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Why you need to be using rich media content

| Marketing

Amy

Copy, Content

With any company website, the aim of the game is to convert your visitors into paying customers.

But with research by Chartbeat showing that 55% of users spend less than 15 seconds on a page, you haven’t got long to persuade them.

This is where rich media content comes in.

Rich media content invites your customers to interact with it. In turn, this encourages them to stay longer on your site and gives you more time to show them why they need your product or service.

Videos and infographics are two examples of rich media content. Here’s how you can use them to help engage your online traffic and turn your leads into customers.

1. Video

It’s been predicted by Cisco that by next year, video will account for 69% of all consumer internet traffic.

Stimulating to the senses, video captures your customers’ attention and requires minimum effort to consume. It’s a fantastic way of directly communicating with your audience and demonstrating what you do.

Their customers are looking for central heating expertise. BASI could produce a long list of detailed instructions, but how likely is it that their customers will read them all?

Watching a short clip is simple, accessible and far more appealing.

Video content is actually how an increasing number of us choose to consume day-to-day information, with everything from the headline news to DIY tutorials now just a few clicks away in video form.

To keep your customers engaged, you want to communicate your key messages quickly and effectively – a well-made video is often the ideal solution.

2. Infographics

Another type of rich media content that customers respond to are infographics.

Google analysis by Miller found a 9900% increase in the amount of visualised information on the internet since 2007, illustrating just how popular visual content is.

Infographics are a bit like virtual posters – they visually represent information or data and are typically made up of a combination of text, graphic images, stats and charts.

Airbnb regularly produce infographics that depict travelling trends across the world, like this infographic linked to below:

The beauty of this infographic is that all of the different visual elements combine to tell a story. These elements naturally draw your eye down the page and capture your interest by breaking the information down into bite-size chunks that are easy to digest.

Believe it or not, according to research by visually, over 87% of visitors tend to read text placed on an infographic – increasing the likelihood that your customer will pick up on your key messages.

Shared widely across social media, infographics are also a great way of driving new traffic to your company site and help to create new visitors, as well as converting existing ones.

Yes, rich media content is an investment, but it’s a commitment that, if implemented correctly, can deliver a significant return on investment.

Rich media content is an integral part of your marketing strategy. Find out more about our digital marketing strategy services

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