Using Visual Content in Your Content Marketing


Published: January 11, 2021 Author: Jason Holicky - Hometown Design Studio Inc.
Using Visual Content in Your Content Marketing

Written content is often the go-to choice for businesses and content creators because making your point with words is a fairly straightforward endeavor. Visual content, on the other hand, seems to lie in the realm of artists, something that many of us think is out of our reach. The problem is that visual content is really good at getting and keeping the attention of your target audience, so it’s time to come to terms with it.

What is Visual Content?

Anything online that is primarily image-based is considered visual content. Although these images will often contain at least some text, using things other than words to convey information is one of the most important ways to communicate with your customers and prospects. It’s also a meaningful way to attract people to your website, your offers, and more.

Types of Visual Content

Types of Visual Content

Content comes in a wide variety of forms, and visual content is no different. What’s important to remember is that these visuals should be interesting, engaging, and aligned with your overall branding strategy. That way, people will be drawn to your digital assets, get to know your brand better, and ultimately purchase your products and services. Let’s take a look at some of the most common visual content types.


If you’re new to creating visual elements, infographics are a great place to start because they are usually derived from fact-based written content. By using a mix of images, charts, and a minimal amount of text, infographics are the perfect way to give an overview of a topic, provide stats and facts in an appealing format, or collect a great deal of information in one place.

Video Marketing

Using video content to promote and market your brand, products, and services is smart marketing. Not only is video a great way to boost your SEO, but it’s also perfect for increasing engagement, conversions, and more. In fact, one study found that 57 percent of online consumers were more likely to purchase a product after watching a video demo! Plus, there’s an almost endless assortment of topics you can use to create videos, including customer testimonials, site tours, how-tos, and live events.

Quotes, Memes, and More

A simple photo with an overlay of a few words is one of the simplest yet most effective forms of visual content, especially if you’re trying to keep your social networks full or create a few visual distractions for a lengthy blog post.

For example, if you have a moving quote from an exciting influencer in your industry, pairing those words with a photo of the person will make it more noticeable and memorable. Or, if you need to lighten up some tedious content, a funny meme can help elevate the mood.

Why Should Businesses Use More Visual Content?

The bottom line is that people get tired of reading and want something else to engage with that’s a little easier to consume. But, in case that’s not compelling enough, we have some stats to back that up. Consider these facts:

  • 65 percent of people are visual learners. That means that they are more likely to retain information better when it comes from images, videos, and other visual aids.
  • By next year, more than 80 percent of all consumer internet traffic worldwide will be videos.
  • 70 percent of YouTube viewers are looking for help with a problem they’re experiencing with a hobby, studies, or work.
  • Tweets with images enjoy 150 percent more retweets than those without.
  • Facebook posts with images receive more than twice the engagement than those without.
  • 68 percent of marketers said they plan to increase their use of visuals.
Visual Content is Powerful

Now that you’re convinced that visual marketing is right for you, let’s talk about how to create compelling visuals that will work for you and your brand.

Creating Your Marketing Campaign Graphics

The first resource to turn to when creating compelling graphics for your digital marketing campaign is your branding book. That is where you’ll find all the information you need to choose colors, fonts, and decide on the look and feel for your visual images. Next, make sure that the graphics you create are simple and to the point. Remember, one function of visuals is to give people a break from reading text.

Next, if you’re not an artist or don’t have experience using graphic design software, all is not lost. There are several free or low-cost design tools that you can use online to create quality images, and most of them are made for the rest of us, not artists.

Canva is a great tool for creating basic graphics and comes with lots of templates so you don’t have to guess about sizing and formats for different platforms. If you’re thinking about dipping your toes into video editing, Magisto offers user-friendly tools to make short videos that are just right for a variety of content needs.

When you need high-quality images for an important project or for the main pages of your website, hire a professional designer. You may find that the cost of many projects is more affordable than you think, and you won’t be disappointed with the results. If you’re looking for help creating a visual content marketing strategy or designing the graphics to go along with it, we can help! Contact us today for a free, no-obligation consultation.

About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
We use cookies on our website to give you the best experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies. Learn more by viewing our Privacy Policy