Content marketing is about more than just keywords - it requires high-quality visual content to engage audiences. Several companies discussed in the document have found success using visual storytelling techniques like photos, videos, and interactive elements. Charity: water uses compelling photos on Instagram with only a few words to share its mission. Zendesk created an "alternative" website to attract, rather than repel, potential customers. JPMorgan Chase includes interactive maps and data visualizations to improve engagement. Hermès triggers interest through video productions that bring audiences closer to the brand. GoPro inspires people to use its products and shares exclusive user videos to build its presence. Effective content marketing achieves a balance of written and visual elements to tell

1. Content Marketing is Keywords and More!
At the heart of brand positioning lies a simple objective – to win customers through powerful content.
While many still think that content is all about words, the present-day world of marketing begs to differ.
We totally back the idea that high-quality writing is a key to successful brand marketing. However, we do
support the idea that it takes more than just words to create a difference in the present visually-inspiring
era.
Today, content is no longer limited to words. Brands across industries have experimented in taking content
beyond the restrictions of the alphabets, words and sentences. We’ve curated give real-world examples to
showcase how brands have taken a leap by using unique storytelling techniques to create exciting content.
charity: water
A picture is worth a thousand words and charity: water certainly knows how to use pictures to create a
strong impact on its audience. This non-profit organization that aims to bring clean and safe drinking water
to developing countries posts engaging images to its Instagram profile – sharing its mission with visual
storytelling. While the non-profit regularly posts awe-inspiring photos on Instagram, just a few words are
all it needs to complete the essence of the post.
Zendesk
Zendesk is the perfect example of how creative content can outdo the competition. When this cloud-based
customer support service realized that people are searching for its alternative, it didn’t publish a series of
content listing the USPs of Zendesk. Rather, the company created a unique campaign and launched a mini-
site with the keyword phrase “Zendesk Alternative”.
Consequently, potential customers were intrigued to know more about Zendesk, rather than looking for
other alternatives – all thanks to the powerful and riveting content of Zendesk Alternative – which had less
to do with words and everything to do with creativity.

2. JPMorgan Chase & Co.
Fuelling customer experience through interactive content has become a norm in this day and age. What
text is unable to do alone can be done with images, interactive maps, and a lot more. That’s what
JPMorgan Chase & Co. understands quite well. The company has a dedicated webpage “Interactive Maps
and Data Visualization” sharing interactive content for better audience engagement.
With in-depth and entertaining content that includes interactive elements like infographics, Did-You-Know
blurbs, etc. this financial giant shows why words aren’t always enough to improve customer reach across
channels.
Hermès
One of the world’s most valuable luxury brands, Hermès also ranks high on delivering true-value content to
its audience. The rich heritage of the brand and its attention to detail has even extended to the content it
shares on the web.
By triggering interest through compelling video productions, be it the recently launched “Home
collections” video or the much-famous “Fauna and flora” video published by the brand in 2016 – Hermès
understands the value of visuals and sounds in bringing its audience closer to the brand through content
that is nothing less than a visceral delight.
GoPro
When it comes to promoting a brand with striking content, GoPro is way ahead than the rest of its
contenders. The company has put customer experience at the forefront of its content marketing strategy.
With user-generated content, it not only inspires people to buy and try its products but also posts exclusive
user videos captured with GoPro technology – building a brand presence that is second to none. With a
built-in distribution model of its followers, the company has taken conventional content to another level.
Having said that, Content Marketing Agencies, such as Contenu, strive to achieve a remarkable balance
between the written content and visual content to create highly engaging and inspiring brand stories.