Include relevant visuals in your content strategy

Content which includes images, across websites and social media, attracts 94% more engagement than does text only. It isn’t a surprise this happens, when data also shows that our brains understand images a lot faster than text – in fact, 60,000 times faster.

For in-depth understanding, internet users read through a blog post or news piece on one main condition. They need to have an interest in doing so. This is where relevant imagery plays a major role, in more than one way.

First, it causes that spur which will keep the person’s attention on the page, or social media post.
Second, it breaks the actual text into bite-sizes, easier for the human brain to process at a faster pace. With online browsing on smartphones today decreasing our attention span, as a variety of scientific studies have already shown, the speed factor matters.

With data and experience so unequivocally showing we all need visuals in our content strategy, the next step takes us to how we use them.

Who can use visuals in their business posts

Think of the number of social media or blog posts you can enhance by using photography, video or graphics. As content creators in an agency setting, we find it difficult to think of any type of content without visuals. There is one exception, of course – podcasts.

We also discussed previously how business owners or team members might struggle to decide what images to use. This particularly applies to service based industries. An accountants’ practice or a mortgage advisor might wonder how to put together visuals for their online presence.

Find in the lists below the best tips to apply in your company’s content strategy. For some of the images included, you will not even require expensive equipment or professionally rendered visuals. We marked them with the star (*) sign. Start with those first while you build up your strategy.

Types of visuals to include in your strategy

Photography

  • images from events
    Together with information about the event your company attended, these make a gold mine for social media.
    When you tag other participants, they are most likely to engage with your content.*
  • photography of everyday industry related team activities
    Post pictures portraying members of your team discussing data, designing a product, adjusting, measuring.
    Behind the scenes photos also fall into this category, and they offer one of the richest sources of imagery.*
  • images which picture the area/city/region where your company is based
    If these photos are inspiring or relevant to your activity, they will support lighter and more informal posts.*
    Let us give a few examples on this. Maybe your company was founded a few decades ago and you illustrate the way it evolved together with the city. Or your company values diversity and creativity – why not picture this with relevant photos from everyday life around you?
  • user created photos
    One of the most powerful types of content to use, photos taken and posted by your customers who tag your company boost engagement and traffic. Cafes encourage customers to share images of their favourite cake. Crockery traders suggest to their clients to post photos of their food served in their products.

Videography

  • showreels
    Tell the story of your company, through its journey, values, team and goals.
  • how to videos
    Demonstrate or explain valuable information to prospective clients or business partners. *
  • guest videos with contributors or important names in your industry
    In this category we include curating video content from leading professionals which you want to provide to your audience.
  • video from events
    You will benefit from these the same way as from photos taken at events. Try to keep them short and sweet. *

Graphics

  • simple graphics put together using your Office pack, or free online tools such as Canva
    Any such graphics make data easier to visualise. When it comes to numbers, even mainstream media outlets which hire a Data Department avoid using too many of them. If you can put data in an image, you’ve reduced the likelihood of readers getting bored or tired before they even started.

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