Content marketing today can’t depend on black and white text alone. While blog posts can be timeless, they aren’t enough to garner the shares and attention you need to boost your business. If you want conversions, you need content that your readers will see through until the end. According to an article from Tech Crunch, only 15 percent of readers make it to the end of the average blog post or article.
If you want readers to make it through an entire article, try adding a variety of high-quality multimedia to your content marketing strategy, including well-designed, eye-grabbing infographics. Here are a few ways to do so:
1. Tell a Story
Human beings are genetically predisposed to enjoy stories, no matter the plot or characters. That’s why the best infographics also tell a story. An infographic created by Venngage puts it best: “Don’t just present the facts. Reframe the facts in an unconventional and narrative way.” According to this information, finding your story is your best bet for drawing attention.
Once you have your story, work on visualizing it. Stories capture attention, particularly if they have a great hook at the beginning and include eye-grabbing media. Start your infographic with something your client base can relate to, such as “Don’t you hate it when…” or “Imagine a world where…” From there, your story will begin to blossom, and you can use it to attract clients from all over.
2. Focus on the Graphics
The graphics are everything when it comes to designing an infographic that sells. Before the internet, the graphics were just helpers to the actual advertisement. They helped to draw the eye to the words of the ad. Now, graphics are the message. Without great graphics to back up the text (and sometimes speak louder than the text) your infographic will get lost in the jumble of data being shared across the web.
Graphics need to have a good color palette that represents your brand, draws the eye, and complements all other elements. Most importantly, your graphics need to assist with transmission of the message. For example, if you were creating an infographic for a sandwich company that showed how much sandwich sales have risen in the last year, you could create a bar graph using sandwiches stacked on top of each other to represent the percentages. Thus, your graph represents both your product and the data in an intriguing way.
3. Research Relevant Information
Creating great graphics and curating helpful information goes beyond collecting commonplace statistics and graphics. It involves finding insightful, relevant and useful information for your data presentation. If possible, perform your own primary research and design your own graphics. This allows you the opportunity to present never-before-seen information and images to the consumer, which is great for increasing read-through rates, garnering shares and boosting leads.
4. Consider Animated Options
Flat infographics have their purposes; they can be very effective in delivering data and getting the message across. However, if you ignore the emerging world of animated graphics, you’ll miss a major opportunity for capturing audience attention. For example, when a video automatically begins playing on Facebook, is hard to ignore amidst the endless scroll; make this attention-grabbing effect our goal.
Animated infographics are a gateway to a world of opportunity for sharing information with clients. They facilitate storytelling, imprint your brand, and share useful information with your client base in a visually entertaining way. If you want to learn to include more animated infographics into your content library, do your research to see what works.
5. Make It Interactive
Interactive infographics are another form of animated data representation. This type of graphic actually allows the viewer to click through the infographic, discovering info through exploration rather than just scrolling. The benefits of this kind of infographic include longer page views and increased lead generation.
Some of the most popular animated infographics allow the reader the ability to scroll, explore the data on their own terms through user-driven data, view some animation, and click through, such as in a PowerPoint presentation.
Infographics can be difficult to master, but once you get the hang of them, you can harness their incredible advertising power and see your business benefit in the long run. First, find the story you want to tell. Then, research it thoroughly and work with coding and design experts (either in-house or outsourced) to pull it all together in a striking and engaging way. Infographics can help you stand out amongst all the noise—but only if you’re not adding to the noise with drab and useless information.