Infographics have seemingly been around since the dawn of man, and they still hold some serious firepower as a content marketing asset. Infographics are visual, helping people to quickly understand concepts and numbers in ways that the written word simply can’t convey. So, should they be a part of your marketing arsenal? Absolutely—but only if they tell a compelling story. Just as it’s a mistake to write content for content’s sake, creating infographics just to have visual content doesn’t make sense.
Like other marketing content, infographics have gotten a recent facelift of sorts, mostly due to external factors. One of the biggest ways to promote infographics is through social, and as new social media platforms emerge and others gain in popularity, infographics need to morph to best fit into these platforms.
Here’s a look at three things you should be doing to make sure your next infographics campaign is a success:
Tell a compelling story. Let’s face it: Infographics are a bunch of facts. It’s how you weave them together into a story that makes them valuable. So, what story do you want to tell with your infographic? How does the topic support your overall marketing efforts? Is the information you have meaty enough, or does it need to be supplemented by outside sources? All of these questions should be answered as early in the process as possible, allowing you time to poke holes in your story before you start telling it.
Plan out all your content at once. Are you building the infographic from another piece of content, or building content around the infographic? Either way, you need a strategy to repurpose that content into several different pieces, and then best way to do that is to lay out all of the possibilities (with detail) and then choose how (and when) you’ll use each piece. It’s like building a mini content calendar designed specifically for that campaign. Once you have all your opportunities in the same place, it will be easy to see how the infographic can be broken down into these specific pieces of content, or vice versa.
Design with social in mind. One of the benefits of infographics is they contain a lot of information. That’s also a downside, however, as more information often means the infographic is “long” in a vertical sense—and long doesn’t always play well on social media platforms like Twitter and Instagram. The solution: create modular infographics, where one section at a time can be plucked from the overall graphic to be called out via social, in emails, in website teasers, and via other marketing efforts. This provides a wealth of flexibility to marketers in the ways the infographic can be used, in part or in whole.
Once you’ve nailed down your infographic and all its piece parts, and are comfortable with the process, you can start experimenting with the next stages of infographics: interactive infographics. Interactive infographics create another layer to the infographic, in which users have access to additional text, videos, animation or other techniques to tell a broader story.
Using infographics is a great way to engage with the audiences that are important to your business. By adding infographics to your overall marketing mix, you have a new, visual way to reach out to these audiences and tell your story.
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