The best content marketing is neither a perfected art nor an exact science, but a combination of both.
Together, creative and analytical mindsets inspire content that drives connection, action, and revenue for organizations, according to a new infographic from cloud-computing company Salesforce and content-marketing platform Kapost.
According to their research, 90% of the information transmitted to the brain is visual and people are able to process visual information 60,000 times faster than text. Using artistic elements like powerful visuals and creative language helps companies tap into the emotions of their audience members.
The flip side of the equation is that the science in building processes, measuring performance, and analyzing data drives promotion and greater content engagement.
Both the artists' and the scientists' mindsets are critical to the success of a content-marketing campaign, as one without the other cannot experience the best possible results. A well-designed content object lacking data-driven promotion will not perform to its potential. Similarly, applying the science to content promotion for a piece that lacks creativity won't resonate.
Simply knowing that both art and science drive successful content is just the first step. In the infographic below, see how smart content marketers combine the power of art and science for maximum success: