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Infographics are highly effective in driving conversions, a study shows

Richard Bell

The importance of infographics in content marketing strategies has been highlighted by a recent study, which was carried out by an India-based SEO company.

The study compared the different effects that displaying infographics and adverts has on a website’s visitors. Interestingly, the research found that quality infographics were able to generate a return on investment for months after publication – unlike ads charging per impression or click.

According to the results of the study, relevant infographics experience around 300% greater visibility than simple display ads – suggesting that businesses need to invest in top quality infographics to improve their site’s traffic and make a more favourable impression on site visitors. Many successful websites are supporting their quality infographics with industry relevant and engaging content – and vice versa.

A client of the company that published the study spent a minimal amount on an infographic – which then went to on to garner over 5,000 views, hundreds of social shares and more than 50 backlinks – all within just five days. This ripple effect through social shares and backlinks means an infographic could have a vastly more beneficial effect on a site, particularly in the long term, when compared to the exposure gained from traditional ads.

Current figures suggest that many businesses, particularly in the U.S., are already embracing the use of infographics when it comes to content produced for lead generation. For instance, the Content Marketing Institute has found that around a third of U.S.-based B2Bs and B2Cs (38% and 33% respectively) use infographics to translate written content into images that can be clicked and shared. Content can be shared with colleagues or friends via email or social networks, driving conversion rates. As well as this, creating engaging, interesting or humorous graphics greatly increases the likelihood of them being shared.

Richard has a First in English Literature and Creative Writing, and has experience writing fiction and short stories (which he has published both online and in magazines).

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