pictures, then it’s a good opportunity to create an infographic. You can also use infographics to illustrate step-by-step processes.
Also known as screen captures, screenshots are an excellent visual you can include in any tutorial or anything technical in nature. It’s simply an image of something on your computer screen. If you’re writing a tutorial or a guide-style post, you can take a screenshot to illustrate each step. This makes it easier for your audience to understand your content.
For instance, if you’re writing a post about the installation process of your product, including screenshots for each step will make it easier for the end user to understand the process. However, whenever you update your product, it’s wise to update these screenshots. Otherwise, your content will be misleading.
Richard Dawkins first coined the term meme in 1976. The term was used to describe a simple phenomenon of an idea’s ability to replicate itself into different meanings for different people. Today’s meme definition describes images that feature humorous captions. These visuals have become an integral component of content marketing. You can find countless memes online or use a meme generator to create a custom one.
Keep in mind that memes aren’t appropriate for every niche. However, when used in the right way in the right niche, can evoke positive emotions in your target audience and set your business a notch higher over your competitors.
We all know that the internet won’t be running out of relevant content any time soon. The written word will always maintain its position on the internet. However, visuals make your content more fun and enjoyable not only to the readers but also for the creators too.
Catherine Park is a connector with Caffeinated who help businesses find their audience online. She loves working in the ever-changing world of digital and is fascinated by the role content plays in today’s marketing.