In 2020, content marketing is one of the most important tools at your disposal to ensure your brand’s success. And for good reason.

Did you know content marketing is more effective at getting leads than paid search advertising? Three times more effective, to be specific. (HubSpot)

Here’s five data-backed tips to help make your brand’s content marketing efforts more effective.

Visual content is a must. As they say, humans are visual creatures. According to a 1986 study from the University of Minnesota, Persuasion and the Role of Visual Presentation Support: The UM/3M Study, our brains process images 60,000 more quickly than text.

Clearly content marketers have caught on. Nearly half of B2C marketers (45%) say that their most important type of content is visual content. (Content Marketing Institute)

While it’s important to prioritize visual content, you can help other content stand out by integrating a visual element. Take writing a blog for example. Have you ever read a blog post that didn’t feature an image at all? Doesn’t quite have the same effect. Including infographics can increase effectiveness even further. Try to incorporate visuals whenever possible.

Prioritize video. While we’re on the subject of visual content, let’s give video its due. According to HubSpot, video is the top form of media that marketers are using in their content strategy.

If you haven’t noticed, video content is everywhere. Video is on every social media platform. It’s on brand websites and it’s optimized for desktop and mobile. People watch video on their TVs, on their mobile devices, and their computers. They watch them at home and at work, sometimes even with the sound off.

But keep blogging while you’re at it. Blogs are still one of the most significant components of content marketing. And for good reason. They can provide your brand with incredible value. According to HubSpot, marketers are 13 times more likely to see positive ROI when prioritizing blogging efforts.

Focus on quality, not quantity. Hopefully your immediate takeaway from reading about the importance of content marketing wasn’t “I need to go make a lot of it as quickly as possible,” because you may want to reconsider. When it comes to effective content marketing (the point of this entire article), quality is incredibly important.

According to research from Point Visible, 76% of content marketers are prioritizing quality over quantity when it comes to content creation. The higher quality content you produce, the more likely it is that your customers are going to take notice.

Consistency is important too. At the same time, you don’t want to spend too long working on a single piece of content if it’s getting in the way of your output. That’s why it’s important to plan ahead. Establish a content calendar to make sure you know when, where, and how each piece of content is being delivered.

There are many reasons for focusing on consistent content. One very big one is SEO. According to Forbes, if you want to improve SEO (who doesn’t?), you need to maintain consistency in your content marketing. It helps establish your brand as a thought leader and gives you further credibility.

Content Marketing Resources

Interested in exploring additional content marketing resources? We’ve got you covered. Check out the following articles we’ve written on the subject.

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Have any content marketing tips of your own to share? Sound off in the comments.