KPIs & Metrics

5 Steps to an Effective Infographic

Infographics can provide a lot of information in an easy-to-digest format. Use these five steps to make sure your infographics are effective and resonate with customers.

Source: Hilch / iStock / Getty

Just a few years ago, highly visual  infographics caught the attention of marketers everywhere. The market was flooded with data-driven images. Few types of content tell complex storylines and introduce sophisticated concepts in a single glance as well as a well-crafted infographic. Yet the format has matured, and now brands can rely on best practices to design the most effective infographics for their needs.

Start with a Clear Focus Story

The number one mistake marketers make with infographics is trying to cram in too much information. It’s important to remember that this type of comment content is primarily visual. Create a clean, concise, and focused story to drive content creation and give viewers a clear call to action.

Source Current Data

Infographics are effective because they tell a story with data. Yet few things are as jarring as looking at the source data for a graphic only to discover they’re years out of date. Commit to using sources that are no more than 2 years old and, if it all possible, no more than a year.

Choose a Distinctive Visual Style

All too often, infographics are made in a wide range of different visual styles. In many cases, this is the result of using different reference graphics and not choosing an overarching visual style. Decide what visual style is aligned not only with your brand but also with the storytelling needed for the piece.

Rigorously Edit Your Content

Visuals should take the lead in an infographic. But a small number of selected words can guide the story. Don’t let your infographic copy get too verbose. Instead, focus on concise, hard-hitting copy that can make a big impact and help audiences draw the right conclusions from your content.

Choose One Clear Call to Action

It’s important to remember that an infographic is a single piece of content in your larger buyer journey. Determine what next step you would like customers to take, such as contacting you for a demo or downloading long-form content. Outlining that can help ensure clear conversions.

If you aren’t using infographics, they can be a great way to communicate with your audience. Take the time to learn what’s working today. Invest in high-quality production, and make sure the underlying narrative and strategic intent of these content pieces are crystal clear for the best return on investment.