5 A/E Visual Content Strategy Guidelines
October 27, 2016
Lets face it; humans are visual beings. What we see has a profound effect on what we do, how we feel, and who we are. It should go as no surprise that visual content encourages engagement. Content with relevant images gets 94% more views than content without relevant images. [Source] When you are ready to begin marketing with visual content, be consistentMake the project experience real. Your firm exists on project experiences. Each of your firms employees works toward designing and building great structures. Reach beyond the traditional marketing methods and tell the story about how your firm is making a difference in the built world with authentic imagery. Ultimately, your audiences know when they are getting the real deal.
- Tailor visual content to reinforce your message with different target audiences. Your clients, colleagues, and partners all have varying needs, wants, challenges, and priorities. Your visual content should appeal to your varied audience categories. Initially, organize a series of visual images by segment and incorporate them in your marketing efforts. It will not be long before you will find out what will work and what will not.
- Give the audience details. Your project images should speak a thousand words and appeal to the senses. Capturing Interior Architecture That Appeals to Your Senses Images can also conjure up memories or experiences just from an image and a story. Deliver a sensory journey; the more details you provide, the closer you get to your audience.
- Visual content needs to be timely. When it comes to visual content, timing is everything. Be on the lookout for opportunities to build your firms brand awareness. There may be a project development or activity that reinforces your firms unique character. Strike while the iron is hot capture the moment to tell your audience a little more about your firms practices.
- Create a story to support the project images. An image that reinforces your project or company story makes a tremendous impact. A good story with pictures makes a human connection on an emotional level.. Making a visual memorable to target audiences will make the difference during a pursuit. In addition, you can differentiate your brand before the prospect offers you an opportunity for viable project pursuit.
If you are still debating whether to pursue a visual content strategy, dont let me convince you. Research shows, 65% of senior marketing executives believe that visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated. [Source: CMO Council] What are you waiting for? Lets work together to bring a memorable content experience to your audiences. DouglasSterling.com