Marketing content has drastically evolved throughout the years. Gone are the days of blog posts’ dominance—a variety of content now exists: live video, podcasts, infographics, and research, among many others. However, only four types of content rise above the others.
Late last year, AdvertiseMint released a Facebook ad-targeting infographic that features 850 ad-targeting options. The infographic, which was a great hit (and still is), significantly increased our website traffic and leads. Our project revealed to us one valuable information: readers in our industry love infographics.
Infographics, which are one of the top 10 ways to get more engagement on social media, are so popular, in fact, that 74 percent of marketers use visuals in their social media marketing.There are several reasons why people love infographics. For one, they are highly condensed sources of valuable information. While documents require more time and attention to comprehend, infographics, which are usually only two pages or less, can convey several important points in a shorter amount of time.
Furthermore, its highly visual focus expedite the process of absorbing information, especially if that information is instructional. Have you noticed how all manuals usually include images that complement the text? Have you noticed how much easier it is to complete the task of, say, building an IKEA table with images to guide you?
2. Research and Data
In January, I wrote an article that outlined the four best ways publishers can upgrade their Facebook ad creatives. Two days later, the article’s engagement blew up. Although I knew, thanks to MailChimp analytics, that our audience adored blog posts that gave them advice about marketing, social media, and Facebook advertising, I didn’t know why this particular article, rather than the other articles I’ve written on the same topic, was so popular. After scrolling through the posts’ comments, I found the answer to my question: readers loved that my post was backed by research. People are often attracted to research and data because they present useful, valuable, and factual information.
3. Blog Posts
After infographics and research and data, blog posts are the third most favored types of content because, if written well, they provide value to readers.
If you want readers to devour your blogs, you must write blogs that give value and benefits. For example, I write on a variety of topics, mainly how-tos, guides, and news articles. Among these three, the most popular articles are the advertising guides because they present valuable information to my readers. Thus, I often write guides because that’s what readers want.
The fourth favored content is video, which has been gaining more and more popularity. Video is so popular, in fact, that usage will grow to 8.2% this year: more than 62% of the world’s internet users will watch digital video this year, an increase from 60.8% in 2016.
According to Dr. Susan Weinschenk, a leading speaker, author, and consultant who has worked for brands like Amazon, Disney, and Walmart, there are several psychological reasons why video resonates with people.
1. We’re attracted to human faces
The fusiform face area, a part of the human visual system that specializes in facial recognition, makes us pay attention to and use human faces as a gathering point for information and believability.
2. We’re attracted to voices
It’s easier for us to convert voices into information.
3. We’re affected by body language
People’s body language and emotions affect us.
4. Movement grabs attention
Attraction to movement has its evolutionary roots. Since the stone age, we detected and paid attention to movement to survive. It triggered our fight-or-flight response and helped us evade danger.
Although infographics, research and data, blog posts, and video are the content people love, what works for one may not work for another. If other types of content has worked for you, let me know on the comments section below.