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How can you develop a visual content strategy that meets your team's needs?

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Visual content is a powerful way to communicate your brand message, engage your audience, and boost your online presence. But creating and managing visual content can be challenging, especially if you have a diverse team with different skills, goals, and preferences. How can you develop a visual content strategy that meets your team's needs? Here are some tips to help you plan, create, and distribute visual content effectively.

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Jo Lomas

Empowering Businesses with Expert Marketing and Digital Media Solutions: Let Me Elevate Your Brand While You Focus on…
Alessandro L.

I help you bootstrap marketing at scale | Digital Marketing

1 Assess your current situation

Before you start creating new visual content, you need to evaluate your existing content, your audience, and your competitors. Conduct a content audit to identify what types of visual content you have, how they perform, and what gaps or opportunities exist. Analyze your audience to understand their needs, preferences, and behaviors, and how they consume visual content. Research your competitors to see what visual content they produce, how they differentiate themselves, and what best practices you can learn from them.

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Jo Lomas

Empowering Businesses with Expert Marketing and Digital Media Solutions: Let Me Elevate Your Brand While You Focus on What You Do Best!
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Understand Your Audience - take time to research into what their interests and preferences are - not what you think they are! Define Your Goals from the get go! It will help to keep you focussed. Choose the Right Platforms - be selective and tailor your content strategy to suit the specific requirements of each platform. Create a Content Calendar it'll help you stay organized. Focus on Quality! ALWAYS prioritize quality over quantity!!! Be Consistent with your colors, fonts, and design elements to reinforce your brand identity. Engage Your Audience with visually appealing content that sparks interest and encourages interaction. Incorporate elements such as polls, quizzes. Measure and Analyze Performance!

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Jo Lomas

Empowering Businesses with Expert Marketing and Digital Media Solutions: Let Me Elevate Your Brand While You Focus on What You Do Best!
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This used to be my most favourite part of any strategy development! Getting under the skin of what it is we need to be saying, how we say and and why we say it. Looking at what others are saying and doing is such a key component and really can take you on a journey into places you may not of expected! Enter this phase with a curious and open mind and be prepared to uncover the unexpected!"

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2 Define your goals and metrics

Once you have a clear picture of your current situation, you need to set your goals and metrics for your visual content strategy. What do you want to achieve with your visual content? How will you measure your success? Your goals should be SMART: specific, measurable, achievable, relevant, and time-bound. Your metrics should be aligned with your goals and reflect the outcomes you want to see, such as awareness, engagement, conversion, retention, or advocacy. Some examples of visual content metrics are views, shares, comments, likes, clicks, leads, sales, or loyalty.

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Alessandro L.

I help you bootstrap marketing at scale | Digital Marketing
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Defining your goals and metrics sets the foundation for your visual content strategy. Goals should be specific, measurable, attainable, relevant, and time-bound (SMART), and directly aligned with your team's broader objectives. Whether it's increasing brand awareness, driving engagement, or generating leads, your goals will guide the creation and distribution of your visual content. Metrics should be chosen based on these goals, such as engagement rates, click-through rates, conversion rates, and social shares, to effectively measure success and make data-driven decisions.

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Jo Lomas

Empowering Businesses with Expert Marketing and Digital Media Solutions: Let Me Elevate Your Brand While You Focus on What You Do Best!
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Defining your goals and metrics is essential for providing direction, measuring progress, focusing efforts, promoting accountability, and motivating yourself and your team. We all know how satisfying it is when we see our goals being achieved! Clearly defined goals provide direction and purpose for your efforts. They help you understand what you want to achieve and why it matters. When progress is visible and measurable, it can inspire greater effort and commitment.

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3 Choose your visual content types and formats

Based on your goals, metrics, audience, and competitors, you need to decide what types and formats of visual content you will create and use. There are many options to choose from, such as images, videos, infographics, charts, diagrams, slides, gifs, memes, or animations. You need to consider what visual content types and formats suit your brand identity, your message, your audience's preferences, and your distribution channels. You also need to balance the quality, quantity, and diversity of your visual content to keep your audience interested and engaged.

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Jo Lomas

Empowering Businesses with Expert Marketing and Digital Media Solutions: Let Me Elevate Your Brand While You Focus on What You Do Best!
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When I was starting out I used to hang on deadlines and getting things out on or before the deadline and often that would be to the detriment of the message I was trying to say. If you need more time to develop a concept, take it. Once its out there its there so taking that little extra time over something really does help. Quality, consistency and consideration in your narrative over quantity every time.

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4 Create a visual content calendar and workflow

To manage your visual content creation and distribution effectively, you need to create a visual content calendar and workflow. A visual content calendar is a tool that helps you plan, schedule, and organize your visual content according to your goals, metrics, and distribution channels. A visual content workflow is a process that helps you assign roles, responsibilities, and deadlines for your visual content production, approval, and publication. A visual content calendar and workflow can help you streamline your operations, optimize your resources, and ensure consistency and quality.

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Jo Lomas

Empowering Businesses with Expert Marketing and Digital Media Solutions: Let Me Elevate Your Brand While You Focus on What You Do Best!
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Know that thing called Cognitive Overload? Well its a belter and can bite you hard if you are not organised... We cant remember everything and we need a system to keep ourselves on track and out of panic mode. Creating a content calendar is your key to organisational success in this world. Even simply just filling out a spreadsheet is a good starting point. You can find excellent scheduler apps online to suit your needs.

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5 Optimize your visual content for SEO and accessibility

To increase the visibility and reach of your visual content, you need to optimize it for SEO and accessibility. SEO stands for search engine optimization, which is the practice of improving your content's ranking and relevance on search engines. Accessibility refers to the practice of making your content easy to access and understand by people with disabilities or impairments. To optimize your visual content for SEO and accessibility, you need to use relevant keywords, titles, captions, alt text, tags, and metadata. You also need to use clear, simple, and descriptive language, and follow the web content accessibility guidelines (WCAG).

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6 Analyze and improve your visual content performance

To ensure that your visual content strategy is effective and meets your team's needs, you need to analyze and improve your visual content performance. You need to monitor and measure your visual content metrics regularly, and compare them with your goals and benchmarks. You need to identify what works and what doesn't, and what factors influence your visual content performance, such as content quality, relevance, format, distribution, timing, or frequency. You need to use the insights and feedback you gather to refine and update your visual content strategy, and to test new ideas and approaches.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you develop a visual content strategy that meets your team's needs?

1

2

3

4

5

6

7

1 Assess your current situation

2 Define your goals and metrics

3 Choose your visual content types and formats

4 Create a visual content calendar and workflow

5 Optimize your visual content for SEO and accessibility

6 Analyze and improve your visual content performance

7 Here’s what else to consider

Digital Strategy

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How can you develop a visual content strategy that meets your team's needs?

1

2

3

4

5

6

7

1 Assess your current situation

2 Define your goals and metrics

3 Choose your visual content types and formats

4 Create a visual content calendar and workflow

5 Optimize your visual content for SEO and accessibility

6 Analyze and improve your visual content performance

7 Here’s what else to consider

Digital Strategy

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