As storytelling becomes more and more part of marketing, another trend is coming into focus: Brands are becoming more visual. They're using emerging image-driven networks such as Pinterest and Instagram, and they're making compelling visual updates to venerable platforms such as Facebook, Google+, and LinkedIn.
Businesses that aren't ready for this visual revolution will get left behind.
How can you prepare your brand to benefit from the power of visual content such as photos, slides, infographics, cartoons, and more? What kind of content works best for telling a visual story that packs a punch? And how can inherently boring organizations (we're looking at you, B2B!) create compelling visual content?
During our recent keynote at the MarketingProfs Digital Marketing World online program on content marketing, we (along with Mikes Hayes of Ben & Jerry's) offered our insights into the power of visual content marketing for brands. The slide deck from that event is embedded below. (You can also access the entire talk for the next 90 days.)
What follows are some highlights from that talk—including the visual opportunity for brands, and how they should embrace it.
Recent data from MarketingProfs and the Content Marketing Institute found that B2B marketers' chief concern is to produce enough content to attract customers. Brand-builders need to better understand how all newer forms of content, especially visual forms, can help them both produce enough content and differentiate themselves in a sea of sameness.
Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.
Nick Westergaard is chief brand strategist and founder of Brand Driven Digital and the author of Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.
LinkedIn: Nick Wesergaard