Content marketing: The efficient effect of visualisation

Content marketing: The efficient effect of visualisation

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7 November 2018

Pictures say more than a thousand words. In addition to unique content in the written word, videos and images have established themselves as an important stylistic device in online marketing. Moving images have long been an integral part of any content marketing strategy that is geared towards success and oriented towards the needs of the target group. Especially in the case of complex topics or products that are intended to promote emotional decisions, the visualisation of content is advantageous. It is important that the user "recognises" himself and gets the feeling that the offer solves his problem. Awareness and popularity can be sustainably increased through moving images on an emotional basis.

Visual and graphic content increases the click rate

A video, a picture or a graphic breaks up the content and prevents long - uninterrupted - content from leading to an attention deficit. Reading behaviour on the web is very different from physically reading a book or newspaper. Another aspect that speaks for the orientation towards pictorial content is the fact that statistical results confirm the click rate increase. If a blog post is designed with an image or an embedded video, it is accessed much more frequently than the same article in which visuals were omitted. Your traffic can increase by more than 90 percent and the engagement of your target group increases by an impressive 37 percent. From your own behaviour when researching on the web, you can understand the effects that pictorial content has on the willingness to click and thus on the success of a page.

However, video is not just video. Thematic relevance, the right format and compression for short loading times on all end devices form the foundation.

The quality of visuals is crucial: Think Twice

The quality of visuals is crucial: Think Twice

The quality of visuals is crucial

When we talk about image and video quality today, we no longer think of pixelated or blurred images. That is a thing of the past, which means that other segments are now on the agenda in terms of quality. Even with a smartphone, videos can be shot without loss of image quality. But beware: DIY video and photos are rather unsuitable for content marketing. What is sufficient for private blogs and websites is not enough for professional online marketing and tends to achieve the opposite result. The image quality, both for static and moving images, should be created with regard to the following factors.

  • Image content requires an appropriate format that is compatible with all operating systems.
  • Compression must promote a loading time of less than 3 seconds.
  • The right embedding in the text is decisive for the attractiveness.
  • Thematically relevant means that the content and placement on the website must fit the written core message.
  • Emotions are trumps!
  • Even with little attention, the material must provide solutions.

The ultimate quality degraders are long loading videos, interspersed with integrated advertising and not matching the written content.

Individuality and personalisation for image gain

Let's be honest. Cat and children's videos are of course cute, but they are also already on the web in a variety of forms. In these areas, it is therefore hardly possible to highlight your unique selling proposition and create unique visualisations. Creativity and the search for a niche pay off. Even if your company does not operate in a niche and your product is suitable for the masses. Individualisation, i.e. the creation of unique videos and images, makes an important contribution to your image gain and the acceptance of the target group. It has generally been shown in the past that completely new and unconventional ideas increase the click rate and lead to lively sharing of the content. You should consider personalisation with the same attention. Only if a visitor feels personally addressed by your video or an image and derives added value for himself, can your content strategy be successful. There is a lot to consider, so planning, creating and publishing visualised content is an enormous challenge. In the run-up, there is research to be done with competitors and, after publication, the continuous tracking of success. Those who rely on "self-starters" usually reap rather sporadic attention and do not use their available resources comprehensively.

Google search engine optimisation

Online marketing strategy visualisation as a foundation in SEO

The development of a strategy forms the basis for the visualisation of content. What goal do you want to achieve, which target group do you want to address and what message do you want to convey? These three questions are fundamental elements for analyses that arise in the context of marketing planning. In the case of complex topics, visual representations are recommended that break down the complexity and prove to be a self-explanatory description for a product. If it is a product for families, people of different age groups and social statuses must feel addressed. If you want to appeal to generations Y and Z, linguistic characteristics of your young customers will prove helpful. If you speak the language of your target group and know their needs, you can achieve the greatest success with a picture or a video and optimise the acquisition of new customers. Even if visualisation is a marketing campaign, the effect on search engine optimisation (SEO) should not be underestimated. With the right image caption, internal and external linking as well as the appropriate keywords, visualisation increases your ranking in search engines. A registration in the image search is recommended as a helpful measure.

The core focus - generating emotions!

Purchase decisions are rarely made rationally. More important are emotions, which influence a decision much more intensively than the actual question of need. An emotional video ensures that the viewer empathises with the protagonist and reaches the decision this way. "I know that too." This thought process plays a very important role in visualisation marketing. Now it is important to continue the train of thought and guide it to the solution. While the description in words is not always self-explanatory and promotes emotions, this benefit is generated quite automatically with an emotional video. Depending on the focus and target group, visual content can be designed humorously and make people happy. In contemporary content marketing, images and videos have the same importance as the content you publish in words in a clear, unique and high-quality presentation.

Moving images play an overriding role in modern content marketing. The planning and creation of videos and photos require the greatest competence and experience. A professional agency service is a good decision here, as experts know all the factors for moving visualisations and the generation of emotions and implement them in your marketing.

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