Visual content is 40 times more likely to be shared on social media platforms and is an extremely effective marketing tool for driving SEO efforts, according to a new infographic published by marketing enterprise SerpLogic.
The Why Infographics Should Be Part of Your SEO Strategy piece outlines a number of reasons why visual content is ideal for captivating the attention and imagination of the reader, including the fact that people retain 65 per cent of the information that they read when it is paired with a relevant image.
Visual resources, particularly infographics, should now be central to content marketing campaigns, as more than three-quarters of CMOs believe that custom content is critical to future marketing endeavours. It costs 62 per cent less on average than traditional forms of marketing and is much better at generating leads.
When looking at content marketing more broadly, SerpLogic found that 70 per cent of consumers believe that content connects them more with a favourite brand, while 90 per cent find curated content helpful for informing purchasing decisions. Enterprises that focus the lion’s share of their lead generation efforts on content marketing also enjoy a significantly higher cost-per-lead.
It also references recent research by BuzzSumo, which found that images are important for content-sharing across social platforms. From more than 100 million articles analysed, the average number of shares of content with no image on Facebook was 28, compared to 64.9 for content with an image. It was a similar story on Twitter, where there were 9.67 no-image shares and 20.36 image shares on average.
In order to benefit from the huge potential offered by infographics, SerpLogic has outlined a six-step plan for brands and publishers to boost engagement and reach. It claims that marketers should first identify a topic for their target audience based on factors such as internal data, keyword research, popular industry posts and common customer service questions.
Marketers can then either choose to create a static, interactive or motion infographic, depending on how they want to deliver their message to the end-user. They then need to source accurate data points, create an eye-catching design, establish a promotional strategy and identify additional promotional partners.