The Importance of Great Visuals and Design in B2B Content Marketing [2022]

Woman standing in the street with colorful lights behind herThe term ‘Content Marketing’ is all the rage. It’s talked about as the fuel to increase brand exposure and new web leads, as well as a tool that helps sales reps stay close to prospects who’ve shown interest but have not yet purchased.

The design structure and look of the content is a big factor. Visual intention helps to stand out from the competition, give those consuming the content a great experience, and create emotional connections.

That said, some B2B companies are not investing as heavily and thoughtfully as they should in great design and visual storytelling. Many articles give advice and supporting research about the best content tactics, but from my experience all of the companies that do a great job at this invest heavily in design, too.

Here are a few simple ways to use visual content to increase traffic, engagement, and conversion.

1. Presentations

cat lying down with head in person's hand

Visual presentations are a great way for B2B executives and salespeople to share a story or message in an interesting way. If you’re not the best at this, get help from someone who is. It’s important to not only tell a great story, but to tell it in an interesting and clear way. Invest in your presentation’s flow and look; it will pay off.

Check out 11 Design Tips for Beautiful Presentations from Visage for some great tips.


2. Infographics

infographic with 8 in the middleDid you know that Infographics on your website could bring a 12% increase in traffic (per DemandGen), and that they are 30 times more likely to be read than an article (per SMA Marketing)? People love at-a-glance stats n’ facts, so turn dry information into something unique and digestible.

This article from The Hoth shares examples and ideas.


3. Real-Time Images

two people surrounded by picture frames

While some may consider the ‘real-time marketing’ approach more appropriate for B2Cs, it’s a big opportunity for B2Bs as well. If you’re not doing so already, post photos on your social channels of things like your customer support and operations teams at work or at community events, or the sales team manning a booth at an industry conference.

5 Strategies for Success with Real Time Marketing from Oktopost sheds some light on the subject.


The key takeaway? Consider allocating more of your budget to the design aspect of your content, and use creative visuals in social media. You’ll stand out more and get a faster return on investments.

Featured Image Credit: akshay moon via Flickr

By : Lydia Vogtner

Lydia Vogtner is an independent B2B marketing and communications consultant specializing in brand, messaging and content strategy.

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