Why infographics should be a part of your content marketing strategy
According to Kissmetrics, high quality infographics are 30x more likely to be read than traditional textual articles.
While there are many types of visual content (such as presentations, videos, memes and more), infographics are usually the go-to choice for marketers when generating engagement is the primary goal.
So, what is it about infographics that makes them such a powerful content marketing tool?
Complex concepts elucidated
Aside from the obvious point that people love aesthetically pleasing images, infographics are incredibly effective at breaking down complex concepts into quickly comprehensible, digestible chunks. This is particularly useful if you have a large sea of data, but you’re struggling to convey the meaning behind it.
Rather than present customer survey findings in a long-winded white paper, it’s far more effective to visually demonstrate the key trends with a creative infographic or data visualisation (not quite the same thing, but similar).
When you hear the term ‘data visualisation’, you might think of the utterly bland and uninspiring bar and pie charts you’ve seen over and over again in corporate Powerpoint presentations. However, real data visualisation is anything but boring, and it’s usually more effective to convey the meaning behind complex statistics with visual imagery rather than text. Check out some of these beautiful examples for a better idea of what can be done with visualisation.
The premise of content marketing is to give away high quality material for free. This helps to boost brand exposure and establish yourself as a thought leader within your niche, which in turn leads to more conversions. While a blog is a great way to get started with content marketing, once you start incorporating visual content (such as infographics) into your strategy, you may find that your outreach increases exponentially.
This is because infographics are made to be shared. If an infographic is well designed and provides concise, high quality information to people, it’s only natural that they are going to want to distribute it throughout their networks! With infographic submission sites always on the lookout for new infographics and industry bloggers looking for interesting content to post, infographics are the perfect way to provide value to people and boost your brand’s profile - all at the same time.
They’re easy to produce
Okay, so you probably won’t want to attempt to create one yourself, but if you’re able to do the research and can compose the key points into a compelling narrative, a skilled freelancer or agency will be able to create a beautiful visual framework based around your content.
Before choosing someone to do your design work, always check out their portfolio and make sure they have a selection of testimonials from reputable clients (unfortunately, there are some cowboys out there creating seriously inadequate work). While a good infographic can set you back £500 or more, this is pale in comparison to other forms of visual content such as animated videos, which are typically several thousand pounds or more.
Proceed with caution
Before commissioning an infographic, it’s always crucial to think of your audience first. Never create an infographic just to overtly promote your brand - these infographics never generate engagement.
Instead, always pick a topic that people will be genuinely interested in and then wow them with your excellent research, killer insights and eye-catching design work. For more information about where to find viral topics and useful data for your infographic, check out this handy instructional video courtesy of Quicksprout.
Rather than summarise the previous points, it seems more appropriate to conclude this article with an actual infographic. If you need more convincing that infographics are a worthy component of your content marketing strategy, Visual Dominance by Mammoth Infographics expertly conveys the usages, virality and potential profitability of visual content.