Various marketing channels crowded with competing messaging means marketers are constantly under pressure to create compelling content. Online platforms used to highlight messaging and promote branded content require a steady infusion of fresh content to keep audiences engaged. Developing a continuous stream of fresh content that generates audience interest can be challenging for any brand. However, it can also be an opportunity in terms of visual content marketing.
In the content-hungry world of online media, there’s more potential for evergreen content that can be used to create engagement over time. The need to constantly create compelling content is driven by people who are scouring the Internet for information that can help them understand market trends, compare competing value propositions, or aid decision-making. In many cases, brands are sitting on a lot of data that could position them as thought leaders, provide the insights audiences are seeking, and attract people to their business. While many brands use static infographics to share market intelligence, brands can also use existing standards for graphics processing and open-source technologies to turn the same data into engaging, interactive visualizations.
Want to drive more views to your press release? Simply add graphics. PR Newswire research shows a significant increase (more than 29 percent) in online views when interactive media, charts, and graphics are included in press releases featuring photos and video. Marketers should take full advantage of their ability to drive traffic using visual content marketing tools that can be easily repurposed and indexed by search engines. Aside from adding visual interest to text content, data visualizations should be created to function as social objects that can be shared and extend a brand’s reach beyond its owned media and proprietary touch points.
Thanks to data visualization tools, customer intelligence that may no longer be of immediate use to a brand could be a valuable evergreen content asset to support a narrative about market trends or company performance. For example, this visualization showing the volume of Uber rideshares originating from various San Francisco neighborhoods. Highly engaging data visualizations sprinkled throughout the Internet are like breadcrumbs that marketers can use to steer customers actively looking for insights toward their brands. Although research budgets used to produce data insights may be a sunk cost, that data’s value can be extended over time, repurposed as visualizations that support narratives and boost traffic for brands willing to invest in data as a visual content marketing asset.
Nurcin Erdogan Loeffler, head of strategy and innovation, Vizeum China, outlines the seven ways businesses can future proof their digital strategies.
Chief marketing officers have shared their views on technology, innovation and how they see their roles transforming into the near future at an ... read more
Every brand would love to see its hashtag trending on social media, but what if it’s for the least expected reason? Should you ... read more
In today's multichannel world how can marketers use data to ensure the experience a customer receives is relevant to them?