Content Marketing, Content Strategy
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Is your business based online? Then you may be aware of how fickle today’s digital consumers can be. In vying for their attention, you have to employ something better than the old text-and-image style. It’s time to tap into humans’ attraction to anything visual.

According to HubSpot, people retained 65% of presented information when it’s paired with a relevant image. Remove the relevant image, and people retained only 10% of the information. The discrepancy is quite wide.

Whether you are distributing on-demand software licenses or offering outfit choices, you need to remember a few rules when creating visual content for your target audience. 

Know your audience 

Get to know your audience before anything else. You may be catering to other businesses that need your software or consumers who need your clothes. These are different animals from what they used to be a couple of years ago. They are more demanding now. And they will leave your page if they’re not getting a seamless customer experience.

Yes, there is just no guarantee they will stay and finish the checkout process. So, you just have to research, research, and research. Then create customer personas based on the data you’ve gathered. 

Offer 360-degree snapshots of your products 

This rule is applicable to various visuals such as photos and videos. Zalora, a popular online fashion destination in Asia, presents a product through several shots. For instance, it shows the look of a certain dress when worn and seen from the front and back. It also includes close-up shots, allowing visitors to zoom in on the tiny details of an outfit.

Meanwhile, the combination of text, images, and videos works, especially if you are marketing consumer gadgets. Just look at how Apple dishes out multimedia content about its iOS-based virtual assistant, Siri. A teaser flashes in the home page carousel, prompting people to watch the film about “The Rock & Siri”. Upon clicking, guests will land on a page that talks about the useful things they can do with Siri as well as the promised video in the overlay. 

Remember that you’re selling stuff

Focus on driving action when creating content. Whether you are selling clothes or cloud-based solutions, you need to know the best practices on how to sell online. Start with putting clickable banner images on the home page. Net-A-Porter, a multichannel shopping platform, provides a perfect example of crafting visual content that’s shoppable. Its digital magazine, the EDIT, has the makings of a luxury fashion journal. At the same time, it lets users click on the outfits they fancy and leads them to product pages where they can cart the items. It fully integrates its eCommerce identity into the content strategy, like hitting two birds with one stone.

Leverage the power of infographics 

If you’re a Software-as-a-Service (SaaS) firm, your challenges may include explaining technical stuff to your target audience. In doing so, you may fall into the trap of writing blocks of text to address the knowledge gap. Common sense tells you that presenting information this way will bore the reader. Because of the waning attention of digital consumers these days, you have to be informative and entertaining at the same time. You have to be able to condense terms, figures, and other important data points in a palatable piece of content.

This is where infographics come in. This form allows you to present the most interesting facts about your products or services while including statistics or any details that will help persuade readers to buy from you. Often, you don’t even have to inject a single promotional word. Find a pain point your customers are facing and offer solutions. Check out how Ooma, an internet phone provider, crafted an infographic containing productivity hacks for coworking spaces.


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