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As a supplier of infographics, I’m regularly asked by potential clients how a certain piece of content is worth thousands of pounds. 

Great content allows you to use a small amount of outreach time to get a relatively large number of placements, links and exposure. But it is also a great long term asset (over the year), as it has the ability to provide long term audience support for your site.

I want to use the example of a client’s infographic which we ended up hosting on our site, so I can show with examples, how much of a long term benefit great content has.

1. Links (obviously)

Example: http://neomam.com/infographics/50-insane-facts-about-australia-infographic/


The infographic went live around October and we can see the initial push of links at this time. However, as the months progressed, more domains linked to the content as more eyes viewed the content.

At this point, it’s worth mentioning that the infographic goal was not links. It was produced primarily for traffic driving, building brand awareness and driving traffic back to the Facebook competition page.

This is one of the reasons the client was happy to host it on our site.

2. Traffic

page views

You can see the initial outreach period kicking in mid-November, but since then the infographic has attracted a large amount of traffic throughout the year. In total it has had just over 200,000 unique visitors since it went live.

Each spike in traffic leads to more eye balls viewing the content and improving the chances of getting even more links.

Even 10 months since the infographic went live it was still receiving 200+ visitors.

3. Social



One of the simplest things that anyone starting off in content marketing needs to do, is provide simple and easy to use share buttons for the top social media sites.

We use AA’s Digg Digg Alternative as its runs fast and is relatively simple. But if you want something really awesome then it’s probably worth getting a developer to create something custom.

The infographic went 'viral' on Stumbleupon and we were then able to recycle this traffic to provide a push through to Facebook, as Stumbleupon users clicked 'like' and 'share'.

4. Ranking


When you build links to relevant pages you also benefit from the long term Google ranking. Now, this might not be your money keywords but if you pick the right content idea then this could be a great long term provider of relevant traffic.

Our Australia infographic now ranks in position five on Google.com for “Facts about Australia” which has driven 2,230 visitors over the last few months.



I want this case study to hopefully show you that great content is not just about the links you get in the first month, but is an asset that can support your website in the long term.

Danny Ashton

Published 15 August, 2013 by Danny Ashton

Danny Ashton is Outreach Director at infographic agency Neo Mammalian Studios and a contributor to Econsultancy.  He can be found on Twitter and Google+.

8 more posts from this author

Comments (7)

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Pak Hou Cheung

Pak Hou Cheung, Organic Search & Content Strategist at BlueGlass UK

Hello Danny - nice straight forward post you have wrote here. Big fan of your posts especially the one you wrote before about "Why No Love for Infographics"


However what I would add though is, as great as being able to put a number to:

- Links
- Traffic
- Social
- Rankings

For an infographics campaign, the top line is being able to attribute that value to them to your business ROI. And really understanding the purpose of the infographic itself, the question of why - I see it as broken down to four stages of a consumer buying cycle (I presented about it at the content marketing show: http://www.slideshare.net/PakHouCheung/content-marketing-show-2013-selling-the-content-marketing-story-29052013-cv-22380800)

1) Brand awareness e.g infographic
2) Brand consideration e.g testimonials
3) Brand purchase e.g ROI calculator
4) Brand retention e.g customer loyalty campaigns

From breaking down the reason of your campaign, I believe it gives the infographic a better reason, and in terms of ROI much more attributable.

So brand awareness could be traffic and social shares. and then brand consideration could mean an uplift in real sales!

Your thoughts?

about 3 years ago


Danny Ashton

Hi Pak Hou,

Thanks for your comment.

That sounds interesting - would you be able to explain it a little further on how you can use Business ROI attribution for infographics?

The majority of my clients want infographics that are effective at building audience and they want to know quickly if the content we produce is effective and reporting on links, traffic and social signals are a good short term measure of success.

I can completely understand how important Business ROI plays a major role in the overall content strategy but find it hard to get my head around how it can be used as the primary goal for single infographic campaigns.

about 3 years ago

Pak Hou Cheung

Pak Hou Cheung, Organic Search & Content Strategist at BlueGlass UK

Hey Danny,

Apologies for confusing you RE: attribution to an infographic of ROI - essentially when you say:

"how a certain piece of content is worth thousands of pounds."

Personally for me I was looking for more of an answer and justification as to, yes how do you justify thousands of pounds for an infographic. And from me personally I was looking for more of a business answer rather than a list of metrics that is then not attributable to anything. As last time I heard you can't buy things in real life with links, social, traffic and rankings, unless they convert its a meaningless. I personally see them as way points for conversions.

Which I don't think has been answered, or even probably was not mean't to be, so thats where I mention the content for the different stages of the buyer life cyle process.

So in regards to getting your head round the primary goal as a single infographic - that is not at all what I mean't, but its important that a client you service understands the purpose of that infographics. I believe infographics is only one type of content and in terms of the whole marketing strategy, you need a variety of content, be it videos, podcasts, buyer guides etc.

For any one client to solely rely on infographics for ROI - yes you're right you can't get your head around that, because thats not what I mean't

Any other comments welcome

Kind Regards
Pak Hou

about 3 years ago


Danny Ashton

Hi Pak Hou,

Thanks for clearing that up.

I agree with you that if building links, social, traffic and rankings did not result in increased conversions and top-line growth they would be meaningless. However I don't think that is the case.

Now I want to make something clear. My agency and I are no experts in conversion, we prefer to leave that to the masters like Oli Gardner over at Unbounce.com.

What we are experts in at Neomam is generating engaged audiences for our clients. This leads to links, social signals, traffic and ranking.

When an infographic goes viral does this audience convert directly customers? Probably not. Does it mean that the project was a failure? Certainly not.

Audience drives content exposure that leads to improved search visibility across the whole site. This means there might be a 6-12 month lead time before we're able to gauge the ROI, furthermore the investment still might be providing returns years down the line.

My concern with relying on attribution tracking is that it will under allocate resources to content whose primary goal is to improve authority and ranking for the site in the long term, whilst being over reliant on content which is focused on short term conversions.

Certainty an interesting discussion.

about 3 years ago

Pak Hou Cheung

Pak Hou Cheung, Organic Search & Content Strategist at BlueGlass UK

Hello Danny,

Thats fine - I am glad that made sense.

Can you just clarify please what you mean by your first sentence,

"I agree with you that if building links, social, traffic and rankings did not result in increased conversions and top-line growth they would be meaningless. However I don't think that is the case."

What do you mean exactly but "However I don't think that is the case" - you don't think that an infographic can or is possible to attribute to conversions and top line growth for a single campaign?

Thank you for clarifying what your company Neomam does, and I agree with you that if an infographic goes viral and does not convert to direct customers. Obviously it does not mean its a failure, and you should have links, ranking, social and traffic to support that piece.

Agree with you about the attribution of tracking, as it is two very different games.

Revisiting what you said:

"My agency and I are no experts in conversion, we prefer to leave that to the masters like Oli Gardner over at Unbounce.com."

Do you think there is a market for this type of agency then in this industry? And which agency would you say at the moment resonates with you in terms of being:

1) "Creative"
2) Have been publicly praised in delivering ROI driven campaigns
3) Thought leaders in some retrospect

Be interesting to hear your thoughts.

Kind Regards
Pak Hou

about 3 years ago


Danny Ashton

Lets assume you are a company large enough to buy a high end piece of content, let's say an infographic. If that is the case I would also assume that you have a site that already has a conversion model in place. This means that building links, social traffic and ranking will result in increased audience. This increased audience will result in conversions and top line growth. Thus they are not meaningless, as for any site large enough to invest in high end content , the content will produce a ROI.

I think it is very difficult to attribute specific conversions to content if the goal of it is audience building. In my view this would require very complex (think Amazon / Google level) algorithmic tracking. For example let's say your content results in increased ranking across a large range of keywords after 8 months. This ranking results in you getting more traffic to lots of pieces of content. One of the visitors from this increased new ranking then coverts to a sale. How is it possible to directly attribute this to a specific infographic? Especially if it is part of a broader content focused campaign.

As online marketing matures, and this is true of most industries, the companies that specialize and become experts are the ones that are going to succeed. There will, of course, be a place for strategic roles. Roles which I believe successful SEO agencies are currently perfectly setup for.

I don't believe that a single agency can provide a effective full service without at the very least support from specialist agencies... UX, conversion, infographics, content, analytics..etc

If you know of any agencies that can be a master of all trades then please let me know, I would love to meet them :)

about 3 years ago



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about 3 years ago

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