Visual Content: Simple ways you can re-boost your brand image

Posted on: 04-11-2016
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A picture may be worth a thousand words, but visual content can be much more valuable. As more people get most of their information from screens, content tools such as photos, illustrations, infographics, and video are the keys to engaging your audience. Research from many sources shows that including visuals can get more audience members to read, share, and use your content. In this post, we’ll look at three of visual content marketing’s biggest benefits.

 

Scannability

Science says our eyes and minds tend to wander when confronted with a page of text – one often-cited statistic says that site visitors read about 20 percent of the words on a given page. That means that if you want to get your message through, you need visual information to combat text fatigue and keep your readers’ eyes on your pages and posts.

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For example

Visa Europe’s library of infographics takes complex topics like cross-border payment tokenization, multi-lateral interchange fees, and contactless payment adoption and distills them into easy-to-scan packages of visual information. Each infographic uses the traditional Visa blue and gold color palette for heightened brand visibility.

The next step

Try this test with some of your content: Can you grasp the main idea at a glance? Does it tell a story quickly with both words and visuals? If not, it’s time to update your content strategy to reach today’s audiences.

 

Shareability

Content with visuals is 40 times more likely than content without visuals to be shared on social networks, according to research by Buffer (and yes, they made an infographic for it).


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For example

Retailer Target earns dozens and even hundreds of repins on just about every post on its “For the Living Room” Pinterest board. Each pin features a photo of a holiday décor idea, fresh furniture and accessory combination, or seasonal room makeover. The board itself has more than 300,000 Pinterest followers. Looking at B2B examples, tech giant HP is considered one of the top B2B brands in the world, and its Twitter account features an image or a video in every tweet.

The next step

Review your social media program to see how you’re using visual content. If it’s not a regular part of your messaging, develop a plan to include more relevant visual content for more shares.

 

Usefulness

The best visual content helps your customers make decisions, and customers know this. One 2014 survey of B2B buyers found that 86% want more visual content on demand–including white papers and case studies with informative visuals—to help them gather information quickly for their decision making processes.

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For example

UPS Supply Chain Solutions’ case studies are short, straightforward, and have strong visuals. The company’s Nikon case study includes photos and a sidebar with bullet points of key takeaway information including the client’s problem, UPS’ solution, and the results. A pull quote from a Nikon VP in the sidebar creates a quick-to-scan testimonial for busy B2B buyers.

The next step

Do your company’s white papers and case studies include photos, graphs, illustrations, and bulleted text? If so, you’re on the right track to help your audience make buying decisions. If not, it’s time to re-focus your efforts to better serve your target market.

Want to learn more about visual content’s role in your marketing programs? Does your content need more visual impact? Contact us at info@mossnetworks.com.

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