Why Infographics Are a Great Tool for Building Brand Awareness
Yesterday I read an article on infographics from PR Daily reviewing a report from Clutch that stated: “the age of infographics is dying, and most of them are quite bad.” The author offered a counterpoint from infographic design agency founder Brian Wallace and a 2016 study from the Content Marketing Institute that argues “the effectiveness rating for infographics rose more in one year than any other tactic—from 50 percent to 58 percent.” I’ve found in my experience in the industry that many content marketing and other communications professionals and companies agree with this sentiment. When done well and as part of a larger marketing and PR strategy, a creative infographic can transform otherwise dull content and make it more digestible for a wider audience. Here are a few ways that an infographic can help you better tell your brand’s story.
Help your audience understand a complicated product or a detailed brand story
If you’re having a hard time explaining your product or brand via common content routes like blogs or contributed articles, you may want to try developing an infographic to explain it visually. Use an infographic to explain processes or tell the evolution of your company, or use it to generate buzz around a product launch. You can even use an infographic to tell a thought leader perspective story in your particular industry – take a stance and explain key players in the industry, and where your brand fits in.
Infographics help audiences remember and retain your message
According to a Huffington Post blog on Infographics, “a whopping 65% of people are visual learners” which means that they are most likely to retain information that is presented to them visually. In the age of constant connectivity, people are more easily distracted by the information presented to them online. Telling your brand’s story or important messages through an infographic is an easy way for you to cut through the clutter online. Just make sure that you don’t go overboard with content in an infographic. Simple but eye-catching design, the most pertinent information, and clear key messages are essential to a successful infographic.
Use an infographic as a pitching tool
An infographic can help you differentiate yourself when reaching out to press or bloggers looking for coverage. Infographics are highly shareable content which means that if you find the right outlet to publish yours, you increase the chances of your audience seeing it. Hosting your infographic on your website or social media is just the first step! Infographics immediately set you apart from the hundreds of pitches the media receive every day.
Before you put together an infographic, make sure that you have a set agenda and marketing plan developed – not the other way around. Developing an infographic with no plan can be detrimental to its success. Says Brian Wallace for PR Daily: “Content marketers should look at an infographic as a special event for super-premium content to use as part of their overall integrated marketing strategy. It should fit in with the cadence of their regular social, blog, webinar, email and tradeshow/event content.”
Have a favorite infographic that caught your eye? Tweet me @alexgil_13