Creating Engaging Content with Visual Content Marketing
B2B marketers will be the first to admit that the production of engaging content is hard. In fact, it’s the number one challenge they face. While there are many ways to engage via content, we’re going to focus on visual content marketing.
Visual content drives more viewers to a page than any other content type. According to the Content Marketing Institute, 65 percent of people are visual learners while 90 percent best process data with visual aids. The success of your content depends on presenting the right information in the right visual medium to benefit your audience best.
6 Valuable Types of Visual Content
Visual content comes in about as many types as coffee comes in flavors. There’s something for everyone, and certain kinds will be more popular than others will. Your mission is to determine what combination of types to use based on your target audience.
Infographics: They are lean, mean, intense data presenting machines. An infographic visually presents otherwise difficult to phantom information. The Blogging Food Groups by LinkedIn Marketing Solutions takes the cake with intense information presented in an easy-to-understand format.
Videos: Videos are the perfect medium for on-the-go viewers and one of the leading ways to engage and entertain. In a few minutes, you can impart a message that leaves a lasting impression. It’s the perfect visual package. And who does it better than Old Spice? The well-known brand rocked video with “The Man Your Man Could Smell Like” campaign. In 32 seconds, consumers were chuckling, but Old Spice had the last laugh as sales skyrocketed.
Pictures: Coca-Cola is a master of pictures. Not only do they continually reinvent their visual concepts to modern standards, but they also stick to what works. We all expect to see Santa with his Coca-Cola around Christmas or the polar bears. The brand’s visual engagement has become part of our holiday tradition in both pictures and video content.
Comics: Comic strips aren’t just for Marvel. A comic strip can humorously present a point. For example, political comics are humorous, but they often address major issues. The go-to grammar brand, Grammarly, often engages with its audience through grammatically silly yet educational comics on their social media profiles. Can your brand bring a unique twist to a comic strip?
Whiteboard & Explainer Videos: Engage your audience with a video capable of turning tough topics into understandable, quantifiable learning sessions. Transamerica is an epic example of providing a valuable solution-based message of an otherwise confusing topic. Check out their Life Insurance is the Solution whiteboard explainer video.
Memes: A meme is a social media friendly graphic that’s funny yet useful. A successful example is “the most interesting man in the world” memes. Put together by Euro RSCG Worldwide as a campaign to advertise the beer Dos Equis, they’ve been a smashing success since 2006. We don’t always see epic memes…but when we do, a bottle of Dos Equis is involved.
Using Visual Content to Drive CTAs
What do all of these visual types have in common? They incite action via a call to action (CTA). If you’re ready to leverage this insanely powerful tool, then you need a peak at our free Content Marketing Strategy – Keys to the Kingdom whitepaper.