I know what you’re thinking: “Here we go again with another blog post on why pharma marketers need to incorporate visuals in their content strategy.”
No, this isn’t that post. We’ve covered the importance of rich multimedia, stunning images, and engaging video – though maybe you’d like to review the latest statistics on visuals in marketing for 2017 (and we’ll include a few below since we can resist seeing how things change over a year’s time).
So, it’s time to focus less on the why for imagery and more on the how – in the context of recent statistics. What good are the numbers if you can’t make some use of them?
Images: 51% of B2B marketers prioritized creating visual content assets in 2016
Studies show that a reader is more inclined to finish reading your content if you split it up with high quality, relevant images. Attention spans are shorter than ever in the digital content world, and increased use of smartphones makes long blocks of text very unappealing.
- How: Use your own images – ones that you’ve either captured yourself or created. Canva can help you add that personal touch that separates your multimedia press releases from your competitors. If you must use someone else’s images, check out Picjumbo or Pixabay – just make sure you have ownership and licensing issues squared away.
- SEO: When you upload your picture, make sure to use an appropriately descriptive naming convention. Add ALT tags to the image so search engines comprehend the context and are more likely to feature it in relevant image results.
Presentations: SlideShare has 18+ million uploads covering 40 different content categories…
…And two of them are Health and Medicine and Healthcare. In other words, uploading to SlideShare means you’re better able to reach and resonate with an audience that’s interested in your content, helping you build your brand.
- How: Eschew the standard templates for something a little more visually interesting and engaging. Create your own and shake things up by using a few different templates scattered throughout the presentation. Play with color and font in your templates – as long as you stay within branding guidelines. And when using images, refer to the How tips above.
- Length: Keep presentations short and sweet, with about half of them dominated by images. There’s nothing worse than searching for and finding a presentation that you’re dying to flip through – then finding out the slides number in the hundreds. Around 10-35 slides should get the job done.
Videos: It’s projected that global traffic from videos will be 80% of all internet traffic by 2019
It’s no wonder videos are so popular. They’re effective in communicating complex topics and showing how to solve problems. A great video also shows you’re willing to go the extra mile to invest in a content type that tends to be more on the pricey side.
- How: Mix it up with videos to make them more appealing. For pharma public relations professionals, consider interviews, patient or doctor testimonials, or animated explainer videos. Make sure you’re properly balancing risks and benefits – and talk to legal – if your video focuses on a product. A better approach: Concentrate on specific diseases and health conditions, rather than the treatment, when creating your video. The compliance risks are lower when you’re not marketing a product.
Infographics: Eye-tracking studies show that readers pay close attention to images which convey information
Even more compelling is that people will spend more time looking at the infographic than on reading the accompanying text. Infographics are perfect for drawing from data and organizing it into a consumable format that gives it meaning - they’re essentially storytelling for numbers.
- How: It’s all about the layout and design if you want to capture the benefits of infographic visuals. You’ve already crunched the numbers; now you need to invest the time on color, shape, and font to make your infographic tell the story.
- Quality: The information you include must be absolutely accurate. Your credibility is on the line – and is outright critical in healthcare communications – so incorporate peer-reviewed sources whenever possible.
This should be enough to get you stepping up your game with visuals – something you should always be aspiring to do as a pharma public relations guru. It’s one thing to use imagery; it’s quite another to become a veritable virtuoso. Look out, Rembrandt: There’s a new master in town!
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By Marc DeLeuw