Inbound marketing is about utilizing a variety of mediums to attract new clients and customers to you rather than fighting their attention. But to know what the right medium you should take with inbound marketing efforts requires an understanding of how the brain processes various types of content. From text to video, each format of content has its place.
The following is a quick look at how the brain processes these different formats so you can better tailor an inbound marketing strategy for your ideal audience:
- Written Content. When people read content, their brains align themselves with the narrator or protagonist. Because of this, it's the ideal format for creating a strong relationship between the brand and consumer. However, it also often requires more involved attention, so too much written content may get sped over by the reader and a full impact won't be had. Keep initial content brief, informative and engaging to slowly build consumer trust and showcase your company's expertise and experiences.
- Graphic Content. Visuals are great for capturing immediate attention and, because the human brain stores images in long-term memory, are ideal for leaving a lasting impact on the viewer. It takes the average human just a tenth of a second to comprehend a visual scene, attach meaning, and store it. For this reason, it's best to use graphics to present more complex data and ideas to your audience. Use creative, visual content to attract attention and promote interest in your brand.
- Video Content. Think of video content as upgraded graphic content. Video goes a step further to enhance the emotional connection with viewers. The human brain can process video content over 60,000 times faster than standard text content. Also, because it does not require any type of active participation, it doesn't take as much energy for the human brain to process. Videos are an ideal format to share vital information about your company's history, mission and products or services. Use videos to engage, entertain and inform users how to do things.
- Interactive Content. Interactive content involves a combination of written and graphic content and thus, can be more time and financially consuming for marketers to produce, but can have a stronger impact on the audience. Interactive content taps into multiple regions of the brain and has the user participate with the content. This engages the reader to elicit an experience more apt to be remembered and even shared for further audience reach. Remember, participation leads to higher positive rates of retention and learning. Use interactive content to teach your audience about your brand and get them more involved.
At ADTACK, one of our strategies is to create tailored content for your company. The best inbound marketing efforts use a mix of written, graphic, video and interactive content to attract new clients and customers to specific brands. For more information about this and how to use these types of content, contact ADTACK today at 702-270-8772 for a free consultation link.