4 Tips to Incorporate Visuals Into Your B2B Content Marketing Strategy

4 min read · 7 years ago


When most firms begin creating a new B2B content marketing strategy, they focus on written content. The details of their strategy revolve around what topics their target audience is searching for, the SEO keywords that will help folks find their website, and promotional efforts to drive inbound traffic. While these are all essential components of an effective content strategy, they neglect to include another important aspect of any online marketing effort: visual content.

If your firm isn’t currently utilizing imagery as a fully integrated component of your content strategy, it’s time to make a change. Using visual content can help your brand connect with prospective buyers more memorably. According to 3M Corporation and Zabisco, 90% of information transmitted to the brain is visual. Not only that, but the brain processes imagery 60,000 times more quickly than text. Zabisco also estimates that 40% of the population is more responsive to visual information than simple plain text.

How, then, can your firm incorporate more visual content into your marketing strategy? Here are four powerful techniques.

1. Offers

An eye-catching visual is a great way to convince your visitors to take further action on your website. By designing calls-to-action (CTAs) that are visually appealing and stand out from the rest of your website content, you can increase the chances that readers will convert on your offers. For instance, including an image of the piece of content you are offering can help catch the attention of your prospective buyers by clarifying what they’ll receive if they click through.

An effective, visual offer for a downloadable report

As you tweak the visual appeal of your offers, be sure to use data to inform your design choices. Pay attention to how certain aspects of your calls-to-action perform and make adjustments to seemingly small design elements – like color, page placement or wording – then see if they make an impact.

2. Videos

According to Moz, posts that contain videos attract 3X more inbound links than plain texts posts. There are a number of different ways your firm can use videos to connect with your buyers and showcase your brand, communicating your differentiators and establishing your personal approach and values.

Since videos are such an accessible form of content, they can be a great way to build trust with your buyers. However, you want to make sure the quality of your videos is sending the right message. Low quality video content won’t convey the same sense of authority and credibility as professionally produced video.

3. Infographics

Due to their highly shareable nature, infographics can be a great way to present data and drive traffic to your website. By including a simple embed code in your post, you can make your infographics even more likely to be shared, which puts your content in front of an even wider audience.

Not sure what data you can turn into an infographic? Well, there are numerous different types of infographics, so it’s just a matter of finding what best suits your needs. You might try displaying your data in a memorable visual that draws specific attention to key statistics. Or, you might use a flow chart to show the steps in a particular process. Regardless of the format you choose, the visual appeal of infographics has the ability to really resonate with your target audience.

4. Imagery and Website Design

Last year, we conducted research to gain insight into how buyers “check out” professional services firms. After surveying over 1,000 buyers, the results were clear: the number one way buyers check out potential professional services providers is by looking at their website.

Over 80% of our surveyed buyers reported visiting a prospective firm’s website to evaluate their compatibility. Since your website is among your most visible platforms for attracting new business, it’s crucial that your imagery and design convey your identity and purpose.

The visual appeal of your website is also an important connection to your brand in a buyer’s memory. Having a recognizable logo and well-designed typography can help your firm stand out from the competition. Think carefully about how the visual appeal of your website is impacting the visitor experience. The imagery on your homepage and main slider has the potential to make a clear and immediate positive or negative impression.

Remember – as you craft your content marketing strategy, it is important to include visual content in your strategy that can help your firm capitalize on different media for connecting with your audience. Images help to characterize your brand and make your firm more memorable and appealing to prospective buyers. Creating visual content like offers, videos, infographics, and web design help take your content marketing strategy to the next level of accessibility.

Begin refining your B2B content marketing strategy with visuals and download our free guide, The Content Marketing Guide for Professional Services.

This article was syndicated from Business 2 Community: 4 Tips to Incorporate Visuals Into Your B2B Content Marketing Strategy

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