The power of an image library and what it can do for your brand

Visual content is absolutely essential in today’s digital world. With short attention spans and the need to convey messages quickly and effectively, visuals have incredible power in captivating audiences and delivering impactful messages. 

Humans are naturally drawn to visuals, forming rapid judgments based on what they see alone. In content marketing, these first impressions count, and visual content plays a pivotal role in shaping them. This split-second assessment of an image or visual can be the deciding factor between visitors quickly bouncing off your website or delving deeper, or someone scrolling past your post.

Developing ‘ownable’ content ensures you have the freedom to use your assets wherever and whenever you want and far outweighs the time-consuming job of finding images. And by crafting visual communications that align with your business and incorporate storytelling, you can appeal to emotions and ensure your message lingers in the minds of viewers.

So, why should you build a library of visual assets for your content marketing strategies? Well, a staggering 80% of marketers use images in their social media campaigns, which is no surprise in a digital world where you only have a moment to catch your audience’s attention.

5 benefits of creating and using your own image library for your practice

All content requires a visual to bring the topic to life. It illustrates the immense potential and impact of visual content in driving consumer behaviour and the benefits it can have on your business.

Here are our top 5 reasons why we encourage our clients to create their own visual asset library.

1. You own the copyright of your visual content

We highly recommend taking the time to create personalised visuals that incorporate your own images, brand and design. This is the best way to ensure originality and avoid any legal issues. However, we understand that there may be situations where creating everything from scratch is not possible, and that’s perfectly fine.

When it comes to developing your creative assets, it’s super important to be mindful of copyright infringement. In Australia, the moment you document your idea or creative concept on paper or electronically, it automatically receives copyright protection. 

Copyright acts as a safeguard for creators, granting them exclusive rights to their work. Copyright infringement occurs when copyrighted material is used without permission. Infringements can arise when a significant portion of a copyrighted work is used, whether it’s the entire work or just a part. Even if the portion used is not large, if it required enough skill and effort, it can still be considered copyright infringement.

2. Visual content is memorable 

Imagine being presented with a paragraph filled with statistical facts. Firstly, these facts may not be particularly interesting. Secondly, they can be incredibly challenging to retain. Now, contrast that with a well-designed visual that displays the numbers in the form of a graph. The information instantly becomes easier to understand and digest.

Visuals bring a dynamic element to your content that text alone simply cannot match: speed. Research reveals that visuals are processed a staggering 60,000 times faster than text. This means you can convey a message to your audience much more quickly and effectively with an actual picture.

Now, let’s add storytelling to the mix, and you’ve struck gold. Our brains are significantly more engaged by narratives than by a mere list of facts. In fact, it’s easier for us to remember stories because our brains perceive little distinction between an experience we view and one that is actually happening.

So, while visual content is undoubtedly appealing to look at, it can have a lasting and visceral impact on the audience.

3. Visual content quickly communicates your message

Gone are the days when words alone could capture attention and inspire action. With the advent of social media, there is a growing hunger for visuals and a desire for a deeper visual connection. Today’s consumers want to see products in action, learn about the companies behind them, and gain a sense of trust before investing their hard-earned money—and they want it now.

While written content has its merits in explaining complex ideas and fostering in-depth discussions, visual communication offers a unique advantage by swiftly conveying ideas, information, and data. It embraces various visual assets and illustrations to give meaning, add context, and stir emotions.

Let’s explore a few examples of how visual communication can effectively engage your audience:

  • Photos: Investing in a tailored professional photo shoot ensures you have relevant and easily identifiable shots to support your practice for different purposes, particularly for marketing campaigns and collaterals.
  • Graphs: When dealing with complex information, a well-designed graph can simplify and make it more digestible.
  • Posters: Whether for online use or physical placement, posters serve a multitude of purposes. Keep in mind that they should supplement your existing content marketing efforts, rather than serve as the primary means of conveying information.
  • Videos: The dynamic nature of videos, with their vibrant colours and captivating movement, instantly piques our interest. By incorporating multiple layers of information and visuals of various sizes, videos stimulate different sections of our brains, helping your audience remain focused and eager to learn more.
  • Infographics: Infographics are excellent for explaining complex concepts or services while representing your brand. The beauty of infographics lies in their versatility. They can be repurposed across different platforms, such as blogs, e-newsletters, and advertising campaigns, maximising their impact.

4. Visual content boosts engagement and leads

To effectively captivate your audience, it’s crucial to explore the diverse range of images and social tiles available to you. Here’s a tip for your content marketing activities: consistency is key. By consistency, we mean coordinating elements such as colours, fonts, templates, layouts, and even the tone of your voice. Once you’ve established your branding elements, the next step is to thoughtfully select your topic.

Avoid randomly choosing any subject solely for the purpose of creating social media or email content. Take the time to conduct thorough research and identify what your audience is actively searching for online. Use tools like Answer the Public to uncover relevant subjects that you can delve deeper into. Then, use this information to create visual assets, such as photos or engaging infographics.

It’s worth noting that infographics tend to generate more traffic compared to traditional blogs. Additionally, studies show that consumers are 30 times more likely to read an infographic than a text-only piece of content. The combination of branding, relevant information, and a thoughtfully designed piece of visual content can lead to more social shares, more viewers, and more website visitors that stick around longer.

5. Unique visual content sets you apart from competitors 

While text-based content remains important in marketing, to truly distinguish yourself in the digital age, visual content must play a central role in all your campaigns, tailored specifically to your practice.

Setting yourself apart from competitors who rely on the same licensed images (purchased from image stock libraries) can be achieved by producing your own photos and designing graphics. Visual content has the power to tap into the core emotions of your audience, compelling them to explore more about your brand. The more distinct and relevant to your brand, the better the impact.

By consistently creating high-quality visual content that genuinely resonates with people and promoting it effectively, you can significantly boost the reputation and awareness of your brand. Always prioritise the needs of your audience and avoid publishing content just to meet an upload schedule. While substance is key in any form of content, excellent design is also highly valued.

How to use photos and social tiles for your practice 

When it comes to visuals, it’s a good idea to establish a clear and consistent narrative that aligns with your practice. Even if each individual visual asset does not explicitly tell a story, it should contribute to an overarching narrative that can be easily followed by your audience.

One way to manage this social media narrative is to use a social media calendar to allow you and your team to keep the big picture in mind, maximising the impact of your visual assets and maintaining an organised approach to posting them. A social media content calendar provides a comprehensive overview of the content planned for each day, week, and month. 

The advantages of employing a social media calendar are extensive, but one major benefit is the insight it offers into your published content and its reception by your audience. This knowledge allows you to create higher-quality content in the future.

By tracking the performance of your published posts, you can identify areas for improvement and make necessary adjustments to future content. Keep in mind that you should let your audience preferences guide the selection of themes, topics, and approaches, rather than relying solely on your gut feeling.

Visuals inherently pique our interest and allow for information to be digested rapidly in an age where attention spans are waning. It’s important for your visuals to evoke an emotional response that captures your audience’s attention long enough for them to fully engage with the textual component of your marketing efforts. 

Developing an image library not only boosts your brand awareness and sets you apart from your competitors, it allows for a high engagement rate with your audience, and ultimately, more leads.

QUAY Content Marketing can help you in establishing your image library. This will help you to develop impactful visual content that will increase brand awareness and generate leads for your practice. Contact us and we can get started.

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