Visual content marketing is the current best bet for building trust in a brand and promoting brand loyalty. Content marketing has become one of the most important ways companies build relationships with current and potential customers, and visual content marketing is at the head of the pack when it comes to building brand loyalty.
Seventy percent of companies invest in content marketing, which often includes visual content marketing, with 80% of marketers using visual assets in their social media marketing. But what is visual content marketing, or content marketing in general? How can your company leverage these techniques to grow your customer base?
What Is Content Marketing?
Content marketing is the practice of providing meaningful content, such as topical blog posts, how-to's or other informational or educational content to potential and current customers in an effort to build trust and favorable feelings towards your brand.
Becoming seen as a reliable source of information or even entertainment endears consumers to your brand, making them more likely to trust your recommendations, share your content online, and pick your product or brand when given a choice. Not only that, but loyal customers will also spend more, with 66% of Americans spending more with brands they feel a loyal connection to.
Rather than being a sales pitch, which consumers have become adept at spotting and which often cause more negative feelings than positive ones, well-executed content marketing makes users feel empowered to address issues in their lives and make informed choices. This builds the sort of favorable brand impression that not only converts customers but turns them into promoters, increasing your brand's Net Promoter Score (NPS). When content marketing first emerged, it was a primarily text-based practice. However, as consumer and media habits have evolved, content marketing is increasingly moving towards visual media.
What is Visual Content Marketing?
Visual content marketing is content marketing that includes or is entirely presented in the form of visual media. This can include images at the top of blog posts, infographics, videos, slide decks, and any other visual means of presenting information. This approach is very effective for grabbing and retaining consumer attention, and consumer engagement with visual content marketing is notably higher.
A recent analysis of over 1 million articles showed that articles with an image roughly every 85 words received double the social media shares as articles with fewer images. Tweets with images receive 1.5 times as many retweets as tweets without images, and Facebook posts with images receive 230% more engagement than posts without images.
Consumer recall of both information and brand identity increases markedly when using visual media. When hearing information, people are likely to remember just 10% of that information three days later. However, when the information is accompanied by a relevant image, people retain 65% of that information three days later. Likewise, when following written directions, people do 323% better at the task when illustrations are provided.