We all know content is king. It drives traffic to our websites and helps us convert leads into customers. However, some content is more impactful than others, and it’s essential to know how to create it. This article will teach you how to create impactful content and choose the right visuals.
Content marketing is one of the most effective ways to generate leads and convert them into customers. It’s a form of inbound marketing that focuses on creating and distributing valuable, relevant, and targeted content to attract and retain a clearly defined audience.
Content marketing can be an extremely effective way to build your brand, drive traffic to your website, and generate leads. But it takes more than just writing a few blog posts or creating some infographics. To be successful with content marketing, you need to have a strategy.
The first step is identifying your goals. What do you want to achieve with your content marketing efforts? Do you want to increase brand awareness, drive traffic to your website, or generate leads? Once you know what you want, you can create a strategy to help you get there.
With a solid strategy, you can start creating impactful content to help you reach your goals.
Types of Content
You can create many different types of content; the best one for you will depend on your goals and your audience. Some of the most popular types of content include:
Blog posts: Blogging is a great way to build thought leadership and drive traffic to your website. But not all blog posts are created equal. To make yours impactful, focus on creating quality over quantity. Write helpful, informative articles that provide value to your readers. And be sure to promote your blog post on social media and other channels to get maximum exposure.
Infographics: Infographics are a great way to make complex information more digestible and visually appealing. They are also highly shareable, making them a valuable tool for driving traffic and generating leads. When creating an infographic, use high-quality visuals and reliable data from reliable sources.
Videos: Videos are viral right now, and for a good reason. They’re highly engaging and can be used to convey a lot of information in a short amount of time. However, investing in high-quality production values if you’re considering using video as part of your content marketing strategy. Conversely, no one wants to watch a low-quality, homemade video.
Social Media Posts: Social media is a great way to promote your content and connect with your audience. Instagram, in particular, is an excellent platform for showcasing visuals. And with the rise of Stories/Shorts, you can now create quick, engaging videos perfect for promoting your content.
eBooks: eBooks are a great way to demonstrate creativity and build trust with potential leads. They can be used to educate your audience on a specific topic or provide an in-depth look at your products or services. When creating an eBook, make it visually appealing and easy to read.
How to Create Impactful Content
Now that we’ve gone over some popular types of content let’s talk about how to make yours impactful. Here are a few tips:
- Know your audience: The first step is understanding who you’re creating content for. What are their needs and wants? What kind of language do they use? What type of content do they respond to? When you know your audience, you can create content that appeals to them and speaks to their needs.
- Keep it focused: Once you know your audience, it’s essential to keep your content focused. That means writing on a specific topic or niche and avoiding anything off-topic. This will help you appeal to your target audience, make promoting your content more accessible, and get it in front of the right people.
- Make it visually appealing: People are visual creatures, so it’s crucial to make your content visually appealing. This means using high-quality images, infographics, and videos. It also means making sure your text is easy to read and digest. No one wants to read a wall of text, so break it up with headlines, subheadings, and bullet points.
- Have a distribution strategy: Just because you’ve created great content doesn’t mean people will see it. So you need to promote your content on social media, email, and other channels. Otherwise, it will get lost in the noise.
- Measure your success: Finally, measuring your content’s success is essential. This way, you can see what’s working and not, adjusting your strategy accordingly. You can track several metrics, but some of the most important include traffic, engagement, conversion rate, and social shares.
Choosing the Right Visuals
Visuals are essential to any piece of content, whether it’s a blog post, infographic, or video. They can help break up the text, add interest, and make complex information more digestible. When choosing visuals, consider the following:
Size: Make sure your visuals are the appropriate size for the platform you’re using. For example, if you’re posting on social media, you’ll need to use smaller size images than creating a print brochure.
Quality: Always use high-quality visuals in your content. This includes professional photos, illustrations, and infographics. Low-quality visuals make your brand look unprofessional and can turn people off your content.
Format: Choose the proper format for your visuals. JPEGs are good for photos, while PNGs or vector files are better for illustrations and logos. And be sure to use the correct file type when exporting videos.
The right images, infographics, or videos can make your content more engaging and memorable, helping it to stand out in a sea of online information.
On the other hand, poorly chosen visuals can distract from your message and make your content generic and less effective. So how do you choose the right visuals for your content? It depends on what kind of message you’re trying to communicate and who your target audience is.
For example, if you’re writing an article on a technical topic, an infographic might be the best way to communicate complex information concisely and visually appealingly. On the other hand, if you’re targeting a younger audience, videos might be more effective. And if you’re simply looking to add some visual interest to your content, images are always a good option.
No matter what visuals you choose, make sure they complement your message and help to make your content more impactful. With the right approach, you can create informative and visually appealing content, resulting in higher traffic and conversions for your business.
When to Use Video
As mentioned earlier, videos can be a great way to make your content more engaging, especially if you’re targeting a younger audience. Videos are also an excellent way to show rather than tell, which can help demonstrate complex concepts or processes.
However, videos aren’t suitable for every situation. For example, they can be time-consuming and expensive to produce, and they might not be the best format for conveying certain types of information.
Before you use video in your content, ask yourself if it’s the best way to convey your message. If so, great! If not, you can use plenty of other visuals to make your content more impactful.
Here are a few things to keep in mind when deciding whether or not to use video:
- Consider the time and expense required to produce a quality video
- Think about whether video is the best way to convey your message
- Determine if your target audience is more likely to engage with video content
What is Stock Photography
When it comes to visuals, one option you might consider is stock photography. Stock photos are professional-quality images that can be used for various purposes, from website design to marketing collateral.
There are many benefits to using stock photography. For one, it’s an affordable way to get high-quality images for your content. And since millions of stock photos are available online, you’re sure to find ones that fit your needs and complement your message.
However, there are also some drawbacks to using stock photography. One is that since these images are so widely used, they can often look generic or clichéd. Another is that it can be difficult to find photos that genuinely match the tone and style of your brand.
If you do decide to use stock photography, be sure to choose images that are high-quality and relevant to your brand. With a little effort, you can find stock photos to help make your content more impactful.
Should You Use Stock Photos
One question that always comes up is whether or not to use stock photos. On the one hand, stock photos can be a quick and easy way to add interest to your content. But, on the other hand, they can often look fake or generic, which can turn readers off.
For most businesses, we recommend using authentic stock images whenever possible. These images will be more impactful and will helping you create believable content.
If you’re writing about a particular topic that is difficult to photograph, stock photos can be a helpful way to add visual interest. For example, finding an authentic photo of a rocket ship might be difficult if you’re writing about space travel. In this case, using a stock photo is perfectly acceptable.
We recommend using authentic photos whenever possible as a general rule of thumb. While using stock photos, ensure they are high-quality and relevant to your topic. Then, with the right approach, you can create visuals that complement your content and help it to stand out from the rest.
When it comes to visuals, there are various options to choose from. If you’re looking for high-quality images that are affordable and easy to use, stock photography is a great option. However, it’s essential to be aware of the drawbacks of using stock photos, such as the risk of clichéd or generic images.
In most cases, we recommend using authentic images. Just ensure they are high-quality and relevant to your topic. Then, with the right approach, you can create visuals that complement your content and help it stand out from the rest.
About the author
Jeppe Borg is a seasoned marketeer and growth advisor, currently working as CMO in Danish-based Factofly, where he is a part of the team, building a one-stop-shop for freelancers.