Content Marketing is based on generating useful information for those we intend to buy from us and displaying it on our website.
If said content is of quality, it will attract the attention of search engines. Other websites will link it, and it will give us authority in the matter that our page deals with, and, in general, it will be a good method of attracting potential clients.
I don’t care what you do. I believe that Content Marketing has been, is, and will be the most important Marketing strategy for an Internet initiative. In my case and in the case of other initiatives with which I have worked, this has always been the case, and, in fact, it is an excellent strategy even though our company is not exclusively dedicated to the online sphere.
The fact that we can display that authority and the content can pre-sell our products and services makes this an inescapable strategy.
The basic forms of content marketing
Usually, the forms that content marketing takes are two:
- Written articles.
Above all, video has had a meteoric rise as a consumer medium, and, in fact, many Internet initiatives are basing all their main content on said video. Likewise, when it comes to search results, we can see how well-produced videos with good information appear at the top of the search engines.
However, there is a type of content that can bring together the best of both worlds (written content and the visual and attractive aspect of images and video), and that is systematically underused.
It’s about infographics.
That is, images that explain a topic in a visual and summarized way, making use of graphics, icons, images, numbers, and text.
Infographics are mostly visual and try to convey something very quickly and at first impact. This gives a fundamental advantage: they adapt better than pure text to how content is consumed on the web.
The fact that, on the Internet, the consumption of content is not the same as when reading a paper book is not new news. The user does not usually read but scans, glancing, reading diagonally, stopping at the key points that catch his attention, and going back if something piqued his interest.
Linear reading, putting one paragraph after another, is very scarce. That is why infographics allow you to adapt to that way of consuming content.
No matter how good the content is, it has to be consumed for it to have that persuasive effect we want it to have.
The best information in the world is of no use to me if nobody reads it if I present it as a huge article with endless paragraphs and perhaps with a small and inadequate font. And let’s face it, the web user wants the meat of the information quickly, especially in the first moments of contact with us, when he doesn’t know us very well yet.
So, either we give it to them soon, or they will go away, and infographics help us to achieve that, to transmit a large amount of information in a short time and in an enjoyable way.
In addition, they are easier to share and spread virally because consumption is fast, easy, and attractive.
You don’t have to be an artist to create them.
The thing is, many of you who read this think that, yes, they are right, that an infographic can be a seasoning for our usual content. But it seems to require some artistic bent or at least some use of Photoshop or similar graphic design tools.
Nothing is further from reality. In fact, many websites allow us to make our own infographics easily and quickly, for free in most cases. DesignCap is one of them.
Taking inspiration from good examples, sketching with paper and pen, and taking a few minutes to learn how those tools work it’s actually very simple, and you don’t have to be an artist or have a lot of knowledge of graphic design.
There really is no excuse. We can consider infographics if we want to spice up and complement our content marketing. They truly have the best of both worlds.