Visual content is to marketing what non-verbal communication is to conversation. Psychology experts claim 55% of communication takes place via body language, 38% via tone of voice, and only 7% is attributed to the spoken word.
Content marketing is much the same. While written content is certainly important, there is plenty of unwritten content that speaks volumes to visitors and prospects as they make their way through the buyer cycle.
Visual Content Strategy: More Than Words
Words are more important in content marketing than they are in face-to-face conversation because they're typically the primary communication tool when it comes to disseminating specific information.
That being said, visual content marketing statistics are fact-based testaments to how important visual content is to your company's ROI.
74% of social media marketers prioritize visual content over written content (socialmediaexaminer).
People are more apt to remember the crux of your content 3-days later if it's paired with images (brainrules).
92% of Internet users watch videos each month (VPN Geeks).
The problem for small companies is that creating the images, videos and visual content you need isn't as easy as creating the written content that can be done in-house or via a trusted writer or two. Thus, many smaller B2B and B2C marketers gloss over visual content strategy when they're creating the content schedule.
6 Examples of Easy Content That Isn't Written
If that is the case for your company, make it a priority to create more visual content this year and watch as it increases visits, shares and leads.
1. Website graphics and logos
Is your website up to par - using pleasing colors, memorable logos and a "brand-worthy" overall look? If not, this is the first place to start because outdated websites result in serious bounces.
2. Start producing infographics
Who doesn't love a good infographic? Talk about a quick-and-easy way to share both images and words, in a fun and attractive package. You don't need a fancy graphics designer to do it, either; check out HubSpot's blog on how to make awesome infographics using good ol' PowerPoint.
3. Translate powerful content into visuals
Pay close attention to written content that gets the most buzz from your visitors, followers and leads. Then, use visual content strategies to leverage that content into an eye-catching format. This is a good way to optimize social media content.
4. Video content
There's no doubt that video content holds strong sway on your audience. The large majority of small business owners and marketers (nearly 77%) say video marketing has a direct impact on their ROI (animoto). Many marketing experts find that video content packs twice the punch of written content.
You don't have to produce an award-winning flick. Instead, shoot high-quality, in-house footage of your employees (or client testimonials) explaining or demonstrating ways your product/services make life better. Blog, share and post them on YouTube.
5. Use free visual content from fans
Host a contest for followers with a worthy prize, in which they submit photos or videos that tell stories of how/why they love your product. This is a visual content strategy that yields copious free content for you - all of which is original and authentic.
6. DIY photos
Stock images are fine, but they're obviously generic. Get the whole company on board, taking photos that capture your brand, personality, feel and inspiration. Use these images to promote campaigns, inspire social media shares and to decorate blogs and landing pages. Then use metrics to see which ones generate the most response from visitors and users.
Don't shy away from honing your company's visual content strategy citing lack of expertise or expense as an excuse.
There are plenty of cost-effective and no-cost ways to overhaul visual content that enhances your visitors' experience.