If it is well done, Content Marketing works to attract traffic. So much so that, according to a report published by Oracle.com, this strategy is three times more effective than the SEM or paid search in search engines (mostly Google) in terms of leads or potential customers and ROI (Return on Investment).
This graph corresponds to the results analyzed by the Kinsta website to check what the report says about content marketing. As we can see, the paid search reached 9 leads (or potential customers) and Content Marketing at 31.
But here the statistical sample does not end. A study conducted by Demand Metric indicates that:
“68% of Internet users spend time reading about brands and 80% of them appreciate learning about companies through personalized content.”
This means that people approach and know more about your brand or company through the content you publish. And this applies to any type of business or project (whatever the product or services it sells).
Well, but we’re not for jokes. It’s true! Let’s keep going. How could we establish that a Content Marketing strategy is well done? Mainly, when it includes a blog + visual content. Why? We go with that answer.
Is not the text enough? No. Visual Content is equally important
Exactly that. The text is a type of content that has to be attractive, that has to capture the attention of the audience. In short, it has a high degree of importance. But it is radically different from a visual content. And the visual content, today, is too important.
Let’s look again at the numbers that somehow confirm this hypothesis. According to a report published by Social Media Examiner, 38% of Marketing specialists say that blogs are the most important way to generate content for a business or company.
- 37% of these professionals consider visual content as their most important content marketing strategy.
- 68% use blogs to do Marketing.
- 74% say they use more of the images than any other type of content.
- Content Marketing, in general, offers conversion rates six times higher than other strategies.
Have you already convinced yourself to implement a Visual Content strategy in your blog? Let’s see then what are the 8 essential strategies that you have to take into account yes or yes.
1.- THE FEATURED IMAGE
Every article, note, news, novelty that you post on your blog needs a prominent image. It is what visually describes your textual content. It can not be any image. It must have high resolution quality and be related to the subject of the post.
It is also important to think about and choose that image based on its subsequent distribution in networks. In general, everything that is published in the blog will also be shown in the rest of the networks through a link. Especially on Facebook and Twitter. This is the first thing that your followers are going to see and it has to be relevant.
In the example that follows, a specialist in Digital Marketing that surely you already know, publishes an entry of his blog on Facebook. The image maintains the style of your personal brand and is complemented by the text.
All perfect. Now, how do I include visual content in the articles? That is, in the body of the text. What visual elements do I add and how do I use them according to my general Content Marketing strategy?
2.- GRAPHICS AND DIAGRAMS
One of the keys to a good strategy of visual content has to do with the use of graphics and diagrams. For what reason? Because it is valuable information. And what do people look for? That they contribute VALUE.
The graphics and tables are the visual expression of the information. They generate trust and help the audience to understand what they are talking about. In fact, in this same article we have exposed statistical reports and we have verified the data with the example of a graph.
If you offer “How to” articles on your blog, the screenshots allow you to show the step by step process. According to a study conducted by two students of Technology and Behavior, people who follow instructions with texts and illustrations, understand and perform 323% better than those who follow the same instructions without illustrations.
Neil Patel’s blog is a good example of visual content. And also use screenshots! In the example that follows, it shows with several images how to create a good cover for Facebook.
A good photograph is always an effective resource to attract and please the audience. Even more if it is a travel blog, food, fashion, among other issues that require quality images.
If you can not take your own photographs (which would be ideal, but that involves a lot of time and at least minimal learning about photography) or if you only need generic images for your article, there are image banks.
This is the The Stocks site, an excellent option to download high quality images.
RECOMMENDATION: If you use free sources (in The Stock you have a double option: free and paid), always take care of copyright to avoid legal problems. And if you find images on Google, also find out who it belongs to and how you can use it without getting into trouble.
5.- INFOGRAPHIES AND ILLUSTRATIONS
Infographics have become a truly successful visual resource. An infographic structures the data in a consistent manner and helps the reader to organize all these data easily. In fact, an infographic is 30 times more likely to be read than an ordinary blog post.
The Customer Magnetism site has made an infographic on the infographics (worth the redundancy) in which it takes statistical data. One of them says that blogs that use infographics receive 12% more traffic than those that do not.
Another similar case is that of the illustrations. Currently, the art of the Enlightenment is having a massive boom. But the same thing happens with photographs: you must respect copyright. Always, but you should always consult with the illustrator about the use of his work. Many large digital media blogs commission illustrations and infographics and pay for them. If you have a budget for that, do it!
6.- PRODUCT IMAGES
Many times in blogs there are articles referring to the products that commercialize the own brand or brands / companies of other owners (the famous blogs of product recommendations). These items must be accompanied by images of those products. You can take the images yourself or request them from the brand. In any case, we must ensure that they are quality, professional.
7.- EBOOKS, BANNERS AND CATALOGS
Let’s start with the banners. They are a widely used resource to insert in other blogs and generate traffic and more contacts. Of course, the success or failure of your banner will depend on how attractive it is. If you are a professional designer or at least have some knowledge about visual design, the recommendation of the experts is that you make your banner in HTML5.
A good tool for this is Bannersnack. The only problem is that it is paid. It allows you to create HTML5 banners in minutes and even animate them. A free option can be Canva, but the banner properties will be of lower quality.
To generate ebooks and product catalogs you can also use Canva, free and with many potentialities. There is also a payment tool: Flipsnack. This app allows you to design ebooks and responsive catalogs. That is, adpated to their mobile reading, something that is not less in these times.
How could it be otherwise, in an era marked by the audiovisual, the videos should be in the entries of a blog. They are an important part of any content marketing strategy. They are so powerful that they give you the possibility of converting potential clients into clients and sporadic readers into regular readers.
The key is to share what your audience wants to see. That is measured, investigated by trial and error. The truth is that there is no denying that videos are popular, which is why they can not be left out of a content strategy.
According to data published by Kinsta, people who prefer to watch a video sn four times more than those who prefer to read only. In addition, it is believed that video content represents almost ¾ of total Internet traffic. And surely these data are already a little outdated if we think about Instagram and its new TV channel, IGTV.