A blog is an essential tool for any brand. It’s the place you build your thought leadership, offer value to customers and potential customers, and cultivate your audience’s trust in your brand. But many blog posts fall short when it comes to truly engaging your audience — and that’s where visual content such as infographics can come to the rescue. You don’t need to be an infographic specialist or a design agency to know just how much visual content can improve engagement.
The Nielsen Norman Group reports that audiences will only read 20% of a text with 600+ words. You just can’t hold your audiences’ attention with large blocks of text. But interjecting visual content at regular intervals can make all the difference. It brings the story you’re telling to life, and gives them different ways to engage with that story.
You have as many options at your disposal as there are types of visual content. You can include a motion graphic, a video embed from Instagram, an interactive widget, or an infographic. Whatever the case, audiences will be grateful for the change of pace.
In today’s post, we’d like to focus on just one type of visual content: infographics. This one visual medium can transform your blog from drab and text-heavy to lively and compelling. And whether you’re working with an infographic design agency or an in-house team, infographics are easier and faster to produce in bulk than motion graphics or interactive content.
So let’s take a look at 3 ways the fundamentals of this medium can give your blog a new lease on life.
1. Bringing Data to Life
91% of all audiences prefer visual content to more traditional formats. Reading between the lines, that means that your text-heavy content isn’t what they’re looking for.
That’s why you should bring key numbers and stats to life with visuals (as we’ve done above). Data visualizations such as those found in infographics and mini-infographics make the information more immediately understandable. They also make it easier to recognize trends and patterns in the data.
One great bonus when producing mini-infographics for your blog? You can use them to promote and drive traffic to a blog post on your social channels. While you may have to adjust the dimensions slightly as you optimize the visuals for every platform, the process should be quite easy. A blog post that essentially comes with built-in promotional assets will make your job a whole lot easier.
So the next time you’re producing an infographic or data visualization for your blog, ask your design agency to provide you with accompanying social media assets that repurpose the existing design. The additional expense should be minimal, and the payoffs could be huge.
2. Telling a Visual Story
Many blog posts aim to tell a story—about how your company was founded, what problems you’re trying to solve, how a particular customer interacted with your brand. An infographic has the power to bring that story to life.
For instance, in this infographic for mobile construction app PlanGrid, the company lays out its vision of the future. It tells the story of mobile apps advancing to address a variety of problems that construction professionals face on the job. The story is brought to life through a combination of clean, minimalistic illustrations and supporting data.
If this whole blog post were about that future, I might write up a few paragraphs of introductory copy, then let the infographic tell the story, embedding the entire thing here. But since that isn’t the topic of this article, I’ll leave you with an illustration that exemplifies the story this graphic tells:
3. Explaining a Concept or Process
If you’re in an industry where you work with complex technology, abstract ideas, or lengthy processes, it can be difficult to explain what you do to blog readers. That’s where an infographic comes in. No matter what business you’re in, a custom-illustrated infographic can make everything clearer.
Take, for example, these infographics for REHAU, a manufacturer of polymer-based solutions. They successfully explain the value of REHAU products while remaining interesting and engaging. Beautifully illustrated machines, processes, and parts render the ideas in a simple enough fashion that you can understand them much better than if you had, say, seen a photograph of the same things:
Transforming Your Blog with Infographics
Just as there are countless ways to make visual content a part of your blog, there are countless ways to incorporate infographics. The solution that’s right for you depends on the goals you want to achieve and the audience you’re trying to reach. Ask your infographic design agency for recommendations that will fit your needs and your budget.