Content Strategy Beyond Blogging: Integrating Visual Content
A good content strategy starts with a blog. Regularly posting of compelling keyword rich content has many benefits. Even though blogging is part of your overall content strategy, you should consider integrating visual content. People connect and consume content in different ways, and you should provide them with a variety of ways to hear your message.
A Picture is Worth a Thousand Words
Humans are visual creatures and we not only connect with images on a deep level, but we often earn best with visual examples. Think about the old flash cards from grade school used to teach multiplication or spelling. It is the same with business. Visual content is an excellent way to connect with your audience.
Eye-catching visual content can help educate your audience about complex topics, as well as be entertaining. Just look at the popularity of image-based sites like Pinterest and Instagram as examples. Also, sharing visual content has never been easier now that most people have some kind of mobile device.
According to data from MDG Advertising:
94% more total views on average are attracted by content containing compelling images than content without images.
What Type of Visual Content Should You Use?
Before you jump into the visual content game, ask yourself: “What is the most convenient form of content for my audience to consume and what will work best for your business?”
Brands are recognizing the value of visual content. Take a look at Proctor and Gamble’s P&G Everyday. It is a visually rich and informative website that offers help tips on everything from cooking to hair care, with the goal of educating their target audience about their products.
You can use photos, video and other images to showcase your product. While video, infographics and slide presentations often work better for service businesses.
YouTube is the second largest search engine after Google. Video is not only to consume on mobile devices, but is also easily sharable on social media.
You can use everything from white board demos to how-to videos tutorials to present your message. But what can you say in a few seconds? You can create entertaining short 16-second video with Vine or Instagram. Brands like Home Depot has created amazing how to videos on Instagram, that are both simple and informative.
Instead of presenting statistics in a boring bar graph, this updated chart in visual form is a perfect way to explain a lot information in an easy to understand format. Tools like PicMoney or Canva make it easy to create attractive visuals.
With more than 60 million visitors a month, SlideShare offers an opportunity to share your message to a predominately business-oriented audience. SlideShare presentations can also be integrated in Google+ Hangouts and embedded in your LinkedIn profile.
They don’t have to be complicated. Keep it simple. Create 15-25 informative slides with your core message, using concise bullet points, along with relevant images and photos that tell your brand’s story.
Benefits of Using Visual Content
- Easy to consume
- Easy to share on social media
- Shows off your product
- Gives your brand an identity
- Increases engagement on social media
- Drives traffic to your website
- Can go viral when done right
But now you are thinking that you will have to spend hundreds of hour creating all new content. Don’t fret. You can also repurpose older blog posts into SlideShare presentations or create an infographic to demonstrate a complex concept related to your business.
Whatever type of content you decide to use, everything should lead back to your website.
What type of visual content is working for you? Share below.