Why Visuals Matter in B2B

I’ve talked before about the importance of finding content superheroes but I didn’t list the types of content they should produce. My point was that organizations should be looking at the right sources for content ideas — sales, research, IT, marketing, HR, legal and beyond.

How are you visually telling our stories?
How are you visually telling our stories?

This weekend I read through the latest book to make its way onto my shelf — The Power of Visual Storytelling — written by two true content superheroines: Ekaterina Walter and Jessica Gioglio.

After reading it, there are a few lessons from this book for B2B marketers to consider.

  • Visuals tell stories. It’s a cliche you’ve read many times now, but images help to clarify complex issues and processes. This can be done via a series of images or by a single infographic, but B2B companies, which deal with complexity and long sales leads, can better educate their stakeholders through simple images. Take a look at these 20 examples of B2B brands on Instagram and these five on Pinterest.
  • Images are an investment. Investing in good imagery is just that, an investment. Your overall strategy for images should be long term — with some real-time exceptions — so you can develop a plan to use them online, in presentations, with social media and beyond.
  • Make your images everyone’s images. Social tools continue to build off of the fact that we want to share images. Think of the transformation made by social media’s early platforms like Facebook and LinkedIn and the focus of new platforms like Pinterest and Instagram. As you build your content strategy online you need to be thinking also about how and where your audience will share them online.
  • Mange your images. Do you have an image librarian? Do you have a process for creating infographics? Is there a flow to keeping your images consistent looking and clean? I can think about several other questions to ask you, but you get the point.
  • Think carefully about your images. MarketingProfs said it best in this post, “Be a content brand, not a brand with content.” When you think about the story you are telling take the time to choose the right images as well as the right places you want to share them. What you need is to have an image plan for infographics, charts, graphics and photos.

There are three things that make this specific book from Ekaterina and Jessica valuable. First, the ongoing list of examples of companies and how they use visuals to tell stories and respond in real-time. The book is a treasure chest full of brands to follow and research. Second, the list of resources to consider for creating graphics is wonderful and does not overwhelm the reader. Third, the chapter on developing a road map is crucial as it focuses on ways to build your program and measure your success.

If you enjoyed this post you may also want to read the following:

Need a Strategy? Start by Playing Games

Are you ready for a real-time B2B world?

Curious George Goes to the Office

Use Storytelling to Draw in Customers

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