Why B2B Infographics are Worth the Investment

Infographics on the rise Infographics can be a valuable asset in almost any B2B content strategy. They can tell a story that delivers all sorts of messages to all sorts of audiences in creative and engaging ways. It’s no big secret amongst B2B marketers that infographics are powerful—seeing the biggest increase as a content marketing tactic during 2014, with a recent poll showing that 62% of B2B marketers use them.[1] In B2B marketing, the allure of infographics is especially strong. The customer journey can be long and arduous—and infographics can ease the process. Here are three critical ways infographics benefit B2B marketers: 1. They grab your attention What’s the first thing you notice when you see an infographic? Who cares? You noticed it. One of the biggest struggles in marketing is getting eyes on your content. There’s a good reason copywriters spend half their time working on headlines: without a good one, nothing else matters. This is where infographics excel—beautiful graphics, bold formatting, interactivity, condensed information—infographics turn the observer into a participant.

Cisco EnergyWise Infographic

  2. They keep your audience wanting more Infographics are essentially “cheat sheets” of information. Unlike e-books or white papers, they typically do not offer an in-depth review or analysis of a subject. They give you the most important facts and messaging, inviting you to explore a subject further by using other pieces of content. They’re great to family with other content; such as a Facebook post that links to an infographic that leads to a white paper that leads to the sale. Build a compelling library of content that inspires your prospect. Infographics open the door for more of your content. But remember, it’s just one stop on the customer journey.

Interactive Cisco Data Infographic

Click here to see the interactivity

3. They build brand awareness Central to a successful content strategy is brand awareness. By reaching a new audience and extending the reach of your messaging, you maximize your content and ROI. Infographics are especially well suited for this strategy, because they are readily shareable, offer high-level information, and appeal to a broad audience. Done well, your infographics can establish trust, recognition, and loyalty for your brand.

Endicia Social Media Infographic

  It’s been said that measuring the value of an infographic can be “an adventure in semantics.”[2] Like most pieces of content, they have tangible and intangible benefits over the short and long term, making specific ROI measurements challenging. Nevertheless, when executed wisely—and as part of a complete content strategy—they are most certainly worth the investment.   [1] http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/ [2] http://www.socialmediaexplorer.com/social-media-measurement/the-roi-of-infographics/

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