9 Visual Content Strategies You Need Right Now

Monday, June 1, 201511:30 AM – 12:30 PM

Venue: Walter E Washington Convention Center

ASAE’s Marketing Membership and Meetings Conference

According to 3M, 90 percent of the information transmitted to the brain is visual. And visuals are processed 60,000 times faster than text. Walk through nine visual content strategies your association should consider in order to optimize external communications. From selecting a stock image to collaborating on complex infographics, gain ideas for increasing engagement and improving processes to get more out of the visual content you create for members. Walk away with new resources to execute each strategy – and within your budget.

Sarah Rand,

@SarahNRand, Vice President, Digital Communications, National Retail Federation

Tony Fontana,

@Tony_Fontana, Manager, Online Communications, National Retail Federation

Jessica Elenstar,

@jessicaelenstar, Director, Online Content and Communications, National Retail Federation

Erica Aquilina,

@EricaAquilina, Multimedia Content Designer, National Retail Federation


#1 Finding Your Focus 

  • Avoid unfocused (as opposed to out-of-focused)
  • Create a Shot List to plan your shots by identifying priorities of what to capture.
  • Frame your shots based on the focus (highlighting a drink, vs highlighting a drink and its brand owner)
  • Use lighting
  • Less is more (have a hint of plant, for example, next to a speaker, rather than trying to include two large plants that engulf the speaker.
  • Pay attention to the details

#2 Select Better Images

  • People make snap judgments based on images, so be selective
  • Use a cohesive theme
  • Authenticity increasingly important
  • For projects with limited budget but longer lead times, source photos outside of stock sites by contacting photographers on Flickr. (Even commission them to attend your event at a discount to build their portffolio.)

#3 Think Mobile First

  • Embed visuals carefully
  • Enable interactions on all platforms
  • Prioritize your visuals
  • Ensure everything can be read on a small screen – design mobile
    versions of your PDFs in parallel with desktop versions to save redesign
    expenses or posting a single version which does something “really terrible
    to 24% of your audience.”

#4 Make Your Content Evergreen

  • Repurpose content to extend shelf life
  • Use your site to discuss and preserve social posts

#5 Give Your Audience the Spotlight

#6 Make text visual

  • Yes, 1.8 mm photos uploaded to the Internet daily, but text is
    visual, too, so make small tweaks to your styles to make it skimmable
  • Make text more readable: since adults recognize words by
    (sentence-case) shapes, use ALL CAPS sparingly.
  • Encourage shareability by inserting into photos. It “cheats”
    Twitter’s 140-character limit and gets more mileage out of the thought.

#7 Get Feedback You Can Use

  • Ask about the story, visuals, graphics and the time-code in a
  • Collaborate with colleagues by sending visual content around for
    input during the phases of its development.

#8 Sometimes Done is Better Than Perfect: not
all big wins on social have to be clean and polished.

#9 Enable Your Visuals

  • Be Discovered–consider hashtags your talent agents.
  • Encourage Engagement
  • Use descriptive, clean URLs
  • Don’t be misleading with images–have enough authenticity and
    text, if needed, to back them, particularly on Facebook.

Michael is responsible for client SEO work, reporting, FB ads, and web hosting. Prior to joining NSI Partners, Michael received his Bachelor of Science in Business Management Information Systems from Liberty University, and worked at the school’s Network Operations Center. Michael resides in Lynchburg, VA, with his wife, Megan. His hobbies include gaming, watching Atlanta Falcons football, and reading.

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About NSI Partners

A digital marketing company with almost two decades of experience, NSI Partners helps clients achieve robust results in search marketing, social media, and other digital marketing spaces.

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