It seems like there are scores of new articles validating the existence of social media and content marketing strategies on a daily basis. And while, in my humble opinion, the question of whether to employ a social media and content marketing strategy seems to have been justifiably answered, what may be the real question is perhaps – are you employing the right content mix?
There are so many forms of content that exist today: blogs, case studies, white papers, videos, etc. So does this mean your organization should embark on creating and distributing various allotments of each?
Not necessarily. In fact, it would be better to churn out high quality forms of content that can be leveraged, consumed and shared across multiple social platforms than simply producing volumes of low quality content; especially if you have limited marketing resources. So which forms of content should you start creating and leveraging?
Chances are that by now your organization has a blog and has invested time and resources into it to validate its authority within the industry. And I’d go one step further and bet that your marketing department spends a lot of time distributing the blog content via Twitter, Facebook, YouTube, LinkedIn and Google+ (among others). And that’s certainly a worthy strategy for continuation. But, is your marketing team creating infographics for mass consumption? Here’s why it should be:
1. Infographics are visual. People are visual learners.
The human race is consuming data at paces never before seen in human history. The internet, social media, and the ever changing technology we use daily allow us to create, consume and distribute it more easily than ever.
And while the devices and applications we use change more quickly than the tires on a stock car by a NASCAR pit crew, how the human race processes information still remains largely visual. Depending on which study you read, the majority of people remember anywhere from 65% to 80% from what they see and do; versus only 20% of what they read and 10% of what they hear.
Knowing that, it only stands to reason that visual forms of content like infographics are far more digestible than case studies, white papers and other text-heavy content. Infographics visually weave data and information in a story-like format that entertains as it informs. The data is therefore in a more palatable state for the masses to engage and understand. In fact, infographic engagement levels are so high that many studies suggest that only videos and photos supersede its power to engage consumers.
2. Infographics are easy to make.
It used to be that visuals like infographics were only created by design professionals using complicated and expensive tools.
But creating infographics doesn’t have to be so complicated or difficult. Tools like SmartDraw can help you create professional-looking infographics more quickly and easily by providing you templates and examples as starting points. Your marketing team can easily create a library of infographics that can be shared and consumed instantaneously via social media.
3. Infographics are easily consumed and shared
As previously mentioned, most of us think and process information visually – which is why infographics, are so easily digested. And when you have more people get and like the information you present, it is more likely to be shared socially.
In addition to sharing infographics on social media, infographics can be useful in presentations, blog posts, and even in PR pitches to third party sites. All of this will help increase your organization’s authority and visibility.
4. Infographics can enhance or replace other forms of content
If done right, infographics could essentially replace or at least cut down the need to create other forms of content from your marketing team’s project list.
Infographics, like case studies and white papers, tell a story using data and statistics. They just tell their story using visuals instead of text. But don’t let the visual nature of infographics diminish their importance, because the end goal is the same: communicate complicated ideas in a way that they’re easily understood and consumed. And in a lot of cases, a visual can do this better than words alone.
Even if infographics don’t completely replace other forms of content marketing, they can certainly augment them and help increase engagement. Presentations, case studies, white papers and any other text heavy content is made more appealing if you can incorporate more visuals. And studies have shown that having those visuals will help increase understanding and will make your content more likely to be shared.
And ultimately, isn’t that the goal of your content marketing? Easy to access, easy to understand, and easy to share information that helps increase your brand’s engagement and visibility.