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How could good content improve your marketing performance?

The Power of InfographicsA guide to using infographics to increase brand reach,

build brand affinity and generate leads.

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Aran Jackson Creative Director at JBH

Aran is one of the top infographic designers in the country and is a Certified Designer for infographics site Visual.ly.

He’s also worked with many clients in a range of industries to help them communicate achievements, data, tips and

brand stories. In this handy guide, Aran will offer his top tips on creating an infographic that will help your brand build

recognition and get noticed for the right reasons!

Check out Aran’s infographics on the JBH Pinterest page for some inspiration.

jbh_aran Follow JBH on LinkedIn

ABOUT THE AUTHOR

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What is an infographic?

“Data. Sorted. Arranged. Presented visually.” (1)

Visual.ly

“Infographics are graphic visual representations of information, data or knowledge”

(2)

Mashable

“Every picture tells a story, as they say, but sometimes it takes a clever combination of words and pictures to tell a story quickly, concisely and in an entertaining fashion.”

(3)

Creative Bloq

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The benefits of using infographics

Demonstrate thought leadership in your field

Generate leads and increase brand awareness

Share infographics via social media to generate followers

Increase website and blog traffic

Use as part of your content marketing strategy

Many brands use infographics to provide customers with bite-size information or to communicate brand stories as part of their content marketing strategy.

Whatever the objective, infographics can be used online or offline to support marketing activity or as part of an integrated campaign!

FACT‘Researchers found that colour visuals increase the willingness to read by 80%’ (4)

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Job Hunting: 10 social media tips to help you stand out from the crowd Infographic! Client: REED

Website traffic: 71% increase to www.reedglobal.com/marketing

Stats: 1.1k views and 200+ social shares on Visual.ly. 71% increased

traffic to reedglobal.com/marketing

Secret to success: Trending theme, impressive stats, fresh design

and sharability.

How to Spot an Undercover Agent Infographic Client: Huffington Post

Stats: 4430 Stumble Upons and 5K views on Visual.ly.

153 comments on Huffingtonpost.com

Secret to success: Fun, engaging content and design.

A Quick Glance at Love Infographic Client: Dollar Shave Club

Stats: 600+ social shares. 3k views on Visual.ly.

Secret to success: Released just before Valentine’s Day.

Humourous content and design, and high sharability.

Hundreds of millions invest in their favorite brands Infographic Client: eToro

Stats: 650 likes 50 shares via Facebook post.

1500 views on the eToro blog

Secret to success: Evokes interest through big brand names.

Simple English makes it easier for more people to understand.

Infographic stats

A social media infographic we designed for REED generated a 71% increase in traffic to the www.reedglobal.com website.

Click the titles to view the infographic

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Winning content

So there is a myth, that infographics have to include data or stats. Not true! Content can be any kind of information that you think will be appealing to your audience(s).

Quotes, thoughts, processes, ideas, costs, percentages, tips and statistics – any useful information. It doesn’t need to include numerical values to be an infographic!

Content ideas:

• Product innovation – inform customers of new products or upgrades

• Product tips – enable customers to get more value out of your products

• Industry data - show expertise in your field and use it to generate leads

• Lifestyle guides – share fun, informative info that will interest your customers

• News, events or cultural trends – what’s going on in the world? Does it present an opportunity for you?

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Search for content

1. Start in your company and find out what employees are talking about

2. Ask Customer Service Advisors what support you could offer customers

3. What’s trending in your industry right now or on your twitter stream?

4. Do you have commercial results that will impress stakeholders?

5. Launching a new product or service? Give customers a sneak preview!

TOP TIPS

Once you have your content sorted, think about the tone of voice you want to use. Is it consistent with your brand and your audience(s)?

DON’T FORGET - Make it obvious what you want your customers, suppliers or colleagues to do, or think, in response to your content.

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Design

Here’s some of the most frequent tips and advice I give out to clients and designers.

What marketers should do:

• Be consistent – Consistency with your units of measurement and length of text (especially if comparing multiple data sets) will help keep the infographic symmetrical.

• Be concise – If it can be said with less words and still make sense, cut it. Infographics are visual, so no waffling!

• Provide the designer with the perfect script – Format the text so that the designer has a clear idea of what text is a header, subheader, graph label and normal text. Move all of your sources to the bottom, out of the way.

What designers should do:

• Use the right tools – I’ll stick my neck out here and say that you should be using Adobe Illustrator to create infographics. I’ve been helping out designers with advice recently, email me if you have any questions.

• Avoid raster graphics and textures – They increase the file size of the exported infographic.

• Aim to keep it simple and clean - Use your white space well. You are blessed with almost umlimited space, so there’s no need for your designs to be crammed.

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How to credit sources

1. First of all try and use authoritative sources not Wikipedia!

2. Track the original source and confirm the data (5)

3. Use the most up to date information/statistics available (6)

4. Don’t use too many sources to avoid credit mistakes

5. Reference the exact URL for that page so others can find the content easily

How to write the source correctly

Template:

(Source number) Author (date published). Publication name. Publisher. URL

For example:

(13) Aran Jackson (Oct 2013). The Power of Infographics. JBH. jbh.co.uk/ebooks

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How to promote it

As a minimum you should:

• Use your website and blog to push your infographic

• Share via social media

• Add a pin-it button to your infographic so people can share it straight to Pinterest (7)

• Add an embed code so viewers can share it on their own website (8)

• Encourage colleagues to share it via their social networks to increase reach

Further:

• Submit to infographic sites (there’s more than Visual.ly...!)

• Send the infographic to a tailored list of relevant journalists and bloggers

• Write a press release optimised for SEO(9)

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SOURCES1. What is an infographic? Visual.ly. visual.ly/what-infographic-2

2. The rise of infographics: Marketing in the social media Age. Mashable. mashable.com/2013/01/26/infographics-marketing/

3 & 7. 5 best infographics on the web. Creative Bloq. www.creativebloq.com/graphic-design-tips/information-graphics-1232836

4. Why your Brain Craves Infographics. Neoman. www.neomam.com/interactive/13reasons/

5 & 6. Source Code: 5 Rules of Researching Infographics. Visual.ly. www.blog.visual.ly/source-code-the-5-rules-of-researching-and-sourcing-infographics/

7 & 8. How to create an Infographic in an hour. Hubspot. blog.hubspot.com/marketing/free-ppt-infographic-templates-designs-ht

9. Five Ways to get your infographic to go viral. QuickSprout www.quicksprout.com/2012/06/11/5-ways-to-get-your-infographic-to-go-viral/

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How could good content improve your marketing performance?

The Power of Infographics