As a content marketer in the B2B industry, I’m constantly focused on how our content maps to the sales funnel. Though the common perception is this leads to less creativity and more mundane content output, I view this as a challenge to rise above the corporate marketing “fluff” and provide compelling content our audience enjoys and shares.

An easy win for content marketers like me is to create enticing infographics for top of the funnel viewers. Though I say “easy”, many marketers don’t truly comprehend how to create a compelling infographic and the results look like a Photoshopped nightmare.  Too often I see infographics without a fluid story, interesting data, or really any attention grabber. These sub-par infographics have urged me to write this post detailing 4 easy steps to create a winning infographic your audience will love.

1. Know your audience

Seemingly obvious, yet too often ignored. Lately, I’ve seen infographics which barely glance over the audience’s actual interest or pain points, which is a shame. It doesn’t matter how good the design is, if the foundation isn’t there the infographic will fail.

I suggest working strongly with the product marketing team to go over your buyer personas. Go over these questions:

  • What are they interested in?
  • Where do they typically get their news?
  • Why would your infographic be important to them?

I work for a company which sells application intelligence software to IT execs, typically not the most “sexy” of companies. However, by knowing my audience and taking relevant industry topics, I created a quick infographic which still remains one of our top performing assets.

2. An intriguing theme

Another no doubter, right? You’d think so, but too often infographics are lacking a cohesive story line. Constantly, content marketers refer to themselves as great storytellers, but rarely can they explicitly show it. Infographics provide a great medium to tell exactly what you want to tell.

Even if the theme isn’t tied directly to the data or what you’re trying to say, it can still become an intriguing infographic. I’ve seen excellent infographics based on dinosaurs, aliens, and racecars — the sky’s the limit!

We were developing a mobile infographic to display the need for applications to be up and running at full speed rather than crashing or stalling. Once someone said “game of phones”, we ran with it. The theme fit together nicely with the tagline, All Apps Must Thrive, parodying Game of Thrones motto, “All Men Must Die.”


3. Easy to digest

This concept is harder to explain rather than a how-to. I always try for my infographics to be easily and quickly consumed — you should be able to get the general consensus in under a minute. Since we’re targeting more top of funnel audience, these are people casually browsing the news and blogs in between breaks.

The data should be easily digestible and a quick share. The entire goal for these infographics should be for a potential buyer to share it with their colleagues and on their social networks. Simple brand awareness exercise.

That being said, make sure to have your brand connected to the asset and allow a one-click share. You need to remove all barriers.


4. Be timely

Nothing worse than reading an infographic with outdated research or statistics. Oh the market for Hummers is at all time high? Your infographic will be laughed at all the way to the trashcan. Make sure all facts, data, and research is from well-credited sources and you’re using the most recent statistics.

Along with up-to-date statistics, make sure the theme and design isn’t something from the 70’s or something your grandmother would relate to. Yes, a lot of B2B folks aren’t the most modern, but this isn’t a time to cater to those on their way out. Because infographics are a fundamental top of the funnel asset, they should be refreshing and lighthearted and anything but outdated.

Hope these tips help! If you have anything to add please comment below.