We’ve all heard the saying “content is king.” The idea behind this phrase is that high-quality content is essential for attracting new leads and building a recognizable brand. While there are exceptions where mediocre content somehow ranks well and benefits businesses, in most cases, excellent content truly reigns supreme.
The real question, then, is what type of content should you create? Infographics have become a hot topic in the internet marketing world, while written text has somewhat fallen out of favor. Visuals, especially infographics, are now the cornerstone of many marketing campaigns.
However, this doesn’t mean that written text is entirely obsolete. Both infographics and written content have their unique merits.
The Pros and Cons of Written Text
Let’s start with the challenges of relying on text-heavy content for marketing.
Firstly, keeping readers engaged with long-form text can be challenging. Articles that exceed 500 words require time and attention, which is increasingly scarce in today’s fast-paced digital world. Internet users are often distracted and may not have the patience to read an article that takes 10 or 15 minutes to finish.
Secondly, written text can be harder to share, especially if it’s not concise and easy to read. Crafting compelling written content requires not just accuracy and proper grammar but also strong copywriting skills. Today’s readers expect content that is not only informative but also easy to digest and visually appealing. If your text doesn’t meet these expectations, readers may quickly move on, costing you potential sales or leads.
Despite these challenges, written text has a significant advantage: it builds loyalty. When well-crafted with short paragraphs and simple language, readers are more likely to finish the article. And when they do, they’re more inclined to take action—whether that’s making a purchase, opting in, commenting, or sharing the content. These actions can turn readers into loyal followers who return for more content and help spread your brand’s message.
Infographics: Powerful but Prone to Overuse
A well-designed infographic can generate a surge of new links, social shares, and brand awareness—all of which can translate into increased revenue if the message and product are right.
However, creating a good infographic is resource-intensive. It requires thorough research, well-crafted content, and professional design—all of which can be costly, especially the design aspect.
Moreover, the effectiveness of infographics can diminish over time. Odd as it may sound, a site that relies exclusively on infographics risks losing its audience’s engagement. When overused, even the best infographics can lose their impact.
The Best Approach: Combine Text and Visuals
For the most effective marketing strategy, consider combining text content with visual elements like infographics. Infographics are ideal for presenting complex or potentially dull information in an engaging way. On the other hand, written text works well for conveying shorter messages, lighter topics, and email newsletters.
By mixing and matching different types of content, you can create a balanced and engaging marketing campaign that resonates with a broader audience.