It is all about the visuals. As of 2019, it is safe to say that over 80% of the marketing assets can be categorized as images, graphs, and videos of various kinds. Marketing managers from around the world have caught onto the fact that, no matter how compelling your company’s or product’s ‘narrative’ gets, people’s attention appears to be captivated almost exclusively by visuals.
This is why these days, even the articles that deal with cold facts are broken up with enticing graphs and visual representation of statistics and numbers. But this example only scratches the surface about the things you need to know about visual content strategy in 2019.
1. The text needs to be snappy and eclectic
In the age of endless scrolls, the attention span of humans has reduced to the interest retention of an average gerbil. Even goldfish can hold it a second longer. With the average attention span of 8 seconds, you cannot exactly hit the potential customer with a wall of text and expect of them that they feel enticed by the offer or the concept.
After reading a comprehensive and comprehensible text on a certain topic, an average individual will remember about 10% of the content. So what can you do about it? First, you should break your content up into shorter passages and snappy sentences. Second, mix the textual content up with related imagery – as it has been mentioned in the introduction. Think of it as a form of content eclecticism!
2. Do not patronize – keep it educational
There are many types of visuals you can use as a part of your content strategy. However, you should be wary of on very specific mistakes many marketers tend to make. Images that are too simplistic, on the nose and bear nothing but entertainment value will make visitors feel as if you are patronizing them. This is one thing they will not abide by, no matter how short their attention span gets.
You can appeal to their sense of intellectual value by looking up or creating original visual content which has an educational value. This is where a visual representation of statistics work their magic, as well as other graphs. But here’s the kicker – you should avoid imagery that gives more than one class of information. And while we are on the topic of original content…
3. Do as much as you can yourself
Nothing can compare to original content which is perfectly tailored to the needs of your brand. This goes double for visual content. This means that investing time in the creation of original images, graphs, animations, and videos pays back big time, and clients will certainly recognize the effort.
While you can definitely find the right stats and graphic representations online, you also have to be vigilant about copyright laws. Plus, doing it yourself gives you a chance to unify a variety of image formats and types in order to create visual compositions that tell the exact story that you need. This means that you should either hire a team that is fully dedicated to visual aspects of your marketing effort or, if we are talking about a fledgling startup, you can always take up the task yourself.
On a resourceful website such as Sleeklens, you can browse through useful tutorials and blog posts about the basics of Photoshop. The ground covered here can help you immensely if you aim to create captivating visual-content strategies.
4. Embrace a consistent look
Now, one of the nifty tricks you can pull off if you are creating your own visual content as a part of a greater marketing strategy is to embrace a consistent look. Refer to the defining colors of your brand, study the logo design, and transpose as much as you can to the images, graphs, and stats. Do not forget to watermark your content with the company logo.
Consistent look enhances your branding and, if your company has a good reputation and reliable track record, it will serve as a sort of seal of approval – the type of visual info customers pay full attention to, quite often by discriminating other visual input. Remember – creating your own content with a distinct look also means that you will have the option to repurpose a lot of material.
The number of visuals you include in your social media and content marketing will reliably affect the growth of online traffic. Crudely speaking, it undeniably gets more clicks and likes. And this is not a matter of people disliking textual material, it is simply the way we are naturally wired.
The very fact that it takes one-tenth of a second to process and understand a specific image should be a valid proof of this. When you compare this to the fact that it takes about a minute to read through 250 words, there is no more room for dilemmas. Visuals are the hallmark of content marketing.
Angelina is currently a technical writer for Sleeklens, the digital destination which helps photographers, Photoshop and Lightroom enthusiast. She is positive and hard-working, but can also be very geeky. She could also be tagged as someone who enjoys reading, vending machines and camping.