In the past, the word ‘content’ often denoted written pieces and lengthy bodies of text, but these days the majority of web- and email-based content are becoming increasingly image based. In today’s online world, time-starved people are suffering from information overload, a state of affairs which is generating the trend for consuming information and content in a way that’s faster and more efficient i.e. via visuals. This quick consumption of data causes people to merely skim over texts, emails and articles and often result in less information retention, which for marketers can be a very thing. So how can brands ensure that people are receiving their message and/ or getting the full scoop on what’s happening with their brand?
Visuals are the key
The answer is visual content marketing. Visual content marketing is the utilization of images to engage your prospects through the buying cycle. This can include infographics, images, charts and graphs, memes, comics, photos, and videos. The idea behind the use of these visual aids is to effectively communicate with your subscribers. Think about how the visual material represents your brand and how your brand’s story can be translated into a visual text that they will find appealing, informative and eye-catching.
Visual content is more social
With image sharing platforms such as Flickr, Tumblr and especially Pinterest experiencing what can only be described as unbridled growth –it is safe to say that the internet is currently experiencing the age of the image. Even traditional text orientated social networks such Facebook and Twitter are embracing the trend, with more and more posts consisting of images –either from the web or from social images sharing apps such as Instagram. Both Facebook and Google+ recently amended the personal profile page designs in order to make images and visuals display more prominently on users profiles with cover photos and bigger profile pictures leading the way. So, with this in mind, think of ways in which your brand will be able to create images, comics or infographics that can easily be shared via these social portals.
In terms of email marketing it is vital that these social sharing options are hard-wired into all emails that contain visual elements such as these mentioned above. That way, fans, subscribers and followers can quickly and easily share the content that you’ve created – which means more exposure for your brand and more links back to your site or social networking profile.
Choosing the right kind of visual content
Choosing what kind of visual content marketing to use naturally depends on your brand, product and your target market. But you will also have to consider what kind of communication you are entering into with your subscribers. Telling them something about how a particular process works withing your company? An infographic could be your best bet. Want to share something inormative and humourous? Why not design your own web comic? Sharing images of beautiful new stock or products? Make sure they’re sharable on social networks such as Pinterest.
Images and visual design has always played an important part in digital marketing and email marketing in particular. And now as the world is inching closer to an image-based online experience, the stage is set for marketers and brands to let the pictures do the talking.
