Infographic Marketing: Where Style and Substance Converge

The history of infographics is a humble one. Around five years ago, web content marketers realized that the traditional content marketing methods that used to work before are no longer as effective then. They noted the ever shortening attention span of people, wherein it had become even shorter than a goldfish’s. Thus, these professionals turned to one thing that attracts attention more than anything else: imagery.


Today, infographics are the norm. Complex and lengthy information is now made appealing and attractive to the everyday reader. With the use of bright colors, vibrant images, exciting layouts, and short, concise text, infographics have grabbed the spotlight from long, lengthy and cumbersome formats.

Obviously, with the advent of good infographics came the emergence of bad ones. These are infographics that commit one or two of the following mistakes: (1) too much focus was placed on design, that the text was neglected, or (2) some facts were exaggerated in order to gain as much click bait as possible. Infographics thus lost their credibility, and people now have a stronger belief that not everything they see on the internet is true.

Your business may have started on its infographics campaign. In order for your business to be on the readers’ good side, here are a few tips to consider.

  1. Style First, But Content is Still King.
  2. It is a firm belief that certain styles are applicable to specific industries only. For instance, the food industry usually works well with infographics with pastel colored themes. Try researching on your industry, take a look at a few samples, and then decide which one works best for your business.

    Don’t stop here, though. Content is still king, so make sure your infographics contain accurate information. Today’s World Wide Web is unfortunately filled with inaccurate information. Make sure that your business publishes correct information on a consistent basis.

  3. Quotable Quotes.
  4. Quotes are good sources of reliable information, especially if they were said by influential people. It might be a good idea to include quotes from people that your target market trusts. These include endorsers, influencers, and even political figures. The main idea here is to associate your company with these highly credible people. Just make sure that you are authorized to use their name and quotes for your marketing campaign.

  5. Write a Story, Not a Direct Sales Pitch.
  6. Infographics are there to do just what their names suggest – provide information with the use of graphics or imagery. It’s best to craft your marketing content into the form of a story – something that your readers can learn something from. Instead of blatantly promoting your products, try to go the indirect way and provide value added first. Your readers will appreciate the fact that you did not go for the kill immediately. Rather, you wanted your readers to pick something up from your material.

Infographics, if done correctly, can spell the difference between a good marketing campaign and a great one. Make sure that you follow these three tips, and you’re one step closer to edging out your competitors.

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