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You've amassed all this great visual content — now what?

Posted by Nate Holmes on July 21st, 2014 at 9:30 am

One of the biggest issues content marketers face today is content creation. Part of a strong content creation mix is visual content. You know the importance of visual content, that's why you're investing in images, infographics, slide decks, videos, and photos. Whether you create it, curate it, or purchase it -- having quality content is just the start. Once you've amassed all this great visual content -- here's what you need to do with it.

Put it to work

No brainer - right? Content isn’t for content’s sake. It’s to attract, educate, and cause action from consumers. To do that, you’ve got to share and distribute your visual content. Obvious channels for sharing visual content are your social networks. Platforms like Facebook and Twitter have become much more visual. While Pinterest and Instagram are entirely based on visuals. But there’s more work to be done. Do you have an email newsletter? Placing a clean, branded animated GIF in an email can be a great way to grab attention. Websites like Slideshare, are designed to distribute a specific type of visual content. How ever you’re putting your visual content to work, make sure you’re putting it in front of your intended audience.

Put it to test

Is your visual content working? Have goals for your visual content to put it to the test. If the purpose of a piece of content is to increase brand recognition, good goals might be 15,000 views and 50 shares for a YouTube video. If you’re looking to get more paid subscriptions to your service on a landing page with an intro video, 400 views with a 40 trial signups might be a better goal. That’s why you should have goals and understand what metrics to look at.

Looking at analytics isn’t to just give yourself a pat on the back for when things worked and to mope when they didn’t. Use these metrics to improve and optimize your marketing performance. If you are seeing blogs with graphics are more engaging, continue to include graphics in your blogs. If an infographic has a high bounce rate, maybe the design needs work.

Put it to rest

Have a system in place to manage the entire lifecycle of your visual content. When you’ve got multiple content creators, multiple distribution channels, and multiple uses for your content it’s important for you to have a central source of truth for your content. A place where your team can access the correct content to reuse, repurpose, and re-share. Visual content that’s scattered across desktops and buried away in folders is content that’s losing value (and losing you money). And time spent searching for content is time lost on creating, sharing, and analyzing other content.

If you get too caught up in amassing content, you might forget that content creation is just the start. Make sure you are putting your content to work, to the test, and to rest.

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