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September 22, 2015
Digital Infographics, Video, and the Value of Visual Content

It’s the magic word for digital marketers, but you already knew that. What you may not have known is that the form of your content has a direct impact on how the digital world sees (and evaluates) you. And visualizing your content is increasingly important, as shown by its use both by B2B and B2C marketers.

Last year the use of video content for B2B marketing increased by 8% to 58%; and the use of infographics increased by 9% to 52%. The shift toward more bite-sized, digestible content formats such as video is further poof that users want shorter content formats. So once again, simpler is better (a favorite phrase of ours!).

Not impressive enough for you? Try this stat: Humans process visuals 60,000X faster than we process text, again according to Hubspot. Sixty thousand times faster. If I’m betting on which format makes a bigger impact I know where my money is going.

But it’s not just about speed and impact; it’s about staying power. “Words are processed by our short-term memory, where we can retain only about seven bits of information. Images…go directly into long-term memory where they are indelibly etched.”

So visuals get there faster and stay longer—that’s pretty clear. But studies also show that when text and images are combined, retention can increase by 42%. And I’m guessing that most marketers would like a word or two accompanying their visual content.

The Content Council states content marketing will continue to grow, and even accelerate growth, in the next two years. Marketers must establish well-defined processes to maximize the impact of their content-marketing efforts. In the Council’s recent survey of marketers, they cited content creation and lack of time as two of the biggest challenges they face. Hence, agencies with a proven record with content creation have great opportunity, especially if they have measurable, quantifiable results to report.

So, marketers, make it a point to find yourself an agency that can deliver great strategy and design. Find one that knows Google rewards high-quality, relevant content more than traditional signals like keywords. An agency that works with data and analytics. An agency that understands the importance of distribution and targeted placement for your content.

That’s easy to visualize, isn’t it?

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Robert Calvanico is Client Services Director for Living Group, a London-based integrated digital and branding agency. He leads the Living team's New York office. Robert has held management positions at agencies such as Euro RSCG, Cossette Post and Blue Fountain. He is a passionate sports fan and music lover, and lives in Tribeca, New York City.
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