Why You Need to Add These 3 Things to Your Content Strategy

While everything in the world of PR and Marketing is speed racing to new levels, one thing remains. Humans are visual beings. This may seem obvious, but it has been long neglected in marketing until more recent times. Visual content engages readers, creates emotional connections and is 40X more likely to get shared on social media. Needless to say, if you haven’t already it’s time to get on board otherwise you will need to start using Google translate for all the wrong reasons.

Emoji’s

Here’s a recap in case you’ve been living under a rock: an emoji is a small digital icon used to express an idea or an emotion in digital communication. Oooooh. Yes, these little graphics often express emotion where words cannot. You will find them scattered on Twitter, Instagram, Facebook, text messages and now even in email subject lines. It has recently been discovered that when a human looks at an emoji, the same chemicals react in the brain as if we were looking at a real person's face. These wink giving, smiling poops, red dress dancing, man fishing, kiss blowing icons aren’t just for your private entertainment. They belong in your marketing strategy.

Gif’s

Gif’s are the naughty love child of still images and video content. They combine the fun, silly and often inappropriate aspects of videos with the limited time span of an image. In an ‘attention economy’, people need to digest media fast while extracting meaning from the message. In this case the highlighted motion in the gif. This is where marketing genius has a chance to play. At last we can get entertainment at work without having to quickly press mute! So other than in our private email chains between colleagues, where are we currently seeing Gifs? Pretty much everywhere, but there is a strong prevalence for them in social media feeds, blog posts and email newsletters.

Infographics

Say hello to the brain food for people who dislike reading ordinary graphs and overbearing statistics. I’m not sure if the accountants and lawyers are fans of these bad boys, but infographics are essentially visual diagrams that portray data in a way that us humans can actually make meaning of. Fun fact, infographics were the B2B content marketing tactic with the biggest increase from 2014 to 2015, up from 51% to 62% (thanks Hubspot). So where do infographics get a chance to shine? Anywhere really, just keep in mind that sometimes if they are too long they may get cropped on some social media new feeds (often cutting off the most important parts). We recommend using them in emails, presentations and on web pages for maximum results.

If you aren’t quite ready to embrace this visual literacy don’t stress; there is still plenty of room for words in your content marketing strategy. The fun police in your marketing department may hit up your desk though, so be prepared. If you do manage to get off scot free from those guys and we are yet to convince you, do beware. With the way virtual reality technology is going this really is only the beginning.


Maria Bellissimo-Magrin

CEO at Belgrin

Attitude isn’t everything. But it sure helps. Maria certainly wouldn’t have become a CEO of a full-service creative marketing agency without it. She started out in the industry 15 years ago and has done so well because she offers the perfect blend of design, PR and social media. Her aim? Her aim? To make marketing easy, so you can spend your time on more important stuff.


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John Eustace

John Eustace , Principal / Communications and Media Strategist at Bells and Whistles Marketing Pty Ltd

I would hazard to add that without a well considered visual component you have no 'Content Strategy' at all! No workable Marketing strategy it has ever neglected visual presentation Maria, so to suggest that it has been "long neglected in marketing until more recent times," is irrational and simply not true.

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