Social media changed the way we communicate, and visual content on social is changing the way we consume information. Visual content leads to higher engagement than all-text content, and video is becoming an increasingly important piece of the social media marketing engagement puzzle.
A report on the state of content marketing created by a partnership between the Content Marketing Institute, MarketingProfs and Hightail examines the impact of visual content.
Visual content has become an engagement leader, and some reports suggest video will account for 80 percent of all web traffic by 2019. Indeed, video is the future of content marketing, with more than one-half of surveyed marketers indicating that video brings the best return on investment. Images are still impactful, as posts with relevant images receive 94 percent more views, and conversion rates are seven times higher when using custom visual content.
The most successful content marketers deliver content consistently and through multiple channels, and 73 percent of business-to-consumer marketers plan to boost their content creation in 2017. Marketers are also decoupling content from specific campaigns; 76 percent of companies with a strategy consider content an ongoing process, not a campaign.
This increase in investment is strictly necessary, as many marketers fail to manage and execute their content strategies effectively. Nearly one-half of businesses have small–or even one-person–teams serving their entire organization, while 75 percent of marketers say they don’t have an effective creative collaboration process.
Deborah Holstein, vice president of marketing for Hightail, said in a statement:
Content marketers are struggling to keep up with the demands of their jobs. They must consistently produce the breakthrough creative that powers their existing and new content programs. The survey results reveal that a majority of marketers still struggle with the creative development process and it is hurting their programs’ results.
For more insights view the infographic below or download the full report.
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