Content marketing isn’t what it used to be. Today, it’s more about visual appeal than ever, with a particular shift towards mobile optimization and social sharing. No more relying on static images and written pieces alone. The more visuals that accompany a piece of content, the more views, social attention, and shares it will receive.
Visual content marketing is a powerful tool, the success of which is backed by science. Nearly 50 percent of the brain is active in visual processing, and viewers can see the whole picture with an image in a tenth of a second. Furthermore, your eyes are the most sensitive to stimulation since 70 percent of your sensory receptors are in your eyes.
However, like all powerful things, if used incorrectly, it will only be a waste of your time and money. To avoid this, use these helpful rules to improve your strategy.
1. Content Must Be Recent
The more recent the content, the higher it will rank. Of course, there are some types of content that are timeless, such as “how to” articles relevant to your industry. However, for most articles, it’s important to stick to the most recent topics, if possible. Outdated content will not only get skipped, but will also be ridiculed, which will make your company look like they don’t know what they’re talking about. It’s very important to pay attention to the news. Every once in awhile, you’ll be able to create newsy-type content to supplement your content strategy.
2. Content Must Be Authentic
Study after study has shown that friendly advice outranks company advice. In fact, stranger advice outranks company advice. It looks like the world has caught on to the great sales scheme, and companies need to step up their content in order to avoid things sounding like a sales pitch. Getting photos and videos from real customers is an excellent way to show off your brand, products, and services, which will bring in more customers.
3. Content Must Be Relevant and Resilient
A great picture or infographic for the sake of art won’t do your business any good. It needs to be relevant to a current conversation and highly informational. Furthermore, resilient content is extremely important for improving your image, attracting customers, and creating efficiency. Your online presence is a constant battle to be waged, and a lot of your visuals should represent your image in a relatable way, even after the story is no longer news.
4. Content Must Be High Quality
A good marketing agency will excel at creating high quality imagery. Low quality visual content is the worst thing you can do for your visual content strategy. With cell phone cameras as good as they are, there’s no reason not to have great quality images on your site. Avoid using grainy, blurry, or images taken in poor taste in order to deliver the best results in your visual content marketing strategy.
5. Content Must Have Personality
The phase of stock photos impressing people went away not too long after it started. It’s best to include images, graphics, and videos with some personality. A classic way to do this is to offer a “behind the scenes” look at your company. Show them what the employees are like when they aren’t putting on their best faces to work with customers. People like working with real people, and a little personality goes a long way.
6. Content Must Allow For Interaction
Interaction is great for imprinting visual content in the minds of consumers. This goes for both social channels and your website. Making it easy to interact with content means that consumers will be much more likely to share your content with others, allowing it to do its intended work of reaching a wide audience.
Visual content is the present and future of content marketing, and if you’re going to find success, you’ll consider several of these important marketing rules.