Infographics Aren’t Dead

They say a picture is worth a thousand words, and nowhere is that more true than in the world of marketing.

Many businesses create websites, hoping to attract more clients, but that is usually easier said than done. The internet is often referred to as the great equalizer, because no matter how good your product and service, on the web, you are competing with every other content creator for your audience’s attention. Over 211 million pieces of content being created every day and standing out from the digital noise is becoming ever more difficult.

Of these 211 million pieces of content are created daily, more than two million of those are blogs posts, and according to some sources, the average time spent reading one of these articles is a mere 37 seconds. How much of a wordy blog post can people really absorb in 37 seconds?  

This is where visual content comes in. Human beings are visual creatures, and our brains processes images 60 000 times faster than text – therefore any content on your website containing visuals is going to be easier for a skimming user to digest. One reason for this is that visual content succeeds in three core areas of value: appeal, comprehension and retention.

APPEAL

Visually presented information is more appealing to the eye than a wall of text, and can pique a user’s interest before any information is even processed and because of this blog posts and articles featuring some sort of visual content get 94% more traffic than those without. Posts with visuals also receive 37% more engagement on social media – an important metric for anyone engaged in content marketing.  

Infographics specifically can increase web traffic by up to 12%, and are shared three times more than any other type of content, because according to studies, 94% of people who share posts do so because they think it might be helpful to others.

COMPREHENSION

Since the human brain is hardwired to automatically interpret relationships between objects, allowing for almost instant comprehension with minimal effort, visuals are able to be processed much faster than the language associated with them.

According to studies, people follow visual instructions 323% better than written instructions.

RETENTION

Studies have shown that people can recall only recall about 10% of written content three days after it is read, which is abysmally low if you’re trying to make an impression. When it comes to visual content though, people are able to recall about 65% of the information three days later.

WHY INFOGRAPHICS TRUMP OTHER FORMS OF VISUAL CONTENT

Infographics are the media that has seen the largest increase in usage among B2B marketers, recently sitting at over 65% and according to a study by Venngage, they are still the top performing type of visual content marketing. Another study by the Content Marketing Institute also shows that the effectiveness rating for infographics also rose more year-on-year than any other marketing tactic.

Though some people might be saying that infographics are dead, they couldn’t be more mistaken. Quite to the contrary, evidence would suggest that they are just as powerful a tool now as they were in the past – for a few reasons:

THEY ARE REPURPOSABLE ACROSS MULTIPLE PLATFORMS

A well-designed infographic can grab a viewer’s attention on any platform – be it on your own blog or someone else’s, on social media sites such as Pinterest or Facebook, or even in print.

THEY ARE SHAREABLE

As stated earlier, people are more likely to share information when they think it will be helpful to someone else, and at their core, infographics are inherently helpful, because they break down possibly complex information into an easily digestible, visually-appealing format. This makes them ideal for sharing

THEY CAN STAND ON THEIR OWN WITHOUT THE HELP OF A BLOG POST

Though many infographics are accompanied by blog posts, they do not necessarily need any backup. By their very nature, they are self-explanatory and therefore, are accessible to more than just the people who visit your website.

THEY CAN BE EASILY SLICED AND DICED INTO MULTIPLE, SMALLER SOCIAL MEDIA POSTS

Anyone who denies the importance of social media for marketers in this day and age should probably be sectioned, so the fact that one infographic could create multiple social media opportunities cannot be seen as anything other than great. More social media posts means more opportunities for new traffic, and more opportunities for your audience to share.

Suffice it to say, infographics are not dead. They are a wellspring of opportunity for the savvy marketer, and should be at the forefront of any inbound marketing strategy.  

The Importance Of Case Studies

In recent times, businesses have started to invest in case studies more frequently. This strategy has been implemented in order to increase conversion rates from website visitors to clients. These case studies are usually posted on company websites for the page visitors perusal. However, it is important to understand what the value of case studies is, and how effective they can be at increasing your company’s conversion rates.

The following blog explains how and why case studies are able to increase your company’s conversion rates and how they can be used to increase your company’s sales.

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The Value Of Case Studies

Everyone loves a good story, and as such, case studies are a way to present information to potential clients from the perspective of people who have already used your services. Through a story, the potential client’s emotions can be evoked, giving them the opportunity to understand the brand and their offerings from a previous clients perspective. Stories can allow the potential client to see your brand through a more personalised perspective, allowing them to understand what they can expect once they use your company’s services.

How To Structure Your Case Studies

Most good case studies consist of three main components. The first is a section which outlines the problem that was experienced by the client. The second section highlights the possible solutions that were identified in order to resolve the problem. Finally, the last section discusses the solution that was used to resolve the problem most efficiently and effectively. A well written case study allows the potential client to understand the benefits of using your company through the well-documented experience of a previous client.

Why Are Case Studies Important?

The following section highlights the importance of case studies and how they can increase your conversion rates for your business.

Niche-specificity

Well-written case studies are very targeted and niche-specific. This meant that when your potential client reads the case study, they understand that specific goal that was set to be achieved and how your company was able to achieve the goal through the various strategies that you implemented. Furthermore, your case study should resonate with your target market and provide information to them that they can relate to and that is relevant to them.

Building brand trust and reputation

Case studies are a demonstration of the work that your company has done for other clients in the past. As such, this can be used to your company’s advantage by showing potential clients your vast experience within the industry and demonstrate what your company is able to do for its clients. This can allow for potential clients to develop trust in your brand and increases that chances of them wanting to use your services. Furthermore, enhancing the case studies that you have presented with figures and data can allow the potential client to see the success rates of your work and how your company has been able to help your previous clients achieve their goals.

Explaining the problem solving process

Case studies should ideally be oriented around problem identification and problem solving. As such, it is important to ensure that the problem and solutions are clearly outlined and explained in the case study. Although potential clients may already be looking to use your services, they need a compelling reason to opt for your services as opposed to those of your competition. As such, through understanding your company’s problem solving process, they can understand what to expect once they become your client, determine whether your team has the capabilities and competencies required to solve their problem and make the decision to then use your services based on the experiences of your previous clients.

The power of referrals

Prior to the evolution of technology, consumers accepted the benefits of products at face value, as there weren’t many accessible ways to conduct independent research on a product. We currently live in the information age, and as such, potential clients are most likely to want verification for the services that you provide. This can be acquired through platforms such as social media platforms. As such, using case studies can be an effective way for potential clients to understand the experiences of other clients and determine whether they are looking for the expertise that your team is able to provide. Case studies can provide potential clients with proof of the services that you provide and evidence that you are able to deliver on the services that you offer.

The creation of additional content

Some companies may be hesitant about using case studies as they often require an initial capital investment and a time commitment. However, once the structure for your case studies has been finalised, it can be used to develop future case studies. additionally, case studies can be more efficient at conveying your team’s capabilities and competencies, and explaining your customer’s experiences.

How To Increase Your Case Study Conversions

The development of case studies can be a time consuming process and as such, it is important to ensure that it is done correctly, so as to not waste the resources that you have invested in their development. However, publishing the case study on its own may not be enough to convert clients. As such, you can ask visitors to your page to join your email marketing list so that you have their contact details and are able to send them information about the services that you provide. Additionally, you can track the progress of your case studies and understand how successful they have been at converting page visitors into clients.

How To Outsource Content Writing

Outsourcing your content writing can often seem treacherous. How do you trust someone that you don’t know with something as important as this? Content writers have similar nervousness about taking on new clients, as experience has shown that not every client is willing to pay for quality. Thankfully, it’s not all doom and gloom. Finding the right fit for your business outsourcing needs often brings about the best possible results. The right content creators produce high-quality work, at a fraction of the time, while doing what they love. As it stands, content creation is the top activity outsourced by B2B marketers. With the increase in need for content marketing, businesses must publish consistently high-quality and long-form content in order to remain relevant in the market.