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Infographics Emerge As Key Component of Content Marketing: Experts Encourage B2B Marketers To Embrace New Format


By Matt, McKenzie, Contributing Editor

B2B marketers already know that content is king. Now, a growing number of them are getting acquainted with a new member of the royal family: the infographic.

As more marketers get acquainted with infographics, the experts agree that it's important to understand the role they should play within a B2B marketing strategy. Infographics tend to be very effective when they're served at the top of the marketing funnel; they're ideal for building awareness and establishing thought leadership. The format is also very well-suited for sharing, as opposed to being gated or relied upon to generate leads.

While content marketing experts, however, are now familiar with infographics, the vast majority of B2B marketers still are not. "Most of the companies we work with aren't even thinking about this yet," said Joe Pulizzi, founder of the Content Marketing Institute. "The companies working in tech or social media clearly get it, but in B2B manufacturing, for example, I don't know anybody that has done an infographic yet."

When it comes to utilizing infographics for content marketing, progressive B2B organizations are realizing real sharing results. Joe Chernov, VP of Content Marketing for Eloqua, said his company released its first infographic in June 2010, and the overwhelming response surprised him. "In the first couple of days that infographic got more than 2,000 Tweets," he said, "and it's immensely challenging for any company to drum up that much visibility on Twitter” with a single piece of content.

For more expert insight into how to effectively leverage infographics, and develop key value proposition messaging for lead gen goals, read the entire Infographics Report here(PDF)