Is timing really everything? Is having all the right materials enough to be successful? Are all your materials really right?
Some people believe that there is a right time for everything, but if you want to get ahead and stand out, anytime is the right time. Blending in with the times can only get you so far, but blending in can also make your disappear. This may be the case, but do not rush to launch your content just yet.
You might think that you are ready to slay with your content marketing once you have created an elaborate definition of your audience, planned out an intricate editorial calendar and dedicated countless of hours on researching and developing a faultless content, but you are not quite there yet.
The marketing industry is extremely fast-paced, in turn; content marketing is getting more competitive by the hour. Most marketers opt for content marketing for their strategy which means that there would be more competition when it comes to getting the attention of your audience. You would need more than just good writing to be able to stand out.
You should start to consider integrating graphic design, infographics and other visual storytelling materials into your marketing strategy. This way you would be able to tell your content apart from your competition.
Benefits of Graphic Design in Your Marketing Strategy
Over the years, we have developed a visual culture, which means people respond better to content with visual elements. Your audience will be able to process the message that you are trying to get across more efficiently when you present the information through graphics. Shapes and colours can help your viewers remember your brand better.
In general, people respond better to visual information rather than just simple texts. You would also notice that more page visits are received by social posts with images versus the posts without visual designs. Your business would more likely be noticed if you market with graphic designs and infographics.
They say that to see is to believe, so let’s discuss the ways on how to include visual elements into your content marketing strategy. See the difference between plain text content against a content reinforced by dynamic graphic designs and visuals.
How Much is Enough?
Putting in the right amount of images also plays a part in making your content effective. Putting too much can make your post cluttered and aesthetically unattractive, on the contrary, putting too little can make the content look dull and unreliable. Fortunately, you no longer have to try and fail to get the ratio right.
Goldilocks had to try three chairs, three bowls of porridge and three beds to know which one is “just right”, but BuzzSumo has your work cut out for you. Based on the data collected by BuzzSumo through a number of blog posts, the right amount of visual material is one image for every 75-100 words:
“In a study of over one million articles, BuzzSumo looked at how many blog posts with images were shared. Then they looked at how many images, per how many words, got the best results. What they found was articles with an image once every 75 -100 words got double the amount of shares of articles with fewer images.”
You have to plan the placement of your graphic materials carefully so you can ensure maximum effectiveness of the visual material.
Working with Original Designs
Using stock images is good, but it is even better if you utilize custom graphic designs that are specially made for your content. Since stock images are not exclusively yours, this may affect your percentage of standing out. Statistic says that content with relevant images has 94% more views than content without relevant images. Aside from the ratio of the quantity of the images in your content, relevance also plays a part in ensuring effectiveness.
The best approach when you are planning to use custom graphic design is to write the content first before reaching out to a graphic designer. An effective graphic designer can use the existing post to immediately understand the designs that you need. The content will help the graphic designer create a relevant visual element for your post.
Tell your Story Through Infographics
Infographics have become a preferred form of content marketing because they are able to pack together the content into something more shareable, especially on social media. They have a good amount of information which is incorporated with visuals that makes it an amazing tool for marketing.
You can choose to create an original content from scratch, but one of the most efficient ways of using infographics is to reuse an existing blog post. This is effective in the sense that you already know how this content performs in attracting your audience, if it is a success then you can double the results and if it did not perform as well as expected, you get another chance to boost that content through visuals. Also, since the content is already outlined in the existing blog post, most of the work will just fall on to your designer who can start on converting information into graphics.
How to Boost Activities on your Content Marketing Materials
Turning every post into an infographic may sound tempting considering its many benefits as a marketing material, but let’s face it; you can’t turn every post into an infographic. You can get a similar effect if you create social media related content marketing materials to promote your content. For example, on Twitter, tweets with images received 150% more retweets than tweets without images.
Your audience might get tired of your content if you keep on reposting the same featured image over and over again. You can avoid this issue by creating a series of distinct graphic designs that is custom made for your blog posts only. Since the images are unique to your brand, you can re-share your content multiple times without worrying about repetition for your audience.
There are 3 common, but effective forms of original social media images that you can use to improve the traffic in your content:
- Quotes- On Twitter, tweets with quotes get a 19% boost in retweets. This is also true for Facebook, Instagram, Tumblr and other social media platforms. To utilize this content, you can convert a quote into a graphic design or add it on to an image.
- Screengrabs- You can take a screenshot of the blog post that you want to share, this allows you to share enough content to give your audience a sneak peak of your post. This also allows your audience to see your content in a different format
- Visual How-Tos- If you plan on creating a DIY guide, you may want to have the steps illustrated. This allows your audience to have a better understanding of the project since the illustration serves as a visual aid. The illustrations also encourage your audience to read more of your post.
Sharing Your Content
Once you have fortified your content with good graphic design and compelling visual storytelling, your content is ready to be shared. This content marketing strategy does not only improve the performance of your content on Twitter and Facebook, but also on all the other visual-centric social media platforms like Tumblr, Pinterest, Instagram and many more. Including visuals to your content allows you to have more distribution channels.
Adding visuals to your contents allows you to connect with a new set of audience for the first time. Graphic elements can expand your audience reach in many ways. It helps in gaining likes, shares and other forms of traffic on different platforms.
Different visual assets perform differently from one another; when you are sharing your content, remember to consider these differences so you can ensure that you are utilizing them the best way possible.
Knowing which visual element works best can help you prioritize your materials as well. You can easily evaluate the materials that you are using through social metrics like shares and link clicks; you can also get a good idea of which kind of visual element contributed the most on your content post through web metrics like new visitors and page clicks.
You do not only have to work hard, you also have to work smart to get ahead and get the best return on your investments.
Consistency is one of the keys to success. Consistently use good graphic designs and visual storytelling to help you lift up your content and build a good reputation with your audience. Use effective images to be able to communicate your message to your audience more efficiently, show them that you care about their needs and that you want them to understand what you have to offer.
Of course, you also have to set your content in front of more potential customers, using the right tools and materials can help you get there. At this point, you could understand that effective visuals are vital content marketing tools that you simply cannot ignore.