Content comes in many forms ranging from graphics to audio. However, there are three main forms of content used within marketing: text, images and video. Each of these three forms of content has its uses. This guide explains how to use each one effectively in your marketing.
Text
Text is the most essential form of content. It is the most effective way to provide information and can be found in the form of emails, blog posts, product descriptions, and social media text posts.
Unlike video, text can be consumed easily at one’s own pace. Readers aren’t forced to engage with the whole thing if they’re pressed for time – they just skip to the most relevant parts. Using headings can make it easy to find the most relevant sections.
Text can also be used to target keywords. Without text, it’s impossible for a web page to be indexed on search engines. By using certain keywords on web pages, you can help people searching for those terms to find your website. Keywords can similarly be used in social media posts in the form of hashtags to help social media users find your content (which can be useful for targeting trending terms). Out of all the forms of content, text is also probably the easiest form of DIY content. That said, it takes time and writing skills to produce engaging written content that converts leads. This is why some business owners prefer to hire a marketing agency. AI can also be used to create written content, but it’s important to use detailed prompts to ensure it is unique and truly captivating.
Images
Images are the best form of content for quickly conveying basic information. We process images much more quickly than we process text. Therefore images are better for forms of advertising that we may only have a few seconds to take in such as billboards. Images can similarly be effective on social media for grabbing people’s attention while scrolling. They are also essential for breaking up walls of text and making blog posts and webpages more approachable.
Another benefit of images is that they can more quickly and effectively convey and trigger emotions. Facial expressions are very effective at this. Similarly different colours can be used to encourage certain feelings (you can read more into colour psychology in marketing here).
On top of quickly conveying information, images can also leave a more lasting impression. A powerful image can be very memorable – and therefore great for helping people to remember your brand.
Of course, it’s important to use the right images. Generic stock images are likely to fail to grab people and may make your company come across as unexceptional. Poor quality photos could meanwhile make your company look amateurish. This is why it’s important to invest in the help of professional photographers and graphic designers to produce images that are unique and professional.
Video
Videos can be even more effective at grabbing people’ attention than still images. In fact, videos get the most engagement of any type of content on social media. Indeed, many business owners like to go on a digital marketing course to learn how to capitalize on the power of online video.
While videos are often used for promotional purposes, they can also be informational. In fact, some people prefer watching an informational video rather than reading a blog post or long written guide. Using animation and live action demos, videos can help to more clearly visualise complex information like instructions or processes – something that text is not always effective at if you are a visual learner.
A video also takes up a lot less space on a webpage or in a social media post than a huge block of text. If you need to broadcast a lot of information on social media, a video could be better for getting around the character limit. A video announcement could also be quicker to produce than a written press release.
Of course, there are drawbacks to videos. While content like vlogs are cheap and easy to do oneself, animations and professional live action ads may require hiring professionals – which can make this type of content quite costly. Videos may also not load properly if someone’s internet is slow. On top of this, long videos that rely on sound may put off some people – not everyone has the time to commit to a long video or want to unmute a video/turn the volume up. Frontloading videos with important information, using timestamps to allow people to skip to certain parts and enabling captions can be a way to get around these pitfalls.
Conclusion
Text, images and video all have their place within marketing. By using a mixture of these different types of content, you can connect with a variety of online users and maximize the amount of leads that you generate.
This article may contain affiliate links, which means we may earn a commission if you purchase through these links. This comes at no additional cost to you and helps support the operations of The We Spot—thank you for your support! The views and opinions expressed in this article are solely those of the author and do not necessarily reflect the views of The We Spot, its owners, employees, sponsors, or affiliates. This content is for informational purposes only and does not constitute legal, financial, or therapeutic advice. Readers should consult a qualified professional before making any decisions based on the information provided.
