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How to Upgrade Your Visual Content

how to upgrade your brand's visual content

People are busy and constantly scrolling – it can be tempting for your audience to scroll right past that carefully crafted blog you wrote. So how do you get someone to pay attention in the world of short attention spans? Visually interesting content. 

When it comes to thought leadership and visual content, the same principles apply as they did for creating long-form written content. Whether you’re creating an infographic based off of a blog or sharing a testimonial, you have to make it consumable and you have to relay expert information in a way that requires little to no effort from your audience. Your visual content has to be strong, unique and relatable to your consumers, and it needs to be aligned with your end marketing objective. 

Here are some top tips on how to create visuals that will catch your audience’s eye. 

Consistent Branding:

Your branding needs to be immediately clear to any social media scroller, that’s why it’s important to incorporate your brand’s color palette and logo. The idea here is for your audience to start to recognize your branding so it won’t take more than a moment for them to know this is your business’ content. Optimal use of brand colors and logo in designing can give a voice and personality to your brand. 

Composition:

It’s important to strike a balance between text, color and negative space. It can be easy to want to fit as much text as possible on a graphic to inform your audience, but that actually does the opposite of what you’re trying to accomplish. By using the rule of thirds formula and erring on the side of using less text and more icons, you can create harmony in your designs, making them easier for your audience to digest. 

Tools for Design:

You don’t have to be a graphic designer to design great visual content. There are many tools and softwares available online for you to use to create content. Canva is one of the preferred websites used for designing any kind of visual content. With a few pre-designed templates, Canva is fast, easy and extremely user-friendly.

By integrating visual content as part of your digital marketing strategy in tandem with long-form written content, you have a much better opportunity for your audience to take in your content and boost your credibility as a thought leader. 

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How to Craft Long-Form Written Content

Blogs are a major player in helping elevate your brand to thought leader status. They engage your audience and offer up an easy way to get across expert information. After reading your posts, your audience should leave knowing how to do something new or with valuable knowledge they can apply to their life, business etc. Here’s how to get started.

The Topic
The entire idea behind thought leadership is that you are publishing content that places your brand as an expert, so that’s a great place to start when brainstorming content ideas. You want to be very intentional with what type of information you’re providing your readers. For example, one subject has many different angles. You could write a How-To Guide on making cupcakes, but you could also write a piece on Top Cupcake Trends. Both posts are placing you as an expert on cupcakes, but take very different approaches. The key here is whether you’re offering a How-To Guide, the Do’s and Don’ts or even Three to Five Things You Should Know about a certain subject post, you need to provide insider information that you (someone who is an expert in the industry) would know and your audience wouldn’t.

The Structure
Due to the flexible nature of blogs, there isn’t a hard and fast rule on the best way to structure them, although you should also be aiming to make your blogs as digestible as possible. You should also ensure that each of your blogs have an introduction and conclusion.

See your introduction as an appetizer. You want to get your audience hungry, you want to hook them in. Introductions should be brief but also inform your readers in an interesting way what the next course is going to be. Your conclusion should wrap up the ideas you introduced in the blog. View this section as your dessert. Your readers are mostly likely pretty full on information, but they’re looking for a little something sweet to end the meal. Now we get to the entree, whatever happens in between the intro and conclusion is up to you. You can structure your blogs with bulleted lists, paragraphs and even graphs and charts, the only thing to keep in mind is that you don’t over serve. Make sure your main ideas are clear, easy to read and don’t present an overwhelming amount of information.

Making a Content Series
One great way to increase your thought leadership credibility is by implementing a content series. A content series is basically just a series of blogs. For example, you would have a mother blog on a certain topic, such as thought leadership. Then you would have 2-3 subtopics of that main topic outlined in that mother blog – like long-form written content, visual content and media. Having deja vu? That’s right, you’re currently in a content series. The beauty of a content series is that you have the ability to take a deeper dive into a specific subject in a cohesive way.

By integrating a robust, knowledgeable blog presence on your website, you’ll not only reinforce your authority to website visitors, but you’ll also increase searchability and have the functionality to share across digital channels such as social media and newsletters.