By Jennifer Finetti - Managing Director, NIA Creative
Content creation and sharing has rapidly become a critical component of marketing. In fact, 90% of B2B marketers engage in some form of content marketing, with 60% expecting to increase their spend during the next 12 months. Much of this content sharing involves discussion and analysis of curated data across social channels - this has led to an explosion in the use of infographics.
Infographics can help to cut through the content overload, showcasing complex information in a format that is more easily digestible, as well as more interesting to your customers. Additionally, infographics that are visually attractive and unique are more likely to be shared. Infographics that are paired with an article or blog post are most ideal, as the accompanying post can elaborate on the statistics presented in the visual.
Tips for Creating Compelling Infographics:
- Spend some time looking at infographics that have already been created and shared. You'll discover that what makes infographics compelling is that each one is truly unique, with varying styles of vector graphics, font size and style, etc. Some are subtle and truly beautiful to look at, while others are bold and brash. A company might create their infographics with a branded look and feel, or their infographics might be completely separate from their brand - especially if they are trying to convey information that is educational vs. purely for marketing purposes. So the good news is that infographics MAY provide you with a way to try something creative and fun that might be truly outside the "box" that your company's brand guidelines have put you in...but it is important to make sure that your infographic looks professional and polished, versus overly confused. There are definitely some infographics out there that look "confused" rather than designed...
- Consider the data you want to present, and determine how best to convey that data. For example, while your infographic might contain a series of datapoints that are all illustrated with a pie chart or bar graph etc, you might want to utilize different types of charts and images to convey the information. Infograhics often convey statistics in a variety of ways, all within the same graphic. This makes the data more eye-catching, and also serves as a way to report stats on a number of related topics all within the same visual... But just because you CAN do this doesn't mean you should. It really depends on what you are communicating in your infographic. While it is important that your infographic be eye-catching enough to stand-out on social sites, it is even more important that the data be presented in a way that makes it understandable.
- Prepare your infographic for posting and sharing. Always cite your sources at the bottom of your infographic, and be sure that your logo is visible in the infographic as well. Then share your post/article and accompanying infographic to your social sites and corporate blog, and encourage your employees, partners and customers to share it as well. Start discussions on LinkedIn using the article and infographic as a vehicle, and encourage group members to offer their perspectives as well.
There are a number of online tools that can help you create infographics on your own; however, an agency or professional designer can create something that presents the data in a truly unique and attractive way, resulting in a greater likelihood that your content will be shared. An agency or designer can also assist you in creating infographics more quickly, which may be important if you are responding to recent news in your industry.