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The definitive infographic definition & how-to guide

The complete infographic definition & how-to guide

Infographic: in·fo·graph·ic /ˌinfōˈɡrafik/ (noun) – A visual image such as a chart or diagram used to represent information or data.

Infographics deliver the one-two punch for content marketers. You combine good information with rich imagery, giving you a piece of content that will engage and educate.

Infographics are usually created by graphic designers – sometimes with the assistance of copywriters. In an agency like Castleford, it goes like this:

  1. Our client provides us with a brief (including brand guidelines and the goal of the deliverable).
  2. Our editorial team whips up some attention-grabbing copy.
  3. Our graphics team takes those words and makes them pop off the page with eye-catching visuals.
  4. We deliver the product to our contact.
  5. Marketing magic ensues.

These data-rich images are so effective because they have the unique ability to capture your audience’s attention while also conveying information that will likely be retained.

How to create a compelling infographic

Infographics are powerful, when they’re done right. The difference between a good infographic and a great one comes down to a few critical elements.

  1. Using the right words

While the star of the show will be the imagery, you want to make sure the words displayed are emotive and punchy. Don’t waste a single letter. Draw people in with catchy phrases and thought-provoking questions.

  1. Finding the perfect data

You want to find the statistics and key points that will make your readers think. It’s important to be smart about this process. You want enough information to make your point but not so much that your infographic becomes an article with a graphics background.

  1. Perfecting the design do’s and don’ts

The  best advice here? Show don’t tell. The whole point of an infographic is to tell a story with images. Opt for images over words every time; there are loads of ways to present things visually, you just need to think outside the box.

What are the different types of infographics?

While all great infographics share those key elements, they don’t always come in the same package. There are a range of infographics businesses use to their advantage. Here are a few of the most common formats:

  • Process Infographics: These graphics are ideal for showcasing steps in a particular process that might be difficult to understand otherwise. You can number the steps or follow a top to bottom flow.
  • Statistical Infographics: If you have survey results or are covering a topic rich with data points, the statistical template is right for you. This graphic will put emphasis on your data and help you tell the story behind the numbers.
  • Timeline Infographics: Are you looking for a fun way to visualise the history of your company? Maybe you’re keen to detail some key events as part of an article? Whatever the reason, timeline graphics help showcase a timeframe more visually.
  • Informational Infographics: For those looking to clearly communicate a new or specialised concept, informational graphics are the go-to format. Typically these are divided into clear sections with bold colours.

Leveraging infographics in your content marketing strategy

Okay we’ve got the different types and we know why they’re so important, that leaves one last question for today: Here’s how to best utilise infographics in your content marketing strategy.

  1. Break Down Your Processes

Looking for a fresh way to present your sales process to prospects? Maybe you’re hoping to answer some commonly asked questions about your products in a more interesting format?

Infographics are an effective solution to both of those scenarios. They help you explain points with visual aids, giving your audience two different ways to process the information.

  1. Spice Up Your Landing Pages

Infographics are known for highlighting key takeaways, engaging readers all the way down to CTAs and grabbing user attention. These accomplishments are no small feat and can be particularly valuable for your landing pages.

Why not leverage infographics on your product pages to work with your copy? These assets make your value propositions stand out and can give your pages a much-needed boost in engagement.

  1. Repurpose Them For Social

The best part about infographics is that they can be repurposed in so many different ways – from creating a blog post around the data to sharing snippets of the infographic on social to generate interest.

Take a look at your infographic from this angle. Can certain sections stand alone? If so, use these pieces in the weekly posting on your social platforms. In the description, link users to the full version. You’ll pique the interest of your readers and likely drive traffic to your site.

What are the takeaways here?

Infographics can be a dynamic force for your content marketing strategy. When used correctly, these data-rich assets engage your audience, relay critical information and provide your business with shareable content across mediums.

The definitive infographic definition & how-to guide

Sabrina Dorronsoro
Sabrina Dorronsoro About the author

Sabrina is the Editorial Manager overseeing the Enterprise team here at Castleford. Home to some of our largest and most high profile clients – Sabrina ensures the likes of Greenpeace, Hilti Australia, WWF, and BDO get the best from her team of writers, Strategists and Project Managers.

Read more of Sabrina's articles