5 Facts Prove Visual Content Is A Guaranteed Winner!

7 Benefits of Visual Content Marketing

By nature, people are visual and we’re attracted to images, especially those containing people.

Powered by the desire for visual content, Tumblr, Pinterest and Instagram all grew during 2012, dubbed the “the rise of the visual web” by comScore.

Increased ownership of mobile devices containing cameras means that many consumers can snap an image whenever they wish and easily share it to a broad audience via social media, email or text. Leverage this powerful content marketing to achieve your business goals.

5 Facts prove visual content’s winning appeal

Visual content is a guaranteed winner. But don’t take my word for it, look at the data gathered by MDG Advertising.

  1. 94% more total views on average are attracted by content containing compelling images than content without images.
  2. 67% of consumers consider clear, detailed images to be very important and carry even more weight than the product information, full description, and customer ratings.
  3. 60% of consumers are more likely to consider or contact a business whose images appear in local search results.
  4. 37% increase in engagement is experienced when Facebook posts include photographs. This is consistent with research by Dan Zarrella of Hubspot.
  5. 14% increase in pageviews are seen when press releases contain a photograph. (They climb to 48% when both photographs and videos are included.)

7 Visual content benefits (and related actionable marketing tips)

Here are seven benefits of using visual content marketing to support your overall marketing objectives.

  1. Visual content marketing is snackable. This is a critical factor for marketers looking to break through a cluttered content landscape. Easy and quick to consume information allows your target audience to get your message without risking being putting aside.  Actionable Marketing Tip: Use short visual content to feed on-the-go consumption.
  2. Visual content shows your product; it doesn’t tell about it. As the saying goes, a picture is worth a thousand words. Images, especially photographs, let your prospects see for themselves what you’re offering. This helps build trust because potential buyers don’t have to take your word for it. Actionable Marketing Tip: Use more than one photograph of your product to entice shoppers. Where possible, show your product in use. This helps people think about how it will work for them.
  3. Visual content is social media friendly. Beyond the growth of visual social media platforms like Tumblr, Pinerest and Instagram, photographs attract more attention on other major networks like Facebook. Even more important is that it’s easy to use mobile apps to upload and share images. This supports your findability online. Actionable Marketing Tip: Incorporate relevant social sharing with your images to broaden your reach through earned media. Don’t overlook the email option since most purchase decisions involve more than one person. Make it easy for them to share and purchase.
  4. Visual content enhances your brand. Infuse your 360° brand into your images. This means taking pictures that spotlight your product, employees and physical location as well as incorporating your brand colors and related visuals. Actionable Marketing Tip: Go beyond the basic product hero shots. Think of your products as the subject of works of art. Let your audience see the beauty in them. This holds whether your product is for consumers or businesses. Instagram is a platform where product artistry flourishes.
  5. Visual content supports search optimization. Images require search friendly captions and related metadata. Actionable Marketing Tip: Leverage images to help you capture more search results. Also, post images on sites like Flickr and allow others to use your photographs in return for linking back to your site or blog.
  6. Visual content helps build audience. Images and photographs attract attention and draw potential participants into your information, whether it’s on social media venues, your website or email. Visuals act like a magnet to pull readers in. Actionable Marketing Tip: Don’t limit your photographs and images to specialized uses such as social media. Incorporate images into all of your content to maximize attractiveness. Where possible skip the stock images, viewers know that they’re stock images.
  7. Visual content eliminates language barriers. Most image-based content doesn’t require a lot of words for your audience to understand. The picture conveys the meaning. (Of course, this doesn’t hold true for infographics that contain a lot of small text.) Actionable Marketing Tip: Take care with your images when appealing to an international audience because what’s acceptable in one market may not be in another. Therefore, where possible use universally appropriate images.

Before you dive into creating image and video content, check out the 10 plagues of visual content marketing.

Visual content attracts attention that translates to achieving your business objectives. Use an array of images to show off your product, employees and business.

What other benefits does using visual content have for your marketing and why?

Happy Marketing,
Heidi Cohen

BTW– Please join me on Thursday, March 21st at 12.00pm ET for “Five Common Pricing Roadblocks (and How to Get Around Them)” a webinar presented by Marketing Profs

Heidi CohenHeidi Cohen is the President of Riverside Marketing Strategies. You can find Heidi on , Facebook and .

For those of you in Raleigh, NC, please join me for Internet Summit November 11th through 13th. Internet Summit
Use the code HEIDI50 to save $50 OFF any pass level.

Even though Content Marketing World is finished until next September, you can still get all the content from 2014's exciting conference. The CMWorld On Demand package includes: Audio and video from the 2014 keynote sessions, audio and PowerPoint presentations of all the breakout sessions, over 40 audio sessions from the leading B2B and B2C brands, as well as keynote video performances.


Free Webcast!

Return on Authenticity:
Making Effective Storytelling and Content Performance Align

Return on Authenticity: Making Effective Storytelling and Content Performance AlignJoin the discussion on Wednesday, October 29, 2014 at 10:00 AM PT/ 1:00 PM ET with Nancy Slavin, SVP of Marketing, Macy's Merchandising Group, and Dan Kimball, CMO, Thismoment.

According to research by Nielsen, 70 percent of global consumers trust online consumer reviews and rate reviews as the second most trusted form of advertising. And according to BazaarVoice, when it comes to trust, marketers may as well eliminate their own brand websites as a fountain of customer trust as only 16 percent of US consumers said they trust the content on a brand's website compared to the 51 percent who trust content generated by other users.

Today's digital currency is arguably authenticity, and what attracts customers - especially the digitally dependent, savvy millennial - is not just content. It is the delivery of authentic, unvarnished content from their peers.

Join the CMO Council on Wednesday, October 29, at 10am PST/ 1pm EST for a one-hour webcast that will invite industry experts in content marketing and user-generated content who are effectively leveraging authentic storytelling as part of their content marketing strategies. We will also feature an interactive Q&A session at the conclusion of the speaker presentations.

Register for this Free Webcast today!



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  • http://twitter.com/edwindearborn Edwin Dearborn

    Very thorough and helpful. On an immediate basis, if a company becomes visually strong, they immediately position themselves above the rest.

    • heidicohen


      Glad to be of use.

      Don’t underestimate the need and value of being able to deliver on the promise of your visual content. If your content is an empty promise, people won’t return.

      Happy marketing,
      Heidi Cohen

  • Karen Caffrey

    Hi Heidi,
    I just want to let you know how much I enjoy your blog and how great your tips are. Each post is great, and I really like that you link to your other posts so I can refer back to those I might have missed. Thanks!

    • heidicohen


      Using internal links is an important element of content marketing. It provides value for your audience and supports search optimization.

      Happy marketing,
      Heidi Cohen

  • http://twitter.com/ZenSpill Mark Trueman

    Hey Heidi,

    These stats are highly compelling. Its pretty impossible to have a purely text based blog anymore. Simply because the average internet user no longer has the patience or the attention span for that kind of content.

    Thoroughly enjoyed the post. it was informative.

    - Mark T.

  • Angela Booth

    Great advice, Heidi. I tend to think in words, rather than images, but I love Pinterest, go figure.

    Love the advice about an international audience. have to admit that’s something I haven’t been thinking about. Thank you. :-)

  • http://twitter.com/NMGPRSuzanne Suzanne Mannion

    Agreed – great advice. We work with a number of non-profit organizations and encourage them to utilize visuals to tell their story http://www.newsmakergroup.com/blog/the-power-of-visual-social-media-for-ngos/