Consider its fun, visual applications, as well as how well your design will translate to both the topic and the purpose of the piece. In his post on bringing creative ideas to life, Joseph shares some details on the systematic process he follows when tackling some of CMI’s highest-profile visual projects: Visual #content efforts should be grounded in the fundamental rules of design says #design Click To Tweet
While the wealth of DIY design tools available to content marketers (including the ones listed below) can give almost anyone the ability to create visual content, they don’t necessarily provide the know-how to do it well.ĬMI’s Creative Director Joseph Kalinowski reminds marketers that visual content efforts should be grounded in the fundamental rules of design - including the strategic selection of color and fonts, and the construction of a strong visual hierarchy.
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Tourism Australia created a series of stunningly realistic 360-degree scrolling videos to demonstrate just how memorable and emotional a visit to its homeland can be.īonus tip: Got questions on how to build your content marketing strategy? Our Book of Answers post on strategy and planning can point you in the right direction.
What metrics will we use to measure success? For which terms should this image appear in search engine results?.What is our clearly defined vision of who we are and what makes us unique? How can we communicate those messages in a compelling way?.How can we create a consistent look and feel that promotes our brand value?.What problems does our organization solve?.Who is our audience, and what content do they crave?.What are we trying to accomplish with our visual content?.Content marketers need to build a process around the delivery of valuable info says Click To TweetĮxperts suggest asking questions to make sure you are positioning your visual content to deliver business results, rather than chasing a fleeting few minutes of fame: This applies to visuals just as much as it does to any other content effort. Neither is hinging your visual content success on creating the next viral phenomenon.Īs Joe Pulizzi often points out, content marketers need to focus on building a process and organization around the ongoing delivery of valuable information. Posting a photo or video online and waiting for the business offers to start rolling in is not an effective strategy.
Align your visual story with your content marketing strategy Of course, we wouldn’t want a retrospective on such an image-conscious topic to show visible signs of aging we’ve freshened up the discussion with a few new tips, tricks, and takeaways. But, considering how rapidly visual trends come and go, we at CMI felt it was time to take another look at how to let your brand’s photos, videos, and graphics do the talking.
Nearly a year ago, I compiled a collection of best-practice tips from some of the industry’s most creative and design-minded content experts, along with helpful imaging tools and examples. Not only do images help make text-centric content more readable, digestible, and memorable, but they can also be used to craft compelling messages that speak volumes without using a single word - just ask anyone who has posted a photo on Instagram or created a “Snap” to share a memorable moment with friends. I’m sure I won’t blow your mind by saying that visuals are essential to creating content that will help your business stand out and draw in an audience.
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