Content Consumption: Successfully Engage Customers With the Rule of 15
Science tells us that 90 percent of the information transmitted to the brain is visual and that human beings process images 60,000 times faster than text. Online, photos garner twice as many “likes” as text updates, and videos are shared 12 times more often than links and text posts combined. Infographics are attracting huge audiences, particularly in the B2B sphere: In 2013, 38 percent of B2B marketers used infographics, and in 2014, that number jumped to 51 percent.
So for marketers who want to engage customers, is the answer to forsake text and focus exclusively on visual content? No — because, just as students have different learning styles, the content consumption preferences of consumers vary based on how they want to learn.
The five most common ways to consume content are reading, watching, listening, looking and interacting. Customers can read an article or a whitepaper. They can watch a video or webinar. They can listen to a podcast or other recording. They can look at an infographic or social media stream. And they can interact with “choose your own adventure” content.
Consumers want content that delivers real value. To resonate, the content has to teach them something new and meaningful — something that can help them do their job better or solve a problem. It also has to entertain and inspire to hold their attention and achieve engagement. This is important because the primary goal of content marketing is to connect with consumers while they’re in the process of researching a purchase.
Your content is out there — searchable and findable — at the moment a consumer has a need and is starting to look for information. They are open to being “contacted” versus other traditional and invasive marketing methods. Having good, timely, and available content, puts an organization at a great advantage over the competition. Which is why understanding how consumers want to consume content is critical.