In 2013, $43 billion was spent on content marketing. In 2014, 71% of marketers are planning to significantly increase their spend, according to Curata’s fourth annual benchmark study. With some companies spending as much as 40% of the marketing communications budget on content marketing, getting the most bang for your marketing buck is essential.
The easiest way to do that is to give people what they want. It means being concise, unique and compelling. All of which translates to a simple content marketing mantra — be visual.
After all, our brains process visual content faster. Stories that use compelling visuals are more easily understood and remembered. And visuals help trigger emotions.
Facebook, YouTube and Twitter are the biggest social media sites now, but sites and services like Pinterest, Instagram, Flickr, Vimeo, Tumblr and Slideshare are growing exponentially.
Because of this, many brands are discovering more exposure on social media than on their own website. Consider Skittles as an example. According to Comscore, their website attracted 23,000 unique US visitors in March 2012 while their Facebook page had 320,000 visitors — a 14-fold increase over Skittles.com. It’s now very common for brands to rack up more page views on Facebook than their own site.
According to Facebook, successful posts are visual. Photo albums, pictures and videos get 180%, 120%, and 100% more engagement respectively. That is why Facebook is rolling out video ads that play in users’ news feeds.
People are 44% more likely to engage with content on social media that contains pictures, according to Hubspot. It translates into sales too. Customers are 51% more likely to make a purchase after “liking a brand on Facebook”. Pinterest drives sales directly from its website — of people with Pinterest accounts, 21% have purchased an item after seeing it on Pinterest.
And it’s not just consumers — the more multimedia you include in your press materials the more likely they will be looked at, according to a PR Newswire Data analysis of more than 10,000 press releases. Press releases with photos and video have a 48% increase over just a text only release.