If you’re like most companies, the main type of content in your content marketing strategy consists of articles, blog posts, or press releases. From there you can run that through the whole process of making it into a slide show, a voiceover, a video, multiple social posts, and more. You then share all of this information in various places around the web such as Facebook, Twitter, YouTube and other platforms. While that process worked a couple of years ago, times have changed. Strategies have changed. And content marketing has changed.
Nowadays, there’s an important characteristic that needs to be present in every serious content marketing campaign. That characteristic is graphical content. Graphics are now one of the most important parts of a content marketing strategy. If you haven’t done so already, it’s time to jump aboard the graphics bandwagon. Let’s look at how to get started.
Just browse some of the hottest social media sites of recent years. Instagram and Pinterest first come to mind. Both of these sites have rocked the social media world and have made sharing pictures and graphics a priority above just plain old text and links. Even Google+ now has a much more graphically centered interface, encouraging users to share pictures rather than just bland status updates. Finally, beginning last month, Twitter now allows photos and videos to show up directly in-stream, without needing to click on a link. So what does this mean for you, the content creator at your business?
This means that first of all you need to find out which graphics and pictures you’re going to share. Are you going to start pulling back the curtains and letting consumers see some behind the scenes action in your company? Are you going to create infographics to display stats about your product or service? Coming up with the right answer begins with the formulation of your social media mission statement. You have one of those, right?
Images, infographics, videos, blog articles, ugh! This can be overwhelming. How do you decide what to share? Why not all of the above? But then again, you don’t always have to start with an article, in fact, sometimes it’s easier if you don’t because some of our minds don’t work like that. Sometimes we just think in images—so create the image. Once that is done, you can try to explain yourself through a short blog post accompanying the image.
Pinterest has really taken infographics to the next level. What used to be a simple pie chart is now a representational 3D figure with images and arrows all coming together with huge-hitting bullet points to make an impactful statement about a product, service, event, industry, or company. Done correctly, infographics shared through Pinterest can have a huge return on investment!
Imagine grabbing some stats, dumping them into an infographic and then simply explaining that infographic to create your blog post (with the infographic along the side of course). It could be a much faster and easier way to get your thoughts down on paper, or on screen.
The bottom line is that we all know we need to have quality content going out on a regular basis in a variety of formats. It’s not easy, but it does work. So let’s change things up and see if we can tap into our creative minds to go from thinking of content marketing as a largely text-based activity to an activity that is becoming more and more visual with each passing day. I think you’ll be pleased with the results.
How are you using graphics in your content marketing campaigns? We’d love to hear your take on this topic!