Ashley Zeckman

How 4 Consumer Brands Are Using Visual Content To Tell Stories & Engage Customers

Ashley Zeckman     Content Marketing, Online Marketing

Las Vegas Palm TreesAs the online landscape becomes increasingly more competitive, marketers are finding that great content isn’t just about what you say, but how content is presented as well.  Content marketing that is injected with visually appealing images not only attracts readers to your message, but it helps to tell the story you’re trying to convey.

Visually pleasing content, videos, eBooks, or graphics (to name a few) can make your customers feel a connection to your brand that they might otherwise not.  This post shares examples from  four consumer brands that have integrated visual content to help tell their stories, and engage customers.

#1 – Kraft Foods: Recipes For the Modern At-Home Cook

When many of us think of Kraft Foods a nostoligic picture of childhood favorites comes to mind.  Whether it be Mac-n-cheese, Jello, or Kool-Aid we have all craved their products at one time or another.

Kraft Foods has taken their line of products into the 21st century by providing a variety of recipes (all with mouth watering photos) for those looking for a healthy alternative, comfort foods, meals for special occasions, seasonal recipes, cocktails, and so much more.

Kraft’s approach to visual content provides a little something different but equally appealing on their Facebook Page, Pinterest Boards, Blog, and YouTube channels.  Below you find just a few examples of the customer centric approach they take to creating an appetizing, healthy, and fun spin on cooking with their products.

Kraft Foods Pinterest Facebook YouTube

#2 – General Electric: Finding Innovation In Everyday Life

Have you ever purchased an appliance, ridden in a plane, or turned on a light switch?  These are just a couple examples of how GE impacts the everyday life of most Americans.

General Electric does a fantastic job of using different types of visual content to engage their followers.  Infographics, filtered photos, clever pins about science and innovation are always present on their social networks and blogs.

Pintrerest has proven to be a fantastic creative outlet for GE along with Facebook, Infographics, YouTube, and General Electric’s visualization blog.  Directly following you’ll experience a glimpse into GE’s visual content strategy.

General Electric Facebook Pinterest Blog YouTube

#3 – Sherwin-Williams: Color Your World

Anytime I’m in a home improvement store I take some time to sneak over to the paint swatches and daydream about how awesome my walls would look painted blue, no green, wait yellow.  Other times I find myself inspired by something I see at a friend’s house, in a magazine, or on television but can’t exactly remember how it looked when I go to do the project myself.

Sherwin-Williams has created a very interactive and eye-catching approach to finding “your colors” and different ideas on how to decorate your home based on the room you’re trying to spice up, the season, or inspiration from various other sources.

Sherwin-Williams has taken a creative approach to Pinterest by sharing paint colors, inspirations based on season, or even famous landmarks.  Sherwin-Williams has pumped up their Facebook page with featured sections on what is new, an invitation to chat with a color expert, and polls on color swatches.  Lastly, their blog offers color forecasts, color tools, and much much more.

Sherwin-Williams Pinterest Facebook Blog

#4 – Coach: Old, New, & Behind the Scenes

Even if you can’t afford a pricy handbag, that doesn’t mean you can’t admire their beauty.  Or if you’re not the purse toting gender, do some digging to find out what all the hype is about that bag your significant other “must have”.

Coach has managed to create a good mix of clever taglines alongside their products, a glimpse into what’s new and some of their more classic pieces, as well as a behind the scenes look at their company.

On Coach’s Pinterest page users can see the products in action, stills of the accessories themselves, or color swatches for the different lines.  A clever approach to Facebook marketing includes a “Spotted At” series showing coach accessories at Sundance, L.A. and beyond, as well as different ways to wear the same bag, and Coach editors picks.  Coach’s blog consists mostly of links to other fashion centric blogs that their customers might enjoy.

Coach Visual Content

Incorporating creative content marketing into your online strategy doesn’t have to break the bank.  What it does take is some creativity and a deep understanding of who your customers are, what they care about, and how they share information.  Have you seen any clever content marketing campaigns that have caught your eye recently?  If so, please share how the imagery influenced how you thought or felt about the company.

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Ashley Zeckman About Ashley Zeckman

Ashley Zeckman is the Senior Director of Digital Strategy for TopRank Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.


  1. Avatar MirandaM_EComm says

    Kraft Recipes are doing a fantastic job with their social and web content, good find! I’m really liking the overall shift in visual content, from overprocessed images and elaborate designs to clear, crisp pictures of real products in action. I’ve noticed this over the past two years or so and it really breaks down barriers for SMBs who don’t have huge design budgets or resources in-house.

  2. Avatar PeterTrapasso says

    Great post Ashley!

    Images are everything in social media. It started last year with the rise of Pinterest and Facebook’s acquisition of Instagram. People love great images and are drawn to them. Brands can leverage this to get the attention their campaigns need.



  3. Avatar Rachel Kreutzinger says

    These are great examples of how it’s always best to put effort into high-quality imagery and visuals – taking your brand and telling the ongoing story of how it came to be and why it matters. It’s not obnoxious, and encourages the public to engage more with the brand. Nice article!

  4. Avatar Rachel Kreutzinger says

    These are great examples of how it’s always best to put effort into high-quality imagery and visuals – taking your brand and telling the ongoing story of how it came to be and why it matters. It’s not obnoxious, and encourages the public to engage more with the brand. Nice article!

  5. Very well written and informative. These companies have adapted to the constant flux in social media content marketing. I’m sure we will see them as industry leaders a year from now. “adapt or die” has never been more true than in the lightning-fast world of online marketing & advertising

  6. Picture is worth a thousand Words they say,so true people just love to see pictures and the reason why Pinterest is doing great.Great Post!

  7. Ashely,
    Your post is great. It still goes to confirm the adage ” a picture is worth more than a thousand words”. Visual content is a great marketing technique that could be useful to just about any company. I highlighted this fact in Kingged dot com where this post has been shared and ‘kingged’.

  8. Pictures are so powerful when it comes to content marketing and speaking to your followers. An image can give your target audience a call to action…and hopefully, generate leads/brad awareness.

    Everywhere I turn, it seems like more people are using Pinterest and Instagram than facebook. People are spending their free time browsing retail merchandise, makeup ideas, foods, anything, you name it.

    I’m glad that almost every social media channel allows picture uploads. It is definitely in their best interest and for those who are pushing out the content.