The Beginner’s Guide to Creating Visual Content Strategy

Why do you need a visual content strategy if you already have a content marketing strategy?

According to CMI, only 32% of B2B marketers have a documented content marketing strategy and 51% of these marketers say that creating a visual content is a priority that they will focus on the following year.

But you can’t have a great content marketing strategy if you don’t take care of your visual content strategy.

I’m not talking about buying a few stock photos or starting to invest more attention on visual platforms like Instagram or Snapchat. I’m talking about creating a visual content strategy that will help you have a more clear vision on your work and also help you gain better results.

Do you want to know how important is visual content today?

Let me tell you a story about Tom.

Tom Fishburne is a marketer and a cartoonist who launched Marketoonist. He started drawing on the back of business cases when he was just a student at Harvard Business School. Exactly, just a simple student. But then something happened and Tom parodied the world of marketing in a weekly cartoon while he had various marketing roles at companies like Nestle, Method and HotelTonight.

And his cartoons were so interesting and funny that top publications like Wall Street Journal, Forbes, Fast Company or the New York Times featured them.

And that was the moment when Tom realized that cartoons are an awesome type of shareable visual content. So he launched Marketoonist to help large and small business companies to reach their audiences with this type of visual content.

He worked with brands like GE, Kronos, Google and others.

Why I’m telling this to you? Because I want you to see how people are using visual content to work with big businesses like Google, or to launch their own business, or to see the importance of visual content in the today’s modern marketing ecosystem.

ClearVoice analyzed more than 640,000 blog posts/articles in different categories and they found out that Infographics are the most effective type of content.

Visual content marketing is a must in content marketing and this is why I want you to understand the importance of it.

But before we go deeper into the strategy, let’s look at the definition of it.

What is visual content?

Visual content is everything we see, read, interact with on the internet. In fact, visual content is the visual piece of the world wide web we consume everyday. These type of visual contents can be photos from our friends/ family/ brands, .Gifs, Slideshows, infographics, gifographics, interactive media, videos, ebooks, memes or even visual ads.

If we say it in more simple words, that visual content is content based on images rather than on text.

But what’s the difference between visual content and visual content marketing.

Visual Content Marketing is everything related to visual content but with a marketing purpose. For example, if you work for a beauty company you can launch a weekly infographic with tips and tricks on how to do your makeup for different moments of the day. Your marketing purpose is to make this infographic viral so a lot of your customers and possible customers see it, engage with it, share it and maybe buy from your company.

This is the difference between visual content and a visual content marketing.

Is it enough to have a documented marketing strategy? Or why should we have a visual content strategy too?

Because this visual content strategy will help your content marketing strategy get better results.

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