The importance of visuals in an effective content marketing strategy.
It’s no wonder we’re seeing reliance on visuals as the leading form of communication across the web with more and more competition for our increasingly short attention spans.
Even the most well-thought-out ideas and well-written content will get lost in the shuffle if the visual elements aren’t compelling. Or they don’t communicate the right message from a content marketing perspective. That’s why the imagery you choose should be as strategic as the written message behind it. It’s not enough to settle for the first applicable image you find in your stock library. You need to ensure every image is on brand and conveys the right idea.
It’s already been shown that people have become banner blind. In fact, the click-through rate on a traditional banner ad has plummeted to .1 percent.3 Content blindness may be soon to follow, particularly if you’re not finding new ideas to share and new ways to present those ideas. The fact is, visual IQ is rising higher than verbal IQ.4 People can spot inauthentic content marketing and images from a mile away—and more than ever, and they’re looking for something to connect with or aspire to. Glenn Caroll, Stanford Graduate School of Business professor, confirms: “In advanced consumer economies, consumers are buying on the basis of their interpretation of the product and its story.”
Lifestyle imagery can convey these genuine moments. Whether through full-subject photography, close-up details, or simply objects belonging to a person cast in idyllic, natural light, this imagery helps your audience picture themselves in the same moment—and wish they were part of the story. If you can make your audience feel as though you really “get” them. And if you can relate to them on a personal level, they will feel like joint owners of your brand. And they’ll reward your attention with continuous engagement and loyalty.
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Great content goes way beyond writing an article and pairing it with a relevant image from content marketing perspective. You also need to consider the best way to tell the story and deliver it in a way that will make the most impact. After all, if you present a great story in a format your audience ignores or doesn’t care for, have you actually told the story?
But creating something eye-catching or effective doesn’t mean being flashy. We’ve all experienced the Times Square effect of flashing banner ads. It’s so annoying that people resize their browsers just to avoid them. That’s negative attention. The point is to be in the conversation—not in the way. Consider unique or unexpected format types to ensure you’re grabbing the attention of your audience—and keeping it.
Today, the Adobe Stock library offers millions of curated photos, graphics, 4K and HD videos, templates, and 3D assets. It also includes the Premium and Editorial collections’ elegant, stereotype-busting stock. And because it’s integrated with Adobe Creative Cloud and Microsoft PowerPoint, content marketers have access to millions of creative assets—without leaving the applications they use every day.
Read this guide “Beyond 1000 Words” to learn:
- Why the imagery you choose should be as strategic as the written message behind it
- How to use imagery to enhance the impact of your content marketing efforts
- What types of imagery you should use to meet your brand objectives
Also Read: FINDING THE PERFECT IMAGE