The content marketing has been evolving since early 2000s, and as of now, marketers have tried almost everything to attract the audience and to successfully seduce the customers into buying the product. Speaking of which, data analysts have examined social media stats to find the most efficient content marketing tools that have the largest impact on the people. What are those?

Contently, content marketing company, has conducted a research where they found the most effective types of content in the last month. According to their results, videos, infographics, and downloadable content (such as e-books, case studies, white papers, etc.) have reached 3 times as many people as other types of content have. Contently states that even most of the brands are inclined to implement safer tools in their marketing, multimedia does get 20% more attention than blog posts. What brands should do or implement is completely their business, but let’s talk a little bit about videos, infographics, and downloadables.




1) Videos. Pros and Cons?

Video content in marketing has been around for a long time and always seemed to be quite appealing to the public. Videos have been a successful tool for both B2B and B2C companies. 96% of B2B companies use videos in their marketing, and around 73% of them report that videos have a very positive impact on the return on investments. Also, it would be good to notice that this year most brands spend 30% more on video content than on any other.

But it is not out of the blue for many brands and companies. Facebook has figured it out right after their stats showed that videos get 7 times as many shares as links with articles posted.

Videos are great, but videos that convey a great story are even better. Google’s filmmaking lab has started producing a series of short videos called “Pearl” about a father and his daughter and their life. The deep and sensitive story incorporated in the cartoon gets attention not only from a younger generation, but also touches older people’s hearts.

Videos can be a great tool to reach people, but time and money spent on them may rise as a real problem. So, many brands would rather deal with blog posts that consume less effort than videos.

Run a couple of video projects for your business, and the great results won’t wait. HubSpot states that in 2016 90% of the customers think that videos have much more impact on them than other content and that videos are more helpful in a decision making.




2) Infographics. What’s the deal with them?

OkDork and BuzzSumo found that infographics get the most shares than any other content in 2015. Seems like not much has changed since then. Why?

Infographics are insanely engaging, and human brains process them much faster than plain text or a 5-minute video. It can take you 7 seconds to look at the infographic and get its ideas and facts. According to HubSpot, 40% of people respond much better to visual content thanto a set of cold boring facts, and infographics are 30 times more likely to attract people than articles or links. We tend to think that only kids like pictures and text, but hell no, adults love visually appealing and interactive content too!


3) Downloadable content. Would you trade your contact info for a free e-book?

Downloadable stuff like e-books or case studies are capturing a lot of attention from the customers on social media. According to Curata, 64% of companies use case studies as one of the tools and marketing, and they report case studies to be in the top 3 content strategies!

The rules are simple: you give the company your name, e-mail, and maybe some other info, and they give you something back. One side of a coin benefits the audience, another side allows marketers to find out more about their website visitors and maybe convert them into constant customers.


What about other types of content?

Multimedia and the downloadable content are the top 3, but does it mean that other type of content should be set aside because they are lame?

Not really. Other type of content is still efficient; it is just slightly less efficient than those mentioned earlier. Many brands and companies have great outcome experimenting with podcasts, pictures, or blog posts. As long as you have something exclusive and unique in your content, the roads are open for you.

Contently states that most brands prefer to starts with blog posts before they start experimenting with other types of content. And it usually takes 6-7 months to create a multimedia content, and even more to create an e-book or other downloadable content. The best advice here is to give it a shot: Put aside your conservative views on content marketing, and experiment with something new!

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