For marketers, the format of content should always suit its purpose. This could mean presenting information via the visual art of infographics, sweeping listeners up in the conversational tone of a podcast, bringing a story to life with video, or engaging the individual through interactive elements such as responsive surveys, quizzes, gamification and – here before we know it – virtual reality.

This explosion of communication formats mean not only do marketing strategists have to think more creatively, but they must employ a wider range of skills to produce timely and effective content.

But let’s wind it back a little to four basic categories, and allow us to attract your attention by way of this infographic by Mainpath Marketing, which draws on the psychology of the human brain to determine the types of presentation formats that will draw in different audiences. Written, graphic, video or interactive – what will work best for your next campaign?

Infographic: The psychology of content types


Source: MainPath


Tan Allaway

Tan Allaway is a former editor of PwC’s Digital Pulse.

More About Tan Allaway