The function of marketing is not only to convince people to buy your product, but also to convince them your product is better than that of your competitors. Content marketing takes that a step further by developing a relationship with your customers through offering something helpful, even when they don’t know they need it. But content has become such a rapidly growing space, and with so many companies looking to get in on the action, it’s getting harder to stand out. This is especially true if you’re products or services are considered boring or taboo, things that are harder to get people to pay attention to – so how can you use content to generate more interest in these less interesting sectors?
Marketing taboo industries, or even what many would call “dull and boring” industries, adds an additional challenge, and there are sometimes significant difficulties in that relationship building process in these less-than-glamorous sectors. But through the use of infographics, you can take your marketing plan in an unexpected direction – and grab more of your audience’s attention as a result.
VISUALS TO THE RESCUE
It’s been shown that use of images can produce up to 94% more views. One highly effective way get the word out is through the use of infographics. Infographics can be particularly effective if you’re dealing with something that’s data dense and otherwise difficult to explain with simple text. Infographics have the ability to simplify complicated stories into easily digestible visual chunks, expanding your content’s appeal to a wider audience.
Research has shown that infographics can perform 3x better than other visuals – the fact is that people are more likely to take the time to learn your story if you present it in a way that it easier to understand and takes less time to read.
PUTTING IT ALL TOGETHER
So now that we know that we need great visuals to market less interesting sectors, here are some examples in action:
1. MONSANTO DOING GOOD
Monsanto wanted to outline a project they undertook in the Philippines which, over a decade, produced significant returns not only in agribusiness for the country but also in the lifestyles of local farmers. Using an infographic, Monsanto was able to explain the project in a way that a typical press release never could – by translating stats into easily digestible visuals, readers could actually see the progress in a simple format.
Infographic courtesy of Monsanto – Click here for larger version
2. ARE FAXES STILL A THING?
Marketing what many see as an obsolete technology is obviously a challenge. eFax chose to acknowledge the elephant in the room while using the visual options of an infographic to highlight the ongoing use of fax, particularly relevant in an industry we all rely on heavily – the healthcare industry. Did you know that the healthcare sector still uses fax because of security and compliance?
Infographic courtesy of eFax – Click here for larger version
3. LOOKING AT THE ODDS
What are the chances of getting pulled over by the police or going to prison based on race and gender? It’s a hot topic in the news right now, which can provide opportunity for an interesting spin on a topic like odds.
Infographic courtesy of OCR – Click here for larger version
Infographics can be a powerful tool to break through a marketing slump. If you’re not sure how to market your taboo or boring product, don’t be afraid to go in a totally different direction or to do something completely unexpected.