How B2B Infographics Can Take Your Content to the Next Level
Did you know that our attention spans are getting shorter every year? It makes sense, as we’re constantly bombarded with information and content from more and more channels. As our attention spans are shrinking (we’ve gone from 12 seconds to just 5 in the past 7 years!), it’s up to us as marketers to find ways to break through to our audiences, especially in the B2B arena. B2B infographics are a tool that can help you do just that.
Infographics take complicated information, stories or data and simplify them into a visual representation. They mix graphics and imagery with minimal text to deliver that information in an easier-to-digest way for today’s attention-challenged audiences. Infographics are an efficient way to deliver your message.
Here are five compelling reasons for you to introduce B2B infographics into your marketing mix:
1. Get your audience’s attention
Those shortened attention spans can be a huge hurdle for marketing. We spend a lot of time developing great content, but often our audience just speeds on by without digesting what we’re saying. On average, only 20% of content gets read if it’s more than 600 words (hey you, are you still reading this?)! This isn’t a reason to get rid of longer, text-heavy content – that’s still important for so many reasons. But it is a good motivator to inject some variety into your content with a visual-heavy infographic. A good, eye-catching B2B infographic can get the attention of even the most oversaturated reader.
2. Stand out from the crowd
By creating unique, attention-grabbing infographics, you can ensure that your content isn’t getting lost in a sea of words. When creating infographics, make sure you’re not just using a template but are developing graphics that look great and are true to your company’s brand (see more on this in #3). After all, the majority of first impressions of a brand or service are based on the design of their visual content. This goes along with what we’ve said before about the importance of web design.
3. Reinforce your brand
Infographics are a great way to show off your brand, including personality, design and knowledge. A good infographic will incorporate all of these things and prove to the reader that your company is worth their time. By designing an infographic that reflects your aesthetic and incorporates your logo or other brand elements, you’ll be reinforcing who you are.
4. Make your point
If a reader has to slog through endless amounts of text, it can be hard to ensure you’ve gotten your point across. When properly executed, shortened text combined with visuals will increase understanding exponentially.
5. Get shared and linked
One of the most concrete benefits of sharing compelling content via infographics is the shareability factor. A beautiful infographic looks good at a glance on social media, others’ websites and embedded in blog posts. Other websites will benefit from adding engaging content to their site, and you benefit by gaining natural links. The more your content (and thus your website) is linked back, the better for SEO. And the more eyes your brand is in front of, the better!
So now you know WHY you should be using infographics. But you also need to be sure you’re doing it well, which is where strategy and design come in. You can’t just take any information, throw in some random images and call it an infographic. The story you’re sharing and how you break it down are really important, as is the designer who’s creating your infographics. You want someone who’s creative, meticulous and really understands your brand and message.