The internet and print media alike is awash with a particular type of branded content. You can’t help but notice the prevalence of infographics absolutely everywhere. A Content Marketing Agency will sing their praises and uses, and you can’t turn on the news or open a paper without seeing one. But the question is, are they a flash in the pan? We want to ask: are they genuinely useful pieces of branded content?
Because infographics are having a bit of a seminal moment, people are falling over themselves to create them. ‘Employ a London content marketing agency and get publishing’ seems to be the order of the day. However this means that there is an influx of people getting it wrong! Infographics are not always something that can be rushed out in a few days to keep up with the marketing Jones’.
Yet again we come back to that age-old marketing tool: storytelling. If your infographic isn’t telling a compelling story, don’t bother creating it. If your infographic isn’t sharing genuinely useful information, don’t bother creating it. If your infographic isn’t targeting anyone in particular, don’t bother creating it.
Infographics, more than other types of branded content, need a very clear focus. Their beauty is their simplicity, and their ability to communicate complex data through imagery. But achieving this is no simple feat. It has to be user-friendly, pretty, AND interesting.
If made well they can take the world by storm. If you didn’t see the ‘What happens one hour after drinking a can of coke’ infographic you must have been living under a rock. It’s a great example of an infographic done well: it’s simple, contains shocking info, and applies to so many of us. Done well, infographics will continue to entertain and inform. But as marketers we need to question the quality and audience first.