Luz Bottecchia | April 30, 2016
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Visual storytelling is an art form that dates back to ancient civilization. Not only is storytelling deeply rooted within our history, but it is also a powerful marketing tool for drawing attention from different audiences. With the constant content shock consumers face daily, exceptionally crafted visuals not only can breakthrough to readers, but also separates your brand from the competition. Whether the brand is B2B or B2C, infographics are the best alternative to breaking down complex concepts, into visualizations that bring the data to life.
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The proof is in the pudding. Information with complementary visuals compressed into an infographic is shared 3x more than any other visual materials. Here’s why:
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Source: Portical.org
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Below are 4 steps to create beautiful and insightful infographics:
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- Determine the audience
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First thing’s first: know exactly whom you are targeting. This serves as the foundation for your infographic, and it will dictate how you should word your narrative. Always ask yourself – who is my target? This can range anywhere from top-level executives to elementary school students. These two audiences clearly require two different ways for effective communication and should be regarded accordingly. Not only does this set up the direction for the infographic going forward, but it also provides you with a clearer purpose for the visual. Take into account the methods that you think will resonate most with this audience and use this as the guiding principle for the infographic.
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- Understand your data
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The next step requires an analysis of the data you have garnered from the research process. Before moving forward to create the infographic, it is imperative to double and triple check the data is from a credible source. Without legitimate data, the infographic will not be influential and credited as a valuable source. Simply put, in order to create an infographic that will attract people’s attention and retain it, the infographic needs elements that are: compelling, competent and controversial. This is the basis for the story, so keep in mind to include data that will make on impact on readers, and use this framework to develop the pages in your story.
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- Bring the story to life
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Now that you have completed step 1 and 2, it’s time to create an engaging visual that tells a story. The key message to remember is to pick the data that is most compelling and will draw the most attention from readers. Nothing is more boring than sitting in front of a computer screen reading and trying to comprehend statistics. Here is where you as the creator and marketer get to develop a design to translate the data into an insightful story. While outlining the plot, remember the elements of a story: there is a beginning, middle and end. Think about this when starting to string the facts together. Like any written story, an infographic needs to flow and work cohesively with the data that is represented. Focus on a particular theme or central key message and use this to guide the creative process. Once the story is crafted, don’t forget to include a call to action at the end that reflects the purpose for the infographic.
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- Amplify your reach
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So you’ve created an infographic that you are proud of and tells an amazing story. What’s next? Now that the graphic is complete, you need to amplify its distribution to reach your desired audience, and even others who find it along the way. This part might not seem like the most important step, but it truly is. No matter how compelling and tweet-worthy the infographic is, it has no value unless is it distributed with a strategic plan in mind. The easiest, and perhaps most obvious step to the distribution plan is to share it on your company’s social media channels. Facebook, Twitter, Pinterest, and LinkedIn are a few platforms in which an infographic has the potential to reach a wide audience. In addition, these platforms allow for ease of shareability and lets users curate your content as well. However, be mindful of where your audience is most active on social media, so your distribution makes sense and reaches the audience that matters most to you. Ultimately, the more people it reaches, the more impressions the infographic will receive and by association, will drive traffic to your brand’s site.
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Now that you know the basics, it’s time to tell your story. Follow these steps, and show us how you created the perfect infographic by posting your link in the comments below!
LUC Marketing 399 