Infographics are a popular way to deliver bite-sized information and visual content for digital content marketing. Even in B2B marketing, 65% of marketers said they had used infographics as part of their content marketing strategy, making it one of the top five most-used content formats. According to survey respondents, 84% said that they found infographics an effective medium for communication.
Creating infographics for your B2B industry is a great way to become a leader. By providing valuable information that is easy to access, refer to and share, your business becomes a go-to resource for your peers, competitors and customers.
Why use infographics?
Infographic marketing is a powerful way to create evergreen content that will help you:
Appeal to a broader audience
Infographics deliver information in an easily digestible format that is fast to skim and can inform an audience about the basics fast. This can often draw an audience that otherwise would not read text-heavy content and even lead them further down a sales funnel.
Refresh evergreen content
Infographic marketing is a great way to repurpose old content and present information with a fresh take. It is also fast, as you don’t need to research but simply create. Select some of your most popular blog posts and convert key points into bite-sized information for an infographic.
Infographics are also a great way to present your business on visual platforms like Instagram and Pinterest.
Build high-quality backlinks
Having authority sites backlinks to your blog is invaluable to your brand. Publishing infographics can help get you noticed by sites that help strengthen your domain authority.
If a giant in your industry backlinks to your infographic or shares it with credit to your brand, this can seriously move leads through your sales funnel through trust alone.
Drive high-quality traffic
Backlinks also help you drive traffic to your site. An infographic can help to direct traffic to your website as a reader want to learn more either about the content in your infographic or about your brand. Infographics have been known to improve site traffic by 12%. It is important that you brand infographics and include your website information clearly so traffic can easily find your website.
Establish brand authority
When you publish high-quality content on a regular basis, you attract industry leaders and experts who want to follow your work, and potentially contribute to your content. This level of industry authority for B2B brands can elevate your brand to a broader market and make you a global leader.
Educate your audience
According to research, infographics are the most effective medium for learning and retaining information. So the right marketing infographics can help you get your message across more effectively as well as educate your audience about your products, services and industry.
Strengthen your social media presence
Infographics are highly sharable. Visual content is a massive boost to your social media, and any content that is sharable is valuable.
What should you create?
The type of information you should share in an infographic format is content that lends itself to visual representation, like statistics, bullet point information, data and easily summarised concepts, such as standard operating procedures.
You should avoid complex or nuanced topics that require clarifying content.
Infographics are a great way to repurpose information from old blog posts. A few ideas for infographic content include:
- Research data: You can present research or survey findings as an infographic. Or you could even curate relevant statistics and data from multiple reliable sources to create an infographic.
- Relevant facts: You can curate interesting facts relevant to your product, service or industry and turn them into an easily digestible infographic. These can provide a summary for more dense content.
- Scan guide: Infographics are a great way to present instructions or processes. If you have ‘how to’ content related to your products or services, a bite-sized guide can help your readers follow instructions. These also serve as downloadable assets that can accompany your products or services.
- Compare products/services: Infographics also make it easier to compare two or more similar products or services. You can provide pros and cons, price comparisons and other information that reduce the stress of decision-making processes.
Best practices for infographic marketing
How to design an effective infographic marketing.
Topic choice is crucial to the success of your infographic. Topics should be narrow and concise so you can consulate information into image format easily.
The more specific a topic is, the easier it becomes to create content. Ask questions like ‘how to’ or ‘what is’ that allows you to create bullet points. Your focus should be on answering a few key questions within a topic, such as ‘hot to tie shoe laces in a double knot’ or ‘steps to email marketing’.
Follow a timeline
An infographic is a visual story. Keeping to a logical timeline helps people process information in a rational way. If you create a story that follows step-by-step processes or chronologically ordered information, or numbered information, it makes sit easier for your audience to absorb the ideas presented.
Choose colors carefully
Your color choices are important. You should pick colors that complement each other, and your brand. You should consider how the colours will look on your website, as well as on social media. If your blog page has a dark background, you need to consider how this will reflect your infographic.
While brand consistency is important, you don’t want all your infographics to look the same. Perhaps choose a signature color for the text or the background but be sure to mix other elements. Have a single element that carries over for each infographic so your style can be clearly identified, but do not overwhelm each graphic with too much branding.
Choose fonts carefully
Your font selection is critical. For your infographic to mean anything, the fonts must be legible. The goal of your infographic is to communicate valuable information, so it needs to be readable and easy to process. Select fonts in the sans family, which are considered professional and easy to read.
The fonts should also fit your brand image, topic theme and message. There should be no more than 3 fonts on any page, and two should be from the same family.
Use white space
White space is crucial to creating visually attractive images. White space does not have to be white, it means space between images, text and other elements. This space gives the reader time to absorb information, to see information in clear blocks. White space is used to segment information and a flow that tells a story in a logical way.
Infographic marketing materials should include your brand with contact details or links to a landing page. The branding does not need to be obvious, but it does need to be clear. Infographics are a great way to promote your business as an industry leader, so it’s important that you add your logo and links to your website.
Cite sources used
Remember to give credit to the original publisher of any materials that you use. If you use statistics or data that are not created or owned by your company, you need to give credit to the owner of the source material by adding their details below any graphic you create using that data. You can only use 10% of any material without breaching copyright. If you use more than 10% of material without the express permission of the owner, you are in violation of copyright law. It is important that your credit sources, understand the amount of material you can use from others and how to credit sources when creating educational or instructional materials.
Promote your blog
Your content marketing needs to be consistent and well-promoted to be successful. You can simply publish on the same day each week, getting your audience used to when to expect your latest content drop, or you can send a teaser the day prior to a new drop with a blurb of the material. Podcasters do this very well and make good use of social media to let audiences know when to expect their next podcast. Content marketers can do the same by simply sending a tweet or posting an update. You need an audience to make your content successful, so be sure to promote it to get the attention your brand deserves.
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