Infographics as content marketing strategy

Better content marketing with infographics

Content marketing is extremely effective and requires the investment of a comparatively small amount of time and money, while at the same time providing the user with added value. It allows multiple goals to be achieved simultaneously: Increasing brand awareness and reach, cementing your own status as an expert and your role as a leader in your industry, the setting up of high-quality backlinks, and market positioning.

There is practically no other advertising method that fulfils these criteria as comprehensively as infographics. They present coherent information on a particular topic clearly and in visually pleasing manner. Through this aggregation of data, which requires careful pre-selection, it allows the data to be consumed much more easily. In fact, we encounter quite a number of infographics each day: Some examples are subway system maps, street directories and maps. Online, infographics often summarise trending topics or show developments.

What makes a good infographic?

First of all, it should be mentioned what "good" means with regard to infographics: "informative". An infographic's value is in the high quality of its content, which has to be carefully prepared and presented clearly and concisely. Although this may sound easy, it not only requires a talent for design, but also the ability to represent correlations clearly and simply, and to sort information according to relevance.

The selection of information is crucial for an infographic: No superfluous data (too much detail) should be included in the infographic, but on the other hand no important information should be left out either. Of course, all data used in the infographic needs to be accurate and current, and this needs to be verified with careful research. If an infographic is created on a topic that is developing and changing rapidly, information on how current the data is should also be given (e.g. "As of ").

Providing the sources (and links to these sources) of the data used in an infographic establishes trust and provides the user with added value, as it enables additional, independent research to be carried out.

The collated and verified raw data now needs to be unified visually — this is where an eye for visual aesthetics comes in. It is important that an infographic appears compelling and is designed in a visually pleasing manner — however, the data must always remain the main focus.

Clear advantages

Infographics are not only popular among users, but also among marketing experts. It was previously mentioned that infographics are able to increase brand awareness through discreet, unobtrusive branding, broaden a brand's reach, as well as consolidate your expert status. In addition, creating them is a comparatively low-cost affair — it can usually be done with internal resources. However, the greatest advantage of infographics lies in the fact that they are linked and shared in social networks particularly often. This not only generates more social buzz, but also increases market awareness and redirects traffic to the website, where users can be brought to the sales funnel through CTAs (calls to action) and the overall website design. Hence, an infographic should always be published on your own website and seeded via social networks and blogs.

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