6 Engagement-Building Types of Content Marketing

If seeing is believing, then it only follows that visuals play a vital role in communication. That’s especially true as you decide on what types content marketing you are going to include in your content marketing strategy.

According to HubSpot, content marketing posts presented with relevant imagery get 94% more views than content without visuals. But the value of powerful pictures as a type of content goes much further.

The human brain can process an image in just a few milliseconds, conveying a great amount of complex information very quickly. The right picture has the ability to spark someone’s interest and convince a viewer that anything from an ad for a product to a television show is worth exploring. This is why Netflix began gathering consumer research specifically about the images on its service. Research indicated that images not only prompted users to watch one show over another, but they accounted for 82% of viewers time spent browsing (in contrast to the 1.8 seconds people spent reading movie titles).

Images mattered almost four times more than the text describing the storyline.

Now, Netflix most likely is still conducting its research on the millions of human guinea pigs that make up its customer base and they aren’t likely to supply their data any time soon, so the question is left to marketers – what types of visual content should we use?  

A picture is worth a thousand words, which means photos are among the most engaging content imagery forms available. This content format should be utilized in almost every form of collateral, including eBooks, social posts, blog posts and presentations.

 When to use it:

• Photography should be used at every stage of the buyer’s journey and should be included in almost every form of collateral
• Try and use original photos before relying too heavily on stock images
• Remember to optimize images used online, like those featured in blog posts or web pages, for search

Formats include JPEG, TIFF and PNG.

2. Memes

The term “meme” isn’t a modern phenomenon; it’s actually been around for a while. The Content Marketing Institute notes that the term was coined by Richard Dawkins in 1976 and was intended to convey a package of culture. Before the Internet, this meant styles, concepts and behaviors. Today a meme is a type of content imagery that uses juxtaposition or caricature to draw attention to the point it’s trying to make.

When to use them:

• Memes are ideal for social sharing and delighting followers
• Include memes when appropriate in slide presentations to drive home a point

Typical standards:

• Length: 470 px by 470 px for Facebook social sharing or 440 px by 220 px for Twitter
• Structure: One image with at least one word laying over the image
• Format: JPEG or PNG

 3. Comics and Cartoons

The media has used comics to express ideas for more than 100 years. Often cartoons depict images of situations hyper-focused or caricatured to emphasize a point and draw viewers’ attention.

When to use them:

• Cartoons are ideal for social sharing and delighting followers
• Include cartoons when appropriate in slide presentations to drive home a point

Typical standards:

• Length: 470 px by 470 px for the entire comic or first panel or two for social sharing
• Structure: At least one panel
• Format: JPEG

 4. Infographics

Infographics are the visual representation of a situation or data and present information in quick, digestible bites. A good rule of thumb to follow: A viewer should be able to grasp the concept, information and story of your infographic within seven seconds.

Remember, not every visual representation of information is an infographic; more complex visuals include information graphics, data visualization or a rendering.

When to use them:

• Infographics are great for demand generation as an ungated piece of content
• This type of content imagery is frequently shared across social media accounts and can help a business gain publicity and inbound links to its website

Typical standards:

• Length: 600 px wide and 2,000 px tall
• Structure: Title, facts and stats and ends with a call to action
• Format: JPEG

5. Information Graphics or Data Visualizations

Information graphics or data visualizations are imagery used to convey complex ideas in a more engaging, graphic format to help understanding. Unlike infographics, information graphics or data visualizations can go into much more detail to promote comprehension.

When to use them:

• White papers and studies often include information graphics or data visualizations to help readers dissect the material being discussed
• Industries like technology, manufacturing and healthcare have plenty of appropriate opportunities for this type of content

The best image format to use is a JPEG.

6. Video 

Video marketing is one of the fastest-growing areas for desktop and mobile usage. It has the ability to create a more dynamic experience than other content formats because it takes advantage of more than two senses.

When to use it:

• Video can be created to attract, convert, close and delight viewers
• It provides collateral for demand and lead generation and enhances brand identity

Typical standards:

• Length: 30 seconds to 13 minutes
• Structure: Variety of structures available, including demos, educational how-to demonstrations, promotions, interviews and humor
• Format: Avi, Flv, Wmv, Mov and MP4

Clearly, there are many ways to incorporate visual content in your marketing strategies. Discover the other content formats that can help your brand achieve its business goals by downloading J&C’s free eBook, “25 Types of Content Marketing.”