April 4, 2018 (Updated: May 4, 2023)
Have you ever wondered why infographics are so popular in content marketing? Sure, they look cool and they’re fun to read, but that’s not the only reason brands in all industries love to use them. Today, we’re looking at how these content tools affect your marketing and your audience’s comprehension of important information with infographic facts like:
According to a 2017 report from Xerox, the color choices designers make when creating infographics plays a big role in how much of the content people read and what they remember. Using attention-grabbing color schemes for things like warnings or the most important information in your graphic can help increase attention spans and recall by 82%.
Color choices also influence how much information your audience remembers from your infographic. When you choose color schemes that are easy on the eyes, such as a dark font on a light background, you can increase the chances of reader comprehension by as much as 73%.
Any brand or business can use infographics in its content marketing plans to engage readers. But B2B companies often rely more heavily on visual content to make sales and conversions. According to the Content Marketing Institute, 65% of B2B marketing teams use infographics in their content compared to 59% of B2C brands. This could be because B2B products and services are often more complex or technical. Rather than trying to sell people on a service with a complex user guide, brands use infographics instead to show key information in an easy-to-digest format.
Image via 99 Firms
Infographics aren’t the only form of visual content marketing teams use to engage their audiences. But this medium might be the best for attention and retention. According to a study from Infographic World, Infographics increase learning, attention, and information retention by as much as 61%. Compare that with commercials, which affect performance by 55%; slide presentations, which increase retention by up to 48%; and articles with images, which help attention and retention up to 46% of the time.
Infographics may help attention and retention because of their short blurbs of information paired with a storytelling layout. Each infographic tells a data story. The layout is often logical, and moves from left to right and top to bottom, starting with the most basic piece of information. Each new section as the graphic progresses builds on that first data point, drawing the reader through to the end of the information.
Have you ever wondered how often people Google the term “infographic”? According to SEMRush data, online searchers look for that term over 90,000 times every month with the search intent of getting more information about the topic.
Why does it matter how often people are looking up the term “infographics?” If people are looking up the term over 90,000 times per month, that means this is still a relevant content marketing tool. It’s still worth your time to include infographics in your content because people are looking for them online and expect to see them when encountering brand content on all channels.
And, if you’re curious, it’s not just U.S. audiences interested in seeing infographics online. Searchers worldwide look up the term over 715,000 times per month. The Philippines tops search volume by country with over 246,000 searches for the term “infographics” every month.
HubSpot marketer Pamela Vaughan ran a study about link bait to find the best ways to get organic backlinks for your content. You’re probably shocked to find out that using visuals like infographics was one of the top ways bloggers were able to get more backlinks to their content. According to Vaughan’s research of HubSpot content, blogs with infographics generated, on average, 178% more backlinks than content without it.
Even more surprising, the study found that you didn’t have to make your own infographics to see those kinds of statistics. Most of the blog posts in the HubSpot study included third-party infographics added to provide more value to the reader or back up a data point. This shows that curating visuals can be just as effective as creating your own. Want to learn more about how incorporating content curation into your marketing strategy brings big rewards? Download our eBook, How to Effectively Do Curation, today.
Quality writing and editing matter in marketing, but it’s easy to overlook other important aspects of the industry. Psychology, statistics, and even neurobiology affect how successful a marketing campaign can be. According to a study from Rochester University, people use 50% of their brains to process visual information. If you use that much brain power just to take in visual content, no wonder they’re easier to remember or retain than words alone!
Knowing this information about the brain may also affect how marketers create content and adaptations for people with varying abilities. How could partial blindness or other vision conditions affect how the brain processes your infographics and other visual content for your audience? As all aspects of the world move towards a more inclusive environment, brands may pay closer attention to scientific and psychological studies like these to influence their adaptive marketing strategies.
Though HubSpot found that third-party infographics may work as well as originals in your content, sometimes you need or want something custom to drive home your point. CopyPress clients who use our content writing, syndication, or strategy services have the option to add custom visual content, like infographics, to any campaign.
To learn more, fill out the contact form on our website and share the details of your content project with us so we can develop the right visuals and written information for all your marketing campaigns. Then, be sure to subscribe to our newsletter. Each well, you’ll get more facts, tips, and tricks delivered right to your computer or phone.
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