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One of the keys to a successful content marketing strategy is injecting variety into your content. People absorb information differently. Some people like to read. Others prefer video. Traditional marketing focusing on the written word eliminates the visual learner, people who remember information presented through images. One piece of content is gaining wide influence because it appeals to everyone: the infographic.

What is an infographic?

At its best, an infographic describes complex information or statistics using attractive images displayed on a single screen or page. Infographics require strong graphic design skills and concise copywriting to communicate your message. The strong visual aspect makes them excellent candidates for sharing on social media. They're wildly popular in all industries and fast becoming the `must have' for anyone with a serious content marketing program.

Base One recently launched a terrific example called Appetite for Content. Using two burgers as the visual, Base One distilled the information contained in their Buyersphere Report to show how the demand for content has grown between 2010 and 2011. In a testament to their growing popularity, Base One developed a series of infographics to support the data in their report.

I love this approach. While content marketers long ago cottoned on to the importance of an executive summary, Base One has taken it a step further. By providing a fun, memorable way to absorb research findings, they've repurposed expensive content and widened their audience. I suspect we'll see a lot more research and studies explained through infographics in the future. I hope we do.

What makes a good infographic?
Make no mistake, creating a good infographic requires a talented graphic designer. Like any content, it should inform and engage. You'll need to provide information your readers want to consume. You'll also need to cite references to gain credibility for the information contained. While it may be tempting to create a visual image, it's essential the image is more than a pretty picture.

Other examples of great infographics

• Flowtown blog A pioneer in infographics, the Flowtown blog consistently cranks out great content in visually pleasing packages.[*]Infographics A website dedicated to infographics, the portfolio lists excellent examples segmented into a variety of formats.[*]Daily Infographic – Every day, Daily Infographic spends "countless hours searching the internet for the most interesting, visually stimulating, mind blowing infographics" and creates a new post with their findings. It's a fun blog.

The Take-Away
Think about where you can use infographics in your content marketing efforts. Consider releasing statistical data via an infographic poster. Review your old content and repurpose the information into a visual image. Collaborate with your graphic designer on ways you can present your information to appeal to visual learners. You might be surprised how easily the ideas start flowing once you start.

Do you have a favourite infographic? Share it with us.

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