Content Marketing

Despite what appears to be an oversaturation of infographics, I still believe they can be a valuable content marketing tool for both B2B and B2C businesses.

Infographics have been a popular marketing strategy for almost ten years, and there are MILLIONS on the internet. Type ‘infographic’ into Google and you’ll see over 177,000,000 results. However, I still believe they are worth investing in. Read on to find out why.

Infographics Still Grab Attention

As a brand, you have a very limited amount of time to get your message across. Nowadays, people are constantly being bombarded by information and are consuming more content than ever, across multiple devices, over several mediums.

However, 55% of website visitors spend less than 15 seconds reading content on a page. In fact, some people have pondered whether we’ve reached ‘peak content’.

But don’t let that put you off.  There’s still no getting away from the fact that:

On top of this, many people absolutely love stats and facts. Now, more than ever, content needs to be presented in a scannable format, so it easy to consume.

Make your infographic a compelling combination of data and beautiful graphics and you’ve got something to cut through the content noise and capture people’s attention. Even in 2017.

A great example of interesting stats and good graphics is Hubspot’s infographic “How the Brain Processes Different Types of Content” which has been shared nearly 4k times since December 2016: 

People Are Still Looking for Infographics

Infographics have been around since about 2011. Using Google Trends, we can see that searches peaked in 2014 and have gradually been declining.  However, searches are still happening, just at a slower rate than in the past few years, and there’s a long way to go before they drop back to pre-2010 levels: 

If we take a top-level look at the types of infographics people are searching for, we can see that the topics range from food and drink to business.

Now, these could be people searching for useful information that’s easy to understand, or it could be people looking for some content to share on their own blogs or social media channels. Either way, there’s still a demand for infographics in a wide variety of industries:

People Are Still Sharing Infographics

Infographics lend themselves to being easily shared and are “liked” and shared on social media three times more than other any other type of content. They are also cost-effective visual assets that can be repurposed in many ways,  not only by yourself but a wide variety of media outlets.

Websites like Visual.ly still receive thousands of infographic submissions each month resulting in a large number of social followers, blog post shares, and brand mentions. The screenshot below shows the platforms Visual.ly content is shared on most regularly:

Let’s take a look at one of the most shared infographics over the past year which shows How Only 10 Companies Own All the World’s Food Brands.

This infographic has been shared over 513,000 times which is pretty incredible! As you can see, it’s mostly gained traction on Facebook:

Infographics Are Still Great for SEO

Links are integral to SEO and are still an important ranking factor in 2017. Infographics are still one of the best ways to reach that holy grail of SEO: The Natural Link.

Do a search for ‘who owns food brands’ and you’ll see the infographic dominating the search results in various forms. There’s even a Google knowledge graph result featuring it.  This piece of content has been reused and republished countless times, proving that infographics are still a highly shareable and linkable content format.

The variety of publishers appearing in the top 10 also indicates that publishers still favour this content format. It’s still being repurposed five years after publication:

Types of Infographics That Work Well

From comparisons to survey data, infographics can be presented in many different ways.  If you are thinking about turning your data into an infographic, then it’s likely you will be able to adapt one of the following types to suit your needs.

Explaining complex information, statistics & survey results

An infographic can help give context to your data. On top of this, charts, graphs and illustrations all make complex information easier for our content-overloaded brains to digest. They also help readers to form an emotional connection to what they’re reading, which helps them absorb information. This can be effective for creating a buzz around your survey results, especially when outreaching to media and industry influencers.

This survey has been shared over 2k times in the past year:

survey-infographic

Checklists

Checklists are a great way of organising content by breaking it up into sections. This prevents large amounts of information from appearing overwhelming. I really like this simple checklist from greatcoloradohomes.com. To date, it’s been shared over 15k times in the past year, mostly on Pinterest:

checklist-infographic

How-to or installation guides

Presenting information in a sequential manner is a great way of educating your audience and answering informational queries they might have about your service. This infographic from BuildDirect shows how to install a laminate floor by breaking down all the steps, from the tools needed for preparation to the finishing touches:

installation-infographic

Timelines

A timeline infographic is a great way of visualising a series of events such as how a concept or company has developed over time. The Timeline of Future Technology from futurism.com is a particular favourite of mine. It goes against the grain of a typical timeline by looking into the future.

timeline-infographic

Comparisons

If you want to show two sides of a story then comparison infographics are still an effective way to do this. The age-old British vs American language differences are laid out in this infographic from Grammarcheck.net. It first appeared in Feb 2017 and has had over 18k shares and 94 links – impressive!

vs-infographic

Maps

I’ve started to see map infographics more over the past year, and they’re loved by publications including Indy100 who feature some kind of map every day.

map-infographic

Maps can be either static or interactive, both work well. In fact, we recently created an interactive map for our client, Roof Maker:

map-infographics

Creating Your Own Infographics

Gathering the data

One thing to keep in mind is that your infographic needs to stand out from the crowd, don’t just create one for the sake of it! There’s a wealth of free data available to you, whether you’re looking for B2B or B2C stats. You can conduct Google searches for your industry or topic + stats or facts or you can pull from free data from sites such as Statista and YouGov.

You could also conduct research using your own customer data, or a market research agency.

Design

We recommend using a professional graphic design service like ours to maximise your content marketing opportunities with infographics. However, if you don’t have the budget to have one professionally made, consider creating one yourself. There are multiple tools available to make infographic creation easy, even for people who don’t have much design experience:

  • Hubspot has a really nice selection of fully customisable infographic templates which you can use for free
  • Canva lets you sign up for free and there is a selection of templates to get you started but they are quite limited so it might be difficult to create something really outstanding.
  • Pikochart offers over 600 templates to choose from but there is a fee. You can select the right pricing plan for your business, from Lite to Pro Team.

Promoting Your Infographic

Like any form of content marketing, if you don’t have an outreach strategy in place, you risk wasting a lot of valuable time and resource.

Contact influencers

Once you have decided on the topic of your infographic, start researching publications and influencers in that area. Take a look at our post on how to find influencers in your industry.

Share, share, share

Posting on your social media channels just once isn’t enough, especially on Twitter where the average lifespan of a tweet is about 18 minutes. Make sure you’re repurposing your message and using different images to capture people’s attention. If you’re going to be selective about which platforms to share on, pick Pinterest and Facebook where infographics are shared much more regularly than on other networks.

Submit to infographic directories

Submitting to infographic directories helps to get your infographic out there, initially. Some directories can also offer benefits such as backlinks and social signals, which is great for SEO. Some of our favourite directories are:

Consider paid promotion

Content discovery engine Stumpleupon’s Paid Discovery helps you to reach the right audience with targeted content distribution. Advertising here can be a bit hit or miss but you can have some longer term success according to Search Engine Journal who said the ads generated at least as many likes, tweets, and links  as any other method they used.

Conclusion

Infographics can still form part of an effective content marketing strategy for your business. They help you grab people’s attention, connect with your audience and tell a story. A well-designed infographic can help you to break down complex information and stand out in a world crowded with content.

If you’d like to discuss your content marketing strategy in more detail, simply call us on 0115 948 0123.

One response to “Infographics Are Still An Effective Content Marketing Tool. Here’s Why.”

  1. Kerry Vevers says:

    Thanks for this post! My only issue about infographics is they’re not very accessible, are they? Any tips for how (if at all) you can make them accessible for people using screen readers, for example?

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