Images are the most shared content on the web. Using images is essential to successful content marketing. Infographics, pictures, memes, illustrations, and artwork can all be worth a thousand words.
Nearly two thirds of people process images better than they process text. So why wouldn't you choose images as part of your content marketing strategy? And they can provide huge value on your website.
But choose your images carefully, or they could hurt your marketing more than they will help.
6 Things to consider when choosing an image:
1. Is the image relevant?
Even if an image is attractive or eye-catching, if it isn't relevant to your content,
it can hurt your message more than help. Don’t just throw a random stock photo up on your blog or web page – this can cause confusion or turn away readers. Be sure whatever image you choose is relevant to the subject you are highlighting.
It’s actually pretty easy to avoid irrelevant images just by using captions. If you can’t come up with a good caption for an image, it’s probably because the image has no place on the page.
The best kinds of images fall into just two categories:
- Images with story appeal
- Images which demonstrate
2. What purpose does this image serve?
- Does it direct attention to a certain product or call-to-action? Some ways images can direct attention are through bright colors or high contrast. Images with attractive women or babies tend to draw the eye. Also, if the person in your image is looking at something (like the contact button), the gaze of your website visitors will follow the gaze of the image.
- Does your image make an emotional connection? Does your image seem trustworthy and sincere? An obvious stock photo, for example, can lead visitors to distrust your website. You need to connect with your visitors, communicate your message and the benefit for them through your imagery.
- Does your image sell your product? Product images are a must, but images throughout your website should display people using or interacting with your product or service, or experiencing the benefits.
If your image doesn't connect with visitors, tell your company's story, or sell your product, it is just wasting valuable space and probably costing you conversions.
3. Is the image professional?
This may seem like a no-brainer, but you would be surprised how often marketers mistakenly post images that are in poor taste. Like the highly publicized
Home Depot image faux pas, what you think might be humor could be taken the wrong way and alienate your target audience. Consider what your target audience would want to see before posting any image. Choose professional, non-offensive images.
4. Is the image timely?
Avoid using memes that went out of style last year. This will make you seem out of touch, and it might also lead viewers to assume your content is old. Except when you are using outdated memes to make a point about outdated memes...
5. Is the image good quality?
Grainy images or distorted images will hurt your view and share count. Be sure the images you choose are properly formatted. Splurge a little and purchase a stock photo if you don’t have your own designer or don’t know how to create a custom image.
6. Do you have the right to share the image?
If you are using an image found online, be sure to give credit to the original source. You can also purchase stock images from places like Shutterstock.com to avoid licensing issues. While grabbing any image from the Internet might seem harmless, the real owner of the image might not feel that way. And they might do something about it. Avoid issues altogether by making sure your images are original, licensed, or give credit to the original source.
Not sure if you can use an image? Check out
this cool chart that helps answer the question.
Do you have any image advice to share?
