Next week, two members of our marketing team are headed to the B2B Content2Conversion Conference in Scottsdale, Arizona. While we always encourage the team to learn and expand their skill set, this conference is particularly exciting because Mary Turner, a graphic designer at Widen, is accepting a Killer Content Award for the infographic “How to effectively use visual storytelling for your brand.”
The B2B Content2Conversion conference is designed to deliver the latest ideas and best practices in content production and demand generation, covering topics like content design tools, content strategy, and evaluating marketing material and the impact on sales.
The focus of the award-winning infographic is to introduce readers to the visual storytelling basics so they can incorporate them into their own marketing efforts and maximize the value of their rich media. It features facts about audience attention spans, information on how the brain processes images, and concrete tips for good visual storytelling.
Turner designed the infographic using content developed by Jenn Lisak at DK Media and Danielle Templeton and Nina Brakel-Schutt from the Widen Marketing team. Brakel-Schutt, our Brand Strategist, will join Turner at B2B Content2Conversion.
Infographics boomed in popularity over the past couple of years but creating a good one is still a challenge. It’s a delicate balance to create visuals that highlight and compliment the content instead of overwhelm it.
“I look at infographics like a children’s book. Each section is a page that advances the story and the graphics are part of it,” Turner explains. She also recommends tackling the design section by section – while keeping the overall goal in mind.
“Be holistic when working on a detailed layout like an infographic. It helps to work with content contributors to create a list of goals for the graphic, including the end goal or whatever you want the audience to do next,” she says. “Having that information is helpful when you select a theme and stylize the piece.”
Some of her other advice is more straightforward, such as making sure the font color is readable. It’s a small thing that can be overlooked if you are only aiming for a great design. Readability and accessibility should be top of mind for an infographic.
As for the popularity of the graphic, Turner credits a storytelling as a hot topic, great content, and getting it posted in the right places. From a visual standpoint, she explains, “I primarily used the Widen colors and they’re fun. The theme lent itself to a geometric layout and we settled on the beach idea as a way to keep it light and entertaining. I’m really happy with how it turned out.”
The Killer Content judges team agrees that the infographic turned out well, giving it top honors in the Design Concept/Theme category. Congratulations to Turner and the content team that developed the graphic.
If you’re interested in learning more about visual content, see our blog post “A step-by-step guide to visual content marketing.”
+ Press release: Widen Wins "Killer Content Award" for Visual Storytelling Infographic in MarketWired.+ Press release: Demand Gen Report Announces Winners of Fifth Annual Killer Content Awards via Globe News Wire.