Sometimes hunches can be right.
Frame Concepts was formed in 2010 anticipating that organizations in order to cut through content and data deluge will have to increasingly rely on custom-crafted visual solutions to help their marketplace visualize the point of their differentiated offerings. And it seems this intuition is on track as this recent article from recent survey by MarketingProfs and the Content Marketing Institute suggests. Interesting they call out specifically infographics and then also add video as well.
If I was able to add to the survey questions, I would also want to break out the traditional written content concerning their visual makeup – newsletters, reports, case studies, white papers etc – as they could also stand a visual lift to up the engagement factor. It’s not really an infographic vs traditional medium decision, but rather a visual-centric outlook on all communication mediums that really represents the new and more effective paradigm in my view.
I have included a sample of a recent infographic video for HP and infographic content series we did for SAP but I also included a sales slide, a brochure and a trade show poster to show how really no content medium is immune to the visual engagement benefits of visual solutions.
Excerpt from Research …
A Rise in [New] Visual Content
In 2013, infographics experienced the largest year-over-year increase in usage of any content marketing tactic. We’ve been predicting an increase in visual content for a while now, and it seems that content marketers won’t disappoint. In addition to infographics, 73% of B2B marketers are also using video — another tactic that has been on the rise in recent years. With infographics and video surging in popularity, marketers will soon have to start seeking new visual mediums if they want their content to stand out. Think video infographics, interactive microsites, and fun quizzes for starters.