A picture may be worth a thousand words, but for PR pros an article with text remains the most popular content marketing format and earns the highest level of engagement, according to a study conducted by Fractl exclusively for PR News. While individual visual elements, such as infographics and videos, trailed text-based articles, visuals collectively made a strong showing. The findings suggest that visual messaging has become an adjunct to the written word. The challenge for PR pros remains: launch content marketing campaigns that distinguish your brand from the competition. “If you want to create a campaign that earns top-tier press and wide syndication,” said Kelsey Libert, partner and VP of marketing at Fractl, “you need to mine your brand’s exclusive data, unearth surprising findings and create an asset that allows an audience to actively engage with you.” The study polled members of 32 PR and digital agencies.
This article originally appeared in the July 27, 2015 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.