How Slow Websites Can Kill Companies: Content Marketing

To see the infographic from SmartBear, follow the link below:
http://mashable.com/2012/11/22/slow-websites/

This is the most recent pull marketing strategy in b2b, content marketing VIA infographics. I talked about this in my first blog, relating to a digital focused market research firm offering biased information to hopefully increase business. Here is another example that I personally am not as well versed in, which are slow websites costing e-commerce a solid chunk of revenue (1 second delay in load time correlates to a 7% decrease in conversions).

This infographic does it right. Not only does it clearly state data from external, unbiased sources, it repeatedly offers calls to action, and it has branding everywhere. Using external sources offers a credibility to the information, and the company itself. It lends itself to be trustworthy to the reader, as well as assuring them that they can further explore the data themselves.

The calls to action are the apparent immediacy of the problems. The infographic is structured in a way that sequentially has

1.  flattery
2. consequence of inaction
3. industry comparisons
4. untraditional e-commerce reference (the political stance)
5. growth potential.

In each stage, it offers a different call to action, which is also a large difference between some other infographics repeatedly seen which just spout information.
The branding is offered at the beginning of the infographic, a call to action in the form of a website referral, and the colours match the landing page of SmartBear.com.

Overall, this is a great example of pull strategy in the changing B2B market.