3 Dirty Secrets to Picking the Best Visual Content for Your Website

So how should retailers proceed to find the best visuals? Here are three "dirty secrets" that can help you find the visual content that best suits your website and intended audience:

1. Most visuals don't enhance the story. Content marketing is really about telling a brand story through informative, relevant content that builds an audience. You need to set up thoughts, feelings and emotions about the brand through words and images that propel the audience to take action. The problem with many visuals is they can serve as a distraction away from your core message. Understanding marketing metrics such as "content with visuals is 50 percent more valuable" doesn't mean you can simply choose any imagery without considering the broader brand story. Consider why the visual is being introduced and what effect you expect it to have. If you don't have good answers to these questions, then you either don't need a visual or you picked the wrong one.