RSS

The Power of the Written Word: Why Marketers Say Written Content Still Trumps Visuals

20 Oct

words have power

The saying goes that a picture is worth a thousand words, but it when comes to marketing and branding, experts say that written content is still king.

A recent survey from Social Media Examiner shares some interesting (and unexpected) insights into how marketers value social media and content. What really caught my attention was that even in a social landscape that appears to be dominated by visuals and graphics, it’s the written content that still has the greatest impact on sharing a message.

Over half of marketers – 58 percent – claim written content is their most important form of social content. Visual content – the next highest category – came in at just 19 percent. From there the categories become even weaker and more spread out.

But we know visuals grab our attention, so why should we care about these numbers? The results of this survey were from 3,000 marketing professionals that live and breathe social media every single day. They quite literally make it their job to try new trends and monitor the results. Regardless of what we feel is most effective, these people have the data to show us what’s really working. And they’re saying that even the most mesmerizing graphic designs will miss the mark without quality written content to back it up.

Really though, this survey isn’t telling us anything we shouldn’t already know. It’s simply bringing to light the obvious trends that may be so obvious we are completely overlooking them. Social media values (and rewards) original written content. Take for example, LinkedIn. They understand the power of the written word and that’s why they created a publishing platform where members can share their thoughts in an organized and attractive format.

In case you still need more proof to convince you of the importance of written content as part of your marketing strategy, let’s not forget about SEO. Search engines love original written content! Even visuals rely on written content in the file name and captions to help boost their indexing on search engines.

The Takeaway

This is an important reminder to not get lazy with our content and messaging. Your visuals and audio clips will grab your audience’s attention, but your message will be what makes them stay. So often I see a business or brand post beautifully designed graphics to their Facebook page only to combine it with a poorly written caption – or none at all. The difference between these visuals and ones that include a quality caption can be clearly seen in the interactions it receives.

Additionally, original written content is a valuable opportunity to give a voice to your brand or define yourself as a thought leader and authority. Better yet, use it to tell a captivating story!

And finally, there is absolutely still reason to share visuals alongside your written content. When combined, the two will grab the minds and hearts of your readers – and keep them coming back for more.

Do you agree or disagree that written content remains more powerful than visual or audio content? Share your reasoning by commenting below!

Advertisements
 
5 Comments

Posted by on October 20, 2014 in Business & Success, Social Media

 

Tags: , , , , , , , , , , , , , , , , , , , , , ,

5 responses to “The Power of the Written Word: Why Marketers Say Written Content Still Trumps Visuals

  1. organizednowplease

    October 20, 2014 at 7:24 am

    I often get annoyed with online ads that are videos that pop up without me starting them. I think written content allows me to get more in depth on the topics I choose rather than 30 seconds to everyone. The pictures might get more views, but I’d guess that the written material gets more future purchases.

     
    • Stephanie Shirley

      October 20, 2014 at 8:08 am

      Visuals and videos can be a great addition to content, but the content itself (and the message it conveys) is so important. I agree with getting annoyed with the auto-starting video ads. They have never inspired me to purchase anything – only to find out how to stop them from playing ASAP!

       
  2. ramakrishnan6002

    October 27, 2014 at 8:01 pm

    Reblogged this on Gr8fullsoul.

     

Comments are encouraged!

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
%d bloggers like this: