CREATING VISUAL CONTENT
How Great Images Make Customers More Likely to Interact With Your Brand
You already have stellar written content – but as the saying goes, a picture is worth a thousand words. To increase awareness of your brand and continue to nudge customers down the marketing funnel to complete that golden final sale, having eye-catching images is key.
Having clear, crisp images can help keep customers on your webpage, whether it’s attached to a blog post or on your social media channels. It takes more than hiring a professional photographer to create images that grab attention, although that doesn’t hurt. Here’s why it’s important.
What kind of image does your brand want to convey? Branding doesn’t just stop at typography, logo, and tone of voice. Choosing the right imagery can set the tone for your business and help convey the right kind of message. Darker images convey authority and a more serious attitude, for example, while lighter images can make your company feel more lighthearted.
While your images shouldn’t be identical, they should look and feel similar. This enables your customer to know what to expect from your brand and will make you easily recognizable to them.
Websites that contain images get nearly double the amount of views. In fact, online content containing images garnered 94% more views than those that just featured text. This means that to get the most eyes on your content, you should be incorporating visual elements to every blog, social post, and article that your company creates.
Having a social media presence is a no-brainer for companies in the modern day. However, it’s not enough to simply have a page. You need to be sharing engaging content regularly in order to grow your audience and reach potential new customers. For this, images are indispensable:
- Tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets than those without images. They also result in a 55% increase in business leads.
- LinkedIn posts that contain images receive 98% more comments.
- When it comes to Facebook ads, 75 – 90% of their performance is dependent on using images. Try testing 10 – 15 different images to see which ones gain the more response from your followers.
- That goes for Facebook posts as well. Posts that contain images benefit from 3 times more engagement than those that are strictly text.
Do you want your brand to stick around in your customer’s brains long after they’re done interacting with your brand? Make sure to include images in your content. When people hear information, they normally retain just 10% of that information three days later. However, when that same information is paired with a relevant image, this retention jumps to 65% in the same amount of time.
It’s clear that having strong imagery is crucial when it comes to taking your content to the next level, engaging with your audience and making a lasting impression. Make sure that whatever you share with your customers, from your website to your social media channels, is impactful as possible with the right photography.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.