Best practices in B2B visual content


Jun 20, 2017 • Paige Kauffman • Blog

Marketing Trends

According to a survey by MarketingProfs and the Content Marketing Institute, 51 percent of B2B marketers intend to increase their visual content efforts. And it’s clear why. Visual content is launching a takeover. It’s appealing to the eye, it’s shareable and it’s what people want.

You’ve probably heard it before: there is no B2C marketing or B2B marketing – there is only human to human marketing. This is particularly important in the realm of visual content. It’s key to remember there is always someone beyond the screen digesting your content. Ensure your visuals, from photos to video to infographics, follow these best practices:

Focus on the story: While your end-in-mind might be selling products, your prospects probably don’t want a sales pitch every time they consume your content. Ensure your videos, infographics, etc., are informational, engaging and recipient-oriented. Avoid selecting a generic topic, and instead choose something that answers a specific question your audience might have. User-generated content plays well in the visual space as well. In fact, 85 percent of people trust content made by others more than they trust brands' content.

Keep it snappy: Newsflash: people have short attention spans. With video specifically, you have 10 seconds to grab your viewers’ attention. Regardless of the length of the video, you will lose approximately 60 percent of your viewers by two minutes. Share content in an engaging way that encourages your audience to keep watching. It is certainly worth the effort. According to Dr. James McQuivey of Forrester Research, the value of one minute of video is 1.8 million words!

Simplify, simplify, simplify: Don’t overdo your visual content. When creating an infographic, leave some white space so the eye can rest. When shooting a video, don’t feel it must be overproduced or too buttoned up. People want a human connection and expect brands to be personable. 

Don’t forget SEO: Spending time producing visual content is only valuable if it gets eyeballs. According to the Digital Marketing Institute, “The first thing you should do to derive the maximum SEO value from your video (before you upload your video to any sharing sites) is to host it on your own domain. It’s also important to enable embedding on your video as this will help you increase the likelihood of receiving inbound marketing links.” Don’t forget to tag video descriptions with relevant key words as well.

Ensure your visual content is accompanied by great writing: As prolific as the visual content movement is, there is still a need for impactful writing. Blogs need images AND words. Videos need film AND well-written scripts and captions. Infographics need graphics AND info. Nothing can beat the combination of engaging visuals and attention-grabbing stories.

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