Does the chocolate image wake up your sweet tooth? I could tell you that the candies are locally made in Portland with melt-in-your-mouth sea salt and quality chocolate, how they have perfect flavor profiles and are the ideal size for a guilt-free treat. But the image probably inspires you faster.
If you saw this photo on a chocolate company’s blog, you might pin the image to Pinterest or share it with you friends on Facebook. If I’m the chocolate company owner, I’ve just used shareable content to empower you to help me market my brand through the most powerful form of marketing, your word-of-mouth recommendations.
This is the potency of visual communication. Adam Vincenzini describes the image-powered web as “the notion that Internet users prefer the most efficient and engaging methods of communication.” Images equal efficiency. Fast Company calls visual marketing “the breakout trend for 2012,” noting a 2012 ROI Research study that found “forty-four percent of respondents are more likely to engage with brands if they post pictures than any other media.” Pinterest, Facebook, Instagram and YouTube are leading channels for visual storytelling.
Here are my 13 tips to help you become a Content Confectioner — a creator of crave-able, sharable brand assets.
1. Start with Your Goals
What are your marketing and brand goals, values and key messages? Think about what those things look like. How you can show and share them with your stakeholders?
2. Be a Reporter
Reporters seek and share stories. Do this for your brand. Shift your perspective to look for the significance of the everyday – teams, routines, the work and production environment. How does the everyday drive toward your brand promise? If you make this perspective shift, you’ll always have a story to share.
3. Get the Tools
You’re not obligated to add a $2,000 DSLR line item to your budget. I swear by my iPhone camera. It’s portable and takes high-quality images with flash and focus options. You can send images easily to Facebook, Instagram or email. The right tool is one you can obtain and use often. Do your homework. Test the options. And go for it.
4. Eyes Wide Open, Camera Ready
The aforementioned iPhone has more than 4,000 photos on it (yes, they’re backed up). Keep a camera with you and err on the side of taking more images than you’ll use to create an image bank for your brand. This practice supports quicker content creation. It also increases your odds of capturing million-dollar moments and images. Think of it as gathering lots of ingredients for limitless recipes.