The buzz on the street is all about infographics and how their presence is turning content marketing upside down. The reality is that while infographics are popular they are like everything else in content marketing, a slight of hand. One of the problems with content marketing is that readers are catching on to all of the tricks and thus, the tricks are becoming less effective. Part of the problem with the way content marketing is being written is how it is being displayed. The fact that readers have already seen and read most content is exactly the reason why infographics are suddenly so popular today.
00:21 – How the presence of infographics turn the content marketing world upside down
00:40 – Problems of content marketing
01:05 – What are infographics really?
01:33 – What do infographics do?
02:17 – infographics as a tool of a marketing campaign
02:37 – Purpose of infographics
02:50 – Why infographics are not so effective
03:09 – Listen how marketing is divided on the internet
03:40 – How infographics affect social media
04:54 – infographics independence from search engines
OK What are infographs:
Infographs are graphics that contain information. They are presented much the same way a picture is viewed. They are design based snippets of complex information that visualize content while making the point crystal clear. Jess3 is a leader in creating infographs.
What do infographs do:
In content marketing, the article has always been the method by which the points of the author are conveyed to the reader. With infographs, the points are also made with the graphic. Sometimes, articles are hard to understand, and writers will use infographs to tie the ideas of the content together. Infographs also contain stand-alone content. A few years back top chefs began this food crazy where meals where deconstructed. That is basically what infographs do. They deconstruct what would normally be an article and they break it apart into many different pieces.
Infographics can easily become the tools of their own marketing campaign. If you consider that infographs are small, fast, and they fit perfectly into articles or they can stand by themselves and still get the job done. Their entire purpose is to share a snippet of information that is seen and not read. The idea is to make data visual, and in doing so, the work of marketing becomes graphic in nature.
Are they Effective?
Interestingly enough, infographs are not very effective with consumers. They work really well with educated audiences because those readers typical scan articles for facts. Consumers, on the other hand, are looking for another type of visual stimulus. To make this even more confusing consider how marketing is divided on the Internet. Marketing is divided between B2B and B2C on the Internet. Marketing is also divided between consumer and consumer, nonconsumer and promoters. By this, I mean that some of our marketing effort goes, into coercing consumers, to share our information and in doing so, they become promoters.
What are alternatives?
There are several forms of infographs that can be tweaked to meet marketings need. Datagraphics, pictographs, etc. can all be used to support either a pictograph or content marketing. Think about how these units might be used to enhance social media campaigns. If we consider the top social media sites than it becomes a bit easier to see how effective infographs can be to marketing campaigns. Even the slight alternatives, the would be cousins of infographs, not only have meaning but have sustainable meaning.
In the B2B world a marketing campaign can be broken down into parts and instead of spending a ton of money on content that produces a handful of articles, that same money could be spent on a ton of infographs that have the potential to reach farther than an article would normally reach. Why? Because they do not need to explain their point, they are the point. If a company like Nike were going to market shoes to a specific business, would they send an article or would they send the shoes? Which has a greater impact on those people who make decisions? The article is two dimensional where as the shoe is real life. That is the difference and the power that is contained within infographs. They take the two dimensional, and they bring it to life. There is more to the potential power of infographs. Because they are not specifically article base, they are not reliant upon Google and other search engines. They can be shared through social media so they are not dependent upon keywords and tags. They are dependent upon design quality and content. If you are still having doubts about infographics ask yourself how many infographs you saw go by on Facebook this week.
Infographs Are Ruining the Internet by Less Everything
Why Infographics Accelerate Decision Making by Darning Pixels