From Content Marketing to Visual Content Marketing
We are evolving and so is content. At one point in our lives, we used to read every single word of every email we got. No Matter if it was from one of our Friends or Scammers sitting halfway across the world. We didn’t even know if Visual Content Marketing was a real thing at that time.
Because we had very few things to do for the whole day and life was very slow without mass communication. The interesting thing is that our attention span in 1970-80 was more than 20 minutes.
Then the internet and Social Media came along in the late 90s and early 21st century. Mobile phones, the Internet, Emails, Computers, and fast transport made our life very fast, and our attention span very low. In the early 2000’s, the attention span of a human being is 12 seconds.
Now in 2018, we have 105 social media sites, Smartphones and the fastest modes of communication. Hundreds of thousands of marketers of Marketers around the world made things worse by bombarding us with a ton of direct advertisements daily.
We are so much distracted these days that our attention span has fallen below 8 seconds and the attention span of a Gold Fish is 9 seconds. Isn’t that weird?
The Importance of Visual Content Marketing
The purpose of stating this fact is that you only have got 8 seconds max to grab the attention of your follower to engage with your post – But, I believe it’s far less than 8 seconds.
Let’s say, one of your followers is scrolling through his Facebook timeline or his Twitter feed. He comes across two posts, one of them is your status update – trying to tell him about the latest offer; Now the second post is from one of your competitors but he not only is speaking through text, but he also made an eye-catching a video about that offer.
What do you think your follower will do?
Obviously – He would click on the video and won’t even remember that he saw your update.
Without a visual content, your message most likely isn’t being heard.
Let’s look at it more scientifically.
- According to a research study, a person is 80% more likely to read content just because there were colored visuals included in the content.
- One research study revealed that content with related visual images was seen 94% more than that content which doesn’t include imagery.
These social media statistics show the frequency of engagement in the year 2014 by type of posts, and you can see the importance of Visual Content Marketing.
If the content is king, there is no doubt that Visual content is queen. And a king always wants his queen to remain by his side.
What Do you get with a great Visual Content Marketing Strategy?
Let’s be honest, if you are Using blogs or Social Media for Business you don’t care about attention or engagement, all you need is if you get more business or not.
The good NEWS is that “Attention is Gold.” If you can’t get their attention, you can sell anything to them.
If you can get their attention with great visual content, you will get more business. With visual content marketing you can:
- Generate More Leads.
- Get an advantage over your competitors.
- Get higher Search engine ranking as Search engines rank engaging content higher than less engaging content.
- Reduce the time of your sales cycle.
Now the question is How many types of Visual Content is available which you can leverage for your business?
Types of Visual Content:
To leverage great Visual Content Marketing for your business website/blog, you need to understand the different types of Visual content. There are 7 different types of Visual Content that you can use in your social media marketing and blog.
People don’t usually don’t use a lot of images in their blogs just because Google bots can’t see or perceive images as they can see the text. Just remember; Readers come First, Bots Later.
If you are familiar with SEO, you must already know that there are ways you can give Search Engines necessary information about the images. By using Alt tags, image title and the text near the images can help Search engines define what the image is all about.
But why are images so important?
Well, people are more likely to read your whole articles if you have put relevant and thought-provoking images in your article. When it comes to Social Media images are everything, people don’t read the text if there is no image with your text update.
Instagram and Pinterest were built on the same idea, and both of them are $Billion companies. Even when Facebook came, we used to see a lot of status updates without images, and now everyone is putting images to get noticed there.
According to Jeff Bullas, if you use appropriate images, your articles with get 94% more views than those articles with no or fewer images.
Images are great for your brand awareness as well; people remember the information in images even after 3 days of viewing them.
Pictures are important, but which kind of images to use?
According to my experience, Images have to complement the text that you are writing for your audience. What I do is put those images with my content which are thought-provoking and self-explanatory to gain the attention of my readers as well as teach them through visual content.
Pro TIP: While using pictures on your blog make sure to optimize it for website otherwise your pages will take more time to load and visitors don’t like that, at all.
While competing for attention, Videos are the best type of Visual Content that you can use for your business or personal brand in 2018. You can’t put a lot of information in a single image or any other kind of Visual Content, but with videos, you can put a lot of data in a short time.
The play button is the most powerful Call to Action Button on the internet. You can not only convey your message through the video, but you can express your emotions as well which you could never do with text.
A recent research Study was conducted with marketers in different industries, and almost 71% of the marketers claimed that Videos had outperformed other marketing methods in converting customers. Isn’t it great?
But why do most of the businesses are still not leveraging Video Marketing?
When we think about making videos, the first thing that comes to mind is expensive Cameras. Let me tell you something; you only need the camera of your mobile phone to get started.
You don’t need to invest heavily in video marketing in the start. Start small and learn what is working for you and the make the quality better by time. Don’t try to be a perfectionist, just try to be better at it every time.
Gary Vaynerchuk’s built his whole personal brand around video marketing. He doesn’t sell directly on social media or over the internet, but he actually became an influencer. When enough people started to know him and what he does, money kept coming. Today his personal Net Worth is about $160 Million.
Even Neil Patel who is one of the top marketers who made his name by blogging recently started investing heavily in video marketing.
A white paper released by Cisco showed that by 2021, 81% traffic on the internet would be Video based. If you don’t start investing your time and energy in Video Marketing now, you might not be able to take full advantage of it.
Pro tip: Whenever you make video content and post it on youtube, write a small blog on that video and embed that video on the top of the article. This way you can easily rank your website for your desired keyword.
When it comes to showing facts and complex data to your readers; Videos or images might not be a good way to do it. Infographics are the best type of Visual Content that you can use in this situation as they are a mixture of analysis, text, and design and can communicate the message in a story form.
- Lower your bounce rate by capturing the attention of the readers.
- Increase your brand awareness as people share them more than text posts.
- Give you backlinks to your website.
- Improve SEO for your website.
Pro tip: Bloggers love to share cool infographics that resonate with their message. To get the full benefit, whenever you make an infographic for your blog/website don’t forget to put an embed code at the end of an infographic.
With the help of this code, other bloggers can share your infographic easily, and you will get quality backlinks to your site. These backlinks will improve your SEO and increase traffic to your website.
You gotta admit “no one likes boring stuff.” If people were looking for boring, they would go to a university professor, not your blog. It doesn’t harm to add a little humor to your article, does it?
Initially, people used memes as a mean to have fun on the internet and social media. No one expected memes to work well Content Marketing until some bloggers tested them. Memes seem to create positive emotions and a bond with the readers.
Recently, I even started to see memes in the Facebook ads popping on my timeline. Yes — they were hilarious.
As I said, you can’t use every kind of Visual Content for every niche. If your brand targets millennials, it’s safe to say that you can use memes in your content. It doesn’t mean that you can’t try it with older audiences.
Everything in business is testing and validating. Without it, you are just guessing. Go ahead, test some memes in your content and look at how your audience responds to it.
If your audience responds well, go ahead with it. But if they don’t, just get it over with and continue testing other types of content unless you have a clear winner.
Pro Tip: Memes are a hit on social media, use them to promote your blog posts!
5. Inspiring Quotes:
Inspiring quotes with visuals can be a great way to connect with your audience. You don’t even have to watch for your audience’s age and interests as you can find quotes on almost every interest.
Keep one thing in mind. Don’t post such quotes that don’t align with your brand image or your audience’s interest.
Let’s assume that you have a small business and your ideal customer is 50 years old and above. What I don’t want you to do is to post quotes on your social media about “New Love” or “Entrepreneurship.”
That just wouldn’t make sense, or it might annoy some of your followers.
The main reason for posting inspirational quotes is making a connection with the audience and leveraging the shareability of quotes. If you can’t achieve that, there is no point in using quotes.
The quote posted above can be a good idea if your audience is young and entrepreneurial. But if your business caters to needs of people doing jobs, this one won’t make much sense.
When it comes to creating educational or how-to content, screenshots are the best way to show your readers which you can’t tell through text or videos.
They might also be helpful in those situations where you are trying to show proof of what you are claiming. For instance, if you are writing a blog about “How to get 1000 website visitors in One Month” it would be wise to include examples from your site’s statistics.
If you don’t show them that you have already achieved this goal through screenshots, they might not be interested in what you have to offer. Wouldn’t you agree?
One more situation where you can use screenshots is when you want to show your positive reviews. According to a research, people ranked positive reviews as a top factor to impact vendor trust.
You don’t have to be conservative, try and test screenshots in different situations to see what works for you.
Yes — I know what you are thinking, presentations are for offices and boardrooms. The reason I am talking about presentations is they can be a very effective way to expand your business outreach.
It’s not like we are living in 1999. The world has gone far beyond of what people have expected.
A well Crafted and visual presentation posted on SlideShare can spread your message. It’s closely related to infographics, but if you have a lot of data, it might be wise to use presentation. It can get people hooked longer than an infographic can.
Make sure to add more visuals in your presentations. In fact, the text shouldn’t be more than 20 words on each page of your presentation. The text makes presentations boring and visuals are what will keep your readers engaged.
It is clear that Visual Content Marketing is a must if you wish to make it in this digital world. You might think that it’s the end but the way I see it, these 7 types of visual content are probably just the beginning.
You just have to be proactive and test continuously to see what’s working for you and what’s not. Look for new trends and try them before the mass market does, especially if you want to be successful in your marketing efforts.
Tell Your stories related to Visual Content Marketing
Share your stories with us in the comments below.
How do you find visual content marketing helpful in Digital marketing of your business?
What did you do and which types of visual content did you use?
What kind of results did you get from your campaigns?
I am looking forward to hearing from you learning from you based on your experience.