Those who say you have to see it to believe it are definitely on the right track when it comes to effective online content marketing. Consider these stats:
- Online content with relevant images gets 94 percent more views than content without.
- Compared with image-free content, such relevant images improve reader retention from 10 percent to 65 percent over a period of three days.
- Visual content is 40 times more likely to be shared on social networks than other types of content.
In other words, if the goal of your marketing effort is to engage and inform, visual content is your best friend. Your closest, most reliable companion.
But before we go into how visual content marketing works, let’s remove the “visual” for a minute and discuss content marketing on its own.
What’s content marketing?
The following quote from the Content Marketing Institute nicely summarizes the basics:
“Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this strategy is the belief that if we, a businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”
For private practice PTs, this means using content to educate and engage your communities about physical therapy and the myriad ways PT can improve people’s lives. It’s sharing info you know well – stories about movement, exercise, injury prevention, athletic enhancement, etc.
Information is power, and you’re the superhero. Regularly give people info they can use, and your credibility will soar … along with your bottom line.
That’s content marketing. And it works.
Back to the “Visual”
But as marketers increasingly caught onto this strategy, it quickly became clear that great content needed something more. It needed a beacon, of sorts, that would better grab the attention of discerning consumers navigating a seemingly endless sea of online info and social media posts.
Images are that beacon. Look again at the stats above.
People are visual learners, and incorporating them as part of your content – thoughtfully using visuals to enhance your content – will not only get you noticed, but also enhance the credibility of your message.
That’s how visual content marketing works.
Types of Visual Content
For private practice physical therapists, effective visual content includes any type of imagery that states or enhances a message. Examples include photos of active, energetic people, or even of your PT staff members; infographics explaining techniques and treatments; visual online memes or “shareables” featuring messages, facts and/or quotes; and even videos that demonstrate specific stretches, exercises or therapies.
Such visuals can be created yourself, taken with your smartphone, purchased through stock imaging services, and even created professionally by a content marketers like those on the BuildPT team.
Once created, get the most mileage from these visuals by:
Posting them with all blog copy
Make it a goal to include at least one or two images with each post on your PT clinic’s blog. When posting, add alt tags that are relevant and searchable.
Including them on email
Build your monthly e-newsletters around quality visuals that link back to your website’s blog. Provide context with text headers and briefs.
Sharing them on social media sites
It’s estimated that 63 percent of social media is made up of images. Do don’t let your post get buried. Try to include imagery with nearly all your posts, especially ones that link back to your website or blog.
Providing them to your local media
The press caught onto the power of visuals long ago, and providing a usable, color, high-resolution image with your press release may not only help pique the interest of a writer or editor but, once in print, will also ensure greater readership.
BuildPT is well-versed in helping private practice physical therapists establish and implement consistent content marketing strategies that work – strategies that include the use of strong visuals to get the message out. Don’t hesitate to reach out to us if you’d like to learn more.