What is Visual Content Marketing (Benefits Included)

Intro

Gone are the days when all-text articles were the only way of communication with prospects. Today, visuals are a staple element of every content strategy. The human brain is hard-wired in a way that it gives more attention to vivid imagery. That is why marketers try to leverage their content with alluring visuals. 

Besides boosting engagement, visuals are ideal for improving the SEO rank. How visual content impacts the search engine rank, and what are the other benefits? We will discuss all this and much more.

But, let us first understand the meaning of visual content marketing. 

What is Visual Content Marketing? 

In simple terms, it refers to using visuals to educate and entertain potential clients. These visuals can be of any form. Marketers are not short of options, from videos and images to screenshots and GIFs. Furthermore, they make the content easily digestible, which is otherwise hard to comprehend.

The power of visuals is undeniable. They leave a lasting impression, create better engagement, and develop an emotional attachment. 

The benefits are much more. But, before proceeding further, let us shed light on the various forms of visual content: 

Images 

Images can enhance the visual appearance of your written content and help increase your conversion rate. People don’t read content like a book. Sometimes, they only look at the images to get an idea of what the content wants to deliver. 

Have a look at this image on McDonald’s website:

Before clicking on the Find Out More button, the picture will give visitors an idea that the selected meal contains various wrap flavors.

Source of Images

Professional photographers can capture the best shots for us. However, they are heavy on the pocket. If your budget is good enough, there is no better option than using real images.  

Alternatively, you can purchase images from various photo websites. Well-known platforms include Stock Photo Secrets, Shutterstock, istock, and Adobe. 

Placement of Images

Experts suggest putting images in the Z or F pattern to catch the visitor's immediate attention. Most visitors go through the content from left to right. Then they scroll down diagonally or horizontally.  That is why almost all logos are present in the upper left corner of the page.

Videos 

Videos have the power to explain complex things within minutes. We can demonstrate everything through them. Thus, they eliminate consumer queries and increase satisfaction.

Here is an excellent example of a video clip by Vtech, a renowned name in kid’s toys. 

The clip shows how the toy can transform from a car into a dino. It also shows the light that can appear from the back of the car. In the end, all other cars of this series are shown, which kids can collect to complete their dino world.

Infographics

Graphical presentation of the text is common these days. It is what infographics are all about. It includes bar graphs, pie charts, flowcharts, etc. These graphics make the text easy to understand. 

Here is an example: 

Screenshots 

Screenshots are an ideal way of earning reader credibility. You can use them to explain a hack or shortcut more clearly. Through screenshots, readers will know how you have taken each step. Thus, they will get the confidence to try it out. 

Have a look at the screenshot by Green Geeks, which also explains taking screenshots for WordPress posts: 

Visual Content and SEO Benefits

When incorporating anything into our online marketing tactics, the impact on SEO is our primary concern. Thankfully, visual content is ideal for boosting SEO results. Let us understand the relation between SEO and visual content marketing: 

Increases the Average Time Spent on the Site 

Consider a scenario in which you have two websites for getting information. One presents a perfect blend of visuals and text, while the other shows only text-bulky paragraphs. Which one will you prefer? 

Obviously, the first one!

Since it seems more interesting, you will find it easier to get maximum information. The same is the case with your viewers. When you add visuals, your website’s appearance will enhance automatically. Thus, people will spend more time than before. 

Since Google keeps an eye on it, your SEO rank will increase automatically. 

Generates Quality Links 

Marketers always try hard to get links from authoritative sites. Websites having backlinks from credible sources always get a good SEO rank. Visuals can generate these links in no time. 

All you need is to create a visual that can make the brand stand out. It can be a humorous GIF, a fantastic video, or a unique image. Once it gets viral, more sites will prefer linking to it. 

Create a content marketing strategy and plan out ways to make these visuals viral. Also, know what your competitors are up to. Where are they getting the links from, and how many are these?

You can also use a backlink checking tool to analyze your competitors' websites.

Increases Site’s Traffic 

If you are a tech-geek, you must have heard about Google Lens. This AI-based technology is helping us to search through images. We can use it on smartphones as well as PCs. If your website has similar images, it will likely appear in the search results. 

Even if a single image gains popularity, more and more people will search it. The result will then divert the users to your site. 

Other Benefits 

Visual content offers tremendous other benefits. Apart from the ones mentioned above, it contributes to brand exposure in multiple ways. Keep reading to discover all such benefits!

Easy to Share 

Have a look at various social media platforms, and you will find them thriving with visuals. Since visuals are easy to comprehend and engage readers, people prefer sharing them with friends.

With just a single click, users can share an informative illustration. Or, sometimes a funny GIF is enough to make their friends laugh. 

Viral videos are another excellent example here. It is the reason why brands create videos on trending topics and events. Be it a video of empathy during COVID-19 or a wish for a New Year. Well-known brands like Coca-Cola, Starbucks, Nike, and many others never lag behind in promoting their services through interactive video content.

Builds an Emotional Bond 

Visuals have the power to trigger emotions. After looking at a picture or video, potential clients can quickly develop an emotional bond with the brand. It is something that words fail to do. 

You must have seen pictures of the crispy fried chicken burgers with a glass of soft drink topped with ice cubes. Such shots are enough to make us hungry. Likewise, many companies use videos to develop feelings of empathy. Videos from charity centers display low-income families trying hard to meet their basic needs. 

Creates a Positive Brand Image 

Undoubtedly, competition in the online world is at its peak. Therefore, brands work hard to develop and maintain their positive brand image. 

Thankfully, visuals play a commendable role in creating a brand's goodwill. Through images and videos, companies can display their business culture. Prospects will likely trust brands that focus on employee training, workshops, and seminars.

Most importantly, they can share the BTS shots to show how hard a team works to create a high-quality product. Besides this, many brands actively participate in community activities and take eco-friendly steps. Short videos and images of these activities can make prospects realize how the brand gives back to the community.  

Saves Time and Effort 

Life is busy, and people don’t have time to read long descriptions. They prefer watching videos on the go, going through graphs to understand research, and looking at the images to get an idea about the brand. 

That is how visuals are beneficial. In less time, people can understand the same concept through videos. And, they don’t need to go through trial and error to try new tricks when screenshots are present. 

Wrapping It Up 

Overall, visuals are potent in influencing potential clients in this competitive landscape. However, adding visuals without a coherent strategy can never fetch the desired results.

Try to understand the purpose of visual content marketing and then create a well-defined strategy. Also, experiment with various visuals on different channels. You can also use SEO tools to observe the impact on search engine ranking. 

Getting all the benefits of visual content marketing is not difficult. Look at the examples discussed in this guide and see how other brands achieve their marketing goals. 

Start working on visual marketing from today, and soon you can make your dreams come true!