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How To Use Infographics To Get A 10X Return On Your Content Marketing Strategy

Let’s take a look at why infographics are so important and how to successfully implement them to attract and retain more people.

Image Credit: JuralMin

Now, unless you have a measly amount of returns as a result of your content marketing strategy, it’s probably not realistic to expect that return to change by an order of magnitude.

Despite this fact, engaging the visual senses of visitors through the use of infographics is a very powerful technique for marketers that will definitely result in some return.

You and I have both seen infographics before.

However, what’s the real reason behind why we like them so much and why they are so effective in relaying content?

The Appeal of Visual Elements

Most people are visual learners in the sense that they will better understand a concept if they are given a set of nifty images around an explanation to supplement it. Many times, a large block of text in news articles will be strategically punctuated with an image relevant to the discussion or a notable quote.

This use of visuals and images in the form of infographics is standard practice when it comes to keeping your reader’s attention on the topic being discussed and refocusing them after they begin to wander as a result of longer passages.

It’s easy to claim that visuals with regards to supplementary infographics make things clearer on an intuitive level because it helps us process the relationships between all of the concepts presented in a text. However, what proof do we have that the visual mode of learning is favored, or that it even gives greater comprehension for readers?

Just check out this beautiful picture of Bled, Slovenia! Doesn’t it just refresh you? Image Credit

After all, what about all the people that prefer reading the content of a text slowly and carefully while turning around and claiming that their comprehension is deeper? What about the auditory or kinesthetic learners, are they just chopped liver

As it turns out, there’s a body of reliable proof around this phenomenon of visual aids and their impact and role in mediating quick and comprehensive understanding for readers.

There is a wide body of research that suggests that the use of attractive and interesting visual aids has significant benefits towards our ability to retrieve information from our memory as well as to remember new information in the first place.

This partially has to do with the way that the brain allocates its resources. Which is to say that the brain’s sensory cortex is dedicated and optimized to interpret information around your environment using vision more than it utilizes or prioritizes information from other major senses.

Because of this, images are considered more concrete pieces of information while storing and comprehending words is a more abstract process when communicating those pieces of information to our brain.

Making Use of Infographics

Previously, we’ve just made some observations on the importance of visual aids and their supporting role in mediating comprehension for many people. The rationale behind utilizing infographics follows from the same logic above.

Because people are more likely to retain and remember information that they are shown visually, that implies that making an interesting infographic that summarizes the main points of the text will benefit the interests and retention of the reader significantly.

Further, it is doubly important because blocks of texts that are too long are discouraging if the reader is not a visual learner or if they lose attention easily if there is nothing to grab their visual attention or focus.

The loss of attention stems from the nature of the brain to favor concrete visual information rather than more abstract symbolic information such as words.

The use of infographics resolves this problem because it allows visitors to switch between concrete and abstract modes.

This means that visitors will ideally read content, have their attention drift, refocus on an infographic to guide their understanding, and then return to the content for more details.

The above rationale justifies a basic approach to have an infographic might be designed to improve customer retention and comprehension.

Brief Review of Methods to Create Infographics

Here’s the main point: people are wired as visual learners and infographics fulfill that end in how they help hold the attention of individuals spending time on a site.

So, given the benefits of infographics, how can we capitalize on this format and create successful infographics.

A good place to start is with the use of a number of free tools that are available through any simple Google search.

Entrepreneur has compiled three of the most intuitive (and free!) infographic softwares in order to really help you get a hang of it. These programs will offer you basic insight into the backstage work that’s put into the graphic design of many infographics you see online.

After you fiddle around and achieve a slight degree of mastery over these infographic generating techniques, you might want to move on to more targeted methods to further improve the appeal of your infographics and maximize the amount of content and the message you can put in a restricted space.

Funnily enough, this infographic walks you through the details of how to make an impact by not only grabbing your visitors, but creating something interesting that they will want to share with their friends.

By learning about the basic methods to construct and infographic, you can capitalize on the visual learning bias of the average person.

By using more sophisticated methods, it is entirely possible for you to run a robust content marketing strategy partially based on the shareability and dissemination of your infographics.



This story is published in The Startup, Medium’s largest entrepreneurship publication followed by 339,876+ people.

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