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Content marketing: communication beyond words

This post was originally published on the Novacom blog.

Marketing communications via the Internet allows for the development and delivery of clear, concise narrative, created in a way that delivers the message very quickly and persuasively to time-poor recipients.

But when working in complex b2b communications where multifaceted content marketing concepts are in play - such as the explanation of diverse processes or sequences - clarity is key.

And today, where complex value propositions and process outcomes can cover everything from financial service planning to complex research analysis, clear explanation is critical.

How long have you got?

So, for modern end-to-end product or service value proposition campaigns or content such as research outcome analysis today, textual description offers insufficient depth of detail and lacks the ability to convey enough information quickly.

In such situations, employing graphical devices such as diagrams used to suffice. But the world has moved on, and where process or outcome flow diagrammatic visuals were once sufficient, content marketing value propositions and detailed outcome analysis complexity now renders this approach inadequate.

It's so subtle, it's complicated

Peter Senge said 'a system presents dynamic complexity when cause and effect are subtle, over time’. And that is the issue: there is little or no high drama in value propositions or outcome analysis, so subtleties - in competitive differentiation or in analysis and outcomes - are the norm and need a clear and rapid communications medium.

And if you add to this value proposition and analysis outcome complexity by needing to communicate several related propositions or variables in outcomes due to extraneous dynamics, then even clever static infographic design won't close this Pandora's box.

You need clarity, and you need it now

Where in content marketing there are multiple and subtle value propositions, and in other b2b narrative there are analytical variables, the need for dynamic graphical material such as animated infographics are key.

Animated infographics allow you to show multiple value propositions and analytical outcomes clearly, and if properly executed, communicate this complex information quickly.

Every picture tells a story

Animated infographics are becoming ever more critical to the successful communication of increasingly complex information to time-poor viewers. Viewers you have only a matter of seconds to persuade to pick your product or service.

And while this severely limited attention window issue used to only really apply to commercial, marketing and sales environments, it now applies to a much wider range of subject areas, and right across marketing and academic disciplines.

Every animated infographic sells a concept

Animated infographics are just one element in the content marketing repertoire. But if used in close alignment to a content marketing or outcome analysis narrative that is written to resonate with its alternate dynamics, an animated infographic can navigate website visitors to their required, outcome-dependent content destination.

So animated infographics can communicate on multiple levels, and not only remove complexity, but inform on options and guide decision making across everything from consumer product choice, right through to academic conclusion.

But one final thought to bear in mind: animated infographics can only be as good as the data they're built on, so take care.