Let's Get Visual: How To Pump Up Your B2B Content Marketing

Posted by Pamela Keniston

Remember those classes where the teacher or professor droned on and on about this or that topic while the class was anxiously anticipating the next turn of the hour hand on the clock. It's not that the topic was not of interest -- after all, you were the one that chose the class. However, the presentation was lacking that certain quality to make you want to keep your eyelids open.


Okay, we know that reference might be a little outdated, but you get the point. Poorly contstructed B2B content marketing can have the same effect: it's a snooze fest. What makes the difference? Engaging your audience by using vibrant presentation techniques such as visual aids. We're not talking about overhead projectors and wipe boards. No, today's graphics are a bit different. They get right to the heart of today's consumer and the issue that we all face: lack of time. Using visual aids help bring the point home quickly and in a way that is engaging and will drive web traffic.

But I've Always Done It This Way and I Like It!

Make sure to insert the whiny voice when you read the above. Admittedly, it can be challenging to step out and try something new - especially if you have found a marketing tactic that has worked for years. We feel your pain. Remember, though, that your target audience is not prone to doing things the same way for long periods of time. They are constantly looking for something new and something that is evolving. 

While they may not have time to find something new that piques their interest, they'll be all over it when it is brought to them. According to psychologist Jerome Bruner of New York University, if you want people to remember your content you need to engage them visually. Bruner asserts that people only remember 10% of what they hear, 20% of what they read, but about 80% of what they see and do. In case that's a statistic you'd like to remember we've got a nice little photo of Mr. Bruner to remind you:



Since marketing is to a certain degree about persuasion you may find this tidbit interesting: Researchers at the Wharton School of Business compared visual presentations with verbal presentations and found that 67% of the audience felt that presenters who combined visual and verbal components were more persuasive than those who used only one method.

This makes perfect sense as we are creatures with five senses to help us take in information. Since delivering content digitally doesn't exactly provide the best platform for taste, smell, or touch you need to take full advantage of the remaining two senses. Many today are overloaded with visual and audio stimuli so it takes an ever-evolving strategy for effective B2B content marketers to stand out.

That's where images and video come in to play. Effective content marketing arouses emotion. Even if your audience isn't using their other senses you want them to feel as if they are. Why is it so effective when a restaurant has a television spot featuring a plate of food that is steaming hot? It's because we're imagining the smell and the heat coming from the food and it affects us emotionally. In a way, they are getting us to use all of our senses. You can evoke the same reaction when properly using visual content in your B2B content marketing. 

With so many new apps and programs out there you may feel a little lost about which ones to use for your content marketing strategy, and how. We've got you covered! Stay tuned for more on the best visual aids to use and why. 

In the meatime, go ahead and download our partner, Hubspot's free ebook by clicking the button below. And, yes, it does contain visuals! 

Free eBook: A Practical Guide to Killer Content Marketing

Jul 30, 2014

Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx