The ONE thing your written content needs. (And it’s not what you think!)

This is a guest contribution from karen gunton is a blogger, teacher, and visual marketing specialist.

Bloggers hear a lot of advice about content marketing, email marketing, and social media marketing, but you may have noticed something new pop into the online landscape lately – visual marketing.

So yes, even though you are a blogger and your job is to create written content, I am here to tell you that you need some visual content too.

Visual marketing is simply using images to communicate a message about your blog or your business. The images you use can come in a number of formats (jpeg, video, PDF, slide, print etc.) and can contain a wide variety of content (text, photographs, diagrams, icons etc.) so the definition of visual marketing is actually a lot wider that in seems. You can create visual content that suits you, your blog, and your audience… the key is to get visual.

Here’s why:

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If you are using social media platforms to engage with your audience and market your blog then you need visual content.

Social media is visual: brands that share visual content on platforms like Facebook, Twitter and Google+ get more engagement than brands that do not; and visual platforms like Pinterest, YouTube and Instagram drive traffic back to blogs.

Visual content catches people attention: it often resonates in a way that words alone do not, and it is generally more memorable. The saying “A picture is worth one thousand words” came to be popular for a reason! People are visual, so it makes sense to incorporate visual content along with your written content as a way to engage with your audience.

We are bloggers. Words come easy to us! But I am sure we all experience a similar problem in our respective niches: there are a number of bloggers blogging about the same topics we blog about. Visual marketing is your chance to stand out, particularly if it is not popular yet in your niche. And visual content is a great way to share your message in some new and engaging ways.

Number 1 imageStep one is to realise that any type of blog, in any niche can use visual content. You do not need to have “product photos” in order to do visual marketing. Think outside the box to come up with ideas for visual content that suits your blog, your brand, and your niche: before and after photos, behind the scenes photos, sketches, maps, flow charts, diagrams, humorous memes, inspirational quotes … there are many ways to get visual!

Number 2 imageStep two is to go beyond the typical blog “stock photo” and use blog images that double as social media images. Creating an image with your blog headline, a quote from your blog text, or a helpful tip from your blog content will give you something to post to Facebook, Pinterest, Twitter, Instagram, Google+, even your email… any place where your audience is hanging out!

When you post your image to social media, include the link back to your blog and a call to action to click for more. If your images resonate with your audience they will do they sharing for you – that’s why I call these types of images “shareables”!

Number 3 imageStep three is to look at content that you already have and think about how you can make it visual. Repurposing existing, popular content is a great way to engage with your audience in new ways, plus it doesn’t have to take a lot of extra time.

Consider creating a slide show and sharing it on Slideshare, adding your voice to the slide show and uploading it to YouTube, turning your content into a printable PDF guide or checklist, or creating an infographic.

Think back to when you were in school and you realised that kids learn in different ways – adults are the same. Sharing your written content in new ways will help you engage with your audience. Not to mention that these different formats give you the opportunity to share content on new platforms, and include your own visual branding to build brand recognition.

I know that one of the big things that holds many bloggers back from creating visual content is the whole “But I am not very creative!” thing. We are into writing, and that sometimes means we aren’t as comfortable with images.

But I bet that there was a time when you didn’t feel like a writer either! You have probably heard the advice that the best way to learn how to write is to start writing. It is the same for visual content. The more you play with creating images the more comfortable you will feel with it, and the more you will learn what resonates with your audience.

And with so many amazing free tools and tutorials online, this is indeed something anyone can learn. To get started, try picmonkey. It is my favourite online tool: it’s free, it is very user friendly, and it is a fun way to create social media shareables that will help you promote your blog posts.

Go on, give it a try… give your audience something they can pin, share, tweet, and print – they are waiting for it!

karen gunton is a blogger, teacher, and visual marketing specialist. she is passionate about helping micro business owners SHINE online. take her FREE visual marketing class to learn how to create your own branded shareable images for social media – no photography or design skills necessary!

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