Content isn't just text. It's visual assets such as photos, graphics, and video, too. When developing your content strategy, consider how to best use your visual assets.

What do I mean? Well, let's look at a few examples from our recent work with Equifax.

IMAGES

Emphasize + Educate

Before we worked with Equifax, their product pages used stock photos of people. Besides looking generic, pictures of people can actually work against you if you're trying to relate to a very large and diverse group of future customers. If I come to a page that shows a middle-aged man, I won't relate to it as well as a page with no photo.

So, we advised using images of the product (below) so that future customers can
  • Understand what they're buying.
  • See how easy the product is to use and imagine themselves using it.
  • Feel confident about the quality and value.
Equifax Family hero image

Don't Distract

Sometimes removing images, rather than using them, can be more effective. See the before (left) and after (right) of the Product Comparison page below. We recommended a layout to make the differences between products clear and compelling, even at a glance. 

Comparing Comparison Pages

VIDEO

Video grabs attention and can convey For products, video is ideal for showing how the product works. This content format helps potential customers understand what they're getting and imagine themselves using it. If your product is new or intangible, such as Equifax's digital products, video can be a godsend. (Below are a few stills from an Equifax product video.)

Equifax Video

TEXT FORMAT

Even with text, you still need a visual strategy. Consider techniques like these to make your text easy for customers to scan and reference.
  • Use bulleted lists to explain benefits and address concerns in a scannable way.
  • Consider tables for comparing products and their benefits.
  • Call out the main benefit/differentiator of each product in a large simple label. ("Don't bury the headline," as they say in journalism.)
Our Comparison page

I could go on and on, but you get the idea. Your visual content can make or break your content strategy. Take time to plan for it wisely.