Let’s take a moment to think about Facebook. While we’re thinking about it, if you have a personal Facebook page, let’s focus on that instead of the Facebook page of your bank or credit union. Now, thinking about posts on your Facebook News Feed that you ‘Like’ or ‘React’ to, what do you see in your mind’s eye?
I’m willing to take a bet and say that most of the posts – if not all – that you react to on your personal Facebook page have some kind of visual component to it. Whether it be a photo of a family member or friend, or perhaps a video clip of a show that you enjoy watching. Perhaps it’s an infographic that boils down the important points of one of today’s complex topics that catches your eye.
All of this is to say that in today’s digital age, we have become increasingly visually trained. Rarely do we scroll through websites, social media or emails without looking for visual cues to take our eye somewhere to consume content. We’ve trained our brains to gloss over plain text in favor of looking for simplified visual ways to consume content.
A recent study conducted by polling 300 marketers* revealed statistics that are not all that surprising in today’s online world:
- 40% of marketers say that 91%-100% of content they published contained visuals in 2015. That number rose to 53% in 2016.
- 35% say they use stock photos most frequently to draw attention. 30.4% say they use original graphics and infographics.
- 5% report that infographics had the highest rate of engagement with their audience.
Once you have a “base load” of content to draw from, such as Truebridge’s online library of Financial Education Content, the second step is finding ways to make the content visual for appeal to your audience. There are many ways to do this, blending visual aspects with channel delivery of your content. Such as:
- Using online infographic-creation tools such as Venngage to display key points from a piece of content and deliver via social media or website banners.
- Deliver branded, visually appealing emails to customers with links to larger pieces of content.
- Using custom visuals or stock photography to emphasize content links when delivering via social media or email.
- Use animated flash video or GIF files to communicate key points from content and deliver via multiple channels.
Of course, the best visual plan and delivery solution is going to be custom-made for your financial institution.
At Truebridge, we know that implementing a content marketing strategy is only the first step. Finding unique and appropriate ways to engage your audience is the next step, and the piece that will take your content marketing strategy to the next level.
For more information about how Truebridge can help you implement visual content marketing ideas, contact us here to talk.
*“10 Visual Marketing Statistics for 2017” https://www.prdaily.com/marketing/Articles/22133.aspx