How is Visual Content Marketing Different from Content Writing?
Visual content creation and content writing aren’t mutually exclusive. Coupled with planning and promotion, these vital parts can make up an efficient content marketing process. According to studies, content marketing becomes successful with the use of well-designed visual content, which gets viewed 90% more than content without any visuals.
It helps to know the differences between the two types of content, so you can better strategize your campaigns.
Visuals Are More Memorable
Visual content gets your message across faster, as the human brain processes visuals much faster and are an attention grabber. This is why it’s faster and easier to understand a how-to guide through a video rather than text.
Images, videos, and other visuals are processed in the brain’s long-term memory, making us remember more information when it’s presented in a concise format like a photo or video. When people read text-based information, only around 15% of the information gets retained. If you add a picture to written content the retained information increases to almost 60%.
While creating visuals is harder than writing content, it’s not as hard as it seems. A lot of online visual content marketing tools can help you easily edit images and videos, create animated GIFs, convert slides to video files, and more.
Sometimes it takes a specialized skill set to create a stunning infographic or educational video. But even if you’re not a designer, you can still create great visuals.
Suitable for Different Business-Customer Relationships
If you ask yourself whether you should use more text or more visuals in your content marketing campaigns — it depends on who you’re marketing to, consumers or other businesses.
Generally, B2C marketers prefer visual content over textual content. Data from studies show that most B2C marketers use pre-produced videos (75%), illustrations or photos (67%), and infographics (60%).
Conversely, B2B marketers use text-based content more than their B2C counterparts. According to the studies B2B marketers use case studies (67%) and eBooks or white papers (71%). In addition to that, most B2B marketers said eBooks or white papers (60%) and case studies (50%) were the most effective content marketing type.
Regardless of your industry and target market, an effective marketing strategy combines both written and visual content to enhance engagement, readability and retention for the reader. Test different approaches to find the right balance for your market.