Content marketing is more than simply slapping a few hundred words on your blog once a week or so. It requires thoughtful planning of your content calendar, consideration of your audience and their needs and yes — some pretty darn cool imagery. There is so much content coming at your audience on a daily basis that it’s easy for them to be overwhelmed and simply stop paying attention . . . at least until something grabs their eyeballs and doesn’t let go until they investigate.
That’s what you want your marketing images to do: grab their eyeballs. (Metaphorically, at least!)
It’s not always mission-critical that your images provide the perfect representation of your product or topic, even. What’s important is that they evoke some sort of thoughts or emotions in your audience members, even for just a split second before they keep scrolling. While some marketers want you to believe that it’s all about the headline, you’re a smart cookie and know that both the image and the headline have to hit in order for you to bring customers one step closer to a sale.
Engaging Images = Greater Sales
Some brands favor lifestyle images over product imagery, but a recent study showed that 54 percent of customers prefer to see brand images that show the entire product before making a purchase. Our eyes are only one of our senses, but it’s one that our brain tends to rely on to quickly gain a great deal of information about a particular item. Visual platforms such as Instagram, Facebook and SnapChat provide marketers with prime real estate in which to showcase their products to encourage users to take them for a spin. Again, that doesn’t mean you can just pitch up an array of images and hope that one of them will appeal to people. There’s strong evidence that shows users are willing to quickly tune you out if your content isn’t deemed to be of interest at the time.
Bring the Emotion
Product placement is an important part of marketing, but how your image is used within the advertising is just as important as the look of your brand. Think about the emotion that you’re attempting to evoke. Do you want your audience to wax nostalgic about the good old days or dream about a technologically advanced future? High-end brands will want to consider images that elicit a feeling of trust or confidence in their customers, while brands like banks may go a more personal route. Look for ways to create a connection between your concept or message and your audience, all while presenting your brand in a positive light.
Shutterstock, a key distributor of stunning imagery, notes that people are nearly 80 percent more likely to consume your content if there’s an engaging image attached. Words simply don’t evoke the same feelings as the right images in the fraction of a second allotted to scanning. While the words may draw your customer into the story once you’ve snagged their eyeballs, it’s that critical second of time that is so important to today’s marketers. Besides, who wants to spend all that time, effort and energy on content marketing if your audience yawns and looks away?
You might have noticed that we’re pretty into choosing nifty images for our blogs. We practice what we preach, and are constantly on the lookout for a new concept or image that will knock your socks off. You’re our customer, after all!