From videos and eBooks, to blog posts and evergreen articles, there’s no shortage of content formats to choose from. However, deciding on just one medium can be quite a challenge. If only there was one that could combine the punchy imagery of a video, with all the informative aspects of an article…
Well, look no further, for the infographic is here. It’s been here for a while, in fact – a testament to the value and versatility the format offers brands. Infographics can be reused across multiple channels, so you can be sure to maximise engagement and deliver on ROI.
Oh, and consumers love them! One study found that infographics are liked and shared on social media three times more than any other form of content. In another report, 37% of businesses named visual marketing as the most important content format, second only to blogging (38%).
In other words, you’d be a fool not to have a healthy dose of infographics in your content arsenal. With that, here are our six steps to infographic success.
Begin with the basics
Ask yourself: “What type of content does my audience want to see?”. Do you have some research in mind you’d like to convert into a graphic? Or, do you have an industry pain point you’d like to solve?
If the research in the infographic is your own, excellent – sharing data insights is a sure-fire way to build trust and authority in your chosen sector. If your content cites various studies and reports, it’s vital that all are attributed properly (just pretend you’re back writing essays in university).
Once you’ve settled on a topic, it’s time to…
Keep an eye on design
While this should strike you as obvious, there’s more to design than just making it look pretty. The structure of the infographic must be in accordance with the narrative of the content, and information should be clear, crisp and easy to follow. The design phase is among the most fun, so play around with it and see what you come up with.
You may be mistaken for thinking text is secondary to imagery on an infographic, but it’s an essential component. The way a problem or topic is presented and explored is integral to the overall achievement of the graphic, so don’t get swept away in design – words matter, too.
Be sure to include an eye-catching headline, an engaging introduction and a clear train of thought. Then jam-pack the main body of content with stats and compelling information, all the while making certain that the content plan answers the infographic’s question or problem. Aim to keep the script between 300-400 words long, or you’ll end up with a graphic that looks noisy and clumpy when you click publish…
Get it out there
You may have come up with an innovative design and interesting angle, but you’re not out of the woods yet. A piece of content can only be as powerful as the promotor behind it, so capitalise on your channels and post it everywhere. Put it on your blog where it is 30 times more likely to be read than a normal post, include it in an email newsletter and share it on all your social media profiles – just get it out there.
Make it sharable
The infographic’s genius is in its simplicity. As information is presented in a snackable form, it’s both easy to access and consume. Hence, making the sharing process difficult is one hell of a slip up. This goes for all kinds of content, but ensuring that social sharing buttons are embedded in your infographics means that there’s nothing to deter the reader from distributing it further.
Reuse and reformat
If you’ve run into a rough spot in terms of ideas, why not repurpose some old content? Perhaps you have an article crammed with evergreen industry insight that didn’t get the traction it deserved, or some of your research got lost in the social media ‘noise’. Either way, infographics pose a terrific opportunity to restructure past work and recommunicate it in interesting, new ways.
The key to a successful infographic is similar to that of most forms of content: you have to give your audience what they want. By using a range of content formats, brands can connect with their customers through a myriad of touchpoints that are structured around the way each consumes information. You can even reach new audience members by presenting information in a way more palatable for them.
Whether you want to use infographics to create step-by-step guides, to present research, or recommunicate content, one thing is clear: infographics should be an indispensable feature in any marketer’s tool box. Get in touch with our team of experts to see how we can help you.