Why Visual Content Needs To Be A Core Part Of Your Content Strategy
Why Is Visual Content So Important?
Your brain can do a lot of awesome things.
It wants to interact with the world, learn, grow, and understand.
And it wants to do all of this through looking.
Bottom line, our brains are wired for visual content.
For millennia, we’ve used visual cues to understand the world around us and relied on imagery to communicate complicated ideas quickly and clearly.
If your marketing and branding is not trying to take advantage of the brains constant craving for new visual information, then it is missing out on one of the best ways to attract your potential clients attention.
Our brains typically process visual information 60,000 times faster than text.
Studies have shown that:
- People will retain 65% of information if it includes a relevant image
- Only 10% of people will retain the same information without a relevant image
- Introducing an image into a piece of content increases understanding from 70% to 95%.
And it also affects your social media and digital marketing efforts.
Check out these statistics:
• Visual content is 40 times more likely to be shared on social media
• Facebook posts with images enjoy 2.3 times more engagement
• Tweets with images receive 150% more retweets than those without
• Posts featuring videos attract almost 300% more inbound links
• Landing pages with videos boost conversions by 86%
As a business owner , you know what makes your business great.
You know the value you can provide to customers and you know the things that differentiate you from your competition.
There are so many benefits to the product or service you provide!
And I’m sure you could talk about it all day!
Yet, to all this, you must add visually stunning content that will pass across all you want to say to your client.
The Goal of Visual Content
Visual Content needs to engender an emotional response:
- Make them laugh.
- Make them cry.
- Show them how to do something.
- Share an emotion.
- Share value!
When creating visuals, have these in mind:
- Visual content today has to be less about showcasing product features, and more about appealing to the viewer’s lifestyle, values, and desires — especially if it’s going to be shared on social media channels.
- Photography needs to be less staged and more editorial in style.
Challenges Businesses Face With Creating Visual Content
The truth is, understanding the importance of imagery in content marketing doesn’t make it any easier to create great visuals.
Content creation is one of the top three challenges business owners struggling with when marketing their businesses.
Visual content is no different.
And it’s not just that creating great visuals is hard – you have to do it over and over again.
Some problems businesses face when it comes to creating Visual Content are:
Problem 1: Not Having An In-House Designer
You don’t have the resources to invest in one or more people with visual chops.
Problem 2: Available Resources Assigned To Other Tasks
Even the businesses that do have design or photography resources struggle to scale the production of visual content because these resources are usually tied up in other projects deemed more important than social media content creation.
Problem 3: Making Visual Content Available Across The Company & Various Channels
There’s also the challenge of collecting all of your company’s visual assets in one place so that your social media marketing team can access, modify and couple them with status updates, blog posts, or other pieces of ready-to-share content.
Even if your company has some form of collective photo or image library, it’s most likely populated with product photos, images from marketing campaigns, or stock photos.
Stock images are a no-no if you want to get the most out your visual marketing efforts.
In today’s real-time world, businesses have to be agile. They can’t be waiting around for resources to appear from thin air to get content created.
Although designers definitely know how to design best and they’re great to have around, perhaps it’s time for you and your marketing team to take visual content creation into your own hands.
Your business needs to meet the challenges of creating eye-catching images and engaging videos.
Here are three tips for producing breakthrough visual content:
1. Know you Social Channels
When creating visual content, it’s important to think about how your audience will consume it. A five -minute video might work well on your website, but can you break it up into a series of shorter films to share on social media?
This is a great opportunity repurpose content you’ve already created. For instance, can you break it up into chunks that may go viral on Instagram or Facebook? Or turn an infographic into a presentation that you can post to Slideshare?
2. Create Mood boards
Mood boards are a great way to organize creative ideas and spark inspiration and can also save valuable time on a project.
Pulling together a bunch of visual references can help you focus on what you really want from your creative team. A good mood board is a very effective way to brief your team and get their creativeness flowing right off the bat.
3. DIY (Do it yourself)
If you don’t have a creative team or don’t have the budget to always use designer there are a number of simple DIY tools can help even the earliest beginner create images, infographics and video for content programs.
Types of Visual Content You Can Create For Your Business
4. Emotion Invoking Photos
5. Differentiating photos – Share what makes you unique
a. Personal insights
b. Thought of the day
c. What differentiates you – be direct – be bold – stand out
e. The inspiration behind your business
f. Share the benefits you provide
ii. How To
9. Visual Note Taking
Now it’s your turn.
Do you create visual content? How do you ensure you constantly create compelling visual content?