How to Use Visuals in Your Content Marketing Strategy
We’ve all heard the statistics – visuals are more memorable, more engaging, and more persuasive than text alone. So we add visuals to our content marketing strategies. Simple enough, right? Not so fast. A 2018 survey of marketers and creative professionals by Libris revealed that while most of the time visuals enhance the performance of digital marketing assets, occasionally they actually lead to poorer results. So how, exactly, can we ensure that our visuals are working for us, not against us? Sprinkle Relevant Visuals Throughout Long-form Content to Keep Readers Engaged According to a study from the Nielsen Norman group, the average online user reads only about 20 percent of the words on any given page. An eye-tracking study from the same group revealed that users pay close attention to relevant images. What we, as content marketers can take from this is simple: include relevant images in long blog posts to capture our readers’ attention. This will potentially boost time on ...