Tell Your Brand’s Story With Visual Content
The act of creating content in branding is an act of educating. You are teaching people what they can expect from your brand, why they should trust you as a service professional, and what differentiates you from the other competitors in your field. Anyone who has ever spent any time in the field of education would be quick to tell you how important visual communication is in teaching. It is one of the most important ways you can share information.
A popular statistic states that 90% of the information our brain processes is visual. If a piece of information is heard there is a 10% chance the hearer will be able to recall it three days later. If the information is seen that number goes up to 65%. Using visuals in a presentation is said to make a presenter 43% more effective in convincing a group of people to take a desired course of action. It is clear that visuals can be very persuasive.
That is all well and good but what does it mean for marketing your brand? As you are building a brand through your content marketing, you have a few opportunities to make an impression. These moments of influence are referred to as touch-points and the combination of them equals an individual’s entire perception of your brand. Your goal with these touch-points is to clearly and distinctly communicate your brand in the small amount of time your audience’s attention span will grant you. Here are a few types of visual content that will make your brand pop.
In most blog posts you will have the opportunity to choose a featured picture. This is true on blogging platforms like FMG Suite, WordPress, and Medium as well as social networks like LinkedIn and Facebook. The featured picture is the first impression people receive of your written content, even before the headline. Your featured image needs to communicate the tone and subject of your piece as well as fit in with the larger thematic look and feel of our brand. One mistake content creators can make with their featured images is being too literal with the pictures they choose. Sometimes a metaphorical representation of your topic can be even more interesting than a literal one.
Does it feel like infographics are outside of your content creation bailiwick? Keep your definition of what makes an infographic wide. There is no reason infographics have to be the sprawling monstrosities they sometimes are conflated with. In reality, an infographic is any time a piece of information is integrated into a visual. Services like Canva can be a simple and straightforward solution for beginning content creators looking to spice up their content with a few visualized facts.
In 2012 LinkedIn purchased the company SlideShare for $119 million. It was money well spent. Currently, the site receives 70 million unique visitors every month and has over 400,000 new slideshows uploaded monthly. Google indexes every slideshow and Slideshare receives over 80% of its traffic from organic searches. All this is to say that if you are looking for a visually engaging medium for communication a slideshow could be a very powerful solution. LinkedIn recommends having around 37 images per presentation and keeping words per slide to under 30. Slideshare posts are embeddable in LinkedIn blog posts which makes for a powerful combination of content types.
No matter what content type you choose, keeping visual communication in mind is an important way to make sure that you are communicating at the highest bandwidth possible and establishing the aspects of your brand that are most important to your audience.