Images as an important part of content marketing

Visual Content Marketing

Images as an important part of content marketing

Whether in the form of photographs, graphics, icons or GIFs – today’s content marketing can no longer be imagined without images. As a content element, images provide a number of positive effects: complex information and connections are conveyed in an entertaining way, the variety necessary for a successful website is increased, visitors are able to perceive content and messaging quicker and remember your website longer.

The use of images as an element of visual content marketing  also has a positive effect on the ranking factors of search engines:

Ranking factor Positive influence of images
Content Increase the thematic relevance of your content with matching and supporting images.
User experience With interesting and varied content, you can increase the click rate and retention time of your users.
Multimedia A media mix of text, images or videos makes your content more varied and offers added value for your visitors.
Loading speed
(Pagespeed)
Ensure short loading times due to small amounts of data.

There are a few things to consider when using images in order to actually achieve these positive effects. We have compiled the most important tips and information for you here.

Optimization of images: file size & metadata

Short loading times thanks to small file sizes

Technically optimising image files for websites means first and foremost finding a good compromise between image quality and data volume. Because small file sizes (not to be confused with image sizes) are necessary to allow a high loading speed of the page, you should orient yourself to the following specifications:

  • File format: Save your image as JPG, PNG or GIF. These formats compress small amounts of data and are supported by all browsers.
  • Image size or resolution: Do not use more pixels than necessary. PC monitors usually work with a resolution of 72 dpi (dots per inch). This allows you to calculate the required number of pixels. Images that are either large or too small are rated lower by Google – images of at least 300 pixels should be ideal.
  • File size: The file size is mainly calculated from the number of pixels (image dimensions) and the compression. A 200 kB (kilobyte) file size can be applied as a guideline for pictures to be used on web pages.





Search engine optimization of images: Pay attention to the properties File format, Image dimensions, File size, File name, Metadata

Picture metadata: the decryption tool for search engines

Search engines must be able to interpret your images in order to support the searchability of your website through the images or to improve the searchability of your images in the image search. The file name and the metadata are important for this. Make it easier for search engines to interpret your images by maintaining this data. In addition, a caption of the engine serves to indicate the content of the image. Potential customers often search for products and services using the image search. If you are present there via a good image SEO, you increase your chance of additional visitors.

Concrete rules apply to the file name your pictures:

  • Use the main keyword in the file name.
  • Separate words with hyphens instead of underscores or spaces.
  • Avoid umlauts, capital letters and special characters.

The metadata of an image includes the Title Tag (or Title attribute) and the Alt Tag (Alt attribute):

  • Title Tag: Use a self-explanatory title for your image. It can increase the keyword relevance of your page and can also be displayed as a tooltip by moving the mouse over the image.
  • Alt Tag: The Alt Tag supports, among other things, the accessibility of your website. The text is displayed in the browser if the image cannot be displayed for technical reasons. Screenreaders (a software for the blind and visually impaired) can also read it aloud to describe the image. Therefore, please formulate a short text describing the image.

Content relevance of images – especially in the B2B environment

Texts and images are the most important visible content elements on web pages. Images should increase the relevance of the content, which is possible in very different functions:

  • Decoration
  • Illustration of the theme
  • Explanation of connections
  • Convey / transport / awaken emotions
  • Recognition through a uniform corporate design & brand messages support
  • Displaying products (E-Commerce)
  • Eye-catcher to arouse interest and raise awareness

B2B texts also work with images for precisely these reasons. Since B2B topics usually require a great deal of explanation, graphics are also used to illustrate complex interrelationships. This includes, for example, process graphics, processes, diagrams, models, maps or tables.

In the picture gallery you can see graphic examples that we have created for the TÜV Rheinland website:

© TÜV Rheinland

Optimized images for users and search engines

So, when you use images on websites, always keep the needs of your users in mind, but also remember to optimize the files from a technical point of view.

It is especially important in the B2B sector to present complex interrelationships and create trust. Support your content with images that make the information easier to understand and retain. In addition to quality aspects such as resolution and file size, make sure that your images are professionally created and technically up-to-date in order to position yourself as a reputable provider.

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