Using visuals in your content material advertising and marketing technique is a no brainer in 2022.
The outcomes of a survey carried out by Venngage present that, in 2021, 48.2% of all published content included visuals. Moreover, as many as 64% of entrepreneurs acknowledged that visuals had been both important or essential for attaining their objectives.
5 Types of Visuals You Need in Your Content Marketing Strategy
You could also be questioning: What are the kinds of visuals you want in your content material advertising and marketing technique to chop by way of the noise in 2022?
Well, it’s secure to say that inventory pictures (regardless of how handy) most likely gained’t reduce it. In fact, one of the simplest ways to seize client consideration with visuals will likely be to make use of some of the extra superior codecs listed beneath.
Let’s get into it.
Videos aren’t something new in the content material advertising and marketing world. After all, Facebook has been permitting customers to put up and stay stream movies since 2007. Nonetheless, they’re nonetheless probably the most favourite kind of content material for lots of individuals.
A 2021 survey from Statista revealed that Android cell phone customers spent (on common) as a lot as 23.2 hours watching YouTube movies per week. Add to that the 13 hours they spent shopping TikTok, and it rapidly turns into clear why video is the primary kind of visuals you want to your content material advertising and marketing technique.
For companies attempting to seize consumer consideration, it helps to think about the types of videos consumers like to watch.
As you may see, some of the preferred video content material sorts embrace:
So, should you’re seeking to invigorate your visible content material, take into consideration how one can make the most of these in your distribution channels. Skillcrush, for instance, uses videos on its reviews page. Each buyer evaluation is complemented with a private video, telling precisely how the model’s product helped the shopper obtain their enterprise objectives.
But if social proof in the shape of video doesn’t work to your advertising and marketing objectives, maybe you may flip in direction of one thing a bit extra snackable?
Instagram, TikTok, and Snapchat are nice locations to put up short-form video content material. Experiment with posting behind-the-scenes insights out of your firm and unique previews of upcoming product releases. Or, if these don’t ring a bell, you are able to do what MailChimp does. Use brief movies to supply fast ideas and assist your clients get extra out of their purchases.
Using movies is a good way to draw consumer consideration. But the reality is, they are often costly and time-consuming to supply. Plus, they take up quite a bit of area, so they might not work equally properly throughout all distribution platforms.
For this purpose, it’s not a nasty thought to search for more room, time, and cost-efficient codecs which can be simply as participating as movies. The answer? GIFs.
These brief animations are super-effective at grabbing consumer consideration and conveying data in an immediate. Perhaps most remarkably, they add a dose of enjoyable to in any other case boring advertising and marketing messages.
Just take a look at this instance from Amazon. It’s not solely humorous but in addition actively works to make the model’s platform synonymous with vacation purchasing. It’s one of the most effective examples of a profitable branding technique on the market.
Data visualization is one other glorious format of visible content material to discover. That’s notably true for these companies whose target market consists of professionals.
Numbers have at all times had the ability to persuade clients to transform. They attraction to shoppers’ rational facet, offering tangible proof of a model’s claims. However, they will usually be tough to interpret, particularly after they’re meant to point out the standard/effectiveness of a product in relation to different choices available on the market.
For this purpose, companies (particularly these in the SaaS trade) ought to think about methods to signify their accessible knowledge visually.
Charts and graphs may be a good way to convey in any other case difficult-to-understand data, just because they add a visible factor to the numbers. But you don’t should go that far to efficiently embrace knowledge visualization in your content material advertising and marketing technique.
Even one thing so simple as Spotify’s By the Numbers page will help you talk your distinctive worth propositions to your target market.
We’ve already talked about that academic content material works exceptionally properly in securing conversions. In truth, a 2017 study by Spotlight Conductor discovered that customers had been 131% extra seemingly to purchase from a model after having consumed academic content material.
But what does that should do with visuals and screenshots?
Well, it seems that screenshots make for the proper format when publishing educational weblog posts. For an incredible instance, check out this guide from Scott’s Cheap Flights.
Because persons are wired to memorize and course of visible data extra efficiently than textual information, the screenshots present a much-needed addition to the directions in this case. Plus, they serve the aim of visually breaking apart chunks of textual content into an entire that’s a lot simpler to devour, successfully contributing to the success of the model’s content material advertising and marketing technique.
Social proof in the shape of user-generated content material is one of the simplest methods of convincing audiences to belief your enterprise. It actively helps your work to construct up a popularity as an authoritative model in your area of interest. Plus, it additionally reveals your merchandise in real-life being utilized by actual individuals.
Because of this, user-generated content material is one of the must-haves for any enterprise seeking to construct its popularity on trustworthiness, authenticity, and dedication to the shopper expertise.
The beauty of UGC is that it’s free and straightforward to supply. All you need to do is encourage clients to make use of your hashtag on social media or to tag you in the photographs they put up about your product.
If you have got the assets, you may even make upgrades to your on-site opinions system, permitting shoppers to add visuals. You can take a look at how GILI does this for a superb instance to observe.
People are consuming increasingly more content material by the day. However, getting their consideration is turning into tougher than ever, with thousands and thousands of branded posts printed each second.
Visuals can go a great distance in serving to branded content material stand out. But that’s potential provided that they’re related to the shopper expertise and if they carry worth.
So, as you think about what sorts of visuals to speculate in subsequent, select choices that may make a distinction. The 5 codecs talked about in this text are nice locations to start out. Still, each model is exclusive. You would possibly nonetheless discover that one thing completely completely different, like a podcast or an e-book, will work much better to seize and retain your viewers’s consideration.