From bland to ballyhooed | How engaging formats can boost B2B messaging

icon-for-blogHere’s the problem: As we experience firsthand daily, decision makers in B2B settings are busier than ever. Compound that reality by the fact that human attention spans are getting shorter, and we as B2B marketers have a real dilemma on our hands. How do we convey information about complex products or relatively dull features — both staples of this space — in a way that will grab attention in a sea of cluttered inboxes and growing to-do lists?

Here are a couple solutions to the conundrum that, while growing in popularity, are still far from being leveraged often enough:

Infographics

The human mind is wired to process information visually. In fact, 90 percent of information transmitted to the brain is visual. Furthermore, visuals are processed 60,000 times faster in the brain than text, and studies have shown that 40 percent of people respond better to visual information than to the written word.

That’s why well-crafted infographics like these can be such effective ways of conveying content.  hey allow you to present information in a digestible, approachable way that’s also more likely to grab and hold attention.

As such, it should be no surprise that infographics typically outperform comparable content formats, especially on outlets like social media. And if that weren’t enough, there are numerous SEO benefits to infographics.

Animations

Studies have shown four times as many consumers would prefer to watch a video about a product than read about it. Sometimes referred to as “explainer videos,” animations like this can quickly and concisely share information in a vibrant and engaging manner — almost like moving infographics, if you will.

These brief videos make it easier to share larger amounts of data in an engaging way than via print — and are perhaps most aptly suited for demonstrating functionality or hard-to-grasp concepts while avoiding walls of text.

Plus, animations are often much more cost-effective than traditional video filming.

Simplicity, bite-sized content and engaging visuals — those are the secrets that make these content types successful. By leveraging these brain-pleasing characteristics, you can produce a piece that’s informational without feeling like a chore to the consumer.

What are your favorite vehicles for delivering content people actually want to engage with?  Leave your thoughts below.

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