The audience for your business is growing more and more sophisticated. They are attracted to eye-catching content that makes them click, subscribe, and buy. They are smart visual learners that can decide in mere moments whether or not to engage with you and your brand. Learn tips to get you started with recognizing and creating visual content to engage readers of your blog, your emails, and your posts on social media.

2. How to Create Content Your Audience Will Love
Michael Roach
What is an audience?
There are so many definitions.

3. How to Create Content Your Audience Will Love
Michael Roach
Simple definition of an audience
- assembled group of spectators

4. How to Create Content Your Audience Will Love
Michael Roach
Audience Development
- activity a business conducts to
attract, understand, and engage
groups of people

5. How to Create Content Your Audience Will Love
Michael Roach
Why visual content?
● gives us options (ways to express complex topics/ideas)
● complement to text
● keeps audience stimulated
● brain can process visual content faster than text
● use stories to activate emotions and persuade

6. How to Create Content Your Audience Will Love
Michael Roach
Best Buy
Usage of color, text, and simplicity to persuade for the purchase of technology
Twitter Ad for Chromecast (Audio)

7. How to Create Content Your Audience Will Love
Michael Roach
Hershey’s - “My Dad”
Example of storytelling to activate and evoke emotions
YouTube - https://www.youtube.com/watch?v=x5jeP4Ftp0Q

8. How to Create Content Your Audience Will Love
Michael Roach
Windows 10 - The future starts now
YouTube - https://www.youtube.com/watch?v=AFJ1a1D4hdo

9. How to Create Content Your Audience Will Love
Michael Roach
Visual Content and the
Elements of Art

10. How to Create Content Your Audience Will Love
Michael Roach
Elements of Art
● Line
● Shape
● Forms
● Space
● Texture
● Color

11. How to Create Content Your Audience Will Love
Michael Roach
Principles of Graphic Design
Think C. R. A. P.

12. How to Create Content Your Audience Will Love
Michael Roach
Principles of Graphic Design
C - Contrast

13. How to Create Content Your Audience Will Love
Michael Roach
Principles of Graphic Design
R - Repetition

14. How to Create Content Your Audience Will Love
Michael Roach
Principles of Graphic Design
A - Alignment

15. How to Create Content Your Audience Will Love
Michael Roach
Principles of Graphic Design
P - Proximity

16. How to Create Content Your Audience Will Love
Michael Roach
Color Psychology
● Color greatly influences human emotion and behavior.
● You can use this to your advantage.
● Reduce analytical thinking and evoke emotion.

17. How to Create Content Your Audience Will Love
Michael Roach
Colors have meanings:
● white - purity, innocence, cleanliness (reflects light)
● black - authority, power (gives a thinning effect in fashion)
● red - love, passion, action, energy
● blue - calming, peace, tranquility (sky, ocean)
● pink - appreciation, thanks, grace, compassion, love, friendship

18. How to Create Content Your Audience Will Love
Michael Roach
Colors have meanings:
● green - calming, nature, growth, refreshing, relaxing
● purple - royalty, luxury, wealth, sophistication, romance, feminine
● yellow - attention-getter, optimism
● brown - friendship, family, home (abundant in nature, color of earth)

19. How to Create Content Your Audience Will Love
Michael Roach
To create visual content your audience will
love, you need to be aware of trends.

20. How to Create Content Your Audience Will Love
Michael Roach
Current Trends (Color)
Source: Pantone.com - Pantone’s Top 10 Colors of Spring 2016

21. How to Create Content Your Audience Will Love
Michael Roach
Current Trends (Design)
Modern-Retro look
Source: Canva “The 9 Graphic Design Trends You Need to Be Aware of In 2016”

22. How to Create Content Your Audience Will Love
Michael Roach
Current Trends (Design)
Geometric Shapes, Polygons
Source: Canva “The 9 Graphic Design Trends You Need to Be Aware of In 2016”

23. How to Create Content Your Audience Will Love
Michael Roach
Tools to Create Visual Content
● Adobe Creative Cloud (Photoshop, Illustrator, etc.)
● Canva.com
● Pixlr.com
● Gimp
● Sumopaint

24. How to Create Content Your Audience Will Love
Michael Roach
Resources to Create Visual Content
● Unsplash (Free)
● Shutterstock (Paid)
● iStockPhoto/Getty Images/Offset (Paid)
● Pond5 (Paid and Public Domain)
● Envato Marketplace (Paid)
Options to purchase stock photos, video footage, illustrations, or templates one at a time,
or by subscription. Feel free to use these sites for research or inspiration.

25. How to Create Content Your Audience Will Love
Michael Roach
Final thoughts...
● Try not to do everything yourself, partner with a creative (designer,
videographer, editor, etc.)
● Ask others you trust for feedback
● Test often, measure results of attempts to engage your audience
● Devise a plan to work smarter so you can grow your audience (at scale)

26. How to Create Content Your Audience Will Love
Michael Roach
Thank you
Reach out:
mlr.roach@gmail.com
michaelroachcreative.com
Social:
Twitter: @mr0ach
Linkedin: https://www.linkedin.com/in/mlroach