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Traditional marketing is slowly but surely gives way to new ways to relate to customers, and content is the new context that brands live in. Companies need to learn to tell engaging stories in an authentic and entertaining way that will leave potential customers with a positive association to the brand, particularly in highly competitive markets. How can your brand meet the challenge of content marketing with an effective strategy, and why is visual storytelling important? Making an emotional connection with consumers is still a skill underestimated by many marketers. People do not relate to brands, they relate to other people. Pictures can draw them in, tell a story, and communicate complicated information in an easy-to-understand way. The right image can trigger feelings and emotions, and make people more receptive to pitches. A lot of this gets to the psychology of marketing. It has been shown that images trump words when it comes to penetrating our defenses; they appeal to the part of the brain that holds sway over emotion and logic. Pictures can be a powerful way to communicate brand attributes and drive engagement too. However, tapping the power of pictures is not necessarily easy. You need to understand which ones are effective, and how to integrate them into the marketing mix. Is your brand ready for its close up shot, the literal or figurative selfie that can capture attention and customers? How can you put visual content to work?
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