Visual Content Strategy: How to Best Use Visuals to Increase Traffic
What is Content Marketing?
Content marketing is creating and sharing content that is relevant and valuable to your target audience.
“Valuable” content such as:
- Answering a question
- Solving a problem
- Providing new insights or ideas
- Providing either knowledge or entertainment
Figure 1 Graphs and charts
What is Visual Content Marketing?
Visual content marketing refers to usage of images, videos, graphs, charts, and other valuable visual content for engaging with the audience and sharing information.
How is Visual Content Used?
Visual content may be used on its own as a video or infographic, or used to support some narrative or written content. For example, one can include diagrams, photographs, or screenshots to accompany a text article or blog.
Why is Visual Content Important?
Content marketing is a lot more than just text. Visuals are a crucial part of a marketing campaign. They are powerful to attract and retain the audience. It enhances the entire digital marketing campaign and helps to make it successful in the long run. Why are visuals important for a blog?
According to a report published by Social Media Examiner, 38% of marketers say that blogging is the most critical form of content for their business. Visual content comes in second, as 37% of marketers admit it to be the most important part of their content marketing strategy.
Also, the same report states that 68% of marketers use blogging for marketing purposes while 74% use visuals as a common type of content. Content marketing helps to achieve six time higher conversion rates than other types of marketing.
Moreover, a marketer should also consider that people tend to retain only 10% of what they hear. However, if written texts are paired with relevant images, 65% of that information is retained three days later. Remarkable, isn’t it?
Figure 2 Infographics
The Featured Image
When it comes to visuals on a blog, the first thing to start with is the featured image. This type of visual is essential for published blog posts that are mostly based on textual information, without screenshots, graphs, charts and other types of visuals. Also, the featured image is crucial if the marketer engages on social media platforms as well. Why? Simple because, this is the first thing a Facebook or a Twitter user sees when the link is shared.
Figure 3 Featured Image
Visuals to Include Inside Articles
If the marketer wants to market specific products, great visuals are a must to pair the descriptions or the reviews with. Photos are recommended for travel blogs. Beautiful visuals of different places mentioned in the travel blog can further attract and please the audience.
They help the audience better understand the numbers and statistics as well as help the audience memorize the information provided. The one used above to illustrate the percentage of weightage of each type of content marketing is a good example of a graph. It visually explains that 71% of the marketers use visual marketing for a successful digital marketing campaign.
GIFs are now a part of the internet culture and despite the changes in content and communication through the years, brands can still be rewarded when keeping up with the times.
It is the most powerful way to awaken emotions. It’s a mix of attributes above and beyond traditional content like tone of voice, face expressions, and music, to name a few.
They are best used to describe certain operations and processes performed on a computer or a mobile device. ‘How to’ guides are popular amongst internet users and screenshots will to make it easier to understand for the audience.
They are 30 times more likely to be read and understood than a simple text-based blog post. Also, these types of visuals can help you increase traffic to your blog. The infographic used above explains the importance of content marketing in an interesting and appealing manner.
It catches attention of the audience and keeps it. A well-produced animation can both entertain and educate the audience, distilling complex topics into an easily understandable format. And since information is typically presented both visually and aurally, viewers are more likely to remember the information. Animation allows more control over branding than a live video might.
8. Data visualizations (also called “data vizes”)
It helps to get more engagement by presenting visual data for storytelling. The audience will be more entertained that way than using mere text. If done correctly, visual data allows the marketer to address problems and explain how the right solutions can be provided.
Figure 4 Data visualization
How to Use Content to Drive Leads into Your Sales Funnel?
Content can be leveraged in many ways and how the marketer leverages it depends on the business goals. B2B marketers spend 39% of their marketing budget for content marketing. One example, The Truckers Report, increased conversion rates by 79.3% with great content. The numbers will vary but the point is that with quality content, a business can drive more leads.
Use a Content Delivery Network (CDN)
Speed is extremely important for attracting and retaining a wider audience and speed depends not only on the hosting provider or the size of the visuals but also on the way the marketer manages to get to the worldwide audience. Local websites load faster than websites hosted thousands of miles away on other continents. This is exactly where a CDN comes in handy. How? Well, it allows the marketer to minimize the distance between the content and the audience by storing a cached copy of the web page on a local server.
Optimization for Google
Page load speed has become, over the past few years, a major ranking factor in mobile search, especially on Google, the most popular search engine. Google search engine ranks websites based on several relevant criteria and one of these criteria is the page load speed.
What can the marketer do? First, he needs to think about optimizing the visuals so that they will load fast. It can be done with a tool like Adobe Photoshop, Affinity Designer, or TinyPNG, before you uploading them to the server. One can otherwise utilize a WordPress plugin like Imagify which will allow the marketer to automatically optimize all the images in bulk without losing quality.
Then the marketer can check with Google and find out how fast the website loads. By clicking on “Analyze with PageSpeed Insights” the marketer can check the website or pages. Its important to remember that the total load time is more important than the scores.
How Can a Content Marketing Agency Help?
The biggest advantage of hiring an agency to handle content marketing is that marketer can focus time and effort on running the business. This will help the business to grow in terms of getting more investors, closing more deals, forming new partnerships, setting the long term vision, etc.
The marketer can work on the big picture without getting bogged down in the details of learning how to create blogs, visual content, run a Facebook paid advertising campaign and so on so forth. Also, the business need not worry about hiring new marketing employees, growing the marketing department and thereby growing leads.
Services that agencies might offer within content marketing include blog post generation, infographic creation, SEO writing, content analysis, social media promotions and ad campaigns.
Content marketing is a wonderful technique of promoting businesses, providing something of value to people, selling products, and last but not the least, raising brand awareness. 1702 Digital provides 360 degree marketing solutions. We focus on building strong industry specific content marketing strategies that are essential for long-term business success!