Around a third of marketing budgets in 2016 are allocated to content marketing. And visual content marketing plays an important role there. And since we all want to stay updated and don’t look like fools while discussing the latest music or fashion trends with our friends or colleagues, we simply love visual content. Because it is engaging, easy-to-understand, and simply awesome.
And be sure, marketers know the people’s psychology very well. What have they done in the last couple of years? They have turned their content from pure text to visuals. And according to the latest researches, it really works. Moreover, visual content doesn’t just reach us in quick and engaging manner – it is also much more shareable than a plain text.
So now you are surely impressed by this high efficiency of visual content, aren’t you? So let’s talk about a possible visual content marketing strategy for your business.
First of all, What is visual content? It can be everything from simple photos and images to fancy comics, memes, and Infographics. It can be animated if we talk about videos and animated images. Or it can be even interactive when talking about clickable images and interactive Infographics.
Static visual content is the most prevalent and versatile format for utilizing information design. And its two primary marketing applications are editorial and brand-centric. The first one has its objective to establish your brand as a thought leader and expert in your industry as well as to create a viral impact, providing brand exposure and generating high-volume traffic. The latter one mainly provides the viewer with an explanation of your business and a communication of its values.
Animated visual content, motion graphics, adds narratives, sounds, and movements to your message. It is usually even more attention-grabbing and engaging in comparison with a static visual content.
Finally, such a complex type of visual content as interactive images, and particularly interactive infographics allows you visualize multiple layers of data in order to entice the viewer into customized exploration. This type of visual content can be subdivided into three categories:
- fixed information with manual updates,
- fixed information with automatic updates,
- dynamic information with automatic updates.
Now when you are familiar with types of visual content, you may have a logical question: What makes a good visual content? And the answer will be: Its utility, soundness and beauty. In other words, a good visual should make sense and leave you informed and delighted.
But how to achieve a so desired visual marketing success? First of all, you should start with a compelling story. Then choose the right type of visual content – static, animated or interactive. Later on, you should decide if you are planning to create visual content in-house or outsource it to some professionals. At this stage you should focus on great design and branding, so think twice if you have enough time and capability to do it yourself. Many companies outsource their visual content materials and are very much happy with the final results. And the final, predicted step, would be to promote your visual content strategically. What are the options? They are many – Facebook, Twitter, LinkedIn, Google+, Instagram, YouTube, SlideShare, Pinterest, StumbleUpon, Flickr, Tumblr, and many others. Also think about on-page optimization. It should be intuitive for others to view, share, and embed your visual content. To achieve that you should include targeted social buttons and a working embed code to the page where you place your visual content.
So once you have followed all our suggestions, it is time for you to measure your visual content marketing success. And it is already up to you to check the increase in web traffic, leads, sales, etc. Simply believe in a power of your visual content and keep track of your marketing campaign. And don’t forget that the highest success is achieved when it is not just a single campaign, but a middle- to a long-term one.
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