The answer is a resounding YES (with a tiny bit of NO)!
Why is content king?
It’s because creating great problem-solving content still trumps all…the change is in the way we receive and digest this content. Just a few short years ago, content was more about words. Now with so many distribution channels, the nature of our content is evolving, in a good way.
I think people are both becoming content fatigued due to the sheer amount of good content out there and yet they are also more sophisticated in finding the content that is most relevant to them.
Industry pundits all agree that the readers respond better to a multi-media approach, which leads to higher conversion rates. The caveat is that the content still needs to be engaging no matter what format it comes in. That’s why content is king!
The Data is Definitive
That said. I wanted to share with you some recent eye-opening statistics from HubSpot that point us in a new direction towards much more visual storytelling for our content to stand out.
- For most people only 10% of information will still be retained after 3 days, compared to 65% of the information retained if an appropriate image is used.
- Content with images receives 94% more views than content without.
- Finally, it is predicted that by 2017 nearly 75% of all internet traffic will be video.
The Effect on Social Media is Even More Staggering:
- Over the last 6 months of 2015, the average daily video views on Facebook doubled from 4 billion video views per day to 8 billion.
- Infographics are liked and shared on social media 3X more than other any other type of content.
- Articles with a relevant image once every 75-100 words get double the number of social shares than articles with fewer images.
- 88% of consumers have purchased a product they pinned, and 49% have purchased 5 or more products they’ve pinned.
- Over 80% of pins are re-pins compared to 1.4% of tweets retweeted.
As a content marketer, I really like the challenge and breakneck speed of change in the digital ecosystem. I think it makes us all elevate our skills as we become more proactive to stay ahead of the curve.
I personally even started to include a “what’s coming next” agenda item in staff meetings. It also helps that I’m incredibly curious and have a voracious appetite for reading, particularly anything Neil Patel or Joe Pulizzi related.
In fact, Neil wrote a fascinating blog recently about how color can affect your conversion rates. Recent research from QuickSprout showed that 90% of all product assessments have to do with color. That’s a pretty amazing statistic when you think about it.
The Psychology of Color Continues to be Important in 2016
Consider these research insights when writing your next blog post or designing your new website:
- Women apparently don’t react well to gray, brown or orange….on the other hand, they react very well to green, purple and blue. (Note that pink is not even in the mix)
- Men tend to like the colors green, black and blue…They apparently do not like brown, orange or purple.
- When in doubt, the color blue is a safe bet…it represents calm, serenity and trustworthiness and loyalty. Luckily there are so many hues of blue to work with!
- Oddly yellow is associated with warning (not happiness and love as I always thought). According to urban myth, yellow makes babies cry and people angry because it actually heightens the anxiety part of our brain.
- Black always sends a signal of luxury and sophistication.
Green is apparently a great color overall and very good for call to action buttons. Studies have shown that highest-converting colors for calls to action are bright primary colors like red, green, orange and yes, yellow. Darker colors, as a rule, have very low conversion rates.
I think overall the lesson to be learned in 2016, words still count, but video, imagery, and even color are now on equal footing. I think 2016 is going to be a tremendously fun ride for all!
What are your predictions?