Amplifying your copy with high quality visuals creates great, engaging content. This is a truth most marketers have already realised. But how should you balance copy vs. visual and how should you define and create this high quality visual? Regardless of the platform or social network, short, concise copy paired with strong, authentic visuals that carry the tone of voice in the copy (and the brand identity, obviously), will most likely attract the attention and interaction you’re looking for.

In corporation with Column Five, Marketo has created this infographic giving you a few pointers as to how important this “visual gold” is to your online initiatives.


The five pillars of visual marketing

In our daily work with content marketing, we focus on how to create content that fits the context. We focus on the target group, the platform, the brand identity – and how to combine these insights into compelling content relevant to the target groups and the context in which they see the content. In this process, the dynamic between copy and visual is crucial in order to create an aligned online brand identity. It is crucial to know when posting only copy will work, when only visuals will do the trick or when/how to combine the two into the perfect match that creates relevance to the receiver.

Focusing on the visual part of content, the infographic naturally gives you pointers on how to integrate visual content in all shapes and sizes. But it also conveys one overall truth about content marketing you need to understand to fully benefit from the potential of social networks:


“All visual content falls short if it serves no purpose. Give your readers value by providing them with a compelling story.”


Are you already turning your content marketing into visual gold? We would love to hear your take on visual content marketing!