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2017: Looking Forward to True Content Value (part 2)



Written Content+ Visual Expression: The Chronicle of an Union that will Dominate 2017

Today the train has stopped at the marriage of written content and visual expression. Those attending the nuptials are left wondering if the changes in content caused this union or are a result of it. Regardless of which side of the aisle you sit on, one thing is for sure, these two are together forever as it has gotten to the point that you cannot have one without the other.

The accounting firm Thomas Reuters recently released some interesting statistics on visuals. They include:

  • Posts with visuals have an average of over 10% more clicks than those without. One reason for this is because the brain processes visual information 60,000 times faster than text.


  • Almost half of all people respond better to an image than 1,000 words and more than 65% of people are visual learners. This is a good thing, because 90% of information that enters the brain is visual. This could account for why Pinterest spawns more referrals than Google+, YouTube, and LinkedIn COMBINED.


  • Presentations with visual aides are considered to be over 40% more persuasive.

If these numbers do not get you make changes in content and include a photo, graphic, gif or other visual, then consider that 65% of senior marketing executives who are members of the CMO Council believe that visual content is at the root of how their brand stories are conveyed. Probably because, while written content will always be an important part of marketing, if you want to stand out, you need to include visual expressions of some sort.

Furthermore, the internet has caused attention spans to decrease considerably and big blocks of text are disconcerting to many. In order to combat this, researchers found that colored visuals increased the amount of people willing to read the content by 80% and they were 65% more likely to remember it, as well.

Even with these compelling statistics, less than 30% of marketing teams have a procedure in place to collect, arrange, and manage the visuals assets they use. There are many ways to make changes in content and include visual expression so that you can be part of those that do have a plan in place for 2017.

First on the list is images. They should be high quality and contextually relevant. You should also try to have them be original and taken by you. You can spruce them up with the help of a site like Canva. However, if originals are not possible, look to a photo-sharing site such as Flickr. Be sure to double check that you are allowed to use the picture.

Next on the list are infographics. If you are presenting complicated data and statistics, then help your readers out and include a chart or graph for easier understanding. When doing so, be sure that you choose the best layout, design, font, colors, and shapes in order to convey your important data. Furthermore, what you choose to include must be accurate and relevant to your content.

Do not discount the meme, especially if your company caters to a younger audience. Memes take an image and add a humorous caption. Not many companies use them, so if you do, your business will truly stand out from the crowd. However, while they do make people chuckle, you need to be sure that they fit with your content and your niche. You can also try to animate it and turn it into a gif to make it even more fun.

Regardless of which type of visual expression you choose to use, if you have bad content, a good visual will not help. Changes in content have to include remembering the needs of your audience and putting them above all else.

For part 3, the train heads toward all important keyword town to find out how to improve your SEO for success in 2017.

If you were not invited to the wedding or need a ticket for the train, please contact Iris Content so that you can see the difference visual expressions make.

Annie Ianko

Content Happiness Advisor

Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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