In your content marketing strategy, you’re probably using several different tools:
White papers, eBooks, infographics, webinars, case studies, blog posts, videos and more are all involved in creating a great content library. And as you’re aware, the words you use are important.
And as I’m sure you’ve heard, a picture is worth 1000 words.
Your content needs good, compelling images to attract people to your content so you can capture those leads that are reading your stuff. It’s a tried and true axiom in the content world: People reading your content are more likely to become your customers than people that aren’t. It just makes sense.
So, capture your audience’s attention with compelling images. Here’s a quick way to create awesome visuals for your next blog post, white paper, or case study.
Your images will likely need to include type at one point or another. Whether it’s a headline, a caption, a bullet point on a PowerPoint slide or eBook page, you’re eventually going to need to combine a great photograph with words. When this is the case, use as few words as possible. Take a page out of Steve Jobs’ presentation style. Big, bold headlines, very little supporting text. Draw them in with the images, but don’t give away the farm. Make ‘em read a little.
Good stock photography is out there, but you’ve got to dig for it. The pretty girl with the headset has become an icon of a customer service call center. Find images of people doing what you want people to do – whether that’s make a phone call, listen to music on their new gadget, visit your website on their laptop – just don’t use the images of random people in suits smiling at you. Our director of content likes to refer to this as “business porn” – use it sparingly.
And when you do use stock photography, if it’s allowed under the permissions of the provider, make it your own. Tint it with your company color scheme or crop it down to focus on the essential elements of the picture. Don’t be afraid to play with it to get it just right, and conveying the message you want to convey.
There are a plethora of online tools available to help you turn your own photography – even cell phone images – to great images to use for your content. Of course, if you’re familiar with it, use Photoshop or Lightroom from Adobe – these are industry standards and are the most robust and powerful image editing tools on the market. If you have them and you know them, use them.
Google the term “creating great visual content” and not only will you find a link to this blog post, but lots and lots of other great tools and ideas.
Chances are, you’ve come across great content in your search to create great content. Find what you like, and copy it.
Of course, don’t infringe on copyrights or shamelessly plagiarize – that’s just not cool and could get you in huge trouble. But find what you like, and decide what you like about it, and then incorporate that into your visuals. Is it the color scheme? The way the images tell the story? Is it the way the font compliments the photo or something else entirely? Whatever it is, figure out how to put it into your images.
By the way, this last piece of sage wisdom applies to more than just great images – it applies to all types of content, including the written word or even an entire website. But you knew that.
Create compelling images, and you’re well on your way to seeing your content create great leads for your business. And, after all, that’s what it’s there for.
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