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We’ve asked Bob Zeni, brand strategist,
communications development expert, and
infographics advocate, to explain how marketers
can effectively integrate infographics into their
mix of content marketing services.

Q
A. With the virtual tsunami of information
out there, content marketers have to work
harder than ever to compete for ‘eyeballs’,
and that’s what visual information does
best; it catches the eye. But it does a lot
more than that. Getting that initial attention
is just a marketer’s first hurdle. They need
to hold on to it long enough to get their
message across and understood.
What are the
key factors
in the rising
popularity of
infographics
in today’s
content
marketing
mix?

Q
What are the
key factors
in the rising
popularity of
infographics
in today’s
content
marketing
mix?
Continued
Infographics help address both of these
challenges. By nature, an infographic is
designed to stand out visually while
conveying information in a more succinct, at-
a-glance format. This is a real advantage to
the business marketer who understands that
their audience, while hungry for information,
has precious little time to consume it.

Q
A. Good question. The label
“Infographics” is being slapped on
anything even remotely visual. But
data visualization and an infographic
are actually very different.
The term
infographic is
relatively new,
yet
communicating
visually seems to
be a practice that
goes back to the
days of
storytelling
through carvings
on cave walls. Is
there a
difference
between the
two?
Data visualization is the graphic
display of information – numbers,
words and/or concepts – in a way that
clarifies their relationships, such as a
chart or graph.

Q
An infographic, on the other hand, is a
self-contained tool for
communications that combines text,
data, and images to create a story that
entertains, informs or persuades. It
requires a narrative – a beginning,
middle and end – that adds a
framework to understand the
importance of the data. The number of
so-called “infographics” out there that
answer to this description are by far in
the minority.
The term
infographic is
relatively new,
yet
communicating
visually seems to
be a practice that
goes back to the
days of
storytelling
through carvings
on cave walls. Is
there a
difference
between the
two? Continued

Q
A. Yes. A marketer’s message is only
as valuable as the target audience it
reaches and engages. Most people are
visual learners, and the statistics on
the marketing implications of that are
indisputable.
From a
marketer’s point
of view, the
concept
certainly seems
to have merit,
but is it really
worth the time
and investment
– $1,500 to
$3,500 – to add
a high-quality
infographic to
their
messaging?

Q For instance, an analysis by the
marketing agency Web Liquid, found that
highly visual content on the Internet is
twice as likely to be read as text-only
articles.
From a
marketer’s point
of view, the
concept
certainly seems
to have merit,
but is it really
worth the time
and investment
(price range)
required to add
infographics to
their
messaging?
Continued
And according to Colin Ware, who
authored Information Visualization,
infographics also help people retain
information, as the graphics are able to
extend the reach of our memory
systems. They do this by instantly and
constantly drawing on nonvisual
information stored in our long-term
memory. One study found that after three
days, a user retained only 10-20 percent
of written or spoken information but
almost 65 percent of visual information.*

QFrom a
marketer’s point
of view, the
concept
certainly seems
to have merit,
but is it really
worth the time
and investment
(price range)
required to add
infographics to
their
messaging?
Continued
In another study, researchers looked at
46 experiments comparing pictures
included with text, or text used alone,
and found that 45 of the studies – all but
one – showed that including pictures
improved memory or comprehension.
In one case, a group following directions
in text illustrated with diagrams did an
amazing 323% better than a group
following the same directions without the
illustrations.**
Social media site Mashable claims that its
infographic posts are retweeted three
times more often than its text-only posts.
*Dale E. 1969. Cone of Experience, in Educational Media: Theory into Practice. Wiman RV (ed). Charles
Merrill: Columbus, Ohio
** Effects of text illustrations: A review of research by W. Howard Levie, Richard Lentz, ECTJ, Winter 1982,
Volume 30, Issue 4, pp 195-232

Q
A. No, not a replacement but definitely
an enhancement. An infographic can
reduce the amount of text otherwise
necessary to explain and inform.
And a well-attributed infographic is
probably the most efficient and
effective way to establish your
expertise as a thought leader on the
subject at hand.
And as I mentioned earlier, unlike using
text alone, adding infographics
increases the likelihood of greater social
media sharing, and higher search engine
rankings.
Do you see
infographics as
a replacement
for text-oriented
content like
newsletters and
white papers?

Q
A. The title and/or introduction to your
infographic should be optimized for
SEO, by using strategic keywords.
Are there
any tips
you’d like to
share to
maximize
the viral
impact of
infographics
that you’ve
just
described?
Your infographic should be vertical, so the
story is easily scrollable; a major
advantage when viewed on mobile devices
as well. The infographic itself should be as
succinct as possible.

QAre there
any tips
you’d like to
share to
maximize
the viral
impact of
infographics
that you’ve
just
described?
Continued
Far too many infographics get carried away
with data. They contain an overwhelming
number of charts and graphs. If the reader
needs to keep scrolling and scrolling to get
to the conclusion, you’re being
counterproductive. Infographics are
designed to make data make sense, not
create more data.

Q
A. It depends on what you’re trying to
accomplish and who the intended
audience is. In the corporate, financial
and science arenas, the Academic
model is most used most often.
You stated
earlier that a
true infographic
combines text,
data, and
images to
create a story
that entertains,
informs or
persuades.
How do those
components
play out when
deciding what
your infographic
should look
The design and content tend to be more
formal, using a minimum of subtle colors.
(A more in-depth description of this
approach can be found in “The Visual
Display of Quantitative Information” by
Edward Tufte).

Q
At the same time, the Editorial model
works well in public relations, sales and
marketing. The topics tend to be less
formal and more visually appealing. The
graphic design elements are typically
more lively, and feature bright, primary
colors. (That model is well illustrated on
the website Cool Infographics.)
That said; few infographics fall squarely
on either end of the spectrum. Most are
a blend of these approaches, as both
have features that can be used
effectively to build your brand.
You stated earlier
that a true
infographic
combines text,
data, and images
to create a story
that entertains,
informs or
persuades. How
do those
components play
out when deciding
what your
infographic should
look like?
Continued

Q
As a thought-leader in the B2B space,
you know that your reputation is built
on respect for your knowledge. With
that in mind, you’ll want to feature
unique, straightforward content that
your customers can trust. Rely on your
subject matter experts, or other sources
of authority, to lend credibility to your
data, as well as to any resulting
conclusion(s).
You stated earlier
that a true
infographic
combines text,
data, and images
to create a story
that entertains,
informs or
persuades. How
do those
components play
out when deciding
what your
infographic should
look like?
Continued

Q
A. The best infographics contain the
same components as all other effective
communication tools: A well-considered
strategy; original, authoritative content,
and an attractive appealing design that’s
consistent with your company’s brand.
So, all things
considered,
how would you
summarize the
components of
a well-crafted
infographic?

Bob Zeni & Associates is a marketing communications agency
specializing in the development of strategy, design and content for
infographics. Bob has more than three decades of experience in
journalism, graphic design, public relations and B2B marketing. To
collaborate on creating memorable, high-impact communications that
move clients, contact Bob at 708-466-4700 or bob@bobzeni.com.

Financial Publishing Services is the industry leader in quality content
development on behalf of corporate bank marketers.
FPS develops custom content for client newsletters, white papers, conference
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