There is a lot of pressure on marketers to produce content that goes viral, and that can be paralyzing. A more realistic and productive goal might be to just get better with each piece of content you produce. One sure way to elevate your content is with visual storytelling.
Research shows you have about eight seconds to capture someone’s attention before they move on. Piquing interest with compelling visuals is an effective approach: Content with relevant images earns 94% more views than content without, and the visual elements are processed much faster than text.
Where do you begin when developing content that can be shared visually? Start with the story. To find the tales to tell within your organization that will resonate with readers or viewers, consider the following advice from Paul Furiga, president and CEO of WordWrite Communications:
- Emotional connections drive action. “Stories transcend culture,” says Furiga. They are timeless, memorable and deliver results. “You don’t have to be famous or big for this to work,” he adds. The story may be about an innovation, the coming of age in a product or company, or the thing that changed everything for your organization . . . the epiphany.
- Every good story has a hero, and great companies align with archetypal narratives. “In these stories, the organization’s people become the heroes,” says Furiga. Your hero could be the rebel, the explorer, the sage, the citizen or the creator, for example. And it’s not always the company founder or owner. Search within your ranks for who and what is relatable.
- Your company’s stories should answer the question “why,” as in why buy from you, work with you, invest in you, partner with you or be your neighbor. They could be told as customer testimonials or behind-the-scenes and explainer videos.