Over the past week I've been asking a bunch of content marketing folk about the trends in their industry for 2013, the best examples, and looking ahead to next year.
Here, I've asked about the most effective formats for content. In 2012, it could be argued that infographics were king, but I think the sheer volume produced has diluted this particular tactic.
Other formats are working well though: video, immersive storytelling, slideshare, scrolling sites, and good old blog posts.
Just before Thanksgiving, Rand Fishkin blasted infographics on his ‘Whiteboard Friday’. He did make some really good points in his video, but I believe his reasoning is flawed.
The discussion revolved around format choice as the defining factor of success, an opinion which pops up time and time again and that I wholeheartedly disagree with.
In my experience, if you let format rule your content, you may miss out on some major opportunities. Here’s why.
Did you know that 100 years ago it was expected the average person would only read 100 books in their entire lifetime?
In 2007, following research, it was estimated that the average person is exposed to the equivalent of one newspaper (85 pages) of information every 5.5 minutes during the day (based on an average day of 16 hours and 174 papers a day).
That is a tidal wave of facts, figures, stories, data, images and mental junk. Interestingly, infographics (as a term) has seen explosive growth online in the last three years with a rise of more than 20 times in search volume for the keyword.
Could this growth be indicative of how we now want to consume our information and for it to be delivered quicker and easier to cut through the noise. Are infographics fast food for the brain in response to our info-weary brains?
Disclaimer: I hate infographics!
If not the medium, the execution is so often poor, as is the chosen subject. But I feel differently when it comes to brands. I’m interested in learning about brands and their activity.
So, I’ve collected 10 stellar infographics here for your viewing pleasure. They’re not all by brands themselves, but all include brands and their footprints.
They range from the mind-blowingly expansive (see the brands that own the brands) to the fruity and fun (see the Die Hard promotion).
Just click on each stub to enjoy the full infographic. Happy stat attack!
Once again we round up six of the best infographics we've seen this week.
The topics include email marketing, B2B content marketing, mobile, social media demographics and a massive look at responsive design.
It sometimes sucks, being a publisher in a post-Penguin, post-Panda world. It’s great that Google is cleaning up webspam, but it’s not so great to be on the receiving end of stupid demands from people who give the SEO industry a bad name.
What am I talking about? Dubious links, that’s what. Or should I say dubious links on a supposedly authority website (ours), that have been flagged up by dubious SEO tools. Emails with ‘please remove this link’ make our hearts sink.
What else? Dubious expectations. Why is it that publishers like Econsultancy are expected to clean up the mess? This is the last thing I want us to be doing. “It will be good for both of us,” they say, with various degrees of menace. No it won’t. It’s a cost to our business, and to the publishing industry more broadly.
We have always been hugely supportive of the SEO industry, and as a web business we’ve always tried to stay on top of SEO best practice. As such it is deeply frustrating to be on the receiving end of requests to remove ‘suspicious’ links, or to add no_follow to links that I think are perfectly acceptable.
I’m not planning on revealing any names here, but let me explain what I’m talking about. There are three areas for concern. The first two are linked to stupid, short-term thinking, and needless panic. The last one might indicate that Google is changing the goalposts around guest blogging.
Is this the tip of the iceberg, or a few isolated incidents that we’re experiencing?
Once again we round up six of the best stats-packed digital marketing infographics we've seen this week.
The topics include mobile optimisation, how social shares boost email, bad customer service, and how colours affect conversions...
That’s right, there’s more to infographics than a scrolling image full of facts and figures. Different types of infographics are consumed differently.
The right kind of infographic should match your data to your narrative and ensure that people take away your message after reading it.
While infographics may not come in that many shapes or sizes (600 x 1,800 pixels is the norm), that doesn’t mean there’s a stock standard infographic for you.
Use the flowchart below to help you decide which infographic is right for you...
Once again we round up six of the best infographics we've seen in the past week.
The topics include social media demographics, creative employment, Google+, and when to post on Facebook...
Once a fun and useful way of presenting data in an easy-to-digest format, infographics have been overused to the point that their reputation is close to ruin.
And yet the truth is that they are still a brilliant way of gaining shares and, more importantly, links back to your site. Our regular infographic roundup remains one of the most consistently popular posts each week.
The trick is to avoid churning out an ugly, unreadable infographic just for some cheap exposure, and concentrate on creating something genuinely valuable for a specific audience. We've previously blogged five free online tools that can help with this process.
At Distilled’s LinkLove conference infographic designer Claire Stokoe gave a talk on how to create the perfect infographic, and it turns out that the fundamentals aren’t that difficult. However getting it right takes a bit more effort.