Some believe that the creation/publication of marketing content like infographics helps a brand via "engagement". Others believe that content marketing should be measurable and show a proven return on investment (ROI). Measuring the real value of infographics probably lies somewhere in between. You need to be able to justify the internal and external value of infographics as a communication tool, but not every marketing and communication initiative that adds value to an organization can be unequivocally connected to revenue.
Social Media Explorer suggests a way to measure VOI (value of infographics) through a combination of tangible and intangible metrics.
- Awareness - indications of the exposure you infographics receive across different digital channels
- Inbound Links - Use Google Analytics to measure links back to your infographics. Back links will also show what types of people and sites publish your content.
- Page Views - Google Analytics will also measure pageviews and unique views.
- Searches - Measure how many people are finding your infographics by using specific keywords. Pay attention to the number of searches, and refine your keyword optimization.
- SEO Ranking - Measure the pagerank of your infographics on major search engines such as Google and Bing.
- Subscribers - Measure blog subscribers (RSS and email), email subscribers, and followers on social networks such as Twitter, Facebook and LinkedIn.
- Engagement - indications of how involved your audience is with your infographic content
- Average Time on Page - How long do visitors stay on the infographic web page?
- Comments - Track number of contents and tone.
- Social Sharing - Measure tweets and mentions on Twitter and shares on Facebook, LinkedIn and Google+.
- Building Relationships - Content publication and promotion provides opportunities to develop relationships with influential individuals, media and organizations.
- Credibility - Publishing relevant, educational infographics helps establish thought leadership with your audience.
- Experience with Your Brand - Content creates the opportunity for positive interactions and experiences with your brand.
- Communication - The accessibility and viral nature of infographics give them the potential to be spread across your organization and expand internal debate and dialogue.
- Corporate Pride - Infographics and other content that gets widely shared can become a point of pride for the organization.
- Decision-making - Infographics speed up information consumption and understanding, resulting in incrementally quicker decisions.
- Learning - Infographics can educate employees by making complex information easier to understand.
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