Visual Content Marketing and Its Benefits
Visual content marketing – in simplest terms using visuals like photos or videos in your content marketing efforts – is crucial when attempting to connect with new and potential customers. It can be used as a standalone marketing campaign, or in conjunction with written content. Using visuals provides your audience with an opportunity for more direct engagement with your brand, whether through video, infographics, or vlogs (video blogs). Imagery is a powerful tool; don’t underestimate its impact as you develop your content marketing strategy.
But wait—I create tons of written content already. Why is visual content so important?
There is much to be said about the power of words, but to paraphrase a popular saying, sometimes an image can say so much more. Think of the photos or films you’ve seen that have left a lasting impression on you or those you know.
Establishing that emotional connection with your audience is the essence of branding and the goal of all digital marketing strategists, regardless of the type of content they’re producing. Plus, according to the Visual Teaching Alliance, 65 percent of the population are visual learners, so why not cater to that large percentage?
Visual content deepens your connection with both new and existing audiences. Although your website and other marketing materials might do a killer job of explaining exactly who you are and what you do, the types of visual content you upload and share to your social media pages and other platforms allows you to connect with your audience in new ways.
Visual content adds other dimensions to your online marketing by:
- Making the most of your inbound marketing and strengthening the connection with prospective customers
- Encouraging existing customers’ brand loyalty
Still not convinced? Here are three of the biggest benefits of creating visual content.
Benefit 1: It gives audiences a new perspective of your company.
As you know, your brand is much more than just a logo and a catchy tagline. It’s your voice, your philosophy, even the artwork and photography used in your marketing campaigns. Using visuals in your brand’s color palette leaves an even stronger impression with audiences. Think custom graphics, illustrations, or even animation if you’re up to a challenge.
Engaging visual content is sometimes better suited for certain types of marketing collateral than others. Video content is particularly effective.
For instance, a video featuring a member of your senior management team talking about your company’s commitment to a cause, complete with footage from fundraisers or awareness events, is much more impactful than a long block of text on your company’s website. As another example, a video testimonial from a satisfied customer gives you genuine emotions and facial expressions that are sometimes difficult to capture in words.
But let’s not forget the power of a good old-fashioned still image. A well-designed infographic blends two of marketing’s most useful visual assets—compelling text and equally compelling artwork.
Look at your longer-form marketing pieces like white papers, advertorials, or catalogs for blocks of text or data-rich tables that could be repurposed or trimmed down into more manageable bullet points for an eye-catching and informative infographic.
Benefit 2: You can be your genuine, authentic self.
Sure, your website and other marketing materials sound like you—your brand has a voice, after all—but visual content lets the world see the face(s) and place(s) behind that voice.
This is your opportunity to show the world the real you and have some fun at the same time. So get creative. Why not film a fun behind-the-scenes video of your team in their natural habitat—their workspace? Or create an animated short as part of a new product or service rollout.
Has your team won an award? Brag a bit with a success visual thanking your team and anyone else who had a hand in your prestigious accolade. The possibilities are endless, limited only by your time, budget, and technical expertise.
Benefit 3: It strengthens your brand recognition.
You know your business inside and out. You stay current on trends within your industry and have your own ideas about how to handle the challenges you and your colleagues are facing.
Establishing yourself as a sought-after thought leader certainly helps your brand; visual content helps to tie it all together.
You’re already posting pieces on your social networks and giving dynamic presentations at conferences and workshops. Or maybe you’re spreading your message in a whole other way—maybe an occasional podcast, for instance.
How can visuals complement these content marketing campaigns? Let’s talk about the fabulous new product your company is rolling out. Make it easy for your audience. Film an explainer video that highlights its various features and functions so the viewer understands exactly how to use it. This is more effective than writing a detailed description and the reader must create an image of the product in their own mind (which may or may not be accurate depending on your word choice).
Post these videos to YouTube and other media platforms, but don’t stop there. Post a link on your landing page and share them on your social media pages so audiences can access them however they choose to connect with you. Don’t forget the power of the search engine—the more digital marketing you create (whether text- or visual-based), the greater your odds for boosting your company’s internet traffic. And that’s really at the heart of all digital marketing campaigns.
