Warning: You Might Still Be Making This Content Marketing Mistake

Did you roll your eyes when you read my previous post on content marketing mistakes?

Did you skim the list and go, “I don’t do any of this. My content marketing plan is solid.”

I believe you.

And yet…

Even the best plan, created by the most capable professionals, can still have mistakes.

(I know I’ve made…well, let’s just say my fair share of errors.)

Such as…Ignoring visuals in content marketing.

“Hold up,” you might say. “We publish text-based content, like blog posts and case studies. Why do we need to worry about images and design?”

Photo by Dom J on Pexels.com

Why do visuals matter in text-based content?

Some types of content marketing are entirely visual, like infographics and videos.

But what about text-based content, like blog posts or white papers?

Believe it or not, visuals are still critical for text-based content.

  • Images can keep the reader interested.
  • Illustrations can help explain ideas or emphasize a point.
  • Visuals help your content stand out and be memorable.
  • Good images, including good design, provide a better experience for your audience.
  • Visuals can help with your SEO. (I’ll discuss this in a later blog post, so stay tuned!)
Photo by MockupEditor.com on Pexels.com

So how should you use visuals in your copy?

The first thing that probably comes to mind is the use of interesting, relevant images in blog posts and web pages.

That’s a great start. (Don’t forget to include alt text for visually impaired users and search engine indexing!)

But that’s not necessary, or even appropriate, for every type of content.

Fortunately, it’s not the only way to make your text more visually appealing.

Here are some other ways to make your content easy on the eyes:

  • Use standard, easy-to-read fonts in a bigger size (think 16 or more). Avoid small, “creative” fonts that can be difficult and even frustrating to read.
  • Break up copy into shorter paragraphs to make your content easier to consume and add powerful white space.
  • Add headings to your content’s sub-sections to make skimming easier.
  • Use simple, visually appealing graphs and charts in white papers and case studies to break up the text and help the reader remember crucial information.

Don’t be afraid to survey current customers and website users to learn if there’s something in your website layout that could be changed to be easier to read.

Photo by Moose Photos on Pexels.com

What about using visuals with audio content?

Don’t think that visuals can be ignored when it comes to your audio content! If you release podcasts, audiobooks, and other audio content, there is still a role for images.

Besides the tips already mentioned, consider these:

  • Use attractive, easy-to-read formatting on the pages where your podcast episodes can be found.
  • Include a relevant photo when you link to your audio content on social media posts (you ARE sharing your content on social media, right?).
  • Create a striking logo to accompany your podcast.

Adding images, even to text-based or audio content, is an important step in creating and publishing your marketing content. When you pay attention to visuals, your content becomes more interesting, consumable, and shareable.

And isn’t that the kind of content you want?

Ready to make your content more effective?

I work with marketing teams and professionals to help them create well-researched, approachable content and copywriting that helps set the stage for higher traffic, leads, and conversions.

Got a project in mind? Tell me about it and get a free quote!

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