What are infographics

How do you make good infographics? Tips and Tricks

Infographics are all the hype right now. Everywhere you look: infographics. In newspapers, on television, on the web. Sometimes static, sometimes animated and increasingly interactive. In recent years, the number of infographics has increased so inflationary that some critics claim that the infographic has long since passed its zenith. There are more and more bloggers and web portals making fun of the sometimes poorly implemented infographics.

Even so, infographics are aContent format, that will stay - solely because serious media such as the Handelsblatt or the German Press Agency (dpa) swear by this format for good reasons: In times of low attention spans, infographics are the ideal way to visualize and convey content concisely and attractively. In content marketing, it is less important which medium is used to generate traffic, but rather, how the medium is designed.

1. What are infographics?

Infographics are used to visualize facts and relationships.

Good infographics ..

  • are original in the choice of topics and visualization.
  • are based on excellently researched facts, which in their compilation a unique statement convey.
  • have solid sources that stand up to editorial scrutiny and are cited.
  • tell a story: especially on social media, an infographic positive emotions through humor, surprise, or prideor active negative feelings such as anger or fear (not dismay and sadness) convey.

1. How do you use infographics in marketing?

1.1 What are the advantages of infographics?

Good infographics are reasonably good time consuming and costly, but offer unbeatable advantages in marketing:

  • Infographics are particularly suitable for using a special embedding code off-page SEO. Often, however, the source of the infographic is linked in the explanatory text for the infographic, even without an embedding code.
  • If they are proactively shared on websites and social media channels, infographics are still one Traffic booster for website and / or blog.
  • you can be used multiple times, for example on the website, on flyers, press releases or for seeding on other portals.

1.2 What are the possible uses?

But beyond the SEO and traffic benefits, there are other important ones Possible uses for infographics:

  • Well-researched and appealingly visualized infographics generate brand awareness and reputation with a predefined target group. The competence of a company can be experienced through the visualization and gains a different dimension than through a simple slogan or claim.
  • Complex facts and relationships are graphically visualized and easier to understand than by text alone. Here, studies can be summarized in a focused manner or complex services can be clearly conveyed.
  • Texts are easier to remember in combination with pictures than pure text, so you can Upgrade content and increase the conversion rate.
  • Infographics can charge content emotionally and thus motivate and inspire users, so they are also ideal as Social recruiting tool

Visualization options:

  • Diagrams are well suited to processing large amounts of data.
  • At Processes depending on the context, you have to decide whether details are important or individual sub-steps are sufficient.
  • Places can be found in a map locate.
  • You set time sequences in a Timeline represent.
  • over Labels and diagrams you visualize facts.
  • Diagrams or hierarchies help you to visualize connections between objects.

2. What types of infographics are there?

Successful examples of the different types of infographics

Not only statistically collected data can be visualized in infographics, but much more:

2.1 Spatial conditions or relationships: Maps

Immobilienscout24's map collection “House purchase bargains in German metropolitan regions” visualizes where you can buy cheap land and real estate in the vicinity of Berlin, Hamburg, Munich or Frankfurt. To display this information not on a map, but as a divisible graphic for different regions, is iIn the sense of seeding it is extremely clever, because this is how the distribution possibilities multiply in the individual metropolitan regions.

2.2 Temporal conditions or relationships: Timelines

On the occasion of the death of Steve Jobs, the British online marketing agency Fluid Creativity documented the life and work of the Apple founder in a timeline. The infographic created called for a memory of an extraordinary person and was shared particularly often. The Linking to a current topic works very well in terms of dissemination.

2.3 Quantitative and qualitative relationships: enumerations / lists

The real estate platform Immonet combines facts and information for apartment hunters with a little city patriotism and thus arouses sympathy from Hamburgers on social media portals and portals from the city. As can be seen in the Hamburg example, lists need a good teaser that arouses curiosity. It works humor often very good. You let yourself modulate flexibly and allow different facets of stories to be worked out in their design.

2.4 Chains of reasoning and theories: flowcharts

The ingenious infographic by author and dating expert Ali Binazir shows that our existence is basically a huge coincidence. She has one cryptic and surprising thought that stimulates discussion. The flowchart develops a story and draws the eye optimally into the infographic.


2.5 Comparisons, contrasts and typifications: tables

Side by side and comparing work well because they arouse a certain curiosity through the contrast and - as in the example of the American Heart Association - can be clearly visualized, that pleases the eye.


2.6 Particularly complex content: interactive infographics

Interactive graphics included additional links, animations or video streamswhich can be called up by moving the mouse over them. you are particularly aesthetic and simplify the conveyance of particularly complex content. In addition, the animation effect invites you to click through all of the content. However, they have often not a good price-performance ratiobecause static graphics can be just as successful but require far less budget.


3. The infographic has been created. What now? Professional seeding tricks

When seeding one should pay attention to the infographic if possible on a non-commercial sidesuch as the company blog or a specially designed content page to deliver, because multipliers react irritably when they discover an open advertising intention behind the graphic.

Bloggers and journalists are often bombarded with requests that are not at all relevant to their subject area. For example, a journalist from Berlin is contacted about an infographic about Cologne or a tech blogger about a fashion topic. In addition, multipliers immediately notice when they receive a mass letter. The contact persons are not the webmasters, as they used to be, but often specialist journalists or one of several bloggers on a topic portal who has already published articles on similar topics in the past. Here you should look for very individual points of contact.

For optimal seeding it makes sense to to pick up the phone directly and address potential multipliers. Hand on heart: Most of the time, emails are more of an alibi action to save yourself the phone call. In a face-to-face conversation, the topic can be quickly outlined and the factual links to the topics of the multiplier can be named. If they are interested, the infographic can be sent by email.

A very personal and individually written email only makes sense if the contact person cannot be reached by phone. But even with a confirmation on the phone, the goal is often not achieved. It is often necessary to telephone the multiplier from week to week or month to month and to write follow-up emails so that the promised publication takes place.

But the effort is worth it: When it finally works, an article or blog post can increase the publication rate of the infographic many times over.

4. The learnings: an overview of the infographics

  • How do you increase the performance of infographics? The message of the infographic must appear in the title.
    • The title is crucial to whether the potential readers will even see the infographic.
    • The title must be as short and informative as possible and can even be phrased a bit provocatively.
  • The content must be reduced as much as possible and structured in such a way that a logical, coherent structure results.
    • One goal of infographics is to make complex things easier to understand and perceive.
    • This aim should not be missed by a confusing design.
  • It should be possible to see the graphical representation at a glance.
    • Experienced content specialists therefore pay attention to a clear and logical graphic implementation and reduce the creation to a certain style, a color scheme and a few fonts.
    • Your own corporate design can be included.
  • The entire graphic must be self-explanatory.
    • The more often it is shared on the Internet, the more it is torn out of its original context.
    • It is therefore of no use if additional text is necessary in order to understand what the graphic is saying.
  • Data should be correct and valid for as long as possible.
    • Since nothing is older than yesterday's data in our fast-paced world, infographics on very current data often only have a short lifespan.
  • In the design, graphic and text elements should be in a good balance with one another.
    • It is worth investing a little time in short, concise texts that say as much as possible in a small space.
  • Consider dimensions and format.
    • Infographics are viewed from various devices.
    • Therefore, the dimensions should be correct and also adapted for mobile devices.
  • How to find good topics for an infographic that is successful at seeding.
    • As for any good content in corporate publishing, the following also applies to infographics: When choosing a topic, you should not start out 1: 1 from your own company interests, but orientate yourself on exciting topics for the target seeding group.
    • And the target group is not primarily the buyer of the product, but specialist journalists, bloggers and other multipliers.
    • The content-related interests and needs of this target group should flow into the creation of successful infographics right from the start.

When choosing a topic, you can Pick up news and informationthat are currently relevant. It is worthwhile to browse through the blogs for the respective subject. Here you can find good topics that may have already been dealt with in detail, but have not yet been represented graphically. Current trends can be found using Google Trends or social media analysis features such as Google Plus Trends, Local Twitter Trends and event calendars that provide information on current events.

You can then use these topics deepen with keyword research. The Google Keyword Tool or Ubersuggest provide inspiration for popular topics related to a specific search term. However, real trendsetters prefer to break new ground and research a topic on their own for which there is no information available yet.

The example of the infographic about the probability of being born shows that it is worthwhile to think outside the box and uncover surprising information.

Criteria for developing ideas are:

  • an infographic should be a Tell an exciting story and not have an advertising effect (it's not about selling a product).
  • the infographic is allowed don't be too specialbecause otherwise it addresses a target group that is too small and not too general, because it then offers no informational use.
  • one should get the information communicate with short texts and lots of graphics can, everything that needs to be explained does not work.
  • Positive topics (surprise, humor) are generally easier to seed than negative topics
  • Controversial topics that arouse fear and anger are better seeded than topics that are more likely to cause disillusionment and dismay.
  • the information must be as possible convey concrete benefits, e.g. in which regions can I find the best house purchase bargains?

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