What is Visual Content Marketing? & How to Use it to Grow Your Business

by Ella Schnoor | Last Updated on 07.23.2021

Visual content marketing is how you use visuals to tell the story of your business. This can take form in videos, photos, text posts, or other graphics.  With marketing on social media, visuals are a necessity and one of the most effective ways to grow your business, and like most things in marketing, having a strategy behind your visual content is crucial.  Building your visual strategy will not only help you grow successfully, but it will also make it easy to track your success.   

When creating your visual marketing strategy, you want to start simple and look at what you’re trying to market as if you were telling a story.  What makes a story compelling?

Conflict and Solution

To figure out your story, start by asking yourself 3 questions:

  1. What is your conflict?

Conflict provides interest and holds the attention of your audience.  

  1. Who is going to help solve the conflict?

The answer should be you and your business.

  1. What is the process to solving the conflict?

Show how your business can solve the conflict but also convey what the conflict looks like without your business as a solution. Make it obvious that your solution is the best possible solution.

After you have a clear idea of both your conflict and solution, you’ll want to apply your story to visuals.

There are 3 categories of visuals to create:

  1. Brand Visuals

Your brand visuals are what is unique to your business. They should be created to say something about your brand at first glance. 

  1. Supportive Visuals

Supportive visuals are how you show what else is involved in your process. This could be your team, the equipment you use, your satisfied customers, etc.  What makes your process unique? Use your supportive visuals to really show that.    

  1. Content Visuals 

To continue to build a conversation and relationship with your viewer, content visuals are combining both your brand and supportive visuals to effectively show what separates your business from your competitors.

When it’s time to push your content out, remember that you want to create value out of your visuals, not just add to the noise of visuals and pictures that everybody sees every day.

Now that you know what your story is and the different types of visuals you’ll need, start by making a small investment to begin creating and marketing.  As long as you follow a strategy with a specific and defined framework to put behind your investment, you can only succeed.