With people accessing the internet more frequently than ever before, the level of engagement marketers must reach in order to retain consumers’ attention has increased. While well-written custom content is the foundation on which brands build their web presences, multimedia content compels readers to remain engaged for longer periods of time.
PR Newswire recently released its 2012 study examining data from PRNewsire.com via Adobe’s SiteCatalyst – a follow up to its 2011 report. The firm’s web analytics team evaluated press releases published to its platform between 2011 and 2012 to note any upticks in impact multimedia components had on engagement. Unsurprisingly, press releases that offered readers a more complete user experience saw greater increases in visibility.
PR Newswire’s data shows that adding photos to text-only press releases increases exposure by 1.8 times. Adding video content to text-only releases drives the number of views up by 4.3 times. More, publishing branded content with both photo and video elements drives visibility up by 7.4 times.
Publishing branded content with both photo and video elements drives visibility up by 7.4 times.
The web analytics team also evaluated press releases posted to the web that included downloadable files and, while there were fewer stories to analyze, these releases saw an uptick of 9.7 times over text-only files.
“Photos, videos, infographics and other types of multimedia assets present information in a more compelling and attractive way so it’s no surprise that they boost content visibility so significantly,” said Video President, PR Newswire Rod Nicolson.
Content marketing strategies often include press releases, as well as a variety of other content types. Brands that want to develop a complete content creation strategy must consider PR Newsire’s data, as well-written content, enhanced with visual media, delivers a more memorable experience when compared to text-only outreach efforts.
Infographic marketing helps distribute multimedia content
In two recent studies from the Content Marketing Institute, B2C and B2B marketers highlighted their outreach plans for the new year. According to the reports, B2C and B2B brands have similar ideas on which content types drive significant traffic and provide ROI. Data shows that 70 percent of B2C marketers will deliver video content to consumers, 33 percent plan to develop infographic marketing campaigns and 28 percent will release white papers. As for B2B brands, 70 percent will use video, 38 percent will create infographics and 61 percent plan to distribute extended white papers.
Data shows multimedia content has become the new standard, and for marketers who want to remain relevant and engage with prospective and current customers, interactive inbound strategies are pivotal for growth in 2013.