Improving Marketing Content Through the World of Pictures
The world is a visual place, and people are inherently visual as well. Thanks to the advent of the internet, it’s becoming easier than ever to communicate with our target demographics (ie. visual people) through images and visuals. Visuals convey information at an amazingly faster rate than text, and most of what we take in on a daily basis is due to visual stimuli more than anything else. Couple that with some amazing stats on how visual stimuli through advertising actually seduces the brain, and this is something you want to pay attention to.
Providing images that draw a reader’s attention and aids in the conversation is a huge factor in the success of your overall content marketing strategy. So here are some ideas on how to get started.
When marketers think of the term “stock photo,” they typically conjure up images that have been used time and time again. While that may be true in many cases, the fact is that stock photos are used because they work. The right stock photo will immediately evoke emotion within a potential customer, which is exactly how they will connect with your business. Plus, they are professionally done and include rights to use their copywrited material. The trick is to look beyond the first few pages of the photo results — dig a little deeper and you’ll find great options that aren’t used as often.
Charts and Graphs
While the use of charts and graphs may invoke a recent memory of sitting in a stodgy staff meeting while you waited for lunch to start, the hard truth is that these types of images remain as one of the best ways to convey a great deal of information very quickly. By sticking a ton of metrics into a beautifully designed chart instead of expecting someone to digest it all in text will increase your engagement and get your point across more eloquently. Remember … a good visual will always trump text and you can stick a lot of relevant information into a chart or graph.
If every storyteller in the world was to drop all their novels, screenplays, comic books, and whatever else those geniuses are creating, the world of marketing would be a thousand times more competitive. Why? Because a good story makes for excellent copy. And if you’re telling a story to elicit excitement and engagement within your reader, then the use of a personal photo will seal the deal. A personal photo will allow the reader to connect on a deeper level and remind them that inside your company are people just like them.
Images from Movies and TV Shows
No matter what is going on in the world, people love their pop culture — and that includes their favorite movies and TV shows. Madison Taylor Marketing is a big fan of this strategy, which you may have guessed from last week’s post that invoked the world of Breaking Bad or the one at the end of June that got right to the heart of the matter by way of Buffy the Vampire Slayer. (We’re also not against a pun here and there, as you can see.) When putting together your content calendar, strategize around what is happening within pop culture that will resonate with your buyer personas and how you can relate it back to your business. Voila! Just be sure to properly cite the use of the image through a photo credit tag.
An infographic is similar to a graph or chart, as it provides a great deal of information in a visual format that is easily recognizable. The difference is that an infographic will provide content with multiple lessons that a reader can easily follow. While the creation of an infographic often requires the help of a professional, what is conveyed in a single image can be instrumental in capturing a customer’s attention. To get started, make a list of a few complex ideas or services that you offer that could benefit from the story told within an infographic. For example, we’d put together one for tips and tricks for marketing on Facebook.
Like some types of infographics, you’ll need to enlist the help of a professional if you want to create an image custom to you. You can look to larger brands like Apple, Chevy, and Chipotle. By having a shoot with a professional photographer and creative director, you’re elevating your product/service and creating the conversation we talked about earlier. The key here is having a strategy around what you’re going to use the images for – online content, advertising, collateral, etc. By knowing what you need the images for you can make the most out of your creative and investment. Custom art can be serious business, and if you create something worthwhile, don’t be surprised if you find it being used elsewhere without your permission. After all, they do say that imitation is the sincerest form of flattery.