Infographics are really trendy right now, but most of them don’t seem to be delivering that much real value – you know, that ROI stuff you’re always talking about…
So what should an infographic do? Why create them in the first place? One big reason to create an infographic is that people retain approximately 83% of what they learn visually, a drastic increase from the 20% retained by simply reading text.
Moreover, B2B infographics can be a great tactic for generating inbound marketing leads. To do that effectively though, with real value, we think they should do the following:
- Tell a story with a beginning, middle and end. This story should be relevant to your audience.
- Explain complex or quantitative information better than regular copy would.
- Be easy to share and embed. (Try using a tool, like Pardot, to embed code for visual content. This will help readers share it on their sites, but will link back to your website.)
- Help with SEO. (Use ALT Text to describe your infographic. Also, surround it with SEO-enriched text, such as a blog post. Then share the blog post, not just the graphic.)
- Connect it to your content strategy, value proposition and your customer’s needs and pains.
We’ve had great results creating infographics for our clients and we’ve found that we get better results when we create the story first, not the graphic or the data. Before you start, really think about the story you want to tell.
If you’re just starting to play around with the idea of infographics, these do-it-yourself tools are are great place to start. Before you spend a lot of money, check out them out: