The infographic, featured in the article below, from Main Path Marketing, shows how different types of content affect our brains in various ways — and also influence what we do next. And further proves that when planning your content marketing, variety is essential to get the maximum results.
If you want to build a relationship, use text, such as blog posts, white papers, e-books, which allow readers to connect with your story. The results of the 2016 Content Preferences Survey, conducted by Demand Gen showed white papers were the most preferred content type used to make buying decisions in the last 12 months.
If you have a limited window of opportunity and want to get information across quickly, or you need to explain something complex - an infographic may be the way forward. "They condense useful nuggets of information into perfectly formed, aesthetically pleasing, knowledge maps for the audience to consume" (Kirstine Storey).
If you want something that is highly shareable and memorable, try creating interactive content, such as a quiz. This may sound tricky in a B2B context, but Uberflip has put together a useful guide on how to create an interactive quiz for your B2B marketing strategy.
Lastly, if you want to stir emotions then try video. HubSpot state video is "a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects".
Keith Errington suggests "if you are looking for something a bit different, how about making a time-lapse video of your production processes? This could be just the manufacturing process itself, or it could include the design stages at the beginning and the delivery to the customer at the end".
If you haven't already skipped this and gone straight to the infographic, click the link below.
If you’re a brand with information to share, how should you package it? The answer depends on how you want readers to process your content. According to a new infographic from Main Path Marketing, different types of content affect our brains in different ways—and also influence what we do next.