Content consumption trends have changed over the years. From print media like newspapers and magazines, content moved to desktops. Now, content has moved to mobile screens. For content marketers, it has always been important to keep track of user preferences, and knowing the most popular form of content.
Studies have shown that amongst content types, videos win the maximum eyeballs. Other studies have shown that infographics are the most shared form of content. About 37% marketers say that visual marketing is the most important form of content for their business. Visual elements are used by over 74% social media marketers.
With India becoming the second largest smartphone market and 53% broadband penetration expected by 2020, the scale and impact of potential digital content consumption is enormous. It all points to visual content being an essential element in promoting your business.
Visual content, simply put, is the graphics and images that you see when consuming information. Examples of visual content include:
Videos: Videos have emerged as an important content marketing tool for businesses. With the rise of easy-to-use video maker tools, more companies can create engaging content effortlessly. Studies say that four times as many consumers would prefer watching a video about a product than reading about it. 80% of all Internet traffic is expected to be driven by video content by 2019. Not only do people prefer watching videos over reading text, they are also more likely to be shared, thereby extending your reach.
Infographics: A portmanteau of “information” and “graphic”, an infographic is an image that presents data with graphics, to make it easily comprehensible. Infographics are a creative way to draw a reader’s attention. Just an eye-catching layout, the right colour scheme and precise placing of relevant text can do the trick.
Slideshows: Slideshow presentations were previously restricted to the boardroom. Not anymore. Now presentations can be developed, with creative imagery, and branding, and uploaded through the organization’s online channels. Unlike infographics, slideshows can be comprehensive, carry more information and create stronger engagement with your audience.
Pictures: Visual content also includes photographs in your articles and blogs, and even website. Photographs are a great way to capture the reader’s attention. They also provide a break from the text. Some studies say that posts with images get 2.3 times more engagement than those without images.
Memes and GIFs: Visual content that is flooding social media platforms and WhatsApp (messages, memes and GIFs) are an excellent way to promote your thoughts, and connect with your audience. GIFs (Graphical Interchangeable Format), are files that support both animated and static images. Memes are images with a quote that are meant to make people laugh. They are usually inspired from pop culture and trending topics.
Comics: Comics are fun to read and an attention-magnet. Presenting company history, product information, training, and FAQs, in the form of a graphic novel or a comic book, can be an interesting way to get your brand noticed. Comics can be easily shared online, and re-shared by your audience to widen your reach.
Visual content is essential in fulfilling your brand’s most important goals:
Lead Generation: Visual content is an excellent way to showcase a company’s philosophy, culture, and values. These attract customers and helps the brand build deeper relationships with them.
Customer Engagement: Particularly on social media, visual content is most likely to be shared, be it videos, infographics, memes, or comics. Posts with visual stimuli garner more likes and comments, thereby creating more engagement.
Brand Awareness: Social publishing platforms are focusing on visual content since it creates more engagement amongst its users. Brands intending to build awareness and recall, leverage visual content mediums to get the word out and create an impression in the minds of its target audience.
Enhance SEO: Relevant written content is the basis for SEO. However, visual content has the potential to attract more people to your site, since it is something that your audience actively seeks, resulting in organic traffic.
Maximize Return: Visual content is relatively easy to repurpose. For example, you can take a slide out of your presentation and repurpose it into an infographic. Repurposing will allow you to get more out of your content with just a few tweaks.
Colour: Each brand has its distinct colour palette. Each colour invokes a feeling. Choose a colour scheme that fits the emotion you want to invoke, while staying true to your brand.
Font: Choose a font scheme that complements the tone and message of the content.
Template: All social media platforms prescribe ideal image dimensions for different purposes. Create your templates accordingly.
Identify Topic: Pick a topic that is relevant, and interests your target audience. Keyword research, trends, industry blogs should give you an idea.
Select Content Format: Choose from infographic, image, video, or meme based on the topic selected.
Design: Take into consideration negative space, colour scheme (not more than five shades), icons, typography, and illustrations. In the case of videos, this is the stage where the video is shot, followed by post-production.
Publish: Choose your content platforms and publish your visual content.
Promote: Share with your audience, consider paid distribution, and other promotional activities to gain traction. Remember to add relevant hashtags to make the visual searchable.
Visual content comes in different formats which appeal to different audiences. As the most desired form of content, it’s important to keep a few points in mind to take your visual content from good, to great:
Inspire: Create visual content that gives your customers inspiration or new ideas on the application of your products. Showcase innovative and unconventional uses of your products to position yourself as a brand that is innovative, and is there to help their customers maximize the benefit from their products.
Crowdsource: Social media is flooded with customers who are creative and passionate about your brand. Engage them and encourage them to create/upload photographs or videos of innovative uses of your products. Create memes – a little humour goes a long way. Make it easy for your customers to share their experiences.
Be Human: Your audience needs a face for the brand. Visual content that speaks to them will give your customers new ways to relate to your business. Consider a video series, or a campaign that humanizes your brand and showcases your products in a setting familiar to your customers.
Promote Written Content: Take your existing written content and create compelling videos, or infographics by repurposing them. Your existing content will be exposed to a fresh perspective from a new audience thereby extending your brand’s reach. Your visual content can function as a teaser for the written content.
Avoid Stock Photos: Stock images, while they save you time, can also erode the authenticity of your brand. Your customers would appreciate a genuine image of the company and its internal processes more, than images taken off the Internet. You can’t tell a compelling story of your brand, without custom images.
We’ve seen the market evolve from offline publications to digital media. As a content company that’s been around for a while, we are adept at creating compelling visual content that speaks to your audience. Our multi-city team of content architects, writers, and scriptwriters, delicately balance business messaging with visual ideas to lend your brand a human touch.
Visit us www.lexiconn.in or drop us a line at content@lexiconn.in.
LexiConn also offers a free 30-minute content consultation session to help you with your content strategy.
Talk to us and let’s give your audience the show they deserve!
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