The word “infographic” brings up 593 million results in a Google image search. Not bad considering the word doesn’t exist according to Dictionary.com. Marketing organizations are increasingly latching on to the use of informational graphics to augment their content marketing strategy.
Search results for the word “infographic” produce 593 million hits
Even though emphasis on this form of content marketing is at an all-time high, the idea of displaying information graphically to convey complex data is not new. Just ask Edward Tufte, American statistician and noted pioneer in the field of data visualization. In his book, The Visual Display of Quantitative Information, Tufte references a diagram created in 1869 by Charles Joseph Minard which shows Napoleon’s march to Moscow in the War of 1812. Tufte considers this diagram as perhaps the best statistical graphic ever drawn, and it’s still in use as a teaching aide today.
Charles Joseph Minard’s graphic showing Napoleon’s March and retreat from Moscow
With the flood of attention on infographics, it’s important for marketers to quickly adapt their content strategies. One of the most effective guides I’ve seen so far was published by Brafton. This guide does a great job of explaining the need for good design, ways to approach content and design, and most importantly to marketers, ways to measure effectiveness.
It takes strategic planning and great design to stand out among the other 592,999,999 infographics out there. I encourage anyone who is looking into starting an infographics program to read the Brafton guide. You’ll have to register to download the guide, but it’s well worth it.
The makings of the perfect infographic sandwich according to Brafton. Don’t forget the sauce!
I’d love to hear from any marketers who have incorporated infographics into your content strategy – what you learned in the process of developing your infographics and how you’d rate their value or performance.