What is an Infographic?
Someone has asked you to create an infographic. “Egad!” you say, “What’s an infographic?”
An infographic is a visual image such as a chart or diagram used to represent information or data in a way that is visually engaging. It can make digesting a lot of data easier and help the reader avoid boredom. As such, infographics are a great way to improve your users’ experience and help them engage more seamlessly with the resources your company has to offer.
In other words, a good image IS worth a thousand words.
Above is an excerpt from an infographic that is on a topic that might seem hard to interest a reader. But the pictures really draw you in.
Why Infographics Matter
*In 2014, the use of video content for B2B marketing increased by 8% to 58% while the use of infographics topped the adoption list, increasing in usage by 9% to 52%.
* The popularity of whitepapers as a B2B content marketing format is declining in relation to more interactive, easily digestible formats … (source).
Whitepapers and long articles are often dense and difficult to digest. We can use an infographic to point to information that's vital to prospects in a way that's more engaging and easier to digest.
Check out the infographic below to continue the thought.
Humans liking graphics ...
Now that you know what infographics are and why they matter, here are some tips to create your own.
Inform Your User – It’s not a promotional piece, it’s an educational masterpiece.
Use concise points to keep your infographic on point – fewer words, more images. Find images that convey what the words are saying. Use bold, color, and text size to emphasize the data. Think overview, not in-depth article.
In infographics, do each of these things:
- Teach – make sure your message is clear
- Make comparisons – compare your main idea in the context of time, other products, other companies, or any other comparison criteria that can support the main idea
- Use statistics – have numerical data to back up your research; people want to credible information.
- Create a landing page – cash in on your hard work by getting something in return (in this case, prospects' contact information) for your infographic.
Use Images Digestibly
As with blogs and web pages, images are vital. But with an infographic, images are inherent in the very definition and thereby especially important! Use images like a collage, to paint a picture that engages the reader and makes them feel like knowing more will be worthwhile. Use a lot of images in an infographic, all sorts, but mostly graphics usually, not photos. Make sure it breaks down any complex ideas into easily “digestible” pieces and that they represent the message clearly.
Use a Call-to-action
Calls-to-action (CTAs) are how you get leads. Make them noticeable! Place them at the bottom of the infographic and have them lead to the landing page you created (noted above). You’ve drawn the user in with key facts that grabbed their attention, now make them an offer that provides additional value.
Here are some sample CTAs:
- Download this eBook!
- Follow us on … Twitter, Facebook, Google+, etc.
- Enter this contest!
- Join this webinar!
Make sure it's easy for prospects to click and engage with your company.
Make your infographic shareable!
Hopefully, this has taken you from the infographic unknown to the known – giving you the what, why, and how–to you need to get your first infographic going!