Infographics are one of the most powerful tools in your content arsenal.
Every brand can benefit from including eye-catching data visualisation in their content marketing strategy as infographics form bold, striking and shareable content. Text alone just can’t compete.
‘90% of information transmitted to the brain is visual and our brains process visuals 60,000 times faster than text’
‘An infographic is 30 times more likely to be read than a text-only article’
‘The use of visual information has increased by 9,900% since 2007 because we’re hardwired to respond visually’
‘Most people only remember 20% of what they read’
These impressive stats help explain why infographics work.
And if, like so many others, you’re planning on making infographics part of your strategy, there are some principal points that you should consider for maximum impact.
- Tell a story, with a start, middle and end – Imaginatively weave a core theme through your graphic, rather than a random collection of data. Make your header persuasive. Keep a logical distinction between thematic blocks and sections. Summarise at the end with a clear and compelling conclusion.
- Choose a powerful topic – Not only do you want your infographic to look epic, you must also ensure that the content appeals to your audience. Focus on a valuable topic. It’s got to be important to your target audience. For maximum impact, try to use subjects that have never been presented as an infographic before. This will make it all the more impactful.
- Start with the end in mind – Keep in mind your ultimate goal. Is it brand building? Developing authority amongst your target market? Customer acquisition? Entertainment?
- Be smart with existing content – Take a look at your latest blog posts. Which of them would lend themselves well to an accompanying infographic? You’ve done the hard work creating the content; now make the most of it!
- Don’t neglect your copy! You can’t rely on visuals alone. The copy created to accompany your impactful images needs to pack a punch too.
- Seek feedback – Remember – there’s a fine line between just enough and too much. Take a step back and look at what you’ve got. Ask others for feedback – use a cross section from your desired audience and prospective influencers who are willing to offer their thoughts.
- People love to give their opinion! Does it make sense? Is it information overload? If it’s likely to induce a migraine, strip it back and reassess.
- Put the ‘info’ in your infographic – Are you just scratching the surface or are you providing useful, meaty information? Thoroughly research your subject matter and only use reputable sources.
- Demonstrate mastery of the subject – Use this as an opportunity to demonstrate your unrivalled expertise. Make sure you’re adding value and telling them something they don’t already know.
- Consider seeking support – So, convinced by the stats you may decide to dive in and set about a DIY infographic. There are gazillions of infographics out there and you want yours to stand out from the crowd. Whilst a quality visual may look simple to produce, it’s far from easy and can be time consuming. If you don’t have an in-house designer who can take on the project, consider hiring one. The last thing you want is an infographic that looks like all the rest – or worse – unprofessional, messy and boring.
- Give yourself a mention – Include your own subtle branding elements but don’t be overly self promotional. Remember, you’re creating useful content for your audience; it’s not a blatant marketing exercise.
- Present your content in an easy to digest manner – if it’s hard work you’ll lose them. Keep it simple but not too simple. Make sure your data appeals to the eye’s natural pathway. Think as if you’re reading a series of headlines in a newspaper.
Cite your sources – Hat tip sources and contributors. It’s the right thing to do and could aid your infographic being shared.
- Share it and share it again – Include an embed code to make it easy for people to share. Let your email list know about it – make it the top feature of your next newsletter. Spread it across your social media platforms.
- Remember your manners! Remember to thank everyone who was involved – from those who offered feedback at the start to those who shared your infographic on social media. This is a secret weapon you should always implement – people will remember you and be more willing to offer support next time.
Follow these tips and you’ll be well on your way to creating an inspiring visual masterpiece that your audience will adore!