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2016 is in full swing and many marketers are finding themselves in the midst of yearly planning. There’s no doubt about it, this year visual content will be taken to the next level. 76% of B2B marketers are planning on producing more content in 2016. Easily consumable visual content has exploded in popularity in the last year alone. Everything from video to infographics are now representing sizable chunks of a marketer’s yearly budget.
While I doubt there are many people shaking their heads at the screen (it’s pretty hard to deny the power of visual assets in modern marketing plans), the importance can’t be underscored enough. Social Media Examiner has found that 70% of marketers will increase the use of visual assets like infographics. How does your work stack up among the competition?
All great infographics have three things in common: advantage, appeal, and authenticity (and alliteration – but not everyone may share my opinion). When starting from scratch with a new infographic, it’s important that ‘The Three A’s’ are given consideration throughout the creation process.
Everything from the headline to the colors you select should elicit a response from your chosen persona and correlate with their stage in the buyer’s journey. If your focus is on a reader at the top of your funnel – who is primarily looking for education – don’t go straight in for the kill. Keep your infographic light, entertaining, and relevant to the lives of the people you’re trying to target. Likewise, if you’re creating a bottom-of-the-funnel resource, don’t be afraid to discuss product features, head-to-head comparisons, cost savings, or whatever selling feature makes your product or service stand out. To be clear, I’m not advocating creating an infographic using self-promotional content, but certainly experimenting with topics that match your value proposition.
For the vast majority of infographics, you can break them down into four essential sections: the title and introduction, the body, the Call-to-Action, and the sources referenced.
In some sense, the infographic is nothing but a cover to a more in-depth narrative! Here are a couple of useful tips to keep in mind when designing your infographic:
Infographics won’t promote themselves, so coming up with a promotion plan prior to publishing the final product will make or break the success of your work.
To ensure you have really created an infographic that has added value, and not just fluff, measuring the infographic’s ROI and the success of its subsequent promotion is a great way to learn for your next campaign. Determine which of your social posts has the most traction so you can test with similar formats in the future. If your infographic incorporates links, keep track of the click-through rate using a tool like Bitly. And most importantly, be sure to keep your eye on the number of new contacts you accrue, as well as the visit-to-contact conversion rate. Measuring your successes and failures will provide the insights you need to create an even more successful content campaign next time!
So you’ve come up with a great concept, you’ve completed your research, and you’re ready to get started on your design. Well here’s some good news! There’s plenty of (mostly) free resources that even those without designer in their job title can leverage…
For more on perfecting the art of creating valuable and dazzling infographics, check out these HubSpot blog posts:
Ready to bring your content ideas to life? The PMG team members are experts at the execution of visual content campaigns. Reach out to us today to see how we can help your business grow using visual media!
Alexis Silvers has been an Account Manager at our agency since late 2015, adding SEO and client services to her socially savvy repertoire. As a tenured social media expert, Alexis loves to keep an eye out for helpful tips for B2B businesses on her feeds. Other things she monitors? Blog feedback! So let her know if you like what you see or want to know more.