Captivate My Senses. Make Me See. Make Me Hear. Make Me Remember.
According to the National Center for Biotechnology Information at the U.S. National Library of Medicine, “people generally remember 10% of what they read, 20% of what they hear, 30% of what they see, and 50% of what they see and hear.”
Yet, it seems that marketers’ content strategies mostly concentrate on the creation and dissemination of text-based assets such as white papers, blogs, brochures and print media, as well as the production of physical events. With an existing distribution across paid, earned and owned networks, we have an opportunity to leverage the increasing trend towards more engaging rich media content, including videos and webinars to better engage our audiences. This engagement, as defined by the audio-visual relevancy of the medium, helps us remember up to five times more content. Take a look at how Tripwire and Forward successfully bring to life text and thought leadership content with video.
Now the only question is – if you add another attachment, maybe a document download or a link to a video, does that addition then add up to 80% attention? Jokes aside, the marketers among us who captivate and engage their audiences with audio-visual content will be remembered more. This is currently not reflected in the typical content marketing mix – let’s fix that!