It’s our business to develop visual content that helps people get noticed. We love visual content because it communicates a lot more information a lot more effectively than written content—and we have a lot of stats to back that up, but it might be easier to think about it this way: If a picture is worth a thousand words and you only have someone’s attention for eight seconds, shouldn’t you choose the picture over the words?
Our friends over at Percolate also spend a lot of time thinking about how marketers can be more effective. After having some casual conversations with them about how we could all do our jobs better, we decided to make a report on some of the insights we were uncovering:
We tried to distill research about content marketing to its essence—to the trends content marketers need to be aware of, and the opportunities that await them.
We’re in a golden age of content marketing. Budgets are growing, execs are buying in, and everything is more measurable. But there’s also a lot more from competition from other marketers, from the general public, and from the billion alerts and messages people get every day.
This guide is about how to get and hold attention, how to deliver value, and how to improve your reach. We look at what consumers want, but also at how the digital world is changing, how marketers are responding to it, and how marketing teams can work better together to create effective campaigns.