According to an eye-tracking study conducted by the Poynter Institute, around 78% of the users that contributed to the study have checked out the text content on a page before switching their attention to graphics. In contrast, the attention of the other 22% fell directly on graphics first.
As is evident from the above-mentioned stats, text content is held at a much higher regard than visual content, but why? In this brief post, we go over some of the reasons why you should use text instead of graphics on your website, so you may want to stick around.
The Main Reason Why Text Trumps Graphics
Using the above-mentioned statistics to back up our argument isn’t meant to discourage the use of visual content on websites, after all, graphics and video have a pretty notable impact as far as attracting wide exposure and engagement. It’s just that text content offers a lot more than that.
Text is the fuel that fires up search engines, which is the main reason why it should always have the upper hand over visual content on your website, considering how search engines are a huge component when it comes to web exposure. People can’t conduct searches using images!
When a prospective client conducts a search on Google, you can’t expect your product pages to rank high if you haven’t incorporated proper text content. For your page to gain exposure on the web, text content that features an excellent optimization of keywords is essential.
As far as visual content, it should be used as a means of complementing your written content. It can be extremely beneficial when it comes to maximizing your marketing purposes, but it should never be the basis of your website. It’s all about achieving a balance between text and graphics.
Three Other Reasons to Consider
If you’re someone who is convinced that text content is bound to die and be replaced by another form of information in the future, then you may want to consider the following facts:
1. Text Content Is More Adaptable Than Visual Content
Due to the rapid pace of how things tend to change nowadays, the business of creating content requires a great deal of adaptability. What’s perceived as hot today is bound to be another thing of the past, meaning that the form through which you offer information needs to be adaptable.
When it comes to adaptability, text content reigns supreme, as it can be upgraded and updated with ease, unlike visual content. This is something that you should take into consideration when creating visual content for your brand. You may be better off with text content instead.
The thing about visual content is that it can be reused but never rebuilt. In other words, you can reuse a piece of graphics for a range of purposes, but without proper production, you’ll find that it’s crucial to start from scratch. Any tampering with visual content results in a different product.
Text, on the other hand, offers you the ability to restructure or rewrite your content entirely. You can also republish your most notable pieces of content and gain even more exposure. For that reason, you should put most of your eggs in the “text” basket rather than the “graphics” basket.
2. Text Is More Popular Amongst B2B Decision Makers
According to Demand Gen Report, around 47% of buyers tend to view 3 to 5 pieces of content before proceeding with a sales representative. What’s more, up to 96% of B2B buyers demand to see content that offers a great deal of input from industry thought leaders.
Moreover, B2B buyers tend to consume 78% whitepapers and 73% case studies, while showing little interest in webinars, which stems from the desire to know more about a product or service. When it comes to awareness and deeper understanding, text content is a more flexible format.
3. Text Is a Better Stimulant to the Mind Than Graphics
The process of acquiring information from a video can be quite overwhelming for the untrained eyes, considering how this form of information tends to communicate a ton of different things all at once. With video, a single small detail can easily steal your attention and remove your focus.
With text content being as flexible as it is, the pace of the learning process is determined by the reader. Additionally, text content does an admirable job of communicating concepts that cannot be communicated with the aid of images or videos. The bottom line: text matters!
Four Ways to Integrate Visual Content With Text Content
The purpose of this article is not to encourage you to think of text and visual content as separate contenders, which is why the following section is dedicated to helping you implement both forms of content together to achieve a highly effective blend. Here are some examples:
1. Social Media Campaigns
Integrating visual content such as videos in your social media campaigns is going to grant you a considerable deal of exposure since video content is one of the most shareable types of content available. Moreover, videos can help you generate more engagement and interaction.
2. Email Marketing Campaigns
Instead of featuring 100% text content on your email marketing campaigns, we strongly suggest embedding images, videos, or infographics. By doing so, you help increase your open rates and boost the CTR. In addition, this helps make your content more shareable.
3. Personal or Business Blogs
Blogging is a highly efficient way to boost your SEO efforts, whether you’re blogging for personal or business purposes. However, if you want to transcend higher with your blog posts, you might want to consider embedding video content or any other sort of visual content.
4. Marketing Materials
Visual content can also be integrated into your traditional text content to make it more intriguing. For example, you can employ an animated video into traditional text content like infographics or whitepapers. This will help add to the reader’s experience significantly.
Text content is the backbone of anything web-related, and it should be treated with such regard. If you’re someone that likes to incorporate graphics on their website, you should strive to find a balance between both types of content so that you don’t end up favoring graphics over text.