Make the most of photos, graphics and other eye-catching images in your marketing
January 17, 2017
In recent years, there has been a major shift in the way in which we communicate online, especially as a result of the massive growth in social media.
Much of our marketing is now done via social media platforms and visual content is becoming a central aspect of this.
Using visual images, such as photos, illustrations, infographics, and even video in social media posts is very important for increasing online engagement and driving traffic to your website.
Images and graphics will enhance your posts, making them far more engaging and interesting to look at. The visual element will illustrate your post, leading to online users being much more likely to click on your links and read more.
What does research say about images?
46% of marketers say photos are a critical element of their current marketing and storytelling strategies, as reported on Rubric. Similarly, researchers found that coloured visuals increase people’s willingness to read a piece of content by 80%.
"online content accompanied by image attracts 94% more views than content without relevant images"
It has also been found that people retain 55% more of information they read when it is paired with a visual image, as reported on HubSpot. According to Kissmetrics Blog, this leads to an ultimate statistic stating that online content accompanied by image attracts 94% more views than content without relevant images.
Are you copyright compliant?
However, when using visuals in your content marketing, it is important to be aware of where you are sourcing your images from, so as not to infringe upon copyright laws.
Copyright refers to the exclusive and assignable legal right to print, publish or reproduce photographs. To ensure that you are in keeping with copyright laws, check that you are using images for your website and social media or blog posts that you have downloaded from sites. Examples of sites where you can find and share images free of copyrights, even for use in the commercial domain include Pixabay. There’s useful guidance about the caveats on the Pixabay blog.
Keeping a consistent corporate image is also important. This means employing a corporate identity that is consistent throughout all print and graphics. For example, website, social media posts, leaflet and company brochures. If your branding is beginning to become represented by different colour shades, logo size, inconsistent fonts and varied paper weight, invest in a company-wide corporate identity audit. This might include a letterhead, email templates and signatures, website/print logo, mailing labels and business cards as well as your marketing materials.