Have Infographics Jumped the Shark?

by Contributor on Friday, August 12, 2011 in Content Marketing

This is a question I’ve been thinking a lot about lately. I’ve explored it on my personal blog; I’ve commented on it on Focus; and I will address it in my presentation at Content Marketing World (“How to create attention, interest and sales with infographics”).

In many ways, I have an attraction/revulsion relationship with infographics. When they are well executed (data rich, beautifully visualized, reflect an unbiased perspective), I believe it’s one of the most valuable media you can have in your content marketing strategy. But the surge in popularity has triggered a corresponding decline in quality. Many infographics today contain minimal data, simple iconography, and reflect an obviously self-serving bias.

Eloqua has achieved some measure of success with infographics. We've produced some cool infographics over the past year or so. Still, I have been very seriously considering abandoning the medium. It’s just too crowded, too noisy, too hard for a clear voice when everyone is screaming "infographics!"

Or so I thought.

Before making this decision, I decided to look at data about infographics (like Google says, “Data beats opinion”). The data says a meritocracy still exists.

We looked at our most recent infographic and one published by a competitor.  We looked at basic awareness, engagement and SEO metrics. It’s pretty clear that the data contradicts my opinion, and that this technique will remain in our content marketing strategy. This slide below will appear in my Content Marketing World session, but I am happy to preview it here.

infographics-quality-eloqua


So what do you think? Have infographics jumped the shark, or is there still room for quality even when quantity is in surplus? Please share your thoughts in the comments field, and I'll be sure to reply to everyone.

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