The Key to Great Content Marketingby Mondo on April 8, 2015
Guest post by Nick Rojas
According to Forbes, content marketing is more valuable than it has ever been. The companies that invested heavily in the strategy are enjoying wild success. So much so that 82 percent of B2C marketers, and a full 95 percent of B2B marketers, have invested in content marketing. Although nearly four out of five CMOs believe content marketing is the future of the industry, fewer than a third of the marketers who use it feel that they’re doing it right.
So what does it mean to do it right?
Great Content is Visual Content
Branding expert Jeff Bullas points out that in 2008, your Twitter feed was a string of text. Today, “it is a multi-media torrent with six-second Vine clips, images, Slideshare embeds, Gifs and videos.”
The world is visual — so must be your content.
As this Ethos infographic reveals, the statistics behind the lure of visual content are undeniable. Visual content is viewed a staggering 94 percent more than dry content, and it is 40 times more likely to be shared on social media. Maybe that’s because 90 percent of information processed by the brain is visual, and visual information is processed 6,000 times more quickly. People retain 80 percent of what they see and just 20 percent of what they read.
The Power of Video
When striving to make content more visual, most people think of embedding images instead of, say, bullet points to break up blocks of text. But the reality is, with more than a billion unique visitors a month, YouTube is the second-largest search engine in the world (behind Google, of course, which owns YouTube). What does that mean? Content that contains video is 50 times more likely to be listed on the first page of Google’s search results. Add whiteboard animations and motion graphics to make content more memorable.
Consumers Are Still Sweet on Infographics
Although the debate rages on about whether or not the proliferation of infographics is watering down online content, the fact remains that using graphic design to illustrate information is still a powerful draw for media consumers. To prove the point about the effectiveness of infographics, check out this infographic, which sites a Wharton School of Business study that reveals people are far more convinced by information when it is coupled with visual aids like infographics. At the end of the day, infographics are 30 percent more likely to be read than articles.
The single most important thing you can do in the coming year to increase your audience and boost sales through content marketing is to make your content as visual as possible. When your content is visual, you don’t make the brains of your readers work as hard to digest the information you’re presenting. As a token of their appreciation, they read your content far more often and spend more time on your site. The basic rules of content marketing apply. Don’t sell, inform. The point of a content marketing campaign is to position yourself as an authority to both the people who consume your content and to the search engines that determine your rankings. Great content convinces readers that your site is a credible, reliable source of information. Visual content is more important now than it ever has been, but the underlying foundation is the same as it ever was: content is king.
A Route to Contact
It would be very upsetting to go through all this work of making quality content only to find your audience questioning “who made that?” without having an avenue to contact you. Things like online business card makers and watermaker signatures ensure that there is no excuse for any fan not to come in contact. Do not overlook this exceedingly important step.
Now that you know what is required from you, the only excuse you have left is not wanting to do the work, which is no excuse at all. Your audience is waiting for you, don’t get stuck waiting for them.
Nick Rojas is a business consultant and writer who lives in Los Angeles. He has consulted small and medium-sized enterprises for over twenty years. He has contributed articles to Visual.ly, Entrepreneur, and TechCrunch. You can follow him on Twitter @NickARojas, or you can reach him at NickAndrewRojas@gmail.com.
Featured Image via TourDash