Visual Storytelling Is Worth a Thousand Words

Pup photoIt was the great sage Anonymous who long ago quoth, “A picture is worth a thousand words.” But just because the exact source is unknown doesn’t make the meat of the sentiment any less true. And it’s doubly true in today’s busy marketing landscape, where attention of prospects is fleeting, and highly competitive. So in situations where you only may have 140 characters to get your message out, why waste time? Use an image instead.

This reasoning is supported by a recently released report from the CMO Council, entitled “From Creativity to Content: the Role of Visual Media in Impactful Brand Storytelling.” And while many marketers do lip service to the value of visual content, the report reveals that the action doesn’t follow the speak.

While 65 percent of marketers are saying that visual content — this includes mediums such as photography, videos, illustrations and infographics — are “core to how their brand story is communicated,” only 27 percent have a plan in place to manage visual assets for their campaigns. Worse yet: Most surveyed marketers believe that the importance of visual content will only continue to grow, but still have no strategy for it.Forty-two percent would say it’s not a priority — but with the ever-increasing prevalence of social networks like Twitter and Instagram, having good visual content should be top of mind! Don’t miss out on your chance to say a ton without ever saying a word at all.

Jeremy Zimmerman is Associate Content Editor for Target Marketing magazine and Direct Marketing IQ.