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The Art of the Infographic

  |  August 2, 2012   |  Comments

Infographics have fast become one of the most popular ways of conveying facts and figures into fun and entertaining ways to relate your data to the people who matter most - your customers.

Let's face it: in today's world, time is of the essence. As a business you realize that, and as a consumer you live by that. So as a business owner how do you create content that considers both your audience's and customer's time but still provides them with valuable content that gets shared, retweeted, liked, talked about, and eventually drives people to your business?

Easy - give your audience your content in easy-to-consume, chunky-sized data. That content can take the form of lists, videos or photos, how-to's, and infographics. Infographics have fast become one of the most popular ways of conveying facts and figures into fun and entertaining ways to relate your data to the people who matter most - your customers.

Colorful, easy, and fun infographic by Elliance.com

Infographics aren't difficult to create. All you need is a decent graphic artist, a simple concept or hook, and the data - chunky-sized, consumable, easy-to-understand information.

Colorful. Visually attractive infographics definitely catch attention and pull the viewer in to read the information you're trying to relay. Make sure that you also keep your target demographic in mind as well when you're creating your infographic. For example, if your demographic is over 40 steer away from dark backgrounds with light lettering as its harder on your audiences' eyes. Remember, colors can also affect moods and can have an effect on the way your data is interpreted by your audience.

Fun. No one wants to read or view something that is boring, let alone share it with their networks. Numbers, facts, figures, and data can be very boring to the majority of the global population. That's why it's essential to make the infographics you create with your data fun. Sure, the fact that you have some figure that increased or decreased in your data is important, but unless you make that data point fun - say by comparing it to something current in the news or how it compares to something else of popular interest - you won't grab the interest of your audience.

Easy. Along with being boring to most people, data points and figures can tend to overwhelm a lot of people. In today's world of calculators on our cellphones or simply Googling for an answer, if it's not easy to understand your audience likely won't pay attention long enough to get to the value you're trying to relate. Remember to use the language your audience understands and relates to. If your audience uses jargon, weave that jargon into your content.

Shareable. Make your infographic very easy to share from your own site. Include share buttons for the networks you find most valuable - Facebook, Twitter, and Pinterest are definitely sites of value, but if you're involved in other networks like LinkedIn, Reddit, StumbleUpon, etc. include those sharing buttons too. Provide a shortened URL and embed code for other bloggers to easily share the link or embed your infographic on their site. The easier you make your content to be shared, the more likely it will be.

Recognition. One key piece to infographics a lot of businesses miss is putting in their own recognition. Make sure that when you're creating your infographic you put in your business name, your URL, and any other pertinent information where your audience can connect and engage with you. Remember, your infographic is likely going to get shared and the majority of the audience that sees it and re-shares it won't be doing that from where you originally posted it (your website). That's why it's important to have that information on the infographic. If the audience finds your infographic valuable they will want to find out more about you and if you have more information that can add value to their lives.


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Liana Evans

Liana "Li" Evans is the author of the award winning social media marketing book, "Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media" and she is the president and CEO of Da Li Social, as well as an adjunct professor for Rutgers University's Mini MBA Program. Liana has also been featured in the books "Online Marketing Heroes" and "Video Marketing An Hour a Day." As an established online marketing industry veteran with over 15 years of experience she's focused her unique skillset to specialize in integrated marketing and how companies can successfully strategize integrating all online marketing channels as well as offline traditional media. Her deep technical combined with a public relations background enables her to partner with clients for establishing successful online marketing campaigns that combine cross-channel tactics cohesively.

Li was the search engine optimization (SEO) and social media marketing architect for such companies as QVC and Comcast (Fancast) and has consulted with several other different sized companies such as AOL MovieFone. Her wealth of knowledge in dealing with large e-commerce and content sites allows her a wider perspective into what it takes to launch successful marketing campaigns in the online space.

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