Are you looking to increase visitors to your website, gain awareness of your brand and generate engagement with your audience? Consider creating a content marketing strategy. Why? Content marketing is very much intertwined in the SEO landscape today – with quality content being a prominent factor for search engine visibility. In particular, infographics can be leveraged for brand and SEO gain.
You may think the infographic realm seems a bit saturated at times, and you are not alone. I challenge you to consider the success and tips for infographic ideas below. Well-thought-out infographic topics, quality material and proper execution can be key to an engaging content piece as part of a successful content and SEO strategy.
Exemplary Success for Infographic Topics
“It’s the gift that keeps on giving,” said one of my clients with whom we developed a highly successful infographic titled “What Does Your Handwriting Say About You?” 1 Launched about two years ago, it continues to bring a high volume of visitors to their website and awareness to their brand. In fact, the infographic landing page is among their top organic landing pages to this day! With such a hot topic, the infographic was ranked first on Visual.ly and turned into features on MSN and Buzzfeed.
The foundation for success was integrating SEO strategy with the content marketing plan. The infographic topic was derived from a highly searched keyword, which also drove the content optimization strategy. The infographic now ranks 2nd in Google for the highly competitive search phrase.
In tandem with strong promotion efforts, the infographic has been featured on esteemed websites and continues to naturally pick up coverage even two years after launch. The result is quality “earned” links to the site over time. As most SEO experts are aware, efforts to naturally “earn links” rather than “link build” are encouraged by thought leaders, such as Google Webmaster trends analyst John Mueller.2
Infographic Topic Importance & Points to Remember
The most important key to success is selecting a compelling topic or idea for your infographic, as it lays the foundation for your content strategy. If the infographic topic highly appeals to your audience, then it has a strong chance of getting shared, linked to, and promoted across social networks and relevant websites – all while generating awareness for your brand.
While you may naturally lean toward infographic topics that directly relate to your brand or product offering, this may not be the most successful route for meeting your content marketing goals. In my experience, it’s best to find an infographic topic that loosely relates to your brand or product offering, but closely relates to your audience.
Loosely relates to your brand, you say? In content marketing strategy, a successful content piece will effectively engage your audience and plant the seed for a positive connection with your brand. It will not likely generate a sale or lead immediately, but it can be an important part of the purchasing funnel down the road. More than likely, it will play part in the larger picture for establishing and growing your brand’s relationship with your target market.
Keep in mind – infographic topics that do not directly reflect your brand’s product or service offering does not mean they won’t have potential for brand awareness. The infographic can include your brand name and logo (at the end, typically) as the creator of the infographic. People will still associate your infographic’s influence with your brand.
At the base level, I like to think of infographic topics that fit into one of two objectives: laugh or learn. Infographics can inform your audience about important topics, or they can give a belly laugh on equally interesting topics. How do you discover the golden topic? Let’s explore…
Brainstorming Infographic Ideas: Audience Listening, Keyword Research & Outside the Box Thinking
There’s no sugar-coating the fact that it can take a few brainstorming sessions and even concept battling with your peers to unearth great infographic ideas. (Just remember, the end result will make it all worth your while!) To get the ball rolling, start thinking of fun topics – yes, even completely unrelated to your company – that tie in with your industry somehow. Work in B2B? Consider a topic that makes fun of phone meetings, for example, if you seek to make your audience laugh.
Audience listening can be a highly effective component for ideating infographic topics. Is there a trending topic that your audience is eager for more information or simply excited to discuss? Is there a current topic stirring much debate or controversy? Or, is there a buzzing topic in which a comedic representation would give your target audience a good laugh?
With audience listening, the brainstorming process is taken outside your office bubble and into the dynamic world of online and social media. At IMI, we use a powerful social listening tool called NetBase for finding these audience insights.
Performing keyword research is also highly beneficial when selecting infographic ideas. Once you brainstorm and have a list of loose infographic topics, see what exact phrases are being searched around those ideas. You may even find some new ideas or fine-tune your current ones.
In the infographic example previously discussed, the long-tail keyword “what does your handwriting say about you” is searched 2,400 times on average each month in Google. We generated content around that topic and titled the infographic with this highly searched phrase, thus helping lead to its success with both search engines and our audience.
Ultimately, don’t be afraid to dive into a sea of non-conforming infographic ideas. To truly get your “gift that keeps on giving,” you have to start with a winning idea! Once you’ve honed your infographic topics, the second component of successful infographics is development and execution. Stay tuned for part two of this blog post, How to Make an Infographic Successful.
1. What Does Your Handwriting Say About You? http://www.pens.com/handwriting-infographic/
2. Google: Try To Avoid Link Building Because It Can Do More Harm Than Good http://searchengineland.com/google-try-avoid-link-building-can-harm-good-214861
Want to learn more?
According to the Custom Content Council, because 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company. In our eBook The Ultimate Guide to Results Driven Content Marketing you will learn how to use content marketing to build lasting relationships with your customers and become a proven thought leader in your industry.