May 23rd, 2013
It’s no secret that the Internet is filled to the brim with text, images, videos, and many other forms of content. Information regarding anything and everything is available to searchers instantly, which has lead online marketers to create advertising campaigns touting the benefits of their products and services. Much of the marketing material found on the web today can be considered “junk info,” consisting of little more than fluffy marketing speak that fails to cut through the clutter and deliver a valuable message to the viewer. This oversaturation of web content has given rise to new forms of communication, one of which is the mighty infographic.
An infographic, short for “information graphic,” is a visual representation of information—statistical or data findings, history, trends, tips—any kind of information on any topic is viable infographic material (check out visual.ly to get an idea of the limitless potential).
From a reader’s perspective, infographics provide the benefit of improved content recognition and enhanced information retention due to their patterned structure. Basically, infographics present information to readers in such a way that makes data processing much easier and more enjoyable than, say, reading a standard product description of research data summary.
Obviously, infographics also present benefits to online marketers, who can add them to their content strategy. Infographics provide an audience with useful information in a stimulating, visual way while also building authority, social presence, and even backlinks for the company. Below we will examine three reasons why every brand should be using infographics as part of their online marketing strategy.
Content overload is the gift and the curse of the Internet. Brands need to find a way to provide relevant information to potential customers in such a way that holds their attention, while also standing out among the countless sources of data available. A major benefit of infographics is that they present data to readers in a more visually engaging and creative way, making previously mundane information more appealing. Additionally, data shows that people are likely to leave a webpage in a matter of seconds if their attention is not captured. Colorful displays, large headlines, and uniquely organized information increase the effectiveness of infographics when it comes to message marketing.
Social sharing and networking have changed the way information is disseminated across the web. Rather than continuously pushing messages directly to potential customers as in traditional marketing efforts, brands can now tap into the power of social sharing and peer reviews to help promote their products and services. Marketers know that when people find something on the web that they consider interesting, they are likely to promote it via the infinite social sharing channels that exist. This is why infographics have become such an important component of online marketing efforts designed to increase online brand awareness. Old-school bar graphs, pie charts, and blocks of text? Boring! Visually engaging facts, statistics, and product information in a well-designed format? Shareable!
In addition to being easier to read, more appealing than traditional ways of presenting data online, and more likely to be shared by social media users, infographics can also give a boost to a brand’s SEO performance. While the technique of presenting information via graphic image display does not itself provide direct SEO benefits, there are indeed search engine benefits of infographics when it comes to creating a natural backlink profile. As we have discussed, infographics are perfectly designed for social sharing, making them a highly effective form of link bait that can be used to increase inbound link numbers, thus improving a website’s ranking and provide search engine optimization value.
As with any type of marketing message, the key to creating an effective, memorable infographic is the inclusion of valuable information. Infographics can be a lot of work to create, but when done correctly, they can add a ton of value to a brand’s online presence due to their engaging organization of information, attention-grabbing design, and propensity for social sharing (check out our dos and don’ts of designing infographics to get started!)
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