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.


Anything to add?

Written by
Juntae DeLane

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