The Power of Imagery in Content Marketing

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When you don’t have the convenience of being able to touch, feel, taste or smell something, sight becomes the most valuable sense.

Does the term “we eat with our eyes” seem familiar? It’s true, especially when the only medium that stands between an individual receiving your message is a computer screen or mobile device.

How are
you effectively using imagery as a part of your company’s overall strategy?

Nowadays, everything is available online to consumers, and very few of them want to float through an ocean of text. In some cases, some people have even clicked away from a text-riddled page. Readership for articles
with images is 14% higher than their all-text counterparts.

Think about it for a second. If you approach an online business, would you be willing to read through a lengthy blog post without a single image? Probably not.

Images do more than just break up a bunch of text. They serve to attract viewers and readers. They act as visual reminders. And they make sure your audience doesn’t get bored.

It’s important to take note of the power of imagery in content marketing, so I’ll help you develop a deeper appreciation for that concept.

The Longer-Lasting Effects of Images

Prospective customers aren’t going to remember everything they’ve read. You could spend hours on end writing a 1,200-word blog post, but the reality of it is, no one will retain every single word.

First of all, it’s impossible to store that much information without mixing things up. Secondly, portions of your content won’t resonate with specific members of your audience.

There’s a high chance that most readers just gloss over what you’ve written, looking for something that speaks to them directly.

Images can alleviate this problem by offering a tangible reminder about the content. Just give readers something that catches their attention and stays with them for a while. The more relatable the image, the more likely they’ll be able to retain what you’ve written.

Bringing Life Through Photos in a Dull Setting

Sometimes when we trudge through articles brimming with text, it’s easy to get lost. Eventually reading through all of that text coupled with any fatigue from the restless workday begins to take a toll on our vision, blurring the words on the screen in front of us.

Employing the use of pictures can easily remedy this problem. Make an effort to break up the monotonous scrolls of text by implementing pictures throughout your content. Including a handful of images is an effective way of spicing up already-boring content.

Don’t go overboard with images though!

We don’t want to completely saturate our content with images just to keep prospective customers and readers awake. We create content to drive traffic to our company’s brand. The inclusion of images is just a way of sprucing up our content.

Make sure all of the images you use are relevant to your content! Your
choice of imagery is crucial, and I can’t stress that enough.

If you have a marketing blog that focuses on the sale of lead generating apps, you don’t want to include images that have nothing to do with your product, right?

Let’s simplify it. If you sell hotdogs for a living, you wouldn’t want to promote your business with a picture of hamburgers, correct?

I’m sure I’ve gotten my point across by now.

Stick with what you now. Include images that pertain to your subject matter, whatever that may be. You’ll give your audience what they want, but you’ll be on the right track with them as well when it comes to endorsing your product or service.

Sometimes Pictures Really
Do Speak Louder Than Words

Images can convey more than just visuals to consumers. They evoke emotions, making you ask yourself what experience do you have in connection with the picture you’re looking at.

When comes to marketing, a company’s logo is what you’d come across first and on a daily basis. What comes to mind when you see popular brands like Pepsi, Nike, Windows, Verizon and Google?

Whether you’ve noticed or not, these images inspire a specific feeling. It might be related to a physical color or shape of the logo, an experience you’ve had with the brand in the past or an expectation it exhibits.

The image of a company can be a momentous influence on your purchase decisions.

According to Color Matters, “A single image delivers a lot of information in a very short time because we perceive an image all at once, whereas reading or hearing often takes significantly longer to process the same information.”

I couldn’t have said it better myself.

Pictures Will Continue To Tell Stories Alongside Words

In a medium where our eyes act as the sole tool for receiving data, reading nothing but text online can be an incredibly strenuous task. Imagery plunges our eyes in a body of visual bliss, giving us something we can lay our eyes on that isn’t made up of words.

We can use pictures as reminders, letting us know when a certain part in a blog post is talking about something we care about, or as a visual reminder of some basic marketing concept.

By using images, we deviate ourselves from paperback novels. Although we have to remember to keep our image usage to a minimum and in context with our content. It’s easy to become overly reliant on images.

Photographs serve more than just being reminders and breaks from text. They’re symbolic. Sometimes images will conjure up certain emotions and influence us to make a purchase. Other times, images will represent a company’s logo and become an everyday image that people accept.

Pictures can make a world of difference for your content marketing strategy.

If you incorporate a good amount of images relevant to your topic or company, even
you can turn a windowless office into a room with a view.

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JP Misenas

JP Misenas is the content marketing director and audio/visual technician/engineer of Interact, a place for creating entertaining and engaging quizzes that generate email leads. He writes about innovative ways to connect with customers and to build professional long-lasting relationships with them.

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