It’s great if you have amazing copy, but if you don’t accompany it with appropriate and engaging visuals, your doing an injustice to your content.
Visuals are crucial to the success of your content. In an article for the Content Marketing Institute blog, Robert Katai writes: “frequently cited research shows that images attract more people to the content and help people retain the content they consume longer.”
In his article, Katai presents 12 types of visual content you can use in your blog posts, but these ideas can be applied to other types of digital articles, reports and webpages. Read the summary below or the full article here.
1. Data-driven visuals
Katai writes: “To be a well-known leader in your industry, start creating data-driven content. Designed as charts or graphs, it can make it easier for your audience to comprehend your message than with text only.”
If you quote or reference an influencer in your content, Katai suggests creating an image with the influencer and his or her quote, for additional impact. This approach can also be used and adapted for other types of individuals quoted in your content.
A well-designed and user-friendly infographic with relevant data can help enhance and increase awareness of your brand and messages.
A gifographic is a cross between an animated GIF and an infographic. Katai emphasizes the power of gifographics:
“If you know how to explain ideas and data through infographics, take them to the next level and add movement. It can increase the interest of your audience, better entice them to share the content, and, ultimately, the increased traffic can boost your [search engine optimization].”
Check out the example gifographic below (click to enlarge).
Like gifographics, animated GIFs should be used only when they are consistent with the tone of the content and appropriate for the target audience.
“If you want to add a light touch to your article, memes can set you apart from your competition,” says Katai. I’ve included an example below, and you can find out more about meme marketing here.
Videos can be extremely effective, and they can engage audiences in ways other visual cannot. Read my previous post highlighting six dos and don’ts for effective videos.
Screenshots are easy to create and are a cost-effective way of getting your message across.
9. SlideShare presentation
Katai says: “SlideShare presentations are a great way to concisely share the thoughts in an article in a visual, downloadable way. You also can use single slides from SlideShare presentations as visuals within your content – similar to screenshots.”
Photos are a tried-and-tested tool for visual communication. Use quality images that are the most appropriate for your content.
Katai advises: “Your illustrations need to look professional in a way that reflects the tone and messaging of your brand. You should work with a professional designer to execute.”
12. Flip books
When you design a digital publication, you can create a flip book version, giving your readers an alternative way in which they can engage with the content. The flip book can also be embedded into articles as an interactive visual.
Use tools like Flipsnack to help you create your flip book.