here is no question that visual content is definitely trendy. You can see the proof of this with a rise in infographics, as well as video presentations.
However, the desire for creating content that is appealing on a visual level, and that presents the information in a more successful engaging format than typical text, goes much further than simply what is fun to create and cool. A perfect example of the importance of visuals and learning is illustrated in typical classroom settings.
ach student learns differently, as well as each marketer. When you use visuals you are meeting the needs of many different types of learners. In many cases, this is the crucial missing piece from the marketing mindset. You have to take time to focus on what you want people to do and the action that you want them to take.
The content that you are presenting can be used for a wide array of purposes, including entertaining, engaging and inspiring. However, no matter what the purpose of your content is, the basic concept is that you are teaching.
ou want to ensure that your audience completely understands the content that you are presenting. This will influence their decisions. When customers feel empowered they will seek out the information that will help them make the best decision, this means you need to ensure that yours is the best.
Now that we have this insight to customer behavior, lets consider our own visual content marketing and teh different ways that people learn…
The fact is that the majority of people are considered visual learners. However, there are three types of learners, each of which must be understood to make the most of your marketing strategy.
The acronym VARK stands for Visual, Aural/Auditory, Read/write, and Kinesthetic sensory modalities that are used for learning information. Fleming and Mills (1992)
Visual Learners
The largest percentages of consumers want you to show them so they can understand. You can accomplish this through a variety of methods including video demonstrations, visual ebooks, infographics, charts, comics, animation and photos. When you offer the benefits of visual content marketing, you are catering to this unique learning style and tailoring your information for the absolute best comprehension and consumption.
Auditory Learners
These are people that learn and retain information by listening, typically through the repetition of information. A good way to connect with auditory learners is through podcasting.
Read/Write
The last is of course those of us who prefer to soak up our information whilst reading or writing. It’s strange to think that weblogs were just the ‘R’ at the beginning, now they envelop all the learning styles. People who prefer this modality are often addicted to PowerPoint, the Internet.
Kinesthetic Learners
These are the individuals that retain information through a pragmatic approach, actually touching, experiencing and feeling the material. While you may assume there is no real “touch” in the digital information industry, this is where touchscreens and interactive games come in.
When you take time to learn how consumers learn and consume information and what influences their decisions, you will see that it lies at the very foundation of what you do as an online marketer.
This includes content creation, user experience, social media marketing, theme & web design as well as search engine optimization. While you know that visuals are important in engaging social consumers, understanding the why can help you optimize the content that is actually in tune with the preferences of your audience.
Visual content marketing will lead to higher rates of retention and conversion, which ultimately lead to more profits.
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