Infographics are still a great B2B marketing tool, but they need planning and a purpose to be successful.
Stray too far from content marketing 101, and you’re creating just another visual that’s cool to look at but doesn’t quite hit the mark. If the viewer doesn’t have a clear takeaway, your infographic’s value to your brand’s marketing efforts is diminished.
Let’s look at four ways infographics should be used to provide value to a brand:
1. Respond to customers’ FAQs. These might be things like “How can I stop employees from streaming video of [insert latest global sporting event] at work?” or “How can I best enable my mobile employees to [insert your own use case here]?” Address such common customer problems using this highly accessible format. It’s also great for explaining complex issues to journalists who want to know more about your business.
2. Capitalize on the buzz. If you can tie consumer issues to a buzzworthy event, your message will attract more attention on social media. Stuck for ideas? Look at what’s going on around you. Events such as the World Cup, Major League Baseball’s playoff races, the latest celebrity wedding, upcoming elections, summer vacations and heading back to school can provide great fodder for infographics applicable to just about any business.
3. Simplify a difficult subject. Infographics are great for making the complex simple enough for the average user to grasp. Graphics that walk users through a process step by step can be great educational tools. Infographics can serve as a primer for—and direct users to—a deeper piece of content, such as a white paper or technical article.
4. Compare two things. Comparisons are great fodder for infographics because of their endless possibilities—compare similar things, contrast different things, draw parallels or distinctions across time periods or geographies. Make sure you’re comparing apples to apples; even if they’re different varieties, everyone respects a reasonable comparison.
A version of this article originally appeared on the Calysto blog.