46% of marketers say photography is critical to their current marketing and storytelling strategies (CMO Council)
Content with relevant images gets 94% more views than content without relevant images (Kissmetrics)
Infographics are liked and shared on social media 3X more than other any other type of content (massplanner)
Infographics were the B2B content marketing tactic with the biggest increase from 2014 to 2015, up from 51% to 62% (Content Marketing Institute)
There are hundreds of statistics on the impact images and infographics have on a reader, and the common denominator is that they help in every instance. They can clarify cumbersome content, add impact to otherwise monotonous copy, or stand alone as powerful providers of information.
In economic development, it's no different. Well, it's a little different. The graphics and visuals that are present in EDO content marketing efforts must be relevant to a specific target audience, and must convey useful information. After all, those consuming your content are likely seeking specific data about your community: numbers, facts, differentiators, interesting elements, and other details pertinent to your story.
One of the most important groups consuming your content? Site selectors. They're looking for specific information that is easily accessible and, therefore, should be made readily available by your organization. Your EDO should use the resources you have to present the positive about your community, and show change perception(s) in the negative.
Here are four ways you can use infographics to talk about your community:
- Demographic data - Numbers and data points shouldn't be buried within heavy text, or a long form document; rather, use visual elements to highlight the stats that represent your people and your place.
- Incentive information - While incentive information (program summary, eligibility, potential value) should be explained thoroughly (as it's highly valuable to site selectors), you should consider extracting the selling points and presenting them pictorially.
- Key industries - What does your region do best, and what is the direction for the future? How do you set yourself apart from other communities? An infographic depicting your key industries, paired with supporting content, is a strategy for success.
- Leading employers - Show what is already thriving in your area. Existing industries are your best cheerleaders, as well as your project closers. Graphic elements that showcase your leading employers is a great way for site selectors and other target audiences to quickly understand what types of companies flourish in your community.
Pairing your content and data with visuals that are appealing and digestible is probably the most effective way to present information about your community. You don't want to bore, overwhelm, underwhelm, or otherwise have your readers become apathetic toward your content marketing efforts. Instead, give them what they want and need: compelling content that describes why your community is special combined with visual elements that enhance, and drive home, your selling points.
Is your content marketing up to snuff? Let us help you sort it all out. A comprehensive look into your existing efforts will detail the good, the bad, and everything in between.