(upbeat music)
- The other day a marketing friend of mine said to me,
"You know, I don't understand why
people focus so much on content in the world of marketing."
What's most important is knowing your audience.
If you know your audience,
everything else is nice and smooth.
As someone who runs a visual content marketing agency,
I got to be honest,
I needed to jump into that debate
and correct him really quickly
because while I agree,
knowing your audience is exceptionally important,
creating high quality visual content
for that audience is even more important.
Because it's the content that gives you
a return on investment.
First of all, knowing your audience is one thing,
connecting with that audience is
a whole other thing entirely.
There are multiple channels online
that exist to connect with your end audience.
This includes social media, your website,
many ways to connect offline as well, and so on.
If you want to get connected with that audience
and continue a conversation,
you have to continually sprinkle
thought leadership content in front of them.
Content that reminds them of your brand,
content that tells them all about
a new service you have
or anything that may be a key differentiator
that makes you better than your competition.
And of course, content that simply educates
your end audience can go a very long way
of building brand loyalty and brand trust.
But you need to engage them with that content.
And the fact of the matter is
visual content gets to the brain
60,000 times faster than any other
form of communication that exists
and 91% of today's audiences want visual content
as their first form of information delivery
from a brand or service.
So you have to be producing high quality visual content
to connect with that audience.
Also when you're doing that you're going to
gain more followers, gain more likes and shares,
gain more back links,
and ultimately increase your conversion rates.
That's a darn good ROI if anything else.
(upbeat music)