If you’re anything like us, brainstorming, strategy sessions, and content planning make our hearts beat a little faster—in a good way. It’s such an exciting time to incorporate visual storytelling into your social media program and develop a strategic road map that will set you up for success in the long run. Visual storytelling is more than just producing stunning images, videos, and other visuals. It’s a way of thinking. In order to be successful, your visual storytelling program must have clearly defined goals that are in alignment with key business objectives.
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Addition to setting goals
To achieve those goals, 125companies need to take a hard look at how their current efforts compare to where they want to be in the future. Identifying strengths, weaknesses, and opportunities will help to determine what additional resources are needed to achieve these goals. In addition to setting goals, content planning is key to strategically developing visuals that will bring your company’s story to life. Planning for what you can control and developing a robust visual library will help your company to be more nimble when the unexpected happens.
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It will also allow you to focus more on content distribution and engagement, both of which are key performance indicators for visual storytelling success. In this chapter we’ll offer tips and resources for measuring program success, and we’ll show you how the right analytics can help you tweak your visual content strategy on the fly. It’s important to note that the step-by-step process and solutions shared in this chapter can be leveraged regardless of your resources or head count. We often hear, “Oh, but I’m a one-person department,” or, “I’m a small business owner.”
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