Have you ever seen a truly terrible infographic? I mean, horrific? Gut-wrenching? Like, something that could be on a Geocities site from 2001?
Of course you have. Because when anything proves to be a super effective way to market or communicate, everyone jumps on the bandwagon, but not everyone does a very good job in executing. Which leads people to ask, are infographics no longer effective? Are they perhaps...dead? I talk to the Head of Marketing at Venngage, Nadya Khoja, to explore why infographics work.
I'm excited to share the current iteration of the show, CASHING IN ON CONTENT MARKETING, with new episodes published weekly!
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Episode 13: Are Infographics Actually Dead? – Show Notes
This week's question is:
- 10 Visual Content Marketing Statistics to Know for 2017 [interview of 300 marketers]
- Every Betrayal Ever in Game of Thrones [infographic]
- The Story Behind Venngage's Explosive Growth [podcast]
- Hogwarts Company Culture [infographic] (By the way, Fractl got Gryffindor!)
- Trumpcare Explained in 14 Visuals [mobile example]
Nadya Khoja, head of marketing at Venngage -- a drag-and-drop Photoshop type of service meant to help non-designers create great graphics -- spoke with me about the effectiveness of infographics.
To put it simply, infographics are not dead.
They're Highly Shareable
They're a great way for summarizing information and using visuals to enhance that message, Nadya said. Creating infographics encourages you to distill your message, getting to the core of what you're trying to communicate, and capturing what can represent that information in a very straightforward, skimmable way.
You can also repurpose them much easier, because you can republish them as much as you'd like and they're easy to share on social media.
Venngage interviewed 300 marketers on how they were using visual content, and when they asked what had the highest amount of engagement, infographics trumped all other visual media.
There is Immense SEO Value
When you're writing a blog post, you still need to have a study, and the infographic compresses the information in a more digestible way. With this approach, you have the text that search engines can crawl, but you also have a visually engaging element for your readers.
Additionally, being able to repurpose infographics on different platforms and pitch different editors can have a substantial SEO impact from a link building perspective.
Updating content is a great way to repurpose infographics in a newsworthy way, adding even more possibilities for building links.
In fact, Venngage initially boosted their rankings by getting big editorial mentions and links from creative, pop-culture infographics they created.
You Can Outdo the Noise
A lot of people create infographics -- no one will deny that. But there are a lot of bad infographics out there. You can make a huge impact on audiences if you're using content that is complemented by visuals (not just taking an article and adding some graphics to a ton of text) and putting it together in a thoughtful way with audiences in mind.
Creating a good infographic means creating something that hasn't been done over and over again. If you succeed in featuring new information in a visual way, you can earn great media coverage or a great deal of social shares if you're properly promoting and targeting the right audiences.
For more great information from Nadya about how they identify their customers' pain points, how to know who to pitch infographics to, and more, check out the full podcast episode [at the top of this post].
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