Why Content Marketing Is Both an Art & Science [Infographic]

Content marketing takes both creative and scientific skills which every marketer must possess. The success of a content marketing campaign is both an art and science.

Not convinced? The folks at salesforce.com and Kapost created an infographic that describes why content marketing is both an art and science.

Infographic Key Insights:

Good content marketing lives at the intersection of art and science—and it falls short without input from both. Together, creative and analytical mindsets inspire content that drives connection, action, and revenue for organizations.

The Art

Art taps into emotion and experiences through creative language, powerful visuals, integrated campaigns, and original ideas. Trying new things is part of the fun.

90% of information transmitted to the brain is visual, and processed 60,000X faster in the brain than text. tweet_button

94% of companies say writing and editing skills are the most important qualities in a content marketer. tweet_button

 

The Science

Science is about building processes, analyzing performance, recognizing patterns in data, and strategizing accordingly. Facts are facts—focus on what works.

Companies with defined content processes see an average click-through rate that’s 30% higher than companies without. tweet_button

Best-in-class content marketing companies are 58% more likely to track how specific content is performing. tweet_button

 

Mindset: Both the artist and scientist want to create impactful content. Yet these two mindsets have different expectations for success.

Responsibility: Acknowledge the strengths of creative and data-driven minds.

Juntae-DeLane-content_marketing_art_science_infographic

Anything to add?


  • Nicole Nett

    This is a great post! I’ve found that many marketers focus solely on the science aspect of this and forget the art of creating good content.There is an art involved in being in tune with what your audience will find engaging. It’s extremely easy to fall down the rabbit hole of analytics, but often, a step back and a renewed focus on creativity will give you the magic numbers you’re looking for. Balance is key.

  • Nicole Nett

    This is a great post! I’ve found that many marketers focus solely on the science aspect of this and forget the art of creating good content.There is an art involved in being in tune with what your audience will find engaging. It’s extremely easy to fall down the rabbit hole of analytics, but often, a step back and a renewed focus on creativity will give you the magic numbers you’re looking for. Balance is key.

    • Well said! Thanks for commenting Nicole. I look forward to more.

  • Dominique Grinnell

    As marketing professional we often struggle with the balance of qualitative and quantitative data required to justify funding and prove ROI. Thanks for illustrating how we maximize our results by combing the creative with the analytical.

    • Thanks for commenting Dominique. This infographic effectively illustrates the importance of the two. I look forward to future engagements.

  • Dominique Grinnell

    As marketing professional we often struggle with the balance of qualitative and quantitative data required to justify funding and prove ROI. Thanks for illustrating how we maximize our results by combing the creative with the analytical.

    • Thanks for commenting Dominique. This infographic effectively illustrates the importance of the two. I look forward to future engagements.

  • Carolyn Frith

    Love this post. Those who are not successful with content marketing probably don’t have the right balance of art and science.

  • Carolyn Frith

    Love this post. Those who are not successful with content marketing probably don’t have the right balance of art and science.

  • Thomas L. Clark Jr.

    Juntae thank, another great post. We all struggle with the right art versus science content marketing balance daily as business owners. Your post is a great reminder of some of the important creative and analytical things to think about that will help us to be cognizant of our readers, customers etc needs.

  • Thomas L. Clark Jr.

    Juntae thank, another great post. We all struggle with the right art versus science content marketing balance daily as business owners. Your post is a great reminder of some of the important creative and analytical things to think about that will help us to be cognizant of our readers, customers etc needs.

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  • Misbah Ullah

    it is one of the best piece of writing for content marketers. new writers can take idea to create a balance between art and science.

  • Misbah Ullah

    it is one of the best piece of writing for content marketers. new writers can take idea to create a balance between art and science.