To have more traffic and engagement for your content, you need to attract your readers by enhancing the content. You can get noticed through enchanting techniques of visual content. Images and videos are the modern universal language and hence you need to get in and use it as well for your business marketing strategy.

Images are very important for your content marketing strategy for a number of reasons which include:

  • Statistics show that 90% of the information perceived by the human brain is visual content.
  • Research shows that the human brain processes visuals 600,000 times faster than any other information.
  • The things we visualize have profound effects on us.
  • Your content having visuals will get more likes, shares, and re-tweets than the content without visuals
  • Engagement is higher on social networks for content containing visuals

Making use of visual content helps to educate the readers, increase engagement, promote your brand, enhance your service and increase your leads. Below are a couple of ways in which you can best use visuals to enhance your content.

1. Use consistent images

People, in general, like to look for patterns and things that match or coordinate. It’s simply how many of our brains work. As a result, we’re wired to begin to associate certain images or even types of images with certain products or brands if we see them used consistently. Use the same image or set of images (even if they’ve been edited differently for different platforms) across a particular campaign or when discussing a certain topic or product line to reinforce the larger ideas across multiple messages. As a consumer, I get a marketing email and see an image, I’m going to be looking for a similar image on the website when I go to potentially purchase the product, even if it’s subconsciously. By using consistent images, it’s going to make navigating your website that much easier.

2. Have a consistent visual language

Beyond images, you can use a whole visual language of fonts, colors, and various styles of typography that can emphasize the most important ideas in your content and can help communicate your brand. Use the same fonts, the same colors, and the same overall style across emails, social media, and your website to give customers an immediate sense of who they’re dealing with, as well as making it easy for them to identify your brand at a quick glance of any marketing materials. Once you’ve established a consistent visual language for a brand, anything that doesn’t fit in that language is going to stand out as being in some way important or unique, so do it intentionally and thoughtfully.

3. Be timely

Not only can supporting visuals help your content stand out, but it can help it feel timely and relevant, as well. Remember things like holidays, seasons, and special events like graduations or weddings and find ways to incorporate that into your choice of images, colors, and fonts. The images used in your marketing and the overall visual style can reflect these events. It’s not necessary to go all out with seasonal or holiday-themed visuals, especially if you’re not specifically dealing with them in your marketing or your content efforts, but a simple addition of some subtle hints can make people more responsive and can also help dispel the idea that all of your content or your marketing messages are automated or set up months in advance without thought.

4. Make it mobile friendly

We know that more and more people are doing a significant percentage of their internet use, especially social media, on their smartphones, tablets, and other mobile devices. Any images or special fonts used simply must be mobile friendly or it compromises the effectiveness of your message and the consistency of visual language across email, social media, and website. Responsive design can absolutely be a help here, but it’s also important to be aware of things like the size of image files being called up, even if they’re being resized and optimized for mobile on the fly. It’s not just that mobile devices themselves typically have less power than a computer, but that they’re often being used on cellular data networks or public Wi-Fi that are not as robust as a dedicated home or office network.

5. Don’t give everything away in one image

A header image or graphics used to encourage click-through from social media should be a teaser — interesting on its own and with just enough of a hint of what awaits in the full-length article to encourage people to click through, but not so much that it gives it away and makes people feel like they don’t need to go read the whole thing or look at the entire infographic. Think of it like a movie trailer. Movie trailers that are exciting but leave the audience thinking “but then what happens??” are by far the most effective, and trailers that seem to include all the best bits of the movie leave us feeling like we can skip the movie entirely, or feeling disappointed when we take the time to see the movie and realize the two-minute trailer was just as entertaining.

Bottom Line

Language is important and the words have an unbelievable power but it’s key to realize how much visuals can do to support even the most carefully and beautifully written words. Whether it is reinforcing ideas, getting customers’ attention, helping to emphasize key points, or simply adding an extra layer of fun or flare to content, ignoring the ways that visuals can enrich your content is a waste of a fantastic opportunity. Let us know what brand has your favorite use of visuals, and share with us in the comments!

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