Infographics are one of the best forms of content marketing, serving as all-in-one vehicles to effectively tell a story, drive traffic, earn links and social signals and ultimately, make a sale or build brand awareness. In this presentation, learn how to design compelling infographics, the various styles that are currently effective (static, animated, interactive and video) and how to avoid some common mistakes made when designing and marketing them.

1. DUMB & DUMBER
GUIDE:
HOW NOT TO DO
INFOGRAPHICS
David Wallace
CEO - SearchRank
@DavidWallace

2. searchmarketingexpo.com
@DavidWallace
#SMX #14A
WHY INFOGRAPHICS KICK ASS!

3. THE AVERAGE PERSON IS
SUBJECT TO 174
NEWSPAPERS FULL OF
INFORMATION EVERY DAY!
99% OF ALL SENSORY
INFORMATION IS FILTERED
OUT BY THE BRAIN ALMOST
IMMEDIATELY
THIS MEANS ONLY 1% OF
INFORMATION ACTUALLY
GETS THROUGH TO THE
BRAIN

4. searchmarketingexpo.com
@DavidWallace
#SMX #14A
PUBLISHERS WHO USE
INFOGRAPHICS IN THEIR
CONTENT MARKETING
STRATEGY GROW IN TRAFFIC ON
AVERAGE OF 12% MORE THAN
THOSE WHO DON’T!

5. searchmarketingexpo.com
@DavidWallace
#SMX #14A
WHILE STILL A
NEW TERM TO
INTERNET MARKETING,
INFOGRAPHICS HAVE
BEEN USED
THROUGHOUT
HISTORY,
DATING BACK
TO THE
CAVEMEN DAYS.
INFOGRAPHICS: NOT-SO-NEW

7. (c. 1926) (c. 1930)

8. searchmarketingexpo.com
@DavidWallace
#SMX #14A
INFOGRAPHIC STYLES
Static Animated
Video Interactive

9. searchmarketingexpo.com
@DavidWallace
#SMX #14A
INFOGRAPHIC DESIGN MISTAKES

10. searchmarketingexpo.com
@DavidWallace
#SMX #14A
NO MATTER HOW
GREAT THE IDEA OR
TOPIC OF THE
INFOGRAPHIC,
POOR DESIGN
WILL KILL ITS
OVERALL
EFFECTIVENESS.
DESIGN: (UGLY INFOGRAPHICS)

14. searchmarketingexpo.com
@DavidWallace
#SMX #14A
IF USERS CANNOT
“READ” YOUR
INFOGRAPHIC,
WHAT’S THE PURPOSE?
IT’S GOOD PRACTICE
TO “SCALE” IMAGES
BUT ALWAYS
PROVIDE A FULL SIZE
VERSION
DISPLAY: SIZE DOES MATTER

15. searchmarketingexpo.com
@DavidWallace
#SMX #14A
MIS-SPELTINGS &
OTHER GRAMMUR
ERRERS ARE MUCH
HARDER TOO FIX
ONCE INFERGRAPHIC
IS COMPLET.
#JUSTSAYING
GRAMMAR AND SPELL CHECK

16. searchmarketingexpo.com
@DavidWallace
#SMX #14A
WHEN DEALING
WITH HISTORICAL
FACTS, CURRENT
TRENDS, DEFINITIONS
AND THE LIKE,
INCLUDE
CITATIONS/SOURCES.
CITATIONS: LIST SOURCES

17. searchmarketingexpo.com
@DavidWallace
#SMX #14A
SADLY, MANY
INFOGRAPHICS BEING
DEVELOPED ARE
NOT INFOGRAPHICS
AT ALL!
THEY NEED TO BE MORE
THAN A BROCHURE OR
ARTICLE WITH A FEW
IMAGES.
IS IT EVEN AN INFOGRAPHIC?

19. searchmarketingexpo.com
@DavidWallace
#SMX #14A
INFOGRAPHIC MARKETING BLUNDERS

20. searchmarketingexpo.com
@DavidWallace
#SMX #14A
DON’T MAKE IT
DIFFICULT FOR PEOPLE
TO SHARE THE
CONTENT YOU WORKED
SO HARD TO CREATE!
INCLUDE SOCIAL
SHARING BUTTONS
& MAKE THE PROCESS
OF SHARING
A NO-BRAINER
NO SOCIAL SHARING BUTTONS

23. searchmarketingexpo.com
@DavidWallace
#SMX #14A
JUST BECAUSE YOU
PUBLISHED IT DOESN’T
MEAN THEY WILL COME.
TAKE ADVANTAGE OF
YOUR SOCIAL
NETWORKS TO BRING
AWARENESS TO YOUR
CONTENT.
SHARING ON SOCIAL NETWORKS

24. searchmarketingexpo.com
@DavidWallace
#SMX #14A
SOCIAL SHARING: RIGHT VS WRONG
THERE IS A RIGHT WAY &
A WRONG WAY TO SOCIALLY
SHARE!
- LINK BACK TO ORIGINAL
- INCLUDE SHORT DESCRIPTION
- UTILIZE HASH TAGS
- INCLUDE IMAGES
- CALL OUT INFLUENCERS

25. searchmarketingexpo.com
@DavidWallace
#SMX #14A
TWITTER TIPS
EXPERIMENT WITH
REPEAT TWEETS AT
VARIOUS TIMES OF
THE DAY
EXPERIMENT WITH
TWEETS THAT HAVE
IMAGES VS
NO IMAGES
IF INFOGRAPHIC
MENTIONS COMPANY
OR INDIVIDUAL, ADD
@REFERENENCE
FOR OLDER
INFOGRAPHICS,
RETWEET RELATIVE TO
CURRENT TRENDS

26. searchmarketingexpo.com
@DavidWallace
#SMX #14A
PINTEREST TIPS
LINK BACK TO YOUR
ORIGINAL POST
TO HELP DRIVE
TRAFFIC
POST
INFOGRAPHICS
TO TOPICALLY
RELEVANT BOARDS
INCLUDE A SHORT
TITLE &
DESCRIPTION OF
INFOGRAPHIC
CONSIDER
PINNING A
CROPPED VERSION
OF INFOGRAPHIC

27. searchmarketingexpo.com
@DavidWallace
#SMX #14A
TUMBLR TIPS
LINK BACK TO YOUR
ORIGINAL POST
TO HELP BUILD LINK
AUTHORITY
INCLUDE A CUSTOM
FILE NAME AT END
OF TUMBLR
GENERATED URL
INCLUDE A SHORT
TITLE &
DESCRIPTION OF
INFOGRAPHIC
ADD 2 TO 3 TAGS IN
TAG FIELD
INCLUDING THE TAG
#INFOGRAPHIC

28. searchmarketingexpo.com
@DavidWallace
#SMX #14A
N0 EMBED THIS CODE
JUST LIKE SOCIAL SHARING BUTTONS, MAKE IT EASY
FOR PEOPLE TO LINK TO YOUR INFOGRAPHIC WITH AN
“EMBED THIS” CODE

29. searchmarketingexpo.com
@DavidWallace
#SMX #14A
DID YOU KNOW THAT
OVER 85% OF USERS
WILL LEAVE A SITE
WHEN ASKED TO ENTER
CONTACT DATA OR
CREATE AN ACCOUNT?
DON’T DO IT JUST SO A
PERSON CAN SEE YOU
CONTENT!
WTF? I HAVE TO REGISTER?

30. searchmarketingexpo.com
@DavidWallace
#SMX #14A
PICK & CHOOSE
THE BEST ARCHIVES –
DON’T TRY TO SUBMIT
TO ALL
WRITE
UNIQUE DESCRIPTIONS
FOR EACH ARCHIVE YOU
SUBMIT TO.
INFOGRAPHIC ARCHIVES 101

31. searchmarketingexpo.com
@DavidWallace
#SMX #14A
CASE STUDY 1
- Originally Published April 2014
- 87k Pins
- 659 Facebook Likes
- 565k StumbleUpon Views
- 23k+ Page Views (#1 in Feb)
- 14,399 Links / 46 Domains
INFOGRAPHICS ARE THE GIFT THAT
KEEPS ON GIVING!

32. searchmarketingexpo.com
@DavidWallace
#SMX #14A
CASE STUDY 2
- Originally Published October 2014
- 294 Pins
- 142 Facebook Likes
- 65k StumbleUpon Views
- 1,600k+ Page Views (#13 in Feb)
- 147 Links / 36 Domains
INFOGRAPHICS ARE THE GIFT THAT
KEEPS ON GIVING!

33. searchmarketingexpo.com
@DavidWallace
#SMX #14A
CASE STUDY 3
- Originally Published October 2014
- Minimal social shares
- 110 Links / 49 Domains
- 1 of those links from lifehacker.com
- Traffic increased 1,000 % that month
INFOGRAPHICS ARE THE GIFT THAT
KEEPS ON GIVING!

34. searchmarketingexpo.com
@DavidWallace
#SMX #14A
KEY TAKEAWAYS
- If you aren’t utilizing infographics, you are missing out
- Don’t compromise on infographic design elements
- Make it easy for users to share & re-post infographics
- Don’t forget to share on your own social networks
- Measure for success, rinse & repeat!

35. searchmarketingexpo.com
@DavidWallace
#SMX #14A
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