By Megan Hamby, Editorial Director

What comes to mind when you think of “content marketing”? Chances are, you’re thinking about blog posts, whitepapers, case studies, how-to guides and e-books. While content marketing is all of those things, it would be foolish not to consider visual mediums as content marketing.

As an editor and a writer, I naturally love the art of the written word. But in today’s digital age, it should come as no surprise that a whopping 65% of people are visual learners, according to the Social Science Research Network. Visual elements, such as video, presentations and infographics, help marketers connect with their audiences even faster—in fact, research shows that visuals are processed 60,000 times faster than text in the brain.
I don’t know about you, but those numbers convince me of the importance of visual storytelling and have me brainstorming ways to incorporate more visuals into the content we deliver for our clients.

Take video, for example. YouTube has more than 2 billion logged-in monthly users and is the world’s second-most visited website (right after Google, its parent company). Plus, research shows that more than 50% of B2B decision makers use YouTube to research purchases, making it the most-used social platform for this purpose.

Video has been an important storytelling medium for clients we’ve worked with to present their messages compellingly and memorably. With one client, we interviewed CEOs and executives from various companies, allowing them to tell their own stories to be used at a conference. The videos were more engaging for the audience than, say, a brochure with the executives’ bios and work history.

Another example of visual content includes infographics, which are a helpful way to synthesize data and information in an easy-to-digest format. Peppering a slide deck with visual aids, such as infographics, can help your audience retain information. Research shows that people who are asked to recall information after a three-day period retain only 10% of what they heard during an oral presentation; 35% from a visual presentation; and 65% from an oral presentation with visuals. The data speaks for itself: Visuals are a win. 

As you kick off a new year, what’s on your content calendar that could benefit from a dynamic visual? Is it a blog post, accompanied by an infographic? An interview conducted on video or a how-to instructional video posted on your website? Or is it a presentation with 3D effects, infographics, powerful imagery and visually appealing colors? 

This year, we challenge you to think outside the box when it comes to delivering content. Contact us today to learn how we can help you use visuals to yield better results for your organization.

Image: Getty Images

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