When An Infographic Is Just Infocraptic


So, you’ve spent hours of painstaking research pulling together some incredible data.  You’ve paid your design savvy pal a couple hundred bucks to lay it all out in a fancy-shmancy Infographic, and now you’re ready to publish it to the world.

You click post, and then nothing.  What gives, Internet?

Well, the fact of the matter is, your Infographic is probably just infocraptic.  No one likes to hear their content marketing prize child labeled ‘infocraptic’, but finding out now rather than later might save you a lot of money, and a lot of frustrations.  Besides, you want to get conversions from content, right?  You’re not just throwing out a bunch of fun facts!

Problem 1: Value

Is your Infographic saying something valuable?  When you aren’t adding to the conversation, your content marketing is guaranteed to flop.  This applies to Infographics just as well as it applies to traditional blog posts or your Instagram account.  No matter how interesting your Infographic is, it has to have some applicable value for the audience.

If, for example, you’re creating an Infographic about the public parks in your city, it’s interesting to know how many trees there are, how many hammocks you could install, and how many hours you could nap in them.  But, there’s not really any value here.  Why not take this information and then start a hammock movement that involves the community in designing, installing, and using hammocks in city parks?  Boom!  Value!  Well, you get the idea.

Problem 2: Process

Your second Infographic problem is probably process related.  Chances are, you’re thinking like a writer or you’re thinking like a designer.  The trick is to think like both.  Interesting, well-written information isn’t enough, and neither is a pretty picture.  In order to have a successful Infographic, it’s essential that you have both of these skills.  If you don’t, go and find your better half.  If you’re the writer, try crowdsourcing your idea to find a designer.  Sites like 99designs can be great resources.

Problem 3: Direction

As our friend Ian Lurie recently posted, a top reason that Infographics fail is that they lack flow.  This corresponds with our previous point on value.  You simply can’t get conversions from content that lacks clear purpose.  When you aren’t funneling your information to a logical end, people are left impressed for 45 seconds until the next interesting bit of news comes flying down the Twitter stream.

Problem 4: Need

Sometimes, the need simply isn’t there.  Take a few moments to back away from your Infographic.  Pass it off to a colleague or coworker, and ask them an honest question: “Does this Infographic need to exist?”  Oftentimes, the answer is a flat ‘no.’  Infographics are cool and all, but it might not be the most effective strategy for getting your information out there.  And, that’s not a bad thing either.

If you’ve had an Infographic success story or flop, share it with us!  What’s worked for you?  What deadly mistake will you never repeat?

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Laura

Laura Hancock is a co-owner of ContentEqualsMoney.com. She has also been a long time writer for us. She writes with a passion for accuracy and flow. While her administrative duties have grown, she is a still a big piece of our content writing services team! Currently pursuing a certification in Technical Writing at the University of Washington. She lives in Seattle. +Laura Hancock

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