Choose the right visual content to market your business

I guide clients on using the right kind of visual content (or ‘imagery’) for their particular business. It can be photography, illustration, graphics, film or video. Good, relevant imagery is important for both digital and traditional marketing activity: web pages, blogs, articles, social media, presentations and exhibition panels.

There are psychological and practical reasons behind the effectiveness of visual content as a means of maximising engagement and impact. As with copy, selecting the right imagery means understanding exactly the messages and information you want to ‘illustrate’ – both from a brand and a product point of view.

Why visual content matters

Grabbing attention, evoking emotions, simplifying complex information, enhancing SEO reach… There are lots of really good reasons why your visual content matters:

Grabbing attention

In the crowded digital marketplace, attention is the most coveted commodity. Research shows that the average human attention span is approximately 8 seconds which is shorter than that of a goldfish. With such limited time to capture a viewer’s interest, imagery and video are really, really useful. A well-placed image can pull the viewer into your content, encouraging them to explore further. Similarly, video content, with its moving images, sound, and often careful pacing, can captivate users instantly, keeping them engaged enough to take the right kind of action.

Evoking emotions and creating connections

Images and videos have an unmatched ability to evoke emotions. A picture of a smiling face, a serene landscape, or an energetic crowd can create immediate emotional responses – joy, calm, excitement. Videos, in particular, have a layered advantage: they can combine sound, movement and narrative to tell a story that resonates with viewers on a deeper, emotional level. This emotional connection is crucial for building brand loyalty, as consumers are more likely to remember and engage with content that made them feel something.

Simplifying complex information

In technical or data-heavy industries, the challenge often lies in explaining complex information in a digestible manner. Infographics, diagrams and explainer videos can help to simplify complex concepts. Turning intricate data into easy-to-understand formats is a great achievement. For instance, a complicated statistical report can be translated into an infographic, allowing users to absorb key takeaways quickly. Similarly, a ‘how-to’ article can be complemented by a tutorial video that walks users through each step, making the process far more accessible.

Enhancing SEO and reach

Search engines favour content with rich media. Videos, in particular, increase a website’s searchability and ranking. Additionally, social media algorithms promote posts with images and videos, boosting reach and visibility. By using high-quality visuals and videos, you’ll engage both your customers and prospects.

Helping you get the picture right every time

There’s a wide array of options when it comes to selecting and incorporating the right visual content. Here are key considerations for getting it right:

Make your visual content work harder

The old adage ‘a picture is worth a thousand words’ isn’t wrong. The question is whether it’s ‘saying’ the right thing and, more importantly, getting people to buy in to your business. If not, make your imagery work harder. Visual content matters.

Visual content draws attention, simplify complex ideas, evoke emotions and create connections. By strategically incorporating high-quality images, infographics and videos, you can enhance your message, increase engagement and, ultimately, build stronger, more meaningful connections with your audience.