Infographics should be both informative and visually appealing, featuring a compelling headline and a narrative flow that engages the audience. As the fastest-growing content marketing tactic, they are particularly effective during the awareness and consideration phases of the buying cycle. To maximize impact, infographics should support the story with clear visuals that reinforce key information without overwhelming the reader.

1. Make your infographic informative as well as visually pleasing
Give it a headline that
tells the reader what
they will learn
Script the infographic’s
flow to tell a story from
beginning to end
TipsforMakingThem
InformativeandCreative
Inf graphics:
—Wm. Shakespeare
accordingtoUBM’sresearch:
decision makers
tend to rely on
eight different asset types
to get information to
support buying decisions
Content marketers need
avariety
of content formats
to reach prospects.
Infographics are an important part of the mix.
In fact, they are the fastest growing content marketing tactic
for the second year in a row, according to Content Marketing
Institute and Marketing Profs research.
NoStory=
The rise of infographics is hardly surprising
considering the increasing demand for content
that’s easy to consume (and share).
JustAnother
PrettyPicture…
…and that won’t exactly
help you engage the
audience or showcase
your thought leadership
Supportthestorywithvisuals
Don’tMaketheReaderWork
TooHard
Fleshout
yournarrative
Illustrate your story with a
design that draws the viewer in
and reinforces key information.
Follow the bard’s
advice and provide
just the right amount
of data and content
The visuals in an infographic exist to support
the story—not the other way around.
toobrief: toolong:iftheinfographicis…
At every stage, you’ll want to hook your
audience and lead them to the payoff of useful
information in an entertaining package.
the reader will
walk (click) away
unsatisfied.
Putting
InfographicstoWork
Although they can be used at any stage
of the buying cycle, infographics are
particularly potent when used to
create awareness or for solution
comparisons in the consideration phase.
the whole point
of quickly exposing
viewers to a
concept is lost.
@CYNC_marketing
UBM’s team of content marketing writers and designers
has a wealth of experience in helping clients craft
powerful stories in a visually arresting manner.
letushelpyoutellyourstory
© Copyright UBM Tech 2015
http://www.CreateYourNextCustomer.com
mailto:cync@ubm.comTo get started, contact cync@ubm.com
For marketing insight and research, visit CreateYourNextCustomer.com