SJC BLOG


Stuck on Text? Tips for Including Visuals in Your Content Marketing


Your Content Needs to be More Visual for Increased Engagement

Think about the last time you gave up reading a blog. It initially looked so interesting, with a compelling headline and a promise of information that could be life-changing. Halfway through the blog, you realized your mind was wandering, and you never finished reading the content you started.

What was the problem? Maybe it was the content, or the long, uninterrupted paragraphs. I bet if you look back, you’ll also see that the content lacked strong visual elements. There were no GIFs to make you laugh, no images to engage you and no videos to demonstrate the finer points.

If you’re working to create content for your target audience, make sure it has some visual components. Whether it’s a visual-only piece, like a how-to video, or simply adding a few images to an otherwise all-text white paper, these elements make a big difference in how people consume your content. How many visuals should you include? A good guideline is to shoot for an image or other visual every 100-150 words.

Don’t start from scratch. If you are looking to boost your visual content marketing, start with concepts from previous blog posts or other content that received a lot of engagement in the past. Repurpose a popular white paper into an infographic, pulling out the most compelling pieces of information, or use an interesting conversation during a podcast episode to spur a video segment.

Use visuals to reinforce your brand identity. Visuals are a powerful way to send a brand message. With a series of images or videos, you can quickly establish your look, so take some time to determine what you’re trying to say about your brand, long before you prep your camera equipment. What are your values, what makes you distinctive, and how will you communicate it in visual form?

Get creative with content marketing. There are plenty of stock images to use online, and these work well for a lot of the content you’ll sprinkle into your blog posts or e-books. For a touch of authenticity, be sure to include some snapshots of your staff, a company event or a cause your employees care about. You don’t need fancy equipment; smartphones have all the tools you need to create post-worthy pictures.

Don’t forget search engine optimization (SEO).  All of the guidelines that you use for text-based content marketing apply to visual components, too. Make sure your images and videos load quickly, and that text embedded in the visuals is optimized with keywords for a healthy ranking on search engines.

At SJC Marketing, we love communicating your brand message through visual content. Contact us to set up an initial consultation, where we will hear about the ways you’ve been using content and how new tools might be harnessed to encourage new lead generation. Let’s get together!