5 Steps for Compelling Visual Content

5 Steps for Compelling Visual Content

February 27th, 2013

Good marketing is quickly becoming nearly indistinguishable from good storytelling. Products have narratives, detailing the conflicts of customers and the resolutions that those products provide. Visual media is becoming especially crucial in the new storytelling marketing; having compelling visual content that aligns with your brand, your products, and your story can be a powerful tool in your marketing arsenal.

 

Marketing Profs asks, "How can you prepare your brand to benefit from the power of visual content such as photos, slides, infographics, cartoons, and more? What kind of content works best for telling a visual story that packs a punch? And how can inherently boring organizations create compelling visual content?" Here are five suggestions for taking advantage of visual vehicles for telling your stories. 
 
1. Unprecedented opportunity
Content and story are becoming the new cornerstone of marketing. This visual revolution and the growth in new platforms is providing marketers with new tools and new opportunities to rethink the way we tell stories. Use YouTube to re-imagine how you present case studies, or publish charts on tools like Instagram or Pinterest to generate B2B excitement. 
 
2. Imperative to engage
New marketing doesn't stop at telling a story-- it means engaging with your followers in meaningful ways. Marketing Profs recommends, "consider how your visual content can extend your brand story—and how it can help you differentiate. How might your visual story help you stand out?" Every brand is a publisher now, so carve out your niche and express your uniqueness with as many visual tools as you can.
 
3. The best content is worth sharing.
 Create content that tells your story in such a way that customers empathize and make your story their own in the real world. For example, using hashtags to categorize your story will connect your online marketing with offline experience. Or, using visual platforms and geotagging photos can give an inside view or a richer look at your B2B service or company.
 
4. Be a Content Brand-- NOT a brand with content
Don't just churn out content: BE the content. Tell your story strategically and in a cohesive way. Randomly churning out content is worse than useless; it can be damaging. Make sure that all your content aligns with a vision and a goal and moves in a unified way towards making that goal attainable.
 
5. Show how your product lives in the world
One of the best ways to build awareness and appreciation of your brand is to show you you help your customers. What are their pain points and how do you solve their problems? Using visual content to demonstrate this can be a great way to give your audience better insight into your brand. It's imperative to tell stories, not just showcase or repeat what people already know. 

 

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