Content Marketing Strategy Refresh 101

visual content marketing tips

When you’re trying to produce content that engages and delights, it’s hard to keep up with consumers’ expectations. It sometimes feels like they’re changing all the time as different types of media and fresh, new design trends emerge. One thing you know for sure is that visual content is king, having supplanted text-based mediums. But are you really producing the types of visual content that consumers will enjoy?

If you’re not sure whether you need a content refresh, see if any of these conditions describe you or your brand. If so, it may be time to rethink your content marketing strategy.

1. Your website traffic is down.

Maybe your website traffic has decreased in recent months. Or maybe it’s never reached the level you’re aiming for. Either way, traffic numbers can be a huge indicator of whether your content is achieving its maximum potential.

In particular, traffic to your site can provide insights on the effectiveness of the content that drives that traffic. If yours is like most brands, for instance, your social media content is probably designed in the hopes that it will encourage people to share your post, and to eventually click through to a landing page where they can learn more about your product or service.

If people aren’t clicking through, it’s time to consider whether your social media content needs a new lease on life. Firstly, if you’re sharing mostly text-based posts, you won’t see nearly as much traffic as if you’re sharing visual content. After all, Facebook posts with images get 2.3x more engagement than updates without visuals, according to a BuzzSumo survey of more than 100 million Facebook posts.

If you’re already sharing visual content but not getting the results you want, assess the quality of your content. Are you using custom-made visual content, or deploying stock photos and icons? If you’re using stock, you might need a content refresh. Venngage reports that while 41.5% of marketers say that original graphics, like illustrations and infographics, perform best, just 7.6% say stock photos are the best choice. Videos and presentations (20.1%) and data visualizations (25.7%) were other favorites among marketers — but all of these mediums left stock images in the dust.

If you’re producing custom visual content already, consider whether it’s optimized to engage your target audience. You’ll also want to make sure that it’s designed to achieve your goal. A great design can’t be truly effective if it’s not created with a particular audience and goal in mind.

Curious what visual communication can do for you?

2. Your bounce rate is too high.

If the bounce rate on your website is higher than you’d like it to be, that’s a sign that you’re not delivering content that’s truly useful to your audience.

The first step here is to reexamine your SEO strategy. Are you targeting the keywords that really matter to the audience you’re trying to reach? If not, you’ll want to adjust your content to target new and better keywords.

Next, you’ll need to consider whether the content itself is providing real value. Does it have enough useful information that they’re willing to stay on the page for a while and really dive in? Is it visually engaging, and worth sharing with others?

Consider an interactive widget or landing page to increase your bounce rate. Consumers love to feel that they’re co-creating a brand interaction. Plus, interactive content can deliver results that are customized for each visitor, increasing the value of those results. Given all these advantages, it makes sense that visual interactive content boasts an impressive 70% conversion rate.

3. Your social media following is lacking.

We’ve already talked about some strategies for boosting the quality of your social media posts. However, it’s still worth noting that the health of your social media pages is a huge indicator of the success of your content. If your social media following is stagnating, or even decreasing, this is a huge sign that people aren’t connecting with the content you’re sharing.

One common mistake that brands make is taking the same approach for all their social media channels. You probably know that the dimensions and other specifications for visual content vary from channel to channel. But you also need to consider the fact that you’re speaking to different audiences across those channels. Facebook, for instance, has a fundamentally different user demographic than Snapchat. Consider drawing up a distinct target-audience profile for each channel, then use those profiles to guide the content you produce in a more strategic way.

If any of the scenarios above are true for you, you’re probably overdue for a content refresh. Explore our blog for more tips on how to create high-quality, highly engaging visual content.

Erin McCoy

Author Erin McCoy

Erin McCoy is director of content marketing and public relations at Killer Visual Strategies. She earned her BA in Spanish with minors in French and Russian, and holds 2 master’s degrees from the University of Washington: an MFA in creative writing and an MA in Spanish literature. She has won nearly 2 dozen awards in photojournalism, and has dedicated those skills to boosting Killer’s brand recognition and thought leadership in visual communication. Since Erin took on her marketing/PR role, Killer has been named a member of the Inc. 5000 for 4 years in a row; has been featured in such publications as Inc., Forbes, Mashable, and the Huffington Post; and has been invited to present at such conferences as SXSW and SMX Advanced.

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