How to Use Visual As Part of Your Content Marketing Strategy: The Definitive Guide (2020)

By Bill Acholla May 8, 2020
Content Marketing Strategy

This is the definitive guide to Visual Content Marketing.

So if you want:

More traffic to your site.

More backlinks.

More Social shares.

To land placements on authority sites like…

  • Forbes

To build your business

Then you’ll love this REMARKABLE guide.

In today’s guide you’ll learn:

  • What is visual content
  • Why visual content is the best marketing strategy
  • Real life examples
  • How powerful visual content and visual storytelling can be in B2B marketing
  • How visual content can increase your social media engagement
  • 16 reasons why you should invest in visual content


Let’s dive right in…

What Is Visual Content?

Visual content can be referred to images used for communication with the target audience.

The visual storytellers know how to use images to convey certain information in an engaging way.

The ultimate objective of this technique is to draw more people on the client’s website and promote products in a more engaging way.

According to Neil Patel, stories have the power to increase your conversions from potential customers to carve out a place for you in the social media channels, and to enhance visual communication.

Below are examples of visual images used for communication:

  • Infographic in form of guest post
  • Visual Collection
  • Co-branded Infographics
  • Cartoons
  • Comic Strips
  • Data Visualizations
  • Flowcharts
  • Explainer Infographics
  • Screenshots
  • Interactive Content

A while back I created a simple Infographic about Chatbots.

And because it was so good, it was shared by Larry Kim, the founder of Mobile Monkey.

Not bad.

Why Visual Content Is a Key Marketing Strategy

Visual content can help you earn editorial links on authority sites, get targeted traffic and build a strong brand for your business.

As a starter, getting published on authority site is hard, but when you craft a good visual content, chance of getting published is high.

A good example is Brian Dean who started his blog and wanted to get published on one of the world’s most popular digital marketing blogs:


The problem was:

Brian was a nobody with a small blog that nobody read.

So, Brian decided to pitch HubSpot an Infographic and that same week his Infographic was published.


Here’s another example from Sapio.

A while back, launched their dating app, Sapio, they knew getting into the heads of their target audience would be a crucial, ongoing process.

Their visual content paid off.

In a span of two days, Sapio earned media coverage from authority sites like:

  • Mashable
  • Refinery29
  • Yahoo
  • The Huffington Post
  • TechCrunch
  • Macworld
  • Techtimes

…and 3,072% spike in weekly app installs

Not bad.

Let’s look at how Lilly Pulitzer used Visual Storytelling to gain 4.4 million Instagram engagements!

Lilly Pulitzer is a renowned American fashion brand, operating since the mid 20th century.

It has a rich history of serving Americans and people across the globe for their fashion demands.

This brand has used its authentic heritage to produce highly engaging visual content.

Being a multigenerational brand, Lilly Pulitzer offers products to customers of all ages.

It has successfully established and maintained a great relationship with the customers for many decades.

Now it is using visual storytelling to share that connection and relationship on social media platforms.

Lilly Pulitzer knows it is essential to express the customers why it does the prints it does.

It uses social media stories to reveal the stories behind those fashion designs.

Its Instagram stories have played a vital role in establishing this brand as an American heritage.

It is a part of Lilly Pulitzer’s integrated social media marketing strategies to tell unique stories about the brand.

This approach helps this brand in gaining major competitive advantage against other leading fashion brands.

Many individuals do not know that only 10 talented artists work in an in-house team at Lilly Pulitzer to produce those impressive prints.

It was essential to reveal how did they survive for such a long time and they used social media stories to share their experience.

Lilly Pulitzer has followed a flawless visual content marketing campaign. They first tried to engage customers with their employees.

It published its [5×5] prints every day at 5pm on Pinterest and Instagram. Those 5×5 prints were shared across digital media.

This campaign helped the marketing team in learning what their customers like and what they do not like.

The Lilly Girls responded great to certain prints and certain prints did not succeed in gaining a huge response. It helped the marketers in learning what the customers likes to see.

The marketers knew what people wanted to get printed on their clothes.

This brand had registered only two online sales during the last year, but now its visual marketing campaign had drawn millions of people.

They chose the most popular prints and turned them into products and supplied those products for sales.

That’s how Lilly Pulitzer used visual storytelling to gain a huge competitive advantage and improve its social media presence.

Here are 16 reasons why you should invest in visual content as a key marketing strategy

1. Improve Your Brand Awareness

People are thoroughly engaged on social media most of the time. It provides you a great opportunity to share quality visual content and grab their attention.

Starbucks has successfully used visual storytelling to promote its Unicorn Frappuccino.

It had made one tweet, one Instagram post, and one Facebook post before launching this product.

Its Unicorn Frappuccino had gained over 51,000 social media mentions one day before the launch, over 72,000 on launch day, and a massive 177,000 mentions when the product arrived in the shops.

It proves how brands can use social media to make the prospects aware about the existing and new products.

According to Pam Moore CEO and founder of, if you want to bring people closer to your brand in a very real, meaningful and human way, you need to share your brand story in an authentic way.

2. Enhance Your eCommerce Experience

Visual storytelling has produced positive results for brands much faster than content marketing because every social media user seeks compelling visuals.

Our brain gets visual information 60,000 times faster than information shared as written text.

That’s why visual storytelling has now become an important part of the marketing funnel where it works faster to make the customer aware about new arrivals from a brand.

According to Jeff Bullas, Visual storytelling is the best way to build authentic engagement.

Brands like BURT’S BEES have gained a huge profit by using quality visual content.

There were over 1 million Facebook users following BURT’S BEES on Facebook in 2012.

Today, that number is much larger and customers like it because they get updated information on products much faster than other channels.

That’s how visual content enhances eCommerce experience and engages more customers.

3. Make Your Customer Journey More Engaging

The modern brands focus on customer journeys to understand their customers and assess their experience with the brand.

It can be more compelling and interesting for the customers if you use visual content to gain their attention.

It can work as an effective emotional branding tool. A customer’s feelings, emotions, and thoughts for a brand play a crucial role in making a purchase decision.

Visual storytelling connects the customers to the product, brand, website, or blog name in an emotional way. That’s how their journey with the brand becomes more engaging and satisfying

4. Increase your social media traffic

One of the biggest reasons to try visual content and visual storytelling is to drive more traffic from social media platforms.

Heinz is popular for its ketchup, but it had also sold thousands of soup cans by running a successful B2C marketing campaign on social media.

Heinz had provided the customers with “Get Well Soon” soup and promoted it via social media storytelling.

This unique approach has helped Heinz in driving a huge traffic on its official website from Facebook and other social media platforms.

5. Generate Quality Backlinks

Every link to your website is considered as a vote for the quality and authenticity of the content on your site.

If you have performed quality keyword research, visual storytelling allows you to generate top quality backlinks on popular social media platforms.

You can use engaging images to increase the clicks and gain more visitors on your web portal.

Almost every popular brand is trying this tactic to gain more visitors and customers.

6. Get Media Coverage on Authoritative Sites

Everybody is using social media and the media industry is no exception. Half of your job is done if you can draw media coverage on your social media posts.

You can use visual storytelling to share some specific stories on various social and eCommerce topics.

It will help you in getting media coverage for your efforts and your stories will gain more popularity on different platforms.

7. Keep Up With Customers

Customers like to get frequent updates on new products and policies to keep up with the brand.

ASOS, a British online fashion and beauty store has been using Instagram for a long time to share compelling stories and visual content.

It is documented that this brand has gained over 9 million followers only on Instagram by following this approach!

8. Generate More Business Sales

Visual storytelling is probably the most affordable way of generating more business sales! Social networking sites like Instagram and Facebook allows you to make free posts.

Brands like Heinz, Starbucks, and Amazon have used their social pages to introduce many new products and sold millions of units in a very short span.

9. Useful for Building a Loyal Fan Base

Heinz’s visual storytelling campaign was featuring customizable “Get Well Soon” soup can.

The customers could write personalized messages on this can before sharing it with their loved ones.

It helped Heinz in building a huge fan base faster than other soup selling companies.

Visual content can quickly turn a normal user into your loyal followers on social media platforms.

10. Making Your Content go Viral

Dove is a brand that sells soaps, so you might wonder if it can’t tell any engaging story.

It actually did with the help of real customers.

Dove shared real customer experiences on its social media pages and those stories went viral.

There were no supermodels or celebs, only genuine customers were a part of Dove’s visual storytelling campaign.

11. Establishing yourself as a thought leader

Visual content not only offers a great opportunity of being a thought leader but also a market leader.

Coca-Cola has been using visual storytelling for many years and other brands adopted this approach to convey their messages via memorable visual ads.

Although Coca Cola has spent a huge amount of money for its visual storytelling campaign, you can establish your brand as a thought leader by using Instagram and Facebook to share impressive stories for free.

According to Brian D. Evans Founder & CEO,, Building a personal brand and establishing yourself as a thought leader really isn’t about self-promotion, it’s about sharing and teaching your audience the knowledge you have.

12. Improve Your SEO Results

Visual content has helped many innovative websites in gaining better rank on SERP.

Impressive visual stories shared on social media with backlinks can influence that page’s rank in Google.

You can share infographics with other web portals to create quality backlinks.

People will see stories shared in those infographics and click on it to reach your website.

That’s how you can draw more traffic by using visual content marketing.

Nadya Khoja founder of, If you want to build up some solid backlinks, you can offer to make free infographics for people on the subject of their choice.

13. Go Beyond Digital Marketing

Digital marketing incorporates numerous online marketing techniques. All those techniques are focused on establishing a brand, improving its reputation, and finding more customers for that particular brand.

Visual storytelling is much cheaper way of connecting with the target audience in an emotional way.

Offer them with remarkable images and videos which share convincing messages about your brand and products.

You will gain their trust and win more customers.

14. Boost Your Product Sales

Almost every Instagram and Facebook user is familiar with Ferruccio Lamborghini’s story. Such stories are often shared by people and brands to engage more audience.

Once you are engaged, you can produce interesting promotional images and videos to encourage your customers to buy those products.

Thus, visual storytelling can actually help you in boosting your sales.

Starbuck’s Unicorn Frappuccino is a great example of how visual content can help a brand in gaining millions of customers within a few days.

15. Grow Your Business Partnerships

Visual storytelling not only helps you in finding new customers, but also new partners.

You might not seek a major investor but your visual content can draw numerous affiliates on social media.

You can find several influencers who will help you in spreading your visual stories across Instagram, Facebook, and other social media platforms.

New affiliates can also help you in developing more creative stories to gain more partners and customers.

Amazon uses its affiliates and influencers to draw more customers and it has been the most successful eCommerce brand for many years.

16. Reduce Your Marketing Expenses

Although digital marketing is more affordable than traditional marketing methods, it still costs a considerable amount of money.

Every small and medium sized businesses might not find it easy to maintain a constant flow of money for digital marketing. It is an ongoing process that rarely stops.

If you are not ready to spend a lot of money on digital promotions and marketing, you should think about visual content marketing.

You just need impressive stories to share in the visual form on social media. Your followers will like and share those stories if the message is interesting.

This thing is happening in reality and small brands are taking advantage of this new way of promoting products.

You can also market your brand and products without spending a lot of money on marketing.

Over to You

Visual content marketing has gotten a new life after the introduction of social media platforms.

Today, Facebook and Instagram are offering separate sections to share stories.

Brands across the globe are sharing consumer stories, their history, office stories, and customer relationship stories to draw new users and entertain them.

Visual storytelling is probably the most effective way of promoting a product when a brand is not ready to spend thousands of dollars on improving AIDA (awareness, interest, desire, and action).

It just requires great stories with an interesting concept to engage the audience.

People will like and share your stories, even when those stories represent a real estate business.  

Now that you’ve seen the reasons for investing in visual content marketing, I’d love to hear your thoughts.

Share your feedback on the comment box below.


  1. Glad to know that. Nice post. Very useful for me. Thanks a lot…….again.

  2. Sammy Blackmore says

    Wow, never thought of using Outbrain. We mostly spend our marketing budget on FB ads. Gonna bookmark this.

  3. Hey Bill

    Great article no doubt ! for 1000$ marketing budget. In terms of return what I can expect from each platform (outbrain, facebook) ?

  4. Andrea Torti says

    I completely agree – smart visuals and a compelling headline can work miracles!

    On the other hand, be careful with that “You won’t believe what happened next”-type: it might get annoying with time.

  5. NO Genesis 2.0 says

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    the blogosphere. Brief but very precise information? Appreciate your
    sharing this one. A must read post!

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  7. I could pick up 3 unique tips from your list which I had not come across in my past content writing career. It is really helpful to increase the quality of my blogs! Thank you

  8. You have given a very detailed information. Thanks for that in the first place. Secondly, on implementing them I could clearly observe that post clicks have increased and I have learnt to develop an attractive content.

  9. Outsourcemyjob says

    writing better depend on research and maintain the quality of writing is not ease. we do need to keep learning and follow some tips. Thanks

  10. Content is the King. Your blog post made me to believe it. Thanks for the nice article

  11. Varun Sharma says

    Really impressive article I have ever read. Thanks for sharing keep writing these type of articles and help people to get more knowledge.

  12. Nice blog..! I really loved reading through this article. Thanks for sharing such an amazing post with us and keep blogging…

  13. Sakshi Sharma says

    Really impressive article. I have ever read. Thanks for sharing keep writing these type of articles and help people to get more knowledge.

  14. Vicky Toomer says

    A very good article. I like the examples you have given to show good content, great for inspiration. Thanks for sharing.

  15. says

    It’s hard to come by knowledgeable people in this particular subject, but you seem like you know what you’re talking about! I want to stimulate you continue your excellent work. Thanks for sharing…

  16. I am a new blogger, I have been watching videos on YouTube, but I understand exactly how to write content well, but reading this article has clear doubts in my mind.thanks for this this article.

  17. Nirodha Abayalath says

    Hey Bill,
    I have been developing a basic content marketing strategy for my blog for weeks. I found a lot to consider when we develop a content marketing strategy via this post.
    So, thank you very much for sharing this with us.

  18. HI Bill, Great blog post. Many newbie content marketers put a lot of their time and effort in creating high quality content, however they fail to realize the importance of visual content. They do not include visual content in their content marketing strategies. Simply by implementing visual content marketing strategies they will be able to improve their brand awareness. In this blog post, you listed some of the best ways why and how to implement visual content into content marketing strategies.

  19. Very nice article and very useful. I appreciate your work, thanks for sharing for all the informative content.

  20. Hifza khan says

    Great Post. Really impressive article I have ever read. I love it Thanks for sharing keep writing these type of articles and help people to get more knowledge.check out an other informative Guide content writing tips. I assure these tips will prove useful in making your work more attractive and persuasive.

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