In content marketing, getting from where you are to where you want to be is not only the crux of the matter but can often be the turning point in a great marketing campaign vs a failing one. Defining concepts and constants in this industry are that what worked before might not work now.
Look at it this way, in marketing the definition of insanity is “Doing the same thing over and over and still expecting the same results”
Fact, when left to run into redundancy - even the most revolutionary marketing campaigns can end up being nothing more than bad clickthrough generators.
So what do you need? Vision!
Journeys are often less perilous if you have a planned direction.
Content Marketing in the Here and Now
According to the experts at Gartner's Digital Marketing and Advertising Hype Cycle, The marketing industry has become grossly over-saturated with content, techniques and copied approaches. In 2015 there was a phenomenal peak that saw masses of marketers soar right into success, outbound and inbound marketing strategies were perfected, leads were being converted at an incredible rate and the industry as a whole was booming! and if executed correctly we could see a major shift and exhilarating change coming to those tired old conversion methods.
The problem is; others saw it working and started doing the same things! So where are we now?
Drowning in content! For the last three years, many content strategies have been declining, customers have been resisting and strong marketing professionals have started struggling. It has been dubbed the period of “Disillusionment”
The bad news is that, although very clear evidence is becoming know, there are still too many professionals continuing to do the same things over and over expecting it to go well. They are just digging the hole bigger!
The good news, however, is that there is an expected period of “enlightenment” fast approaching. Call it spring cleaning, and if executed correctly we could see a major shift and exhilarating change coming to those tired old conversion methods.
So Where to From Here?
When taking a look at the more successful visual-centric platforms thriving today including Pinterest, Instagram, and Snapchat, it is becoming more and more prevalent that visual content is the future of successful marketing!
It’s quite simple really...
When adding visual enhancements like videos and infographics to your content, you are not only able to provide a more in-depth amount of information; in the same amount of output, it also allows you to differentiate your content from other overused approaches, it assists in a more free-flowing communication through clearer engagement and most importantly has shown a possible traffic increase of up to 400% !
Sounds fantastic right? But the real question is how do the above mentioned visual enhancements do such extraordinary things for your content?
As beneficial as each type of visual enhancement may be, video is obviously skating to the top of both usage and positive feedback. As this newer marketing technique has been evolving, some incredible statistics have started to surface:
64% of customers are more likely to buy a product or use a service online after watching a video about it.
90% of customers report that product video assistance does help them make purchasing decisions.
Video usage of line is projected to claim more than 80% of all web traffic by 2019.
To ensure you get the most out of your video usage though, two main methods can be utilised:
1. Combining Videos and Landing Pages
As you might already know, a landing page is a single web page that appears in response to clicking on a browser search result. Usually, the first thing seen and mostly used for advertising purposes, when they are designed and presented with the right kind of effect they can and do greatly enhance a marketing campaign’s chances of converting online traffic and leads into coveted sales.
Videos are a great way to not only do that but take it even further. Tests have shown that the human brain is capable of processing information from visual content 60,000 times faster than text!
They can enhance relatability, and most importantly their more personal touch can reach out to a person and set a tone a hell of a lot better than text ever has.
2. Using Videos to Track Your Conversion Rates
Marketing is only ever as good as the feedback it generates, making sure you get that needed feedback is essential. A great way to achieve feedback generation is by including forms in your videos for your leads to fill out as they are being entertained and informed.
These are usually placed at the beginning of a video and asks for harmless information like email addresses. It offers a fantastic win-win situation! Your traffic gets entertained and learns about who you are and you get a little extra information for future lead to follow-ups.
Fact, in marketing infographics, are your baseline, your bread and butter and in some cases your buffer. They work with your content in the form of visual enhancement.
The thing is, people do not enjoy plain written text like demonstrated by this sentence, it has no color, no personality and because of that even if your information is revolutionary people probably won't pay enough attention to find out for themselves.
Hence INFOgraphics! When used correctly, they can do so much of the work for you!
Realising your Visions of Success through Visual Content
When it comes to marketing - Whether adding beautiful visuals to your piece of content or better yet, using your visuals to generate leads, the bottom line is that any type of visual stimulation is fantastic and incredibly beneficial to both marketers and the public alike.
If you just want to make something, get it out and sit back waiting for responses to find you, you’re doing it wrong - That is the very reason the industry ended up in this current slump in the first place!
Marketing is adaptation, motivation, action, and most importantly - reaction, yes it takes a little work but at the end of the day when you start getting results and seeing your success manifest - things will fall into place and suddenly you, your team and maybe even the industry of marketing could soon find themselves in greener pastures.