We live in a visual world, in case you hadn’t heard. But what does that mean for content writers and marketers who live in a world of storytelling and long-form text?
It means that finding ways to visually summarize your information will go a long way in making it more appealing to your audiences, especially the ones scrolling through feeds, or just looking for a quick rundown of the information you’re sharing.
ENTER THE INFOGRAPHIC!
Infographics are one of my favorite things to create for my clients. From processes and expectations to results and consumer data there are so many great ways to use infographics to represent your written content visually.
There are tons of ways to visually represent data and information (charts, graphs, icons, etc.). Infographics are unique because they use a blend of text and visuals to create a piece that can be used independently of long-form blogs, articles, or website text to communicate the information effectively. Most infographics use large icons, graphics, or numbers to draw attention and then feature small snippets of text to explain the data or information further.
Essentially, if your infographic is concise and well-designed, your audience should be able to get the same takeaways as if they read the full body of text that goes with it. For example, here is an infographic I created for my social media management process. It summarizes all the steps into one visual that someone can read quickly, and if they want to read further, a more in-depth explanation can be found on the social media page of my site.
The infographic provides enough information to pique the readers’ interest and answer general questions about how my process unfolds but isn’t as detailed as reading paragraphs of text.
Everywhere!!! Just kidding, not everything can is convertible to a useful infographic, but there are some specific cases where using an infographic to summarize the information can be impactful. Here are some of my favorite places to include infographics for my business or my clients.
Infographics in Branded Marketing Materials
Infographics can be a fun way to jazz up your marketing materials. They are visual and eye-catching and can make communicating certain information a bit more interesting. Check out this infographic example that takes customers through the process of using this company to complete their relocation.
Another great way to use infographics in your marketing is to share results your solutions have driven. Whether it’s an increase in sales, referral traffic, new clients served or time and money saved, being able to quantify selling points and make them stand out in your marketing pieces is a great way to break up all that text we are often faced with on sales pages, inside brochures, and in proposals.
Infographics in Internal Reports
For the sake of time, I always include an infographic summary if I am working on internal reports, like monthly marketing summaries and annual reports. These quick snapshots allow the casual reader to get the gist of the information without thumbing through the pages of the report to identify and extract the critical data.
Keep these short and concise, show the essential elements, the high-level KPIs (key performance indicators), and keep the rest for the interior pages of the report. You can still call these metrics out using visuals within the report, but an infographic is a great way to summarize it for those that don’t want to get “in the weeds” with the data.
This snapshot comes from a report outlining the charitable contributions and community involvement of a business, and we summarized all the specifics up into this snapshot infographic.
Infographics in External Reports and Proposals
For the same reasons you might use infographics internally, using them in external reports is a great way to summarize data and information so people can read the highlight reel before diving into the extra information. Call out your most significant data points, use them to display a process in a proposal easily, or show your results for past clients. Presenting them in a cohesive graphic will also make your report or proposal feel more professional and well thought out. Good design tends to have that effect on information 😉
Infographics in blogs
My favorite thing about sharing infographics related to blogs is that it allows you to create a two-pronged content piece, which is one of my social media planning tips. Creating in-line graphics for your blog means that you can share the same content, multiple times without it looking like the same content. So, if your blog is outlining a process for your business, the results of a project you completed, data from your internal research, or data associated with your industry an infographic is a great way to summarize that information. You can then use that infographic as the “Readers Digest” version of your article.
The graphic above is a snapshot of a small section on an infographic I created to accompany a blog about the importance of using quality photography for real estate listings. We highlighted a variety of stats and research from the National Association of Realtors and other reputable sources on the topic and compiled it into this quick-view format!
Infographics on Social
The great thing about creating infographics to use in your marketing, reporting, and blogs, is that you can use it to support your social media content calendars. Social is the home of visual content, so it’s perfect for sharing infographics. Since some infographics tend to be long, vertical designs, I suggest finding ways to section them out into more social media-friendly sizes. This works to your benefit since you can take one infographic and split it into pieces for three or 4 different posts! You can also create quick visuals, like the one below that call out stats or data relevant to your article. While this isn’t a full-blown infographic, it’s still a visual way to turn your data into content.
Want to take it a step further?
Look into ways to animate the data and infographic elements and create a quick video you can share on social! Video content gets tons of engagement and sharing data and information in a compelling video format is a great way to catch your audience’s attention!