How to Enhance Content Marketing through Visuals

Friday 20th, May 2016

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Humans are visual creatures – they remember images much longer than blocks of text.

Visuals are much more effective in presenting complex and difficult-to-understand concepts than simple text. After all, ‘A picture is worth a thousand words’ didn’t come out of nowhere.

Adding attractive visuals to your posts not only enhances your content quality, it also makes content marketing much more effective.

It has been found that tweets with images receive 18% more clicks and 150% more retweets; image posts account for 87% of the interactions on Facebook; 86% of the buyers express desire to access interactive/visual content on demand. These stats reinforce the importance of having visual content in your blogs and social media posts.

Now let’s look at some interesting ways to incorporate visuals into content marketing.

Develop infographics to visualize a collection of data

Infographics are highly shareable and traffic-driving content types that are used by most bloggers to display verbose content graphically. According to studies, 39% of B2B buyers share infographics in social media compared to other forms of content.

If you think developing infographics is difficult, you can always share existing ones that are relevant to your audience. It doesn’t always have to be yours but while sharing others’ content, ensure you properly attribute the creator.

Try out animated GIFs to entertain and inform your audience

Graphic Interchange Format (GIF) is a delightful format that is used to display animated images. In addition to adding sheer delight, GIF images are functional as well.

You can use GIF images to share informative content in a light-hearted way. You can provide a preview of your downloadable content such as e-books, templates, white papers, etc. through teaser GIFs.

Animated GIFs can be used on landing pages as an eyeball grabber in blog posts for promoting offers, in social media, email promotions and pretty much everywhere. Make sure you complement the GIF images with your content appropriately to get the maximum CTR.

Format your content to make it reader-friendly

You need to admit – the big chunks of text that you come across in online articles are seldom readable.

Want to know which content goes easier on the eyes?

Content that is formatted neatly into bullet points with bold text and has an ample amount of white space.

People rarely read the complete text – they skim, scan and read the parts that interests them. Therefore you should break your content into clear, concise and easy-to-read fragments that will help the readers find and discover your content easily.

If your content is lengthy and upwards of 2500 words, then make use of anchor links to enable readers to jump to sections they want to read – without having to scroll all the way. Also include a table of contents in the introduction of the post and add anchor links.

Add high quality relevant images to attract attention

If I were to ask you, ‘what was the first thing that you noticed when you clicked on the blog post?’ Most of you would say it’s the featured image added on the top.

It is because images attract attention no matter what.

If you don’t have any visuals in the content, make sure you insert an attractive featured image. This way, your piece will have some visual appeal when it’s shared on social media. And as we discussed in the beginning, visuals get shared much better on social media.

While choosing the featured image, make sure the image is highly relevant, attractive – and most importantly, you have the rights to use it. If you don’t, nothing to worry – you can find a lot of free stock images and royalty-free images from sites such as ShutterStock and Fotolia. In case you source the image from another site, you should attribute it properly.

Play around with videos

Videos are the first thing that comes to mind when we talk about visual content. Video is such as engaging form of content that its popularity is only increasing, especially on social media.

Facebook reports that more than 50% of the people in the US watch at least one video everyday – explaining the staggering amount of video traffic that is increasing 3.6X year-over-year globally.

While videos are widely popular on social media, they can also be used to supplement your website and blog content. You can introduce video options for the website text which you can later share on social media and YouTube. Talk about killing two birds with one stone!

Once you get started with these tips, you’ll notice a definite spike in your website traffic and social media engagement. Visual content marketing has endless possibilities – you just need to find out what works best for you!


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