GUEST BLOG: Beth Williams of The Sales Manager
What is Content Marketing? And why is it so important?
Content Marketing is an approach to advertising which prioritises the creation and distribution of informative content over sales pitches. It’s important because, in the age of social media, content marketing is king! Have I said the words ‘Content Marketing’ enough times yet? It’s an idea you want to get your head around and if you’re not using it yet, now’s the time!
This approach to marketing involves blogs, social media content, images, videos and information, shared among your clients, prospects, social followers and staff. It focuses on building your brand identity and establishing yourself as a reputable source for advice. This stands in stark contrast to obvious sales pitches and advertising campaigns.
Why Visual Content?
- We are incredible at remembering pictures. Hear a piece of information, and three days later you’ll remember 10% of it. Add a picture and you’ll remember 65%. (Source)
- More than 7 in 10 people turn to YouTube Videos to help them fix a problem they’re having at home or work. (Source)
- Eye-tracking studies show that relevant images attract more attention on web pages than the accompanying text, even when the text takes up considerably more space. (Source)
What do these Statistics Mean?
The above stats demonstrate perfectly how important visual content is if you want users to pay attention and remember you. Moreover, the YouTube fact proves that providing informative and relevant information is key to getting noticed on the internet.
How can you Incorporate Visual Marketing?
Working in marketing here at The Sales Manager, it sometimes feels like I’m swamped with advice. It becomes a huge task just wading through all the different ideas to make the best marketing choices. So, here’s my 4 top ways to incorporate visual content, and take advantages of those massive paybacks:
- VIDEO CONTENT: Video is king when it comes to our social media. We put out a weekly Sales Tip across all our channels, as well as in a mailshot, and get great responses. Likewise, when I’m scrolling through marketing material or social media, it’s the videos that make me stop and pay attention. If you want to capture your audience’s attention, video is a great way to go.Top Tip: including faces in the thumbnail image is shown to increase click rates!
- INFOGRAPHICS: If you’re not sure what an infographic is, it’s a graphic representation of facts, figures and statistics that often accompanies a report or study. These are really visual and are a great way to break down dense information or get across important figures. Top Tip: you can download templates online if you’re in a hurry or not feeling that creative spark!
- PICTURES: Don’t underestimate the power of images. Simple photographs used in your marketing material instantly give a visual boost to the content. Especially if you use images of you and your team, or the work you do, photos put the reader at ease and immediately make them feel connected to your organisation on a human-to-human level. Top Tip: If you want to build a connection with your audience, avoid using stock images when talking about yourself or your business. Viewers feel disconnected and studies show that more natural, real photos are a more effective marketing tool.
- MEMES: The digital age has brought us many things, one of those being the mighty meme – a combination of an image, normally recognisable to most people, and a witty or humorous caption. I love a meme as much as the next person, but did you know that they’re actually a great marketing tool. They allow you to connect with your audience over a giggle and give your brand a human touch. Top Tip: Unless your business specifically requires you to stay sombre, or you’ve made a conscious decision to use a serious tone for your organisation, humour is always a winning recipe for digital marketing.
So, there you have it, why you should be using visual content as part of your marketing strategy. If you’re not sure where to start, why not sign up to our email list here and receive weekly sales and marketing advice directly into your inbox.
And if it’s content you need, you’re in the right place! Get in touch with Pixooma today.