Most organizations use their blog as an opportunity to share thought leadership on their product or industry — often in the form of text. And while text has its role to play when it comes to improving your site’s search-engine rankings, many organizations fail to incorporate their all-important blog page into their visual content strategies. In fact, when it comes to making the most of the visual content you produce — from motion graphics to interactive designs to infographics — blog pages should be an integral part of your content marketing strategy.
How can you make your blog an integral part of your visual marketing? Try these 5 strategies.
1. Include visual content at regular intervals
So how can you create text-heavy content that your visitors will actually read, to ensure your ranking ends up where it needs to be? The answer is to intersperse visual content at regular intervals to keep them constantly engaged in and interacting with the page.
How much visual content should you include? One analysis by BuzzSumo found that articles with an image every 75–100 words got twice the number of shares as those with fewer images. That’s a powerful advantage.
What’s more, it’s likely to improve overall understanding of what you’ve written. Text combined with images boosts comprehension by as much as 89%.
2. Embrace infographics and other visual content in blog posts
Even when your blog post doesn’t comprise 2,000 words, visual content can help your posts perform better. That’s not just because visuals keep them on the page longer. It’s also because the visual content you create to include in the blog post can also be used to promote the blog post.
This is where infographics in blog posts come in. Quality, custom-made infographics with data visualization that’s accurate and compelling have proven to be high-performing content for countless organizations. And the unique advantage they offer is that they can be broken up into small, bite-sized pieces for social-media sharing via micro-content and micro-narrative series.
Numbers to Unite, shown above, was a series of social-media micro-narratives created by Killer Visual Strategies (then Killer Infographics) around the 2016 presidential election.
Infographics share compelling data without all the filler text, making it easier to digest — and easier to share — for your audience. So include infographics wherever possible in your blog posts.
3. Incorporate data visualizations regularly
Likewise, data visualizations pull the most important and shareable information out of your text, and make it instantly available to audiences who may just be skimming. They can also quickly convince visitors who aren’t sure whether your article is right for them that it indeed offers something of value.
Just be careful that your data visualizations are always accurate, and always employ the types of graphs and charts that are the right fit for the information at hand. If you’re not sure whether you’re taking the right approach, check out our 2-part guide to data visualization best practices.
Which type of information visualization is right for your data? Making sure your data visualizations are accurate will help you build your audiences’ trust.
4. Embed videos, motion graphic content, and interactive infographics
Graphs and infographics blog assets aren’t the only types of visual content that will help your posts perform better. Video and motion graphic content embedded directly into the post will help improve time on page.
Likewise, embedding interactive infographics, calculators, and widgets that are relevant and useful to your readers will increase the value of your post. This, in turn, makes visitors more confident that other blog posts will provide equally useful tools and insights, reducing your bounce rate.
If you haven’t yet embraced video marketing, you might need to rethink your strategy. Motion graphics can boost conversion rates by 80%. And they can be used again and again — repurposed as GIFs, for instance, used in blog posts and articles, or housed on key pages of your site. This 1 motion graphic we created for Streamline Water increased their contacts with key decision-makers by more than 25%, exceeding their goals:
5. Make your blog a part of all visual content strategies moving forward
It’s easy to treat your blog as a text-powered space. Traditionally, this was the case.
But your blog can be so much more. When you use it as a platform to show off the high-quality visual content you’re producing, you’re not only speaking your audiences’ preferred, visual language. You’re also showcasing your organization’s commitment to quality — no matter what industry you’re in.
So the next time you’re building a content marketing strategy for your organization, make sure that your blog is part of the plan. Your clients — and potential clients — will thank you for it.