The widespread use of visual content has become one of the trends in the development of content marketing in the past and this year. This is not surprising, since people perceive information through the visual channel most quickly. And brands are trying to exploit this feature of human nature, offering Internet users videos, photos, infographics and other types of media content.
Finally, appreciating the role of visual content on the Internet, companies rushed to work with resources like Pinterest (by the way, here is a link to our content marketing board). However, the regular publication of photos is clearly not enough for effective interaction with the audience. In this article you will find five ideas for the use of visual content. By implementing them, you will increase the effectiveness of the content marketing strategy of your company and learn how to use different types of visual materials to promote your business.
1. Use multimedia for PR events
The times of traditional press releases are over. Press releases as a genre, become irrelevant. Why? There is one objective reason for this. The press release was necessary and useful for business media in times of lack of information from companies (the era of paper publications). In the digital age, there is no information deficiency. You do not give birth to media interest in your news if the news itself loses in competition in terms of quality, informativeness and importance. Yes, your press releases should be significant for the market and for specialized media - only under this condition they will be in demand. But we also highly recommend changing the format for submitting press releases.
As noted above, people perceive visual information most quickly. Yes, journalists also perceive visual content more quickly. Moreover, they are well aware that the online media audience is paying more attention to materials that have videos and photos. Web journalists and bloggers know that videos and photos will bring additional traffic to the resource through a search for pictures and videos.
In fact, the use of multimedia content changes the fate of your press release. According to a study by PR Newswire, a marketing company, the page browsing rate of the site on which the press release is published increases significantly when using visual media to communicate information. Thus, publish relevant video or audio material to draw attention to your press release.
Notice another fact that PR Newswire pays attention to. The use of multimedia content increases the frequency of sharing your message on social networks. Users of Facebook and other online communities share textual information 0.99 times per hour. This figure increases to 3.5 times per hour for materials with visual content. Even the simple inclusion of the company's logo in the text of the press release encourages social network users to more often share your message with each other, not to mention videos.
2. Publish custom infographics
Infographics is one of the most relevant types of visual content at present. The growth of its popularity has taught the company to squeeze multipage reports and research results in several dozen bright pictures. So brands make always hurrying customers to familiarize themselves with important data and share information with friends on social networks. With an example of infographics in our performance you can find here.
Note that infographics do not automatically make your content marketing more efficient. Of course, a good infographics pleases the eye, but first of all it should be relevant to the interests of the target audience and informative. Do not limit yourself to publishing material in a corporate blog and social networks, if your infographic content meets these characteristics. Use all possible distribution channels to ensure maximum audience reach.
3. Build a brand image using photos
In the pre-Internet era, brands carefully selected photos for use in marketing campaigns. They repeatedly edited images before publication, as photos on billboards and leaflets remained the main source of visual information about the company or its product.
The development of social networks and the blogosphere has led marketers to abandon the rigid control over the photos that are used to visualize the brand in the online space. After all, Facebook users and blog owners independently decide which picture to visualize the post in which the brand is mentioned.
However, the most far-sighted companies have taken advantage of this. They were able to create and publish a large number of natural photos, abandoning studio and stage shots. In this case, marketers still have to adhere to a certain style in order to effectively shape the brand image.
Pay attention to the formation of the image of the brand Red Bull using photos on Instagram. Marketers of this brand mainly publish contrasting images of modern young people involved in extreme sports. They, for example, do not offer vintage photos with a calm plot to the audience, since this does not correspond to the image of the brand.
4. Tell us about your past.
The fashion for publishing photo stories of brands appeared thanks to Facebook. The Facebook Timeline service allowed companies to tell the audience about the emergence of the business, its first products, old advertisements.
Do not limit yourself to Facebook if you set high goals. Lego and Sony, for example, coped with this task. The first one told her story with the help of a cartoon, and the second one shared her memories with the audience right on the walls of her office.
Consumers are curious by nature. They love to dig in the past and listen to interesting stories. So why don't you take advantage of this?
5. Assign one or more employees to full-time paparazzi.
Most brands have long used the power of tagging “exclusive,” creating marketing products. For example, companies often publish photographs of offices or production facilities. The audience willingly shares similar content in social networks, than you can use.
Have you recently renovated the office? Make a collage on "Before and after ..." and post it on Facebook. Is your company sponsoring a charity run? Post a video report on the event on YouTube. Has your lead specialist won an industry award? Show the hero to users of social networks.
So, use the described ideas of working with visual content to increase the effectiveness of the content marketing strategy of your company. Perhaps you have your own successful examples of working with videos, photos and infographics? Tell about them in the comments.