As content marketing continues to rise in popularity, more and more businesses are creating original content to engage and educate their audiences.
Infographics are an especially popular way for people to consume content because they are visually appealing and make complex information easy to read and digest. However, an infographic will only be effective if its content and context are aligned to reach the target audience and deliver the knowledge they need and want.
What is the best way to ensure the success of infographic content? Below, the members of Forbes Agency Council explore specific marketing purposes that infographics serve particularly well, along with tips for creating the most impactful infographic content.
1. Keep It Simple And To The Point
Simple, to-the-point infographics are a type of content that we constantly utilize with the majority of our social media clients. I find that they are best used for sharing information about a service, facts about a business or product highlights. Essentially, they allow viewers to access key information without the fluff. Infographics can still be fun and animated. Get creative! – Olivia Ormos, OO & CO
2. Amplify True Customer Stories
Focus on great storytelling while amplifying true customer stories. Video infographic case studies focused on the customer journey and real stories about their positive experience with your brand, product or services will generate indispensable brand recognition and value. – Cagan Sean Yuksel, GRAFX CO.
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3. Explain Complex Concepts
Infographics are great for explaining complex business concepts or processes. Creators are forced to compartmentalize each concept into distinct units or steps; and the ability to visualize it enables the reader to gain a better understanding of the concept or process. – Guy Alvarez, Good2bSocial
4. Showcase The Strength Behind Numbers
Numbers are how we measure value, and the magnitude of their meaning is often underrated. Infographics are powerful tools for showcasing the strength behind these numbers for visual audiences. We see that infographics are particularly effective on equity crowdfunding pages, as reflected by a stronger conversion rate from a retail investor audience with no offline connection to the brand. – Jason Fishman, Digital Niche Agency (DNA)
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5. Start From Scratch
Don’t start with an infographic template and retrofit your information. Start with a blank screen. Be original and creative with your infographic. Use a visual hierarchy. Your most important idea should jump out as an obvious takeaway when you’re staring at the infographic; the rest of the ideas build toward it. Try creating small and simple infographics instead of making one, big, complex composition. – Kashif Zaman, Uptok
6. Focus On Transmitting Intelligence
Infographics are one of the most powerful tools marketers have to rapidly and clearly convey complex data sets. Two of the biggest mistakes made with infographics are cramming too much information into a single visual and confusing the key point. When a laser-focused, simple, eye-catching infographic accurately transmits intelligence, its impact on engagement and memorability is extremely high. – Trish Thomas, TEEM
7. Make Complicated Topics More Digestible
Infographics have a variety of uses, but we find they work best when accompanying a complicated topic. When something has many steps, components or facets to it, an infographic can be a great way to break it down into digestible chunks. We made one recently where we were able to visually organize, explain and break down each of the “eight key components of a sales page.” – Marc Hardgrove, The HOTH
8. Include Precise Messaging
Business impact, client solutions, research, case studies—the opportunities to use an infographic as a marketing tool are endless, but it must tell a story visually. Infographics with precise messaging that have a clean, intriguing look will best serve your company. Don’t make an infographic just to have one; really put the energy into creating a piece that can do some heavy lifting. – Simms Jenkins, Ansira
9. Visually Represent Trends
Images work better when it’s difficult to show certain trends or results through text. Therefore, infographics are better for comparative charts or graphs, such as those showing growth over the year or month, or anything where visual elements make it easier to illustrate a trend or comparison. – Dmitrii Kustov, Regex SEO
10. Weave Smaller Ones Into Blog Posts
Infographics are a great way to present complex ideas, charts and processes, among other things, and they can be very valuable to the consumer in that type of application. To provide value to you, as the marketer, use smaller infographics that are interwoven into your blog posts to improve engagement metrics and boost SEO value. Additionally, use your graphics in social media and ads to stretch the impact. – Danny Shepherd, Titan Growth
11. Turn Data Into A Visual Story
I find that infographics work best for a piece of content with a lot of data and research within it. By visually breaking the data points into sections and telling a story this way, it makes it easy for the reader to digest. Infographic stories made up of data can be easily told as a trend pie, and our readers love trends! – Lori Paikin, NaviStone®
12. Optimize Your Image Data For Search Engines
Infographics allow both search engines and users to see a piece of your website as unique, and that helps your content stand out in a sea of available information. It’s important to allow this unique content to shine by ensuring that it is optimized with alt tags and an image filename and not so dense as to slow down the page. Ensure that the page it lives on is optimized and primed for visibility and that other channels are promoting it. – Larry Gurreri, Sosemo LLC
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Author: Expert Panel®, Forbes Councils Member