The Power of Visual Design in a Content Marketing Strategy
“Content marketing is the next greatest idea since sliced bread!”
Yes, we’ve all heard phrases like that once or twice. We’ve heard people claiming over and over again how content marketing will save your brand, propel it far above the rest and happily greet each and every curious reader it effortlessly attracts to your blog. What more do you need than really good content?
Well, for starters… how visual is the content you’re creating? Does your blog consist of text-only content with few visual pieces weaved into the sidebars? If so, you might not be engaging your readers as well as you think.
People are visual, and as the Internet continues to develop, images and video are suddenly becoming key factors in effective web marketing. Visual design incorporated into your content marketing strategy can make a tremendous impact on your readers. Graphics and videos have the ability to communicate more quickly and easily to readers, while they also reinforce the brand they represent.
Social media giants like Facebook, Twitter, YouTube, and Pinterest all enjoy the increase in engagement with their move toward a more visually appealing Internet. Statistics prove how much video has impacted the Internet, and the people of YouTube are raking in the earnings of an excellent strategy.
But don’t take my word for it — take your customers’ words. They’re rating the validity of your brand on the visual content you provide. According to the Stanford Persuasive Technology Lab, 46.1% of people said a company’s website design is the first criterion for discerning their credibility as a business. What are your readers saying about your company?
If you happen to be one of those companies struggling with visual online content, you’re not alone. The Internet began as a place only big enough for text-only websites with very few images. Since then, it’s ballooned into spectacular, super-informational eye-candy. You want to be a part of that, right?
Here are a few tips to get you started:
- Understand that visual content does not need to be perfect. Visual content can be 100% creative, as long as it successfully conveys the message you’re designing it for.
- You don’t need super-awesome video equipment that costs as much as your car. iPhones work just fine.
- Try to understand what kind of images will best engage your audience. For example, if you’re in a B2B market, your audience will probably be interested in images of equipment, manufacturing and company events. If you’re in a B2C market, your audience may be interested in seeing different applications of your product, helpful images or video with tips or something fun and out of the ordinary (depending on the product.)
- Video makes interviews a much more engaging experience! Grab an employee, vendor or a customer and interview them about your company.
- Seeking laughter with your images may be more productive than you think. How many of you have stopped for a laugh at an image like this?
Visual content can bring a whole new look and feel to your website that your readers will love and come back for more to see. More websites are incorporating visual content into their marketing strategy because they know it works, and they know it will make their brands successful.
You don’t need to be a creative genius to begin using visual content in your strategy. If you’re not sure where to start, begin by simply asking your readers what they want to see. After all, they’re your biggest fans. After that, continue to communicate with your audience to come up with different ways to gain more engagement.
If you’ve tried visual content for your blog, how has it worked for you? We’d love to know, so tell us in the comments.