Visual content marketing is the new digital black. In an attention-starved digitally distracted world, images and videos rule.
As I’ve previously written in Visual Content Marketing: Insights from Asia, 90% of the information transmitted to the brain is visual. Moreoever, our brain processes images 60,000 times faster than text.
The challenge, however, lies in how we can use visual content for marketing purposes in a strategic way. Throwing something on the digital wall and hoping that it sticks just won’t cut it these days.
What can marketing professionals do to incorporate visuals in their content marketing strategy?
Let us start from the very beginning.
First and foremost, you need to know what you are using visual content for. How do images, videos and infographics fit into your marketing strategy?
What objectives do you hope to achieve?
Next, consider what your organisation has already done with its existing network. Its amazing how much you can learn just by analysing what you previously did, and measuring the outcomes of these activities.
A couple of things to consider here:
Which brings us to our next activity – determining your Key Performance Indicators (KPIs). How do you measure the impact of your visual content marketing efforts? Some possible measures include…
A key thing to note when establishing KPIs is relating cause-to-effect.
Include specific Call To Actions (CTAs) on your visual content platforms and create a unique platform like a landing page to track these. You can also use #hashtags that are brand or product specific to track outcomes.
Next, you may want to develop a unique look and feel for your visual content. Here, it is useful to consider your organisation’s brand blueprint. These may include your brand identity guidelines, logos, brand personality dimensions, PR boilerplates, taglines and other forms of brand storytelling.
While it is important to establish some consistency, do not go overboard with your brand policing such that every piece of visual content looks banal and boring.
Experiment with different aesthetic styles, designs, colours and treatments while having your corporate identity at the back of your heads.
Often, the way you tell your brand story is more important than adhering to a singular colour scheme or plastering the logo on every piece of content. Introducing a little randomness and fun in your visual storytelling not only endears you to your customers – it also helps to make your company more human and believable.
Now comes the most interesting part – creating the actual content itself.
Some of the most commonly used formats include photographs, videos, infographics, slides, posters, charts, cartoons, advertisements, and drawings.
Here are some useful tips to consider:
How often should you post your images and videos? Where should you post and share them? In answering these questions, you need to think about the following:
Like any other content marketing efforts, there are no guarantees behind what would work in visual content marketing. However, you can improve your chances of hitting the visual content jackpot by doing the following:
Once you’ve gone through one round of visual content creating, sharing and measuring, use the insights gained to sharpen your game.
Use the lessons learned to refine and improve your visual content, enhance the way they are shared, and strengthen your CTAs.
Remember that visual content marketing is a constantly evolving and revolving journey and not a destination. As you iterate with different forms of visual content, measure what impact each has generated, keep the wheat and discard the chaff.
Are there other strategies that you would employ in your visual content marketing journey? Do share them with me.