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10 Creative Infographics & Why They Work [With Examples]

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Infographics are now commonplace in marketing strategies. In fact, 45% of marketers already use this medium, and 38% plan to use it for the first time in 2022.

However, despite their numerous benefits – driving higher engagement on social media, for example – infographics are not used as much as they could be in marketing.

This could be due to a lack of marketing team designers or insufficient capacity to design or promote campaigns with infographics (reserving them for select strategies).

Despite the challenges of creating them, I’m a strong believer that infographics are worth the effort.

Not only will your brand stand out from the norm on feeds, but you will also pass on your brand messaging and values better with the power of design.

Infographics help establish your brand as experts in the field and can improve your visibility in multimedia search, attract high-quality links, and attract new leads.

Check out the 10 infographic benefits below and inspire yourself with examples of infographics done right.

1. Give Proper Dimension To The Size Of Data

Numbers alone don’t carry their weight in plain text.

This infographic by D’Efilippo uses the wartime poppy to represent the death count of wars since the 20th century.

Hosted on a standalone website, the user scrolls down to an interactive infographic, which can zoom into specific time periods to visualize conflicts separately.

This type of design makes a bigger impression on the audience of the data’s actual size and consequences.

Inspiration For Businesses

Businesses can inspire themselves with this Poppy Field to create data-driven, interactive infographics, which allow leads to fully understand the impact of their work.

For example, a factory could design an infographic of its supply chain in a similar vein, either representing its growth throughout history or as data points spread across the world on an interactive map.

By transforming your data into an interactive asset, you increase engagement and aid the learning process with a “hands-on” experience.

2. Engage With Visual Storytelling

In this design, Trobaugh designs a “B2B sandwich” to showcase all the inventions by industries that make your lunch perfect.

By featuring an invention behind each ingredient, the infographic achieves its goal of proving how B2B companies are essential for modern-day items we take for granted.

Inspiration For Businesses

Think of a metaphor/analogy to convey your brand’s benefits.

This way, you make it easier for your reader to understand the topic.

Since a sandwich is such a familiar meal, it acts as a gateway to the rest of the copy, which details the B2B inventions and their origins.

3. Break Down Scientific Data

Data is persuasive by itself, but it drives your point home even better when coupled with illustrations.

In this infographic, 13 data-backed reasons make for a convincing pitch on the effectiveness of this medium.

The icons and copy are crisp, making it shareable and a great example of branding by the studio.

Inspiration For Businesses

Transform lists into infographics whenever possible, as it drives engagement.

This type of content works wonders on social media and can be shared by sales representatives to start conversations with leads.

4. Drive Impact With (Intentional) Complexity

This infographic looks like it came straight from a Where’s Waldo book – and that’s why it’s perfect.

It may be a lot to take in, but it represents the complexity of book publishing, clearly labeling all the steps taken until a book hits the shelves.

By following the arrows in the design, it is easy to make sense of it all – and admire the effort taken by book publishers.

Simplicity is often touted as a best practice for engagement, but sometimes reeling the reader in with unique imagery is exactly what will make your infographic pop out from the mundane on their feed.

So, if you are tackling a complex subject, consider making an intricate infographic that engages your readers from start to finish.

Inspiration For Businesses

Most companies, especially B2B, have a complex production process that would work well in this format.

By showcasing how you make your product, you prove the effort it takes and the value of your service.

5. Teach 101s In A Few Minutes

This infographic features a breakdown of beginners’ most popular programming languages, including SQL, Java, PHP, and C++.

It is a great asset for students and people tapping into this market, with a conclusion to further learning resources.

Inspiration For Businesses

Demonstrate authority by teaching industry newcomers with an easy-to-share infographic.

101 content works in any market, and this infographic is ideal for social media ads, as well as SEO content for awareness stage leads.

6. Pitch Your Product

In this infographic, Tower Electric Bikes demonstrates the safest places to cycle in America with a simple color and scoring scheme.

This way, the brand takes a stand toward bike-friendly city planning, but it also promotes its product as a choice for people who share that belief. It is a clever example of content that promotes a brand through education.

Inspiration For Businesses

Use research to back up your stance and how your product is part of a solution to a social problem.

When people view your product as beneficial to the “greater picture,” it aids your Corporate Social Responsibility (CSR) goals and boosts brand awareness.

 7. Tap Into Pop Culture

Digit promoted this infographic with the “cost of a good time” according to four songs from different genres (rap, pop, rock, and country) to showcase how spending differs based on lifestyle.

With pop references, Digit demonstrates the value of money and the differing cost of a “good time” (from $323 to over 1 billion) in four popular songs – a perfect way to promote a budgeting and investment app.

Inspiration For Businesses

Make your products relatable by linking them to pop culture references or trends. This sparks familiarity and makes your infographic more engaging.

Just be careful not to tap into Gen Z pop culture without doing your homework or risk a “fellow kids” meme.

8. Show How Stuff Works From The Inside

Most people don’t have a clue about what happens under a car hood, so why not show how it works in an infographic?

This animated design breaks down a car engine into its parts, explaining how the oil, fuel, pistons, and more get the vehicle moving.

It even has a short section at the end explaining hybrid cars.

Inspiration For Businesses

Show how your products work “under the hood” and drive engagement by teaching the complexity behind your processes.

This harks back to benefit #4 on this list, but unlike the intricate book publishing graphic, the complexity of a motor is transformed into easy-to-understand animations.

9. Make A Report Digestible

To showcase the most important findings of their report with 3000 business and IT leaders, data management platform Veeam designed this infographic with easy-to-view data and quirky illustrations.

Presenting the key findings this way, with a link at the bottom for the full report, makes it more shareable on social media and a lead magnet to reel in attention towards this industry-defining research.

Without the infographic, Veeam would not have this palatable gateway to what would otherwise be dry (yet crucial) data.

Inspiration For Businesses

Pair your quarterly/yearly business reports with infographics to make them shareable on social media.

This boosts engagement since social media channels prioritize images over plain text. It also “pitches” the data to entice the reader to download the full report for the whole story.

10. Inspire And Call To Action

PlanGrid designed this infographic showcasing how mobile apps drive productivity in an attempt to digitize the construction industry.

The graphic follows this format:

  • The problem (the productivity slump in the last 57 years).
  • The solution (range of uses for mobile apps).
  •  Social proof (stats of technology-based construction companies).

This schema inspires action, with a well-known format by the public and a call to action at the end to visit PlanGrid’s website for mobile business apps.

Inspiration For Businesses

Follow this “problem, solution, social proof” format in an infographic of your own to pitch your products and make leads aware of their problems.

The social proof at the end seals the deal, proving that your products are trustworthy with data or testimonials.

This is a great infographic for nurturing cadences, as it can warm up a lead toward your offerings, and even provide an opportunity for a quick sales call.

Final Takeaways

Based on these 10 examples, each with its own key benefit, here are my takeaways for businesses wishing to include infographics in their content strategy:

Complex Topics Are Ideal For Infographics

Are you working on a complex topic that would take pages of copy to explain fully?

An infographic can facilitate comprehension, utilizing images to guide the reader through the data to understand better.

Whenever you write content and notice that it is becoming complex, consider contacting the design team with a brief.

It’ll make the topic easier to grasp.

Don’t Create The “Same Old” Designs

Many designs here, such as examples #4 and #8, make clever use of imagery to reel in attention and guide the reader through the content.

If your goal with infographics is to boost engagement, the best way is to go beyond the regular and publish creatives that stand out from the competition.

Create Long-Form Infographics

Most infographics on this list aren’t afraid to go long-form, diving as deep as needed to pass on their message.

Don’t worry about engagement drops because of long content; if the design is good and the information is insightful, it will hook the reader to the end.

Take example #3, with the 13 scientific reasons why infographics are engaging.

None of the data goes against in-depth content, and the infographic itself is an example of an engaging, long-form asset.

Explore Themes Your Audience Can Identify With

Finally, pop culture, metaphors, and trends are ingredients that make your infographic more engaging.

These topics are ice breakers, as they hook your audience with something they know before presenting the unknown.

So, whenever possible, try to explore popular topics in your infographics.

Just be careful to maintain a brand image when doing so, and pick trends carefully.

More resources: 


Featured Image: Unitone Vector/Shutterstock

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Google Documents Leaked & SEOs Are Making Some Wild Assumptions

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Google Documents Leaked & SEOs Are Making Some Wild Assumptions

You’ve probably heard about the recent Google documents leak. It’s on every major site and all over social media.

Where did the docs come from?

My understanding is that a bot called yoshi-code-bot leaked docs related to the Content API Warehouse on Github on March 13th, 2024. It may have appeared earlier in some other repos, but this is the one that was first discovered.

They were discovered by an anonymous ex-Googler who shared the info with Erfan Azimi who shared it with Rand Fishkin who shared it with Mike King. The docs were removed on May 7th.

I appreciate all involved for sharing their findings with the community.

Google’s response

There was some debate if the documents were real or not, but they mention a lot of internal systems and link to internal documentation and it definitely appears to be real.

A Google spokesperson released the following statement to Search Engine Land:

We would caution against making inaccurate assumptions about Search based on out-of-context, outdated, or incomplete information. We’ve shared extensive information about how Search works and the types of factors that our systems weigh, while also working to protect the integrity of our results from manipulation.

SEOs interpret things based on their own experiences and bias

Many SEOs are saying that the ranking factors leaked. I haven’t seen any code or weights, just what appear to be descriptions and storage info. Unless one of the descriptions says the item is used for ranking, I think it’s dangerous for SEOs that all of these are used in ranking.

Having some features or information stored does not mean they’re used in ranking. For our search engine, Yep.com, we have all kinds of things stored that might be used for crawling, indexing, ranking, personalization, testing, or feedback. We even have things stored that we aren’t doing things with yet.

What is more likely is that SEOs are making assumptions that favor their own opinions and biases.

It’s the same for me. I may not have full context or knowledge and may have inherent biases that influence my interpretation, but I try to be as fair as I can be. If I’m wrong, it means that I will learn something new and that’s a good thing! SEOs can, and do, interpret things differently.

Gael Breton said it well:

I’ve been around long enough to see many SEO myths created over the years and I can point you to who started many of them and what they misunderstood. We’ll likely see a lot of new myths from this leak that we’ll be dealing with for the next decade or longer.

Let’s look at a few things that in my opinion are being misinterpreted or where conclusions are being drawn where they shouldn’t be.

SiteAuthority

As much as I want to be able to say Google has a Site Authority score that they use for ranking that’s like DR, that part specifically is about compressed quality metrics and talks about quality.

I believe DR is more an effect that happens as you have a lot of pages with strong PageRank, not that it’s necessarily something Google uses. Lots of pages with higher PageRank that internally link to each other means you’re more likely to create stronger pages.

  • Do I believe that PageRank could be part of what Google calls quality? Yes.
  • Do I think that’s all of it? No.
  • Could Site Authority be something similar to DR? Maybe. It fits in the bigger picture.
  • Can I prove that or even that it’s used in rankings? No, not from this.

From some of the Google testimony to the US Department of Justice, we found out that quality is often measured with an Information Satisfaction (IS) score from the raters. This isn’t directly used in rankings, but is used for feedback, testing, and fine-tuning models.

We know the quality raters have the concept of E-E-A-T, but again that’s not exactly what Google uses. They use signals that align to E-E-A-T.

Some of the E-E-A-T signals that Google has mentioned are:

  • PageRank
  • Mentions on authoritative sites
  • Site queries. This could be “site:http://ahrefs.com E-E-A-T” or searches like “ahrefs E-E-A-T”

So could some kind of PageRank scores extrapolated to the domain level and called Site Authority be used by Google and be part of what makes up the quality signals? I’d say it’s plausible, but this leak doesn’t prove it.

I can recall 3 patents from Google I’ve seen about quality scores. One of them aligns with the signals above for site queries.

I should point out that just because something is patented, doesn’t mean it is used. The patent around site queries was written in part by Navneet Panda. Want to guess who the Panda algorithm that related to quality was named after? I’d say there’s a good chance this is being used.

The others were around n-gram usage and seemed to be to calculate a quality score for a new website and another mentioned time on site.

Sandbox

I think this has been misinterpreted as well. The document has a field called hostAge and refers to a sandbox, but it specifically says it’s used “to sandbox fresh spam in serving time.”

To me, that doesn’t confirm the existence of a sandbox in the way that SEOs see it where new sites can’t rank. To me, it reads like a spam protection measure.

Clicks

Are clicks used in rankings? Well, yes, and no.

We know Google uses clicks for things like personalization, timely events, testing, feedback, etc. We know they have models upon models trained on the click data including navBoost. But is that directly accessing the click data and being used in rankings? Nothing I saw confirms that.

The problem is SEOs are interpreting this as CTR is a ranking factor. Navboost is made to predict which pages and features will be clicked. It’s also used to cut down on the number of returned results which we learned from the DOJ trial.

As far as I know, there is nothing to confirm that it takes into account the click data of individual pages to re-order the results or that if you get more people to click on your individual results, that your rankings would go up.

That should be easy enough to prove if it was the case. It’s been tried many times. I tried it years ago using the Tor network. My friend Russ Jones (may he rest in peace) tried using residential proxies.

I’ve never seen a successful version of this and people have been buying and trading clicks on various sites for years. I’m not trying to discourage you or anything. Test it yourself, and if it works, publish the study.

Rand Fishkin’s tests for searching and clicking a result at conferences years ago showed that Google used click data for trending events, and they would boost whatever result was being clicked. After the experiments, the results went right back to normal. It’s not the same as using them for the normal rankings.

Authors

We know Google matches authors with entities in the knowledge graph and that they use them in Google news.

There seems to be a decent amount of author info in these documents, but nothing about them confirms that they’re used in rankings as some SEOs are speculating.

Was Google lying to us?

What I do disagree with whole-heartedly is SEOs being angry with the Google Search Advocates and calling them liars. They’re nice people who are just doing their job.

If they told us something wrong, it’s likely because they don’t know, they were misinformed, or they’ve been instructed to obfuscate something to prevent abuse. They don’t deserve the hate that the SEO community is giving them right now. We’re lucky that they share information with us at all.

If you think something they said is wrong, go and run a test to prove it. Or if there’s a test you want me to run, let me know. Just being mentioned in the docs is not proof that a thing is used in rankings.

Final Thoughts

While I may agree or I may disagree with the interpretations of other SEOs, I respect all who are willing to share their analysis. It’s not easy to put yourself or your thoughts out there for public scrutiny.

I also want to reiterate that unless these fields specifically say they are used in rankings, that the information could just as easily be used for something else. We definitely don’t need any posts about Google’s 14,000 ranking factors.

If you want my thoughts on a particular thing, message me on X or LinkedIn.



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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It’s Unlikely.

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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It's Unlikely.

I studied the correlation between rankings and content scores from four popular content optimization tools: Clearscope, Surfer, MarketMuse, and Frase. The result? Weak correlations all around.

This suggests (correlation does not necessarily imply causation!) that obsessing over your content score is unlikely to lead to significantly higher Google rankings.

Does that mean content optimization scores are pointless?

No. You just need to know how best to use them and understand their flaws.

Most tools’ content scores are based on keywords. If top-ranking pages mention keywords your page doesn’t, your score will be low. If it does, your score will be high.

While this has its obvious flaws (having more keyword mentions doesn’t always mean better topic coverage), content scores can at least give some indication of how comprehensively you’re covering the topic. This is something Google is looking for.

Google says that comprehensively covering the topic is a sign of quality contentGoogle says that comprehensively covering the topic is a sign of quality content

If your page’s score is significantly lower than the scores of competing pages, you’re probably missing important subtopics that searchers care about. Filling these “content gaps” might help improve your rankings.

However, there’s nuance to this. If competing pages score in the 80-85 range while your page scores 79, it likely isn’t worth worrying about. But if it’s 95 vs. 20 then yeah, you should probably try to cover the topic better.

Key takeaway

Don’t obsess over content scores. Use them as a barometer for topic coverage. If your score is significantly lower than competitors, you’re probably missing important subtopics and might rank higher by filling those “content gaps.”

There are at least two downsides you should be aware of when it comes to content scores.

They’re easy to cheat

Content scores tend to be largely based on how many times you use the recommended set of keywords. In some tools, you can literally copy-paste the entire list, draft nothing else, and get an almost perfect score.

Scoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draftScoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draft

This is something we aim to solve with our upcoming content optimization tool: Content Master.

I can’t reveal too much about this yet, but it has a big USP compared to most existing content optimization tools: its content score is based on topic coverage—not just keywords.

For example, it tells us that our SEO strategy template should better cover subtopics like keyword research, on-page SEO, and measuring and tracking SEO success.

Preview of our upcoming Content Master toolPreview of our upcoming Content Master tool

But, unlike other content optimization tools, lazily copying and pasting related keywords into the document won’t necessarily increase our content score. It’s smart enough to understand that keyword coverage and topic coverage are different things.

Sidenote.

This tool is still in production so the final release may look a little different.

They encourage copycat content

Content scores tell you how well you’re covering the topic based on what’s already out there. If you cover all important keywords and subtopics from the top-ranking pages and create the ultimate copycat content, you’ll score full marks.

This is a problem because quality content should bring something new to the table, not just rehash existing information. Google literally says this in their helpful content guidelines.

Google says quality content goes beyond obvious information. It needs to bring something new to the tableGoogle says quality content goes beyond obvious information. It needs to bring something new to the table

In fact, Google even filed a patent some years back to identify ‘information gain’: a measurement of the new information provided by a given article, over and above the information present in other articles on the same topic.

You can’t rely on content optimization tools or scores to create something unique. Making something that stands out from the rest of the search results will require experience, experimentation, or effort—something only humans can have/do.

Enrich common knowledge with new information and experiences in your contentEnrich common knowledge with new information and experiences in your content

Big thanks to my colleagues Si Quan and Calvinn who did the heavy lifting for this study. Nerd notes below. 😉

  • For the study, we selected 20 random keywords and pulled the top 20 ranking pages.
  • We pulled the SERPs before the March 2024 update was rolled out.
  • Some of the tools had issues pulling the top 20 pages, which we suspect was due to SERP features.
  • Clearscope didn’t give numerical scores; they opted for grades. We used ChatGPT to convert those grades into numbers.
  • Despite their increasing prominence in the SERPs, most of the tools had trouble analyzing Reddit, Quora, and YouTube. They typically gave a zero or no score for these results. If they gave no scores, we excluded them from the analysis.
  • The reason why we calculated both Spearman and Kendall correlations (and took the average) is because according to Calvinn (our Data Scientist), Spearman correlations are more sensitive and therefore more prone to being swayed by small sample size and outliers. On the other hand, the Kendall rank correlation coefficient only takes order into account. So, it is more robust for small sample sizes and less sensitive to outliers.

Final thoughts

Improving your content score is unlikely to hurt Google rankings. After all, although the correlation between scores and rankings is weak, it’s still positive. Just don’t obsess and spend hours trying to get a perfect score; scoring in the same ballpark as top-ranking pages is enough.

You also need to be aware of their downsides, most notably that they can’t help you craft unique content. That requires human creativity and effort.

Any questions or comments? Ping me on X or LinkedIn.



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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

In today’s fast-paced digital landscape, scaling a brand effectively requires more than just an innovative product or service. For B2B and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.  

A recent analysis of 71 brands offers valuable insights into the optimal strategies for startups, scaleups, mature brands, and majority offline businesses. Here’s what we learned. 

Startup Stage: Building the Foundation 

Key Strategy: Startups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for gaining visibility and creating a strong initial footprint in the market. 

Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue gains while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability. 

Scaleup Stage: Accelerating Conversion 

Key Strategy: For scaleups, having already established an audience, the focus shifts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs. 

Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and sustain growth momentum. 

Mature Stage: Expanding Horizons 

Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustained growth and market diversification. 

Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified how mature brands can navigate saturation and seek new markets for continued success. 

Majority Offline Brands: Embracing Digital Channels 

Key Strategy: Majority offline brands primarily invest in click-based channels like Performance Max. However, the analysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results. 

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