Multimedia content is the next great frontier in content marketing. More brands than ever are focusing on creating a few quality pieces that engage readers instead of churning out several low-quality blog articles that come a dime a dozen. From video games to infographics, multimedia has expanded across several industries and company sizes. With web design becoming more intuitive and interactive, so too should your content.
Keep reading to learn how your brand can take advantage of multimedia pieces and why it can work for you.
Your Readers Learn in Different Ways
Everyone has on their own preferred way to consume information. Some people love the idea of listening to a podcast or audio tutorial, while others get distracted and need to have something visual in front of them. This is why your videos will be popular among some users but not others, because not everyone wants to sit through a whole video when they can just skim an article.
Multimedia content works to tap into all of these preferences by offering content that appeals to all audiences. Your highly visual customers can enjoy your videos and infographics, while auditory customers download your podcasts.
Multimedia content even has the power to tap into the kinesthetic learning style — or learning by doing — which more than 50 percent of people fall into. By creating interactive pieces or multimedia content like flowcharts and quizzes, you’re keeping their minds engaged and helping them absorb the information easier.
Visual Content Stays in Your Memory
Even the most auditory and kinesthetic learners will appreciate the power of high-quality visuals. While text lives in our short-term memory (and is quickly forgotten in most cases) visuals stay in our long-term memory and are processed faster within the brain. This is why a statistic about how much money is spent per year is less effective than a visual of truckloads of money.
Speaking of effectiveness, visual content tends to play on emotional responses better than text. After all, a picture is worth a thousand words. In particular, we’re prone to feel empathy for portraits and human faces, which is why an image of a suffering human tends to be more gut-wrenching than descriptions alone.
How can brands play on this? Start by brainstorming visual ways to depict certain data sets or important statistics, and then expand into other departments and visualizations. You may find that your customer service emails and chats are more effective if you have a human face on your site presenting a friendly demeanor.
Multimedia Content Has a Longer Shelf Life
One of the main worries that content managers express over multimedia content is its cost. Multimedia videos that are professionally made, interactive infographics, and other engaging pieces that are complex tend to be expensive and unbalance their content budgets for the month or quarter.
After all, wouldn’t their money go further creating multiple articles and outreach pieces on a regular publishing schedule? What they’re not thinking of is the shelf-life, and the ROI that comes with it.
While a blog article might make a splash over a few days, it inevitably slips back into anonymity, and its value starts to decline. Sure a few pieces continue to drive revenue and links through SEO, but most are long forgotten after a few months. Multimedia content has a shelf life of several months.
It’s stickier and more sharable, which means people remember it and share it more than they would with regular static content. While you might pay more to have it made, the ROI it provides in terms of traffic, links, and leads pays for itself multiple times over.
Multimedia Content Paves the Way for Other Content Ideas
In all likelihood, your multimedia content will require supplemental content to promote the piece and drive traffic to it. This might include an introductory blog post that explains what you created and why, a press release that helps generate media coverage and links to your work, and social media write-ups to make your brand go viral. Multimedia content isn’t just one piece, it’s a whole package for those who do it right.
In order to make the most of this, start by marking the day of launch or publish on your calendar, and then determine what other materials are needed to promote your piece. Mark blog posts, social posts, and e-blasts on your calendar as well, and don’t forget follow-up materials talking about results.
Before you know it, your marketing calendar has plenty of slots filled before you can even think about other content. Focusing on one strong piece reduces the burden of constant creation from your marketing team and reduces the likelihood of burnout.
More Brands Are Taking Advantage of Multimedia Content
It was possible to ignore multimedia content a few years ago. The content industry was still new and marketers were able to game Google’s algorithms with relative ease. The only brands who were taking advantage of interactive infographics and games were B2C enterprises like Oreo and Coca-Cola. They’re two of the biggest brands in the world; of course they can afford to develop games for customers.
However, the increased popularity of digital media has turned it into a platform that can’t be ignored. B2B companies are using it as a tool to explain the business platforms and break down complex ideas, while while B2C companies of all sizes are trying to tap into virality by creating games and activities.
Your text content isn’t competing with the text content of others in your industry, it’s competing with interactive content of others in your industry — and other industries! Can you afford to stay in the dark ages of text content while everyone else moves into multimedia?
As the internet universe continues to evolve, there will be plenty of terrible content created by brands. Internet users — for the most part — will ignore it in favor of other, more engaging pieces. The survival of the fittest applies to the internet more than ever, and your brand needs to evolve if you’re going to rise above your competitors in terms of traffic, links, and virality. In short, your brand needs multimedia content.