We live in a world in which we are bombarded with information from every angle. Positioning your business to stand out from the crowd can be a difficult task, but through diversity, you can improve your chances of differentiating yourself. Regarding online space, there are 4 types of content: video, pictures, text, and audio. Based upon various constraints (money, time, motivation, and labor), many businesses will chose a particular type of content for which they are comfortable and stick with it as their way of communication. However, businesses that stand out are those that break the mold and push the limits. These businesses diversify their content and communication approach to appeal to the masses.
Whether they understand it or not, they are taking a behavioral science approach to communication. Neil Fleming’s VAK/VARK Model (which stands for Visual, Auditory, Reading, and Kinesthetic ), in a learning setting focuses on the modification of training to appeal to the various ways our learners (audience) prefers to receive and consume information.
This is extremely important from a communications standpoint as well because we all have a preference in how we want to receive information. By diversifying your content, you increase your potential audience by providing the content in formats that appeal to their various learning styles. If you want your clients and prospects to remember you and the message you are trying to convey, you must appeal to their ideal learning style. Here are some examples of the four types of content and how they fit into the VAK/VARK Model.
- Visual – Pictures, infographics, charts and videos
- Auditory – Podcasts, Radio Shows, and videos
- Reading – Whitepapers, blog posts, and e-mail newsletters
- Kinesthetic – Games, calculators or applications that allow interaction
As you can see, video is one of the most appealing forms of content because it favors multiple learning styles (Visual and Auditory) due to our ability to see and hear the information being conveyed. When developing your content strategy and marketing efforts, apply these concepts when packing your content and you’ll find countless ways to appeal to the widest audience possible and get your message across in the most efficient way.
Source: VAK/VARK Model http://en.wikipedia.org/wiki/Learning_styles