This publication and much of the work we do for clients involves visual content. It works… our audience has grown substantially with a focus on visual content and we have also helped our clients grow their reach with visual content a part of the mix.
This in an infographic that Market Domination Media created to showcase the power of visual content. It is no secret that consumers respond better to visual marketing, and this is one reason that infographics have become such a popular and effective form of online marketing. They allow you to present information in a way that your audience will actually absorb your message, instead of just skimming through blocks of text and only retaining a very small percentage of the information.
Visual Content Warning
Visual content pieces like infographics are an essential to an effective content strategy but only if they are presented on an optimized platform that helps drive deeper engagement and opportunities for conversions. What do I mean?
- Is the associated text enough that you'll help your visual content be ranked by search engines? You'll notice that we always wrap our infographics with informative text. That's so that the search engines don't see the page as being light on content and ignored in ranking. While infographics often have a tons of content, Google doesn't index the content within an infographic, they view the content around it. Matt Cutts even warned a couple years ago that links and popularity of infographics could be discounted by search engines (IMO, that would be stupid and I doubt it would ever happen).
- Is there a call to action on the infographic? It's not enough to just read an infographic and see a logo of who made it, what strategy do you have to take the reader to the next step in the purchase process? We often release infographics to promote deeper content like whitepapers or to spur some kind of registration back on the clients' site.
- Is there a landing page with an offer that the CTA will drive traffic to? Is there a subscription form to sign readers up for an email or newsletter? Are there other related posts or infographics that are shared on the landing page so that you can drive the reader deeper?
- How are you measuring the impact of the visual content being shared? We don't bother with the copy and paste this text box below the infographic that tries to force a backlink. With our CTA on the infographic, we often utilize a link shortener like Bit.ly that helps us measure the direct activity generated by the infographic.
- How and when are you promoting the infographic? We distribute our infographics to our clients in a landscape PDF format that's useful for Slideshare and we promote the infographic throughout all the clients' social channels, our social channels, and often have the client's public relations firm pitch the infographic on relevant sites. Creation of the infographic isn't enough, you have to have a promotion strategy. And we will promote it over and over… not just a single campaign.
This infographic explains why visual content is effective, engaging, and convincing. It speaks to the success of an infographic strategy and why your business should consider infographic marketing. Infographic marketing is an awesome tactic for attraction, but you have to have an associated strategy for keeping and converting the traffic you attract!