How can you make your brand stand out from the crowd?
Many companies use blog posts, step-by-step guides and videos to give their customers the information they need in a range of accessible formats.
But if you want to keep customers engaged and create advertising wares that make your brand truly stand out from the crowd content marketing is the way to go, research reveals.
Content marketing allows companies to provide customers with useful information in a range of formats. There are a range of visual assets out there to capture the imagination of your target audience. Here are our top five visual assets and the most effective ways to use them:
Photos are already a dominant force in the content marketing world – and the day-to-day world of the consumer. There are countless ways to integrate photos into a marketing strategy, depending on your brand and campaign. But a picture really does paint a thousand words to contextualise your content, increase its appeal and make it more accessible to a wider audience base.
In fact, articles with images get 94 per cent more total views and tweets including images receive almost 150 per cent more retweets than those without, research reveals.
Pie charts and bar charts, to name a couple, are the bread and butter of marketing departments who are eager to provide consumers with snazzy visual aids. They’re also a great tool to visualise data, identify relationships and bring context into complex information.
When creating charts remember to keep it simple, only include the main pieces of data, find an interesting and logical way to display the data and execute it.
3. Visual representations
Visual representations are used to introduce concepts and are usually paired with text to further outline that idea or concept. Simply put, a visual representation shows you what a piece of text is trying to tell you.
It’s a great way to reach out with the popular VARK theory from Neil Fleming touting that almost two-thirds of the world’s population are visual learners.
The comic book is a familiar and incredibly popular format often associated with a more light-hearted tone. The visual nature of a comic paired with the expectation of humour makes it an appealing medium.
This balance of information and humour can be a difficult ask, particularly for complicated ideas. The work of Grant Snider is a good place to start – check out this example as a good way to introduce the premises behind the detailed topic of typography.
5. Annotated screenshots
For those working with technical step-by-step guides or tutorials, an annotated set of screenshots can help to orient your audience and give them contextual clues to solve issues. Software guides use this medium regularly to break up blocks of text and give a user visual cues.
What about infographics?
Infographics are a great tool to engage and present your content in a beautiful format – but some argue that their appeal is coming to an end.
Rand Fishkin, marketing guru and founder of Moz.com, argued that the infographic format can easily become cluttered and overwhelming, which destroys their effectiveness.
The benefits of visual assets compared to infographics is their simplicity. The visual assets we’ve discussed communicate one or two ideas or sets of data, making them a highly effective tool.
Visual assets are often far quicker to create, have more flexible applications, are easier to share around and are more likely to be read as a whole.
As a digital asset management company, this opinion may come as no surprise. Visual assets or, more precisely, the effective management of digital assets is what we do best. Click here to find out more about our asset management software.