Molly Buccini

Hi  there, Molly Buccini here with this week’s Content and Coffee. We’re getting granular about what goes into a winning infographic. Check out the video or read the full script below.

Graphics are one of the web’s fastest growing formats. Case in point – two thirds of B2B brands will use them for marketing in 2015. But there’s still a lot of uncertainty about what exactly goes into a good graphic – how many stats? Illustrations or charts?

The long answer is that it depends on your goals, your audience and your topic. But through a recent deep-dive of the graphics we’ve published over the past five years, we discovered something of a short answer:

infographic statYou might assume that more data means more success, but we found that’s not always true. In fact, the longest infographic we created, which was massive with over 25 unique illustrated stats and concepts, actually drove comparatively less traffic and influenced the fewest web conversions.

infographic stat 2

Our suspicion is that it was too much information for viewers to take in during one session. Brafton’s graphics aside, we’ve seen a similar pattern with hundreds of our clients’ top-performing visuals. One of our customers, MobileCause, broke its lead generation records with an infographic that had 12 data points on it.

So remember to be selective with the info you include in a marketing graphic. Check out our full breakdown of the components you’ll want to prioritize. And if you’ve seen a brand graphic you love, share it with us in the comments or on Twitter – we’d love to see.