The Value of Infographics in B2B Marketing
Infographics have emerged in status from powerful option to essential strategy. Consider the stats:
- According to Hubspot, "blog articles that included infographics generated an average of 178% more inbound links and 72% more views than all other posts."
- Demand for infographics has increased 800% in the past year.
- Infographics are liked and shared on social media 3X more than other any other type of content. -MassPlanner
The most powerful infographics do more than simply present information; they can telegraph a complex story in simple visual terms to a broad range of audiences in creative and engaging ways.
In B2B marketing, the allure of infographics is especially strong. The customer journey can be long and arduous—and infographics can ease the process. Here are three critical ways infographics benefit B2B marketers:
- They grab your attention
What’s the first thing you notice when you see an infographic? Who cares? You noticed it. One of the biggest struggles in marketing is getting eyes on your content. There’s a good reason copywriters spend half their time working on headlines: Without a good one, nothing else matters. This is where infographics excel—beautiful graphics, bold formatting, interactivity, condensed information—infographics turn the observer into a participant.
- They keep your audience wanting more
Infographics are essentially “cheat sheets” of information. Unlike e-books or white papers, they typically do not offer an in-depth review or analysis of a subject. They give you the most important facts and messaging, inviting you to explore a subject further by using other pieces of content. They’re great to family with other content; such as a Facebook post that links to an infographic that leads to a white paper that leads to the sale. Build a compelling library of content that inspires your prospect. Infographics open the door for more of your content. But remember, it’s just one stop on the customer journey.
- They build brand awareness
Central to a successful content strategy is brand awareness. By reaching a new audience and extending the reach of your messaging, you maximize your content and ROI. Infographics are especially well suited for this strategy, because they are readily shareable, offer high-level information, and appeal to a broad audience. Done well, your infographics can establish trust, recognition, and loyalty for your brand.
It’s been said that measuring the value of an infographic can be “an adventure in semantics” (Source) Like most pieces of content, they have tangible and intangible benefits over the short and long term, making specific ROI measurements challenging. Nevertheless, when executed wisely—and as part of a complete content strategy—they are most certainly worth the investment.
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