As you flip through social media or websites, you’ll often arrive at some beautifully designed informational graphics that provide an overview of a topic or break down tons of data into an elegant, single graphic, that is embedded in the article. The fact is… followers, viewers, and readers love them. The definition of an infographic is just that…
What Is An Infographic?
Infographics are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly. They can improve cognition by utilizing graphics to enhance the human visual system’s ability to see patterns and trends.
Why Invest In Infographics?
Infographics are quite unique and provide a number of benefits to the company that’s sharing them:
- Copyright – Unlike other content, infographics are designed and built to be shared. A simple note to publications, journalists, influencers, and readers that they can embed and share it as long as they link back to your site and provide credit is a typical practice.
- Cognition – A well-designed infographic is easily digested and understood by the reader. It’s a great opportunity for your company to breakdown a complex process or topic and make it easy to understand… it just requires quite a bit of effort.
- Sharing – Because it’s a single file, it’s easy to copy or reference across the Internet. This makes it easy to share… and a great infographic can even go viral. One tip on this – be sure to compress the infographic so that it doesn’t require a ton of bandwidth to download and view.
- Influencers – Sites like Martech Zone that are influential love sharing infographics because it saves us a ton of time on content development.
- Search Ranking – As sites share and link to your infographic, you are accumulating highly-relevant backlinks on the topic… often skyrocketing your rankings for the topic the infographic discusses.
- Repurposing – Infographics are often a collection of different elements, so breaking down the infographic can provide dozens of other pieces of content for presentations, white papers, one-sheets, or social media updates.
Steps to Developing An Infographic
We are working with a client right now that has a new business, new domain, and we’re attempting to build awareness, authority, and backlinks for. An infographic is a perfect solution for this, so it’s currently being developed. Here’s our process for developing infographics for a client:
- Keyword Research – We identified a number of keywords that weren’t too competitive that we’d like to drive ranking for for their site.
- Relevance – We researched their current customer base to ensure that the topic of the infographic was one that their audience would be interested in.
- Research – We identified secondary research sources (third-party) that we could include within the infographic. Primary research is great, too, but would require more time and budget than the customer was comfortable with.
- Outreach – We identified influencers and websites that published infographics in the past that would be great targets to promote our new infographic too.
- Offer – We put together a custom offer on the infographic so that we could track all traffic and conversions that the infographic generated.
- Copywriting – We enlisted the assistance of a great copyrighter who specialized in short, attention-getting headlines and brief copy.
- Branding – We developed the actual graphics using the new company’s branding to drive brand awareness.
- Iterations – We worked through several iterations to ensure the copy, the graphics, and the infographic were accurate, mistake-free, and the client was comfortable with it.
- Social Media – We broke down the graphical elements so the company could have a series of social media updates to promote the infographic.
- Ranking – We developed the publication page, highly optimized for search with long-copy to ensure it was indexed well and we added tracking for the keyword in our search platform.
- Sharing – We included social sharing buttons for readers to share the infographic on their own social profiles.
- Promotion – Too many companies treat infographics as one and done… updating, republishing, and repromoting a great infographic on a regular basis is a great marketing strategy! You don’t have to start from scratch with every infographic.
While an infographic strategy can require a great investment, the results have always been positive for our clients so we continue to develop them as part of an overall content and social media strategy. We do differentiate ourselves in the industry by not only doing a ton of research and work to develop the infographic well, but we also return all of the core files back to our client for repurposing elsewhere in their marketing efforts.
This is an older infographic from Customer Magnetism but it lays out all of the advantages of infographics and the accompanying strategy. A decade later and we’re still sharing the infographic, driving awareness for their agency, and providing a great link back to them!
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