Why do you need the visual content strategy if you already have the content marketing strategy?
In accordance to CMI, only 32% of B2B marketers have a documented content marketing strategy and 51% of these marketers declare creating a visual content is a priority that they can focus on the following 12 months.
But you can’t possess a great content marketing strategy if you don’t take care of your own visual content strategy.
I’m not speaking about buying a few share photos or beginning to invest more interest on visual systems like Instagram or even Snapchat. I’m speaking about creating a visual content strategy that will help you possess a more clear eyesight on your work as well as help you gain greater results.
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Do you want to know how essential is visual content today?
Let me tell you a tale about Tom.
Mary Fishburne is a marketer and a cartoonist that launched Marketoonist. He started using the back of business cases when this individual was just a college student at Harvard Company School. Exactly, only a simple student. However something happened plus Tom parodied the field of marketing in an every week cartoon while he previously various marketing functions at companies such as Nestle, Method plus HotelTonight.
And his toons were so fascinating and funny that will top publications such as Wall Street Journal, Forbes, Quick Company or the Nyc Times featured all of them.
And that was the instant when Tom noticed that cartoons are an amazing type of shareable visual content. So this individual launched Marketoonist to assist large and little business companies to achieve their audiences with this particular type of visual content.
He worked with manufacturers like GE, Kronos, Google and others.
The reason why I’m telling this particular to you? Because I would like you to see how individuals are using visual content to work with big companies like Google, or launch their own business, or to see the significance of visual content within the today’s modern advertising ecosystem.
ClearVoice analyzed a lot more than 640, 000 weblog posts/articles in different groups and they found out that will Infographics are the best type of content.
Visual content marketing is really a must in content marketing and this is why I would like you to understand the significance of it.
But before all of us go deeper in to the strategy, let’s consider the definition of it.
What exactly is visual content?
Visual content is everything all of us see, read, connect to on the internet. In fact , visual content is the visual piece of the world wide web all of us consume everyday. These types of type of visual material can be photos from your friends/ family/ manufacturers,. Gifs, Slideshows, infographics, gifographics, interactive press, videos, ebooks, memes or even visual advertisements.
If we say this in more simple terms, that visual content is content depending on images rather than upon text.
But what’s the difference between visual content and visual content marketing.
Visual Content Marketing is every thing related to visual content but with an advertising purpose. For example , in case you work for an elegance company you can release a weekly infographic with tips and tricks in order to do your make-up for different moments during. Your marketing objective is to make this infographic viral so lots of your customers and feasible customers see it, build relationships it, share this and maybe buy from your business.
This is the difference among visual content along with a visual content advertising.
Is it enough to possess a documented marketing strategy? Or even why should we have the visual content strategy too?
Because this visual content strategy can help your content marketing strategy get better results.
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The objective of Visual Content Strategy
Visual content will help you stand out with your content even if you work in an unteresting industry. It will help a person be noticed and obtain remarked by the best influencers.
But if strategy is important in every business growth, every content marketing and even social media strategy is also essential in visual content.
1 . Strong brand name identity
How can you obtain recognized in this overloaded internet if you don’t possess a strong brand identification? Just think about this. Exactly how people can identify your brand upon Twitter when you do not stay close on the brand identity.
With regard to example Jon Loomer is making use of his personal brand name to be recognized upon social media.
While on Tweets you can upload the profile picture, you may also use a featured picture so people can easily see your content within their feed.
How can you function your visuals upon Twitter without posting a photo? Using Twitter Credit cards:
You have to choose which kind of card do you wish to implement for your web site. You can use between the subsequent cards:
The Summary Card – this card is utilized by several web sites and blogs to have the Twitter user the preview of the content before clicking to the website.
Summary Cards with Large Image – it’s similar to Overview Card but it includes a larger image.
Application Card – this is a good way to drive more downloading of your mobile application. It is designed to display a name, explanation, icon on the application and also allow some other description like rankings or prices.
Gamer Card – this is a cards that provides audio and video press content.
Add the meta tagsto your web site.
Use this validator toolto test if your web site will show upon Twitter your cards (the only cards that requests authorization for whitelisting may be the Player Card). Here is an example on how I have done it with regard to my own blog:
Once you used the validator device, you are ready to display your featured picture on Twitter without having even uploading any kind of picture.
2 . Boost productivity
The moment a person create a visual content strategy and you understand what type of fonts, what type of visuals and what type of size you can use on the distribution channel, it can be more easy for you to get the task done.
3. Regularity
Consistency helps you develop brand awareness as well as establish credibility.
Individuals will trust a person when you show up whenever you promise them.
Using a visual content strategy will help you be in line with the type of visuals you utilize on social media, running a blog or email marketing. A few of you might say that this will be branding, but you can not have a brand or else consistent with it’s visual element on your item design, right?
Once more we now the purpose of visual content strategy let us get deeper with the topic and look in the elements we must realize to plan our own strategy.
How to produce a visual content strategy?
Visual content strategy is not a standalone strategy. You also must have a documented content strategy. Because the visual content strategy relates to a platform or perhaps a network.
The visual content strategy must be built on the recorded content marketing strategy.
I am going to talk about the a few important elements you should think about in your strategy:
Personalisation
Distribution platform
Kind of content
Now let us start with the most important component:
1 . Branding
A brandname is anything the product/ service does and showing, through symbols, name, audio, emotion and others. Consider Nike and you curently have a logo in your head with their “Just perform it” or consider McDonald’s and you have the of the golden curve in your mind.
But also personalisation is very important in the visual content strategy.
For this reason I always recommend in order to everyone who is beginning a new business and it is working on their brand new brand (logo, title, colors, fonts) to produce a small manual which is helping them choose the best color in require, use the logo using the correct whitespace along with other information that you should make use of when you want to display your own brand or logo design somewhere.
Think about this guide as the Bible of the brand. Stay near to it and make this the most precious guide of your company.
For instance , let’s look at this brand name: HelpScout is a client and team assistance service and they are carrying out a great job with their weblog and their visual content.
If you carry on their blog, you will notice the consistence associated with illustrations they are making use of on their featured pictures (they call it digital illustration and wrote the compelling article about how are they doing it).
What I love concerning the HelpScout branding is they are not so intense with their visuals, however they are also staying near to their identity plus colors. And they are an incredible example on how to make use of visuals, how to display your blog post along with visuals and how to utilize them in social media.
For instance , let’s look at this post on “How to operate a 40-Hour Week”.
If you go on their own blog post, you will see the particular colors and visual elements they utilized in their featured picture:
You will also see this particular web card picture when they shared upon Twitter
And also whenever they shared with their Fb community:
So they are usually staying close to their own brand but they are usually alsodoing a great design match between the article and the social media submission.
When you create your own visual content strategy you should consider creating a record and be very particular on what you can use when it comes to branding: What kind of colours should you use? What type of visuals will you possess? How many fonts are you going to use? I recommend in order to stick to max. two – 3 forms of fonts.
2 . Kind of visual content
It matters little the type of content until you have an answer for just one simple question. Wait around! What? Exactly. The kind of content doesn’t issue. Always, but usually start with this easy question – What I would like people to do once they see this visual?
Maybe some arbitrary answers will be – “Click on the link” or “Consume the particular content” but that is not the real solution.
For example , if you design an infographic you would like people to read the infographic and also share this to be a viral content so other blog owners and publications in order to feature it on the website and you can obtain a few backlinks.
Yes, it is a real answer associated with visual content you would like to create. Be actual and transparent along with yourself when you are responding to this question. The reason why? Because it will help you produce the right type of visual content.
Now think System.Drawing.Bitmap audience and see what type of content they prefer to consume.
Maybe they may be more into video clips and they like educative ones, where they could learn how to have a much better life or using your product to become more effective in their every day jobs.
Look at exactly what Moz is doing with Whiteboard Friday. They are posting a weekly movie where they present to their community academic step-by-steps on how to fag certain situations. Their own community love this type of videos and they are discussing it as insane every Friday.
There are a great number of visual contents you are able to create. Starting from video clips (documentary, weekly collection, short stories upon Instagram or Snapchat, video ads, step by step guides, how to do’s and others), pictures, graphic elements, information visualization, memes, humorous. gifs, infographics, gifographics, slideshows, icons, movement graphics, ebooks, whitepapers and others.
You see the number of types of content you are able to create? The previous types are the first that will came into my thoughts, but there can be a lot more. And I bet System.Drawing.Bitmap start planning your own visual content strategy, you already know what to produce.
3. Distribution System
Now that we know concerning the brading and what kind of content we want to produce we need to focus on submission platforms.
The importance of submission platform is all about exactly where and how you will occurs visuals. For example , if you need to promote an article on Pinterest, what type of visual elements you may use there?
Whenever I’m talking about submission platform I take a look at everything related to weblog, social media channels, e-mail newsletters, forums as well as others.
Think about the best route you want to use to disperse your content after which look at the visuals you might have created so they can go through the platform.
What I actually want to say is that if you need to share content upon Pinterest, you will how to use horizontal type of visual because this social media system has build in the identity to use that will kind of content. As well as the Pinterest users have been in love with infographics and other horizontal kind of content.
I wager that you already noticed about the Dollar Slice Club (DSC), right? When you don’t, without a doubt something about them. They have got everything you want from the cool brand: an excellent story to tell, an incredible video to release, topics related to the particular audience and plenty of awesome pictures.
And when I state visual I mean their video too: ) that acquired more than 23M sights on YouTube.
But if you may go on their Instagram Page you will see exactly how consistent are using their brand and their own topics they are speaking about on their blog as well.
It is funny which kind of Instagram page that a DSC lover will follow.
Also, their own visual content on the blog is sticking with the brand identification, not only the visual part, but also the particular brand behavior.
Read articles about Necking Manual, Can You Use Hair Elimination Cream for Manscaping? or studies such as this 50% of males use moisturizer.
DSC understands their audience, realize their needs plus they figure out how to use pictures and content to produce a big community which will buy their item. But if you want to observe how they used content marketing tricks to obtain viral, I recommend you to definitely read this article from QuickSprout.
Last but not least, I want to summarize the 3 factors that you need to consider each time you create your own visual content strategy.
These are the point that will assist you answer your boss’ question if he can ask you “What’s the reason of this strategy? ”:
Determine the particular objective– What is the goal of your visual content strategy? What do you would like to achieve? Do you want to possess a better brand consciousness? Do you want to increase your customer loyalty? For example , whenever you create a weekly infographic you can choose to improve your web traffic, a lot more social media shares, obtain hiqh quality inbound links or grow your brand name awareness.
How do you measure – Yes, measuring is essential. If you work on developing a weekly cartoon, you must understand how you can measure the achievement of it. You can produce a bit. ly url to your blog post plus promote it on social media, talk directly to influencers or send this over to publishers. Make use of bit. ly in order to measure how many individuals click on your visual.
Another great way to determine your visual effect is by using Bannersnack Analytics. Just add your visual plus use the embed program code on your website. You are able to measure the impressions, ticks and CTR, look at demographic situation as well as from which devices you have the most clicks.
Performance plan– maybe this really is one of the hardest action to take but it’s probably the most relevant. How will you perform the visual content? Who will create all those visual contents? Right here it’s not about suggestions and creativity, the following is about execution and also you need a plan for this particular.
Conclusion
According to research by MIT, the brain may process a visual in 13 milliseconds. So yes, visual content is easy to eat and understand which is what makes it essential for the content marketing strategy.
Don’t forget, you can’t produce a visual content strategy if you don’t have a recorded content marketing strategy, since it won’t work by yourself.
Are there any tricks you need to share when it comes to producing an visual content strategy?
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