Infographics, Blog Posts, and Videos – Oh My!
It is every marketer’s content marketing dilemma – what type of asset will garner the highest engagement rates? The most conversions? The biggest, baddest, and boldest leads?
Your story is great regardless of how you tell it – with visually articulated stats, with carefully crafted words, or through a moving picture.
But budget is limited, as is time. And the race for leads is on.
So, what’s your pick? Infographic, blog post, or video?
Each has its benefits – in terms of cost, engagement, and relevance for the buyer’s journey phase.
BLOG POSTS
While all three tend to be ToFu (top of the funnel) oriented – blog posts can easily target MoFu prospects (middle of the funnel). That’s the flexibility of blog posts – they can be short and sweet, or they can be long and educating.
As for ideal length – while the general rule of thumb seems to be that with today’s extraordinarily short-attention spanned audiences, approximately 300 words is the max any one busy and impatient individual can take . . . Google likes long blog posts. And since we all bow down before the Google gods of SEO – you should aim for about 700 words.
Marketing guru Neil Patel, claims that a 3,000+ word blog post generates more traffic. (insert emoji with the ‘holy crap’ look on his face . . . three thousand words!?). Mr. Patel makes a pretty convincing argument with lots of data to back his claim – and who doesn’t love claims that are backed by solid data?
However, as noted – this is the age where human attention span is at 1 second below that of a goldfish. I think we’ve all heard this one – and there’s even a whole article about this in Time magazine . . . coming in at 220 words (insert winking smiley emoji).
So, if our brains have been re-wired by small screens and digital silicon masters to accept into our lair as few words as possible – what does this mean for video and infographics?
VIDEOS
The moving picture has been an entrancing paramour since its onset in the early part of the last century. Whether in black and white or color, with or without sound, on huge cinema screens, or tiny ones on slick cellular phones – the move is the groove.
But . . . videos can be expensive and time consuming to produce. However, with great new alternatives for decreasing production costs, such as offered by the fabulous Fiverr community – we marketers of little budget, do have options. And these options are very good. Just keep in mind the goldfish – with video content too, attention spans are limited. Latest stats claim that tutorial/explainer videos should not exceed 90 seconds.
INFOGRAPHICS
And this brings us to the ever coy and ever gratifying – infographic. Infographics having everything a modern marketer loves – data, design, and a damn good story (at least that's our goal).
What’s more, there are stats to back the virility of the stats-based platform:
Infographics have a 73% completion rate vs blog posts at 66%
Infographics are "liked" and shared on social media 3X more than other any other type of content.
Colored visuals increase people’s willingness to read a piece of content by up to 80%
Infographics help people retain more information than a typical article.
So, there you have it. Three great platforms for telling your story to the ToFu/MoFu types. Each with its own advantages.
I know what's my favorite. What's yours?
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