By June Tapia
December 17, 2019
Every day, individuals are bombarded with a multitude of information across various media, such as videos and articles. When someone needs a quick answer to a complex question though, neither of these media do the trick nearly as well as infographics. Videos often require a significant chunk of time, and reading an article may take a comparatively shorter time but requires an individual's full attention.
The solution is an informational graphic that allows people to quickly scan for visual information. Here’s everything you need to know about adding an infographic to your existing content marketing strategy.
Why Use Infographics In Your Content
Forbes estimates that 91% of customers prefer visual and interactive content. In contrast, traditional text content now seems a little drab. Yet companies rely on text content to provide in-depth information to consumers. Without text, companies would also struggle to create an effective SEO strategy. Infographics help strike a balance.
Another reason to consider adding this type of graphic is that they are more effective when trying to communicate information people will actually retain. Visual data accounts for 90% of the information transmitted to the brain. Visual data also helps improve the learning experience by 400%. Managers may not initially think of their content as educational; still, customers are using visual info to learn about a company and what it has to offer.
A more qualitative perk is how well you can use an infographic to tell a story. Because of this, many companies now use them to illustrate their “About Us” page or the company’s history. This provides no immediate value to consumers, per se, but it does help the company build a brand that consumers can bond with. That bond may depend on either a shared history, shared cause or shared values.
How To Use Them To Benefit Your Brand
No matter how great the benefits are for any marketing strategy, obtaining those perks depends on how well you use infographics. Here are some tips on using them to improve and repurpose written content.
1. Make Use of Automation
Automation may not be the first thing that comes to mind when creating informational graphics. Still, when companies automate their more tedious tasks, they allow marketers to focus on creative solutions. Automation can collect and analyze data as well as generate reports and projections. Marketers can then focus all their creative energies on wowing consumers.
2. Consider Compatibility
An infographic can be great, but it won't work well in every scenario. There are some content pieces that it will complement well and others where it will seem forced or out of place. Here are some types of content that are well suited for transformation into an informational graphic:
3. Embrace Minimalism
Minimalism has become a mainstay in real estate, fashion and web design. The same is true of graphics. Trying to fit too much data into a graphic can make it look unattractive. It also defeats the purpose of simplifying the text into smaller snippets, which readers need to be able to skim quickly and get a basic understanding of the information.
4. Hire Professional Designers
There are some simple types of infographics that individuals can create themselves. If high-quality visuals are important to you, however, hire a professional designer. This need not be expensive. Sometimes designers successfully incorporate their skills into apps you can use. Other times, you may be able to have occasional designs completed via Fiverr and other freelance platforms.
5. Repurpose Graphics
An infographic doesn’t always form part of a larger article; you can post it as a stand-alone piece on Twitter, Facebook, Pinterest and Instagram. If someone asks a relevant question that it answers on Quora, you could use it there too. Some marketers have also successfully animated these graphics to create interesting and informational videos. Never underestimate the power of repeating yourself in a different medium.
6. Update Old Content
Repurposing information graphics is one linear aspect of recycling or repurposing your content overall. You can also turn some of your much older content pieces into new graphics. If the articles are long, then you might have enough content for an animated infographic video. For old videos, condense them into graphics for people with short attention spans who want a summary in 10 seconds or less.
The Drawbacks of Infographics
There are a few drawbacks to using this type of graphic. The first is that Google technically cannot read images. However, there is a workaround for this: include the right data with your images, such as titles, alt descriptions and captions. This provides Google and other search engines with better information for indexing the content. Your graphics then appear in image searches (and sometimes Google previews images in regular text searches).
Another drawback is potentially slower loading speeds for a web page that contains graphics. The more images you use, the longer it takes to download and render the full page. Web admins usually get around this by downsizing images to as small as possible without compromising image quality. This can get tricky as resizing can make text pixelated and difficult to read. Fitting the entire infographic on a small phone screen may also sometimes prove difficult.
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