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Your content marketing operation probably involves infographics: data- and fact-rich graphics illustrating key marketing messages. Unfortunately, your infographics could be missing the mark.
Infographics are particularly prone to common content marketing mistakes. Since infographics are relatively cheap to produce, marketers often opt for a “quantity over quality” approach to infographic marketing.
Regardless of the medium, this is a recipe for disaster: churning out lots of thin, poorly constructed content — whether it’s a slapdash blog post, poorly edited video, or elementary infographic that adds no value — is likely to harm your brand more than it helps. Poorly produced content, including graphic content, leads prospects to question your expertise — a potentially disastrous outcome for your professional reputation.
Time to Move Beyond Infographics?
The “quantity over quality” trap seems easy enough to avoid. But it’s not the only knock on infographics. More powerful forces are conspiring against the medium.
For years, the lowly infographic has been a cornerstone of content marketing — an effective, visually appealing way to deliver data and key points without overwhelming the reader or monopolizing her time. But, thanks to secular changes in information consumption — especially the shift to mobile — and ongoing search algorithm tweaks, infographics are losing their effectiveness. A recent content marketing report from Clutch suggests that the good times may be over.
The Fundamental Challenge to Infographics’ SEO Value
Rand Fishkin, founder of SEO firm Moz and a leading authority on technical SEO, spoke on the issue via news release:
“The age of infographics is dying, and most of them are quite bad,” he said. “The ones that have success do so in a slightly manipulative way.”
What does he mean? Basically, the most successful infographics game search algorithms by linking back to super-specific anchor text. The algorithms aren’t (yet) smart enough to understand that they’re being gamed. The infographic publisher gets a slightly cheap SEO bump out of the deal.
Some might say that it’s fine to use questionable techniques to game algorithms, especially when there’s no downside to doing so. In this case, the manipulators actually have an incentive to play their game.
The problem is, search algorithms usually catch up with marketing practices. Why not invest in a visual marketing strategy that seems destined to hold up over the long haul?
Interactive Alternatives to Infographics
There’s no one-size-fits-all replacement for static infographics, but one overarching trend does bear mention: interactivity. The sleeping giant that is video SEO has finally awakened over the past couple years, and marketers are constantly exploring new exploits.
Perhaps it’s time for a radical rethink of your visual marketing operation. By all means, pull the relevant (and still-current) data out of your static infographics. Then deploy it in more engaging fashion: whiteboard animations, video tutorials, interactive charts and graphics. You’re limited only by your own creativity.
Adding Value to Next-Generation Graphics
Whiteboard animations, video tutorials, and interactive graphics aren’t revolutionary. They’re logical successors to static infographics. Their long-run value lies in using them in ways that deliver value to the only person who matters in this equation: your prospect, the end user.
Your visual marketing assets must therefore adhere to simple ground rules.
Assuming you’ve overcome the “quantity over quality” issue, the next step is audience awareness. You need to know exactly who you’re trying to reach and tailor your graphic content appropriately.
Then it’s onto brand awareness. Your graphic content is just one part of a much larger whole. If it bears little relationship visually or subjectively to your other marketing assets, it’ll probably appear jarring to your prospects.
Finally, your graphic content needs to be relevant. Not just now, but for a long time to come. It’s fine to use a timely hook to introduce or frame the asset, as long as the asset’s core contents and messaging are durable. You want tomorrow’s prospects to find your marketing material just as valuable — and persuasive — as today’s.
How are you strengthening your infographics strategy?
Fox News’ Tucker Carlson pressed President Donald Trump Wednesday for evidence of the president’s claim that former President Barack Obama “wiretapped” him before the election. Trump indicated that his administration would be sharing information on the alleged surveillance “very soon.”
“On March 4,” Tucker recounted, “6:35 in the morning, you’re down in Florida and you tweet, ‘The former administration wiretapped me, surveilled me, at Trump Tower during the last election.’ Um, how did you find out? You said, ‘I just found out.’ How did you learn that?”
“Well, I’ve been reading about things,” the president replied. “I read in, I think it was a Jan. 20 New York Times article where they were talking about wiretapping. There was an article I think they used that exact term.” He continued:
I read other things. I watched your friend Bret Baier, the day previous, where he was talking about certain very complex sets of things happening, and wiretapping. I said, “Wait a minute, there’s a lot of wiretapping being talked about.”
I’ve been seeing a lot of things. Now, for the most part, I’m not going to discuss it because we have it before the committee, and we will be submitting things before the committee very soon, that hasn’t been submitted as of yet.
“But it’s potentially a very serious situation,” Trump concluded.
“So, 51,000 people retweeted that,” Carlson continued, “so a lot of people thought that was plausible — they believe you, you’re the president. You’re in charge of the agencies though, every agency reports to you. Why not immediately go to them, and gather evidence to support that?”
Trump responded that he didn’t “want to do anything that’s going to violate the strength of an agency,” adding:
You know we have enough problems. And by the way, with the CIA, just want people to know, the CIA was hacked and a lot of things taken, that was during the Obama years, that was not during us, that was during the Obama situation. Mike Pompeo is there now doing a fantastic job.
“But we will be submitting certain things and I will be perhaps speaking about this next week,” the president said, “but it’s right now before the committee, and I think I want it there. I have a lot of confidence in the committee. “
“Why not wait to tweet about it until you can prove it?” Carlson pressed. “Don’t you devalue your words when you can’t provide evidence?”
“Well, because the New York Times wrote about it,” Trump argued, “not that I respect the New York Times, I call it the ‘failing New York Times,’ but they did write on Jan. 20, using the word ‘wiretap.’ Other people have come out with.”
“Right, but you’re the president. You have the ability to gather all the evidence you want,” Carlson replied.
“I do, I do,” Trump agreed, “but I think that frankly, we have a lot right now.”
The president continued:
And I think if you watch, if you watched Bret Baier, and what he was saying and what he was talking about, and how he mentioned the word “wiretap,” you would feel very confident that you could mention the name, he mentioned it. And other people have mentioned it.
But if you take a look at some of the things written about wiretapping and eavesdropping — and don’t forget when I say “wiretapping,” those words were in quotes, that really covers, because wiretapping is pretty old fashioned stuff, but that really covers surveillance and many other things. And nobody ever talks about the fact it was in quotes, but that’s a very important thing. But “wiretap” covers a lot of different things.
“I think you’re going to find some very interesting items coming to the forefront over the next two weeks,” he concluded.
The Federal Reserve raised its benchmark lending rate a quarter point and continued to project two more increases this year, signaling more vigilance as inflation approaches its target.
“In view of realized and expected labor market conditions and inflation, the committee decided to raise the target range for the federal funds rate,” the Federal Open Market Committee said in its statement Wednesday. “Near-term risks to the economic outlook appear roughly balanced.”
Investors had almost fully expected the increase to a range of 0.75 percent to 1 percent following unusually clear signals from policy makers including Chair Janet Yellen, who explained the committee’s thinking at a press conference in Washington.
“Our decision to make another gradual reduction in the amount of policy accommodation reflects the economy’s continued progress,” she told reporters. “Today’s decision is in line with that view, and does not represent a reassessment.”
Yields on two-year U.S. Treasuries declined about 6 basis points to 1.31 percent at 2:51 p.m. in New York and 10-year yields fell 9 basis points to 2.51 percent. The SP 500 Index of U.S. stocks was up 0.6 percent at 2,379.56.
“I’m a little bit surprised” Fed officials continued to forecast a total of three rate increases this year, said Daniel North, chief economist at credit insurer Euler Hermes, in Owings Mills, Maryland. “Inflation is rising, so I’ve been thinking they would project four hikes to keep the financial markets prepared” for a more rapid pace of rate moves.
The U.S. economy has mostly met the central bank’s goals of full employment and stable prices, and may get further support if President Donald Trump delivers promised fiscal stimulus.
For now, officials stuck with their “gradual” approach to tightening monetary policy, while removing the word “only” when a previous statement called the approach “only gradual.” Central bankers left unchanged their median projections for three quarter percentage-point increases in 2018, while the median fed funds rate estimate for 2019 rose to 3 percent from 2.9 percent.
No Decisions
They also repeated a commitment to maintain their balance-sheet reinvestment policy until rate increases were well under way. Yellen said officials had discussed the process of reducing the balance sheet gradually, but had made no decisions and would continue to debate the topic.
The FOMC made several changes to their language on inflation.
“The committee will carefully monitor actual and expected inflation developments relative to its symmetric inflation goal,” the Fed said in the statement. “The committee expects that economic conditions will evolve in a manner that will warrant gradual increases in the federal funds rate.”
The committee described job gains as “solid” and said business investment “appears to have firmed somewhat.” Inflation, the statement said, is “moving close” to the committee’s 2 percent target.
Lone Dissenter
Minneapolis Fed President Neel Kashkari voted against the decision to hike rates, dissenting in favor of a hold. He was the only contrary vote on the committee.
Inflation was forecast to reach 1.9 percent in the fourth quarter this year, and 2 percent in both 2018 and 2019, according to quarterly median estimates released with the FOMC statement. The Fed’s preferred measure of inflation rose 1.9 percent in the 12 months through January, just shy of its target.
Officials projected unemployment to finish this year at 4.5 percent, unchanged from the December forecast. That’s a sign they expect to overshoot their estimate for maximum use of labor resources, which they put at 4.7 percent, down from 4.8 percent in December. Unemployment was forecast to end 2018 and 2019 at 4.5 percent. The jobless rate was 4.7 percent in February.
U.S. central bankers left unchanged their forecast for 2017 GDP growth at 2.1 percent. The median estimate showed the economy expanding 2.1 percent in 2018 and 1.9 percent in 2019, compared to 2 percent and 1.9 percent in the December forecast.
Confidence Soared
The third rate hike since the 2007-2009 recession was well telegraphed, following comments in recent weeks from officials including Vice Chairman Stanley Fischer and New York Fed chief William Dudley, who called the case for a March move “a lot more compelling.”
Investor and business confidence has soared since Trump won the U.S. presidency in November, buoyed by his vows to cut taxes, lift infrastructure spending and ease regulations.
Still, economic data don’t show an economy that’s heating up rapidly. Retail sales in February grew at the slowest pace since August, a government report showed earlier Wednesday. The Atlanta Fed’s model for GDP predicts an expansion of 0.9 percent in the first quarter, less than a third the pace Trump is aiming for.
Yet some Fed officials have already upgraded their forecasts in anticipation of some form of boost to the economy from the new administration.
Details, though, remain scant and must be passed by Congress, where his Republican Party controls both chambers and may include members wary of steps that lift the U.S. deficit.
By 2019, an estimated 80% of all consumer internet traffic will be video – a trend that savvy and forward-thinking landlords can leverage to their advantage.
In a sea of text-based information, video content can be a welcome respite for weary eyes, which is why video content is being increasingly utilised by the Australian real estate industry to strategically cut through.
Online property sales platforms like RealEstate and Domain use video in their online advertising, while many real estate agents report that video offers a strong selling point on social media.
As a result, many vendors are beginning to see the value in employing video-content creators when marketing their property for sale.
This is a trend that Steve Makris, co-founder of Real Estate Tube, believes has merits for the rental market as well. His online platform allows users to create engaging videos to attract housemates.
With the afore-mentioned Cisco study revealing that four out of five web users will be viewing video, this could be the direction that property marketing for both rentals and sales heads in moving forward.
“Images really don’t do the properties justice [as they] don’t allow potential buyers to see the size of the property and everything it entails,” Markis said.
“I decided to film the properties using my phone and email it to the buyers. Since that moment, and our incorporation of real estate videos, the company has had such a positive response from the public that I knew we were onto something unique.”
Embattled South Australian brewer Coopers has refused to publicly estimate the financial impact of a widespread boycott on its products, after the company last night took the extraordinary step of apologising to offended customers and pulling its Bible Society commemorative cans from sale.
Melanie and Tim Cooper in a filmed apology released by the brewer yesterday.
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Melanie and Tim Cooper in a filmed apology released by the brewer yesterday.
It’s understood Coopers representatives have been meeting with concerned Adelaide vendors as the brewery yesterday went into belated damage control, in the midst of an escalating campaign that had seen at least one local venue – and several interstate – join a “Boycott Coopers” campaign.
The stance was prompted by the company’s involvement with Australia’s Bible Society, of which it is a longtime sponsor. Coopers had planned to release limited edition commemorative cans quoting Bible verses to celebrate the group’s 200th anniversary. But the furore escalated after the society released its own advertising campaign, in which Liberal MPs Tim Wilson and Andrew Hastie debated marriage equality over prominently-positioned bottles of Coopers Light – positing the message that such debates should be “kept light”.
Iconic Adelaide gay and lesbian nightclub the Mars Bar publicly posted that it would stop serving Coopers products once existing stock had been exhausted. Other venues interstate went further, posting videos of the company’s stock being binned.
InDaily asked the brewer, through its public relations firm Corporate Conversation, how much distribution had been cancelled to date and the projected financial impact of the boycott.
However, the company had nothing to add to a filmed statement it released last night, in which it apologised for its involvement in the furore and revealed it was cancelling the Bible Society commemorative cans and would “take steps to show further support for our community, including joining Australian Marriage Equality”.
Coopers’ director of corporate affairs Melanie Cooper insisted the brewer “supports marriage equality” and had always been supportive of diversity and encouraged individualism.
“Offence has been taken by our recent involvement, for which we are deeply sorry,” she said.
“We have listened to a range of community views, we acknowledge this feedback and respect everyone’s individual opinions and beliefs.”
It’s unclear what immediate impact the backflip will have, after two earlier statements by the company – the first defending the Bible Society campaign and the second attempting to distance Coopers from it.
Bible Society CEO Greg Clarke said in a one-line statement today the organisation “entirely respects the decision made by the Coopers Board and is grateful for their support over many years”.
But despite the insistence yesterday of Australian Hotels’ Association SA boss Ian Horne that local operators were unlikely to join a boycott of the homegrown brand, at least two venues are today considering their position.
The Wheatsheaf Hotel today said it remained uncertain of its response, while Grace Emily publican George Swallow told InDaily late yesterday the city pub was “still processing what’s going on”.
“We were very disappointed with the advert – it doesn’t sit well with us and our customer base,” he said.
Swallow said he was “still trying to get as much information as we can” and would “sit down and have a chat with Coopers to get their side of it directly”.
“They’ve been very good to us over the years,” he noted.
Swallow said he had spoken to “a few” fellow hoteliers but “haven’t heard of anyone else in SA” joining the national boycott.
That appears unlikely to change after the company’s mea culpa, which prompted Sydney activist James Brechney – who pioneered a Change.org campaign to boycott Coopers “until they support Marriage Equality” – to toast victory.
“I myself enjoyed a Coopers last night,” he said today.
“I’m absolutely thrilled with Coopers’ response [and] we look forward to seeing what they do with Australian Marriage Equality,” he told InDaily.
“I think we have to take them at face value – they’ve come out and said they support marriage equality, and I think that’s fantastic.”
National marriage equality campaigner Ivan Hinton-Teoh, from Just.equal, also welcomed Coopers’ “demonstrated commitment to civil debate and to reaching across traditional divides”, saying the company had “responded appropriately to an outpouring of frustration at the unnecessary delay to marriage equality”.
“Many LGBTIQ people and our allies are frustrated that marriage equality is taking so long and want commitment to reform rather than protracted debate,” he said.
“We strongly encourage Cooper’s to celebrate the bicentenary of the Bible Society in a way that does not combine the very separate issue of marriage equality.”
In the short term they will suffer some pain… it looked like they were taking sides
The company’s managing director, Dr Tim Cooper, said in the video statement that he, the board and senior staff were “incredibly saddened by the impact our involvement with the Bible Society has had on our valued Coopers drinkers and our extended family”.
“As a longstanding philanthropic company, Coopers Brewery has been passionate about supporting all aspects of our community, and has actively and financially embraced many different organisations.
“Our company’s guiding principles have centred around respect for others, and, as such, the recent activity surrounding the video made by the Bible Society has conflicted with our core values. Coopers never intended to make light of such an important issue, and would never and did not approve the making or release of the Bible Society video ‘debate’.”
A scene from the Bible Society video.
But questions remain about the ongoing impact of the marketing own-goal, with the company refusing to answer whether any of the venues that joined the boycott have since lifted their ban.
Dr Cullen Habel, an Adjunct Lecturer in Marketing at the University of Adelaide Business School, told InDaily the company was in “almost a no-win situation”.
“It’s like when you have two friends at a party that don’t like each other or don’t agree with each other – keeping the peace involves not taking anybody’s side,” he said.
And he said that, albeit inadvertently, Coopers had transgressed a golden rule of marketing.
“Every company is servicing an – our word is ‘heterogeneous’ – market, which means customers of all types… you run a really huge risk of offending a large chunk of that customer base,” he said.
“Sometimes companies can have a real win with their chosen group of customers by making a statement, but often there’s more danger to be had by making a political stand than there is a possibility of having a win.”
Habel predicted “in the short term they will suffer some pain”, having wedged both marriage equality advocates and opponents.
“Their objective was more about promoting civil discussion and debate, but it very quickly moved to looking like they were taking sides,” he said.
“Coopers didn’t necessarily do this, but an important rule is if you’re targeting a particular segment, you don’t want to do that at the expense of offending other segments.”
He likened the furore to the infamous annual Australia Day lamb ads, which last year targeted meat eaters “but offended the vegan segment by inflaming their bowl of kale”.
“There’s a danger that by really appealing to one segment, you may be offending another,” he warned.
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