Inbound marketing is focused on attracting customers through relevant and educational content that adds value at every stage in your customer's buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and a variety of social media.
Visual content has become a critical element in any B2B inbound marketing program. Visual content has proved to capture the attention of audiences repeatedly.
According to Dr. John J. Medina, a developmental molecular biologist, and author of New York Times bestseller "Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School," when people hear information, they're likely to remember only 10% of that information three days later. However, if that same information is accompanied by an image, people retained 65% of the information three days later. Wow!
Visual Content and Social Media
Supporting that point, the data below shows some staggering results. From looking at over 100 million Facebook updates over the last three months, BuzzSumo found that updates with images had an amazing 2.3x more engagement than those without.
Visual Content and Video
According to this article in Forbes, more and more businesses are turning to video to promote their brands, as well as their products and services. Companies are becoming more business savvy about the value of video, with 85% of them employing staff and resources to produce their own video content internally, according to a report by Hubspot.
Whether you use video to highlight your product in use or to provide education on your services, a business can benefit greatly from the use of video content internally, as well as externally. The ROI from video is immense, as users are continually asking for more video content from businesses.
In Hubspot’s State of Inbound 2017 Report, video was cited as one of the top-cited disruptors. Many see video as a great channel to better connect with prospects. In fact, Cisco projects that global internet traffic from videos will make up 82% of all internet traffic by 2019.
Image vs. Video
There is no question; visual content is critical to any content strategy. However, sometimes prospects need information quickly and do not have the time or the right internet connection to watch a video. Because of this, video needs to be augmented by other forms of content such as text or images.
Even though everyone with a smart phone can be a videographer, good quality video is relatively expensive to produce. Pick a pillar topic, create an awesome of video and then surround it with other forms of supporting content.