Quickly create an infographic B2B buyers love to share

April 11, 2017

Best Practices

by Theresa B


A successful B2B marketing strategy depends on producing high-quality content, and lots of it. By including infographics in your mix, you can quickly create compelling visual marketing pieces that pack a powerful punch – using content you already have. These one-page visual representations of data have become marketing standouts for good reasons.

In a recent DemandGen survey, 88% of B2B buyers surveyed said they prefer shorter content formats, 66% said they have used infographics to make decisions in the past 12 months – and 67% said they were very likely to pass them on. Need another reason? According to Brain Rules research, people only retain 10% of information they hear three days later, compared to 65% when a relevant image is paired with that same information.

So not only are infographics short and appealing to B2B purchasers swimming in oceans of content, they’re memorable and shareable – a winning combination.

Here’s how to make an infographic based on content you already have on hand…

Give outdated content new life

Out with the old, in with the infographic. Take a look at your existing content, an out-of-date e-book for example – can you “shrink” the relevant information into a one-page visual story? The most effective infographics are tightly focused on one topic, so one e-book can be the source of several infographics. Just remember to focus on educational over promotional content. As you pull out relevant pieces of information, earmark any supporting images that can be repurposed.

Source fresh statistics and graphics

A simple Google search can help you find complementary statistics to update your existing content. Make sure your stats are current (the fresher the better) and always stick to sources you trust. Authority sites are a safe bet – and as a bonus, they’ll enhance your credibility. Note where each fact comes from so you can give credit where it’s due and cite your sources at the bottom of your infographic.

Embrace visual storytelling

This is where the magic happens. Combining meaningful statistics and graphics will really bring your story to life – and create a lasting impression on your viewers.

Here are some things to keep in mind as you create your storyboard: Just as you would with an article or e-book, present information in a logical sequence. Then think of ways you can visually direct the flow of information. You could create sections using contrasting background colors and subheads, for example. In general, the best infographics balance text and graphics so neither is too heavily weighted.

To make key stats and concepts stand out, place them prominently and pair them with strong visual elements. Here’s where you can adapt any images you pulled out of your existing content – and fill in any gaps with inexpensive stock images from sites like Shutterstock.

Quick tip: When searching stock sites, start from the last page of results and work backward to find graphics that haven’t been used as often.  

Use proven design principles

Once you’ve laid out your infographic, do a final “design check” to make sure everything hangs together. Are you using a hodge-podge of visual themes? If so, a few tweaks to colors and fonts can bring consistency to your design. Can key stats be read at a glance, without having to zoom in? If possible, adjust the font size to make facts instantly readable to users. Does your infographic have enough white space? Leave a wide enough margin around main elements to prevent sensory overload and keep the focus on your most important data.

Create a mobile-friendly version

eMarketer research shows that B2B buyers are increasingly relying on mobile search – so it’s worth optimizing your infographic for smartphones and tablets. Users will abandon your infographic in a heartbeat if they have to pinch, zoom, and pan in order to make sense of it. Some best practices?

Shorter is better for mobile viewers (and for sharing through social media). You can create a mobile-optimized version that keeps short headlines for each major point and supporting graphic, but loses the blurbs, callouts, and paragraphs. Then provide a link to the full version so users can dig into it when they’re using a different device. Or you can turn each section into a series of mini infographics that can be linked together, allowing mobile users to easily swipe from one to the next. Before you publish, see for yourself how it renders on different devices.

You don’t need to sacrifice quality in order to create content in a hurry – and infographics are proof of that. By giving stale content fresh life with new stats and graphics, and turning it into a visual story that looks great on any device – you’ve got a fast, attention-grabbing infographic that will appeal to busy B2B buyers.

Looking for more ways to create B2B content that people love to share?

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