Make the Shift to Visual Web Content

Posted by: Chris Marentis

Make the Shift to Visual Web Content


If your company is relying on only written content for its online marketing, it’s time to take another look at visual content. Your customers are spending more time online than ever before, but there are so many interesting photos, videos, memes, infographics, and other engaging visuals that they likely gloss over your 1,000-word article. Even popular social networks like Facebook are making gradual changes aimed at encouraging more visual content. Websites like Pinterest, a network that’s based almost entirely on images, are taking off.

content is king

Visual content captures your customers’ attention, and it turns out that it will probably boost your search engine results, too. Google and other top search engines reward companies for posting videos and other visuals on their website. See our Google guide to learn more about optimizing your website for search engines.

Make It Entertaining

The first rule of any type of visual content is that it must be original. Borrowing content doesn’t communicate your company’s trustworthiness and credibility, and it can get you into some real trouble. But the good news is that visual content comes in many forms, and you can find at least one or two types that will work well for your business. Here are a few ideas:

  • Infographics – People who are pressed for time love infographics. Effective infographics help people understand complex subjects.
  • Memes – The funniest memes spread quickly across the internet. Coming up with a clever meme can be a challenge, but they’re definitely worth trying.
  • Cartoons – When people are scrolling through the text on their Facebook page, a funny comic can catch their eye. Use comics or cartoons to tell people what’s going on with your company.
  • Videos – It’s easy for people to share videos, and search engines love them. Just make sure they’re high-quality.
  • Graphs – Make graphs interesting with colors and graphics.
  • Maps – Color-coded maps can help tell stories. If you can tie maps into your products and services, they can be a winner for your local social media marketing.

Get Help If You Need It

The thought of publishing a video or even creating an original meme is probably daunting for most small businesses. But if you’re going to publish visual content, it needs to be exceptional. Publishing home videos from your kitchen won’t help to build your company’s reputation, unless you’re a professional videographer. If your staff doesn’t have the skills you need, hire a graphic designer or a videographer to help. Hired expertise could set you apart from your competition, and their salaries could be some of the best marketing dollars you’ve ever spent.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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