The written word is crucial to SEO, that goes without saying. But it is no longer the only approach, however, and good writing should be combined with other forms of quality content for an effective digital marketing strategy. Infographics have emerged as a popular component of numerous content marketing and SEO strategies and here some reasons why you should incorporate them into your campaigns:
Short Attention Spans
One impact of the digital age has been the reduction in the average person’s attention span. This means that one of the biggest challenges content specialists face is the ability to hold someone’s attention for longer than a few seconds. As well as being important for the obvious reason of creating interest in your business, it is also a crucial component of SEO. Any website found to have a high bounce rate – the percentage of users who click on a site, but leave before exploring other pages – can be penalised.
Graphics are eye-catching
It is already an accepted practice to ensure that content is easy on the eye. Nobody wants to read a solid block of writing. Sub-headings, images, tables and graphs are often used to break up the text, especially in longer articles. Infographics provide an alternative user experience, allowing them to observe, rather than immerse themselves within a message. Not only that, but if done well then the message is usually put across much more efficiently than in a block of text, maximising its effectiveness.
Think of infographics as the fancy dress to your content campaign, an instant attention-grabber. Infographics appeal to the way in which internet users scan and browse for information. The truth is that most people spend their web-surfing time looking at images and videos, rather than reading large blocks of text. It is crucially important to get their attention.
The share factor
Anyone with a Facebook account will be aware of the ‘shareability’ of infographics, with Facebook and other social networks placing great emphasis on images being shared. They make up an almost constant stream on multiple social networking platforms. They can be fun, serious, political and informative, and the intelligence of the design can also make them hugely attractive.
Not only do good infographics inform your target audience about your services, products or campaigns, but also they help to depict professionalism. Any company producing high quality infographics is almost immediately deemed to be highly professional. It is a lot more difficult to achieve this with mere text. If you are able to combine effective infographics with quality content, then you will truly be able to get your message across successfully, attracting increased levels of traffic and improved conversion rates.
There is still a debate over how much impact Facebook shares have on Google rankings. Some, prescribe to the idea that link building is far more important. One 2012 analytics study did, however, find that the quantity of Facebook shares was the most influential ranking factor, in both the US and the UK. Regardless of contrasting opinions, however, it certainly won’t do any harm and there is no doubt that Facebook and other social platforms – including Google’s own Google+ – can be a huge source of traffic.
Further reading: HOW TO: Create and Promote Infographics #MyBlogGuest
Infographics can also be a key component of brand development. Consistency in the style and content of your text is key, but if used correctly infographics can become more readily recognisable. This can help to spread your brand image fast and quickly develop a strong level of trust in your business. As mentioned previously, the ‘shareability’ level of infographics is high and so with the right approach, you can make your brand and business known in no time at all.
By Ross Hinton