Make good use of the power of visuals to make content marketing more attractive
You may have heard the proverb: “A picture is worth a thousand words (opens in a new tab)” (A picture is worth a thousand words), which means that a picture can express a complex concept, and sometimes it can even describe the related topic more effectively than a detailed explanation.
For a text worker like me, although it is hard to avoid hearing this sentence before, I have to admit that the efficiency of visual communication sometimes surpasses that of words.
Surprising Statistics for Visual Content
Of course, there is also empirical survey data (opens in a new tab) to support this argument: For example, our brain only needs 0.1 seconds to understand an image (opens in a new tab), but on the other hand, it takes 60 seconds to read 200 to 250 words. Moreover, people understand visual information 6 times better than reading or hearing information (http://www.brainrules.net/vision (opens in a new tab)).
From a website operation perspective, if a website contains images, its click-through rate (CTR) is about 47% higher than a website without images (https://www.getvero.com/resources/increase-email-click-through-rates/ (opens in a new tab)). Infographics also increase traffic by 12% and shares by 200% compared to simple articles.
DHL Panda Shipping Success Stories
Yesterday, when I was helping my colleagues from the Tainan City Government teach the “Press Release Writing” course, I also cited the example of “DHL assisting in shipping a pair of Panda to Finland](https://www.logistics.dhl/hk-zh/home/press/press-archive/2018/dhl-transports-panda-couple-from-china-to-finland.html (opens in a new tab)) case is shared with everyone. At the bottom of the press release written by DHL, they also attached an information chart, which not only has cute panda patterns, but also contains a lot of information related to pandas. For example, the pair of pandas actually had to eat 120 kilograms of bamboo during this trip, and the distance from Chengdu, China to Ähtäri Zoo, Finland (https://www.ahtarizoo.fi/index.php/fi/ (opens in a new tab)) is as much as 6,800 kilometers…
Just imagine, if DHL simply used words to describe the complexity of transporting the pair of pandas to a Finnish zoo, it might make people lose their patience, but their way of expressing it by combining beautiful pictures and information charts will make people interested in the relevant details and the trip went smoothly. Perfect content marketing.
In a previous article, I mentioned that if you want to do content marketing, you must meet the needs of the target audience (Target Audience), help solve user problems, make the content relevant to products, services and users, and finally design a conversion strategy to get potential consumers to pay.
If you want to try content marketing now, it is recommended that you make good use of the power of visuals or audio and video on the basis of textual expression!
★ Welcome to like the “Vista Writing Companion Program (opens in a new tab)” fan page!
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★ Photo Credit: Patrick Connor Sherrill (opens in a new tab)
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
