What’s handier than the yellow “You Are Here” arrow on a mega mall map? Or the color-coded stadium seating chart when you’re buying concert tickets? For years, visual guides have helped us sift through complicated information at a moment’s glance. Today, content marketers are leveraging the value of imagery and words in the prolific use of “Infographics.” Literally a combination of information and graphics, Infographics bring design, text and analysis into one user-friendly picture with huge impact, particularly for content marketers competing for consumers’ increasingly divided attention.

Science shows that the human brain is better equipped to process images than words. There’s a reason the old saying “a picture paints a thousand words” has stood the test of time. Images are absorbed in a full sensory “flash,” while words alone are processed sequentially. According to marketing professional Jeff Bullas, “Written language allows an almost infinite number of word combinations that allow deep analysis of concepts but relies heavily on the reader’s ability to process that information… combining text and graphics allows communicators to take advantage of each medium’s strengths and diminish each medium’s weaknesses.”

Now that we know a little about brain science, we can appreciate the value of adding visuals to big data (or at least impress our friends at a dinner party). As content marketers, we look to research findings and statistics to guide our decisions and justify our expenditures. So, let’s consider some facts and figures. Check out the Infographic here for starters!

  • The use of Infographics increased more than any other content marketing tool, up 8% from 2015-2016.
  • Only 10% of messages with words alone are retained the next day; with visuals, retention rises to 65%.
  • Google insights revealed that traffic to sites using Infographics increased from 10% to 100% over a seven-year period.
  • The mental link between images and information processing elicits “lightbulb” moments of recognition, making content consumers much more likely to share Infographics on social media than text alone.
  • Infographics greatly increase SEO, as the more traffic they draw to your site, the better your ranking is among search engines.

If you’re warming to the idea of using Infographics, you’re moving in the right direction. Infographics are truly the latest and greatest in content strategies, and even if you’re not impressed by clichéd superlatives, there’s little doubt that Infographics will significantly enhance your content marketing.

So, where to start? First, develop your own Infographics. Original Infographics not only eliminate licensing issues, they quickly and effectively connect your audience to your unique community, brand and messages. Depending on your human and financial resources, you may want to employ a designer, or try some of the many tools and templates available online to help you create your own Infographics. The right marketing team can help you evaluate your options and energize your content marketing plan with the power of Infographics.

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