Data Visualization and Infographics in Content Marketing



May 7, 2018 (Updated: November 6, 2023)

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Data visualization and infographics are valuable in content marketing. These use engaging images to help audiences understand a topic or review data. But how can you use infographics and data visualization in your strategy? Today, we’re looking at the value of this type of content with topics like:

What Is Data Visualization?

Data visualization is the representation of statistical data in a graphic form that readers can easily interpret. To make the data stand out and attract audiences, it needs to be aesthetically pleasing but not so distracting that the meaning gets lost in the visuals. There should be a balance between both the information and graphics within the content. Data visualization takes the form of charts, plots, and graphs. The research information should be clear and easy for the viewer to understand.

What Are Infographics?

Infographics go along with data visualization and communicate information by a visual representation of a story. These graphics artistically enhance the given information. Infographics interpret information through visual storytelling. Infographics are seen all over the web. They are embedded in presentations, in blog content, business reports, and branded social posts.

Data Visualization vs Infographics

Data visualization and infographics differ. While you can include data in an infographic, it’s not specific to these content types. Think about it this way: whenever you create a line graph or a pie chart, you’re visualizing data. However, you might not always include these in an infographic.

With data visualization, you’re only focusing on the stats and facts. In an infographic, you’re telling the whole story with insights and results. Data visuals can support and complement the information in your infographics, making them both effective tools for your content marketing strategy.

Read more about it: Data Visualizations vs. Infographics

Relationship Between Data Visualization and Infographics

Data visualization gives a picture of the stats or figures. Infographics and data visualization work together to clarify data and present it in a visually appealing way. When including data visuals in your infographics, it’s important to create balance. This ensures you have a balanced combination of imagery and text content.

When using data in infographics, make complex information accessible and easy to understand. This is where images come into play. Use charts, graphs, and illustrations that represent your studies or surveys. The infographic design should improve data visualization rather than distract from the content.

CopyPress has a whole section for designing data visualization that meets your specific business needs. To get started, look through the many available samples. When you are ready, send a message to get a quote.

How To Include Data in Infographics

People love viewing pictures, and studies show that people are 30 times more likely to check out an infographic compared to plain data. The following steps can show you how to add data to an infographic:

1. Choose Your Topic

Decide on the topic you want your infographic to focus on and what data you want to visualize. To make the content useful, hit the “what,” “how,” and “why” of your topic. Let’s say you’re creating an infographic to showcase the benefit of a product. You could include what the product is, how you or users rate it, and why this product is beneficial.

2. Research Your Topic

Do some thorough research so you have plenty of information to work with. Pull quotes, specific numbers, or stats that support your infographic content. Again, be sure this information can answer “what,” “how,” and “why” questions for readers. The more information you have, the better, as you can choose which details are most relevant for your infographic.

3. Brainstorm Your Design

Start brainstorming the final design of your infographic. Look for visuals to help you with idea generation and inspiration for the layout and theme. Consider design elements like colors, fonts, and images. Several questions to ask at this point include:

  • What colors are suitable?
  • Are you using more than one font?
  • Do you want illustrations?
  • How do you want the text to appear next to images?

Looking at these points, you can better determine how you want the final design to look.

4. Create Your Data Visualization Infographic

Create your infographic using the colors, fonts, and visuals you have prepared. You can also outsource this part of the process if you’d prefer a graphic designer’s touch. If you outsource, make sure you have plenty of examples to show the designer so they understand what you want in your infographic. If you design your infographic, include a call to action (CTA) and attributions to any contributors. It’s also important to get feedback on the final design. This allows you to fix errors, missing elements, or incomplete information if you didn’t catch them during the design.

Overall, be sure the information you present in your infographic is easy to read and understand. With the addition of brand colors, fonts, and visuals, you’ll have an attractive design to use in your content.

Read more about it: Choosing an Infographic Style: Data Visualizations

Where Can You Use Data Visualization and Infographics?

Use data visualization and infographics in blog posts, white papers, case studies, and eBooks. Data visualization can also be better suited to use in white papers and case studies, where potential clients can gain insight into the results your business achieves. Infographics are also valuable as social media posts that highlight your brand’s success, contributions, or expertise on a topic. In addition to these places, you can include infographics in email marketing messages and newsletters to announce events, educate on an issue, or present new insights.

Resources for Data Visualization and Infographics

To create either a great data visualization or infographic, you need just the right images to get your message across to the viewer. There are many resources online that can help with this, including free and paid resources. Websites like Statista provide free tools that allow you to search for statistics, business insights, outlooks, and infographics.

Of course, you can take advantage of CopyPress’s services—just schedule a strategy call and find out how our team can help you create custom infographics for your content.

Advantages of Data Visualization

Data visualization is a valuable tool in any marketing plan, whether it’s for marketing or finance. Take a look at some of the advantages of using data visualization in your content:


Data visualization makes information more accessible to both business teams and audiences. Companies can include pertinent information about a topic that teams and clients may need to know about. With greater accessibility, businesses can better plan strategies for sales and marketing since they can access data easily.


Visualizing data also provides important insights and trends. Let’s say you’re digging into your analytics dashboard for insights about customer behavior. Visualizing this data in a line graph can show you drop-off points where customers leave the sales funnel. Seeing the data in an accessible way like this can help you gather insights and plan more efficiently.


You can also showcase the latest business trends by visualizing data. Most software and data visualization tools allow you to update stats regularly, so you can see the performance in real-time. Updates like these make data visualization extremely valuable in reviewing sales and marketing performance over time. You can also use this information to update teams and clients on business progress and growth.

Advantages of Infographics

Take a look at some of the advantages of infographics in your content plan:

Visually Appealing

Unlike tons of data on paper, in online reports, or in a shared document, infographics are visually appealing. They present text in brief one- to two-sentence sections, and they use attractive imagery to share information. You can also create interactive infographics, making them even more engaging for audiences to read.

Easy to Read and Share

Infographics make it quick and easy to review content and information since you present it in short, bite-sized pieces. Infographics are so accessible, that people are more likely to share them over other forms of data online. On a website or blog, you can insert your infographic as an image or embed it in the code. On social media, infographics are easy to share as an image, and audiences are more likely to read and engage with infographics over text alone.

Increase Brand Awareness and Reach

Infographics can also help your company increase brand awareness and expand its reach online. With branded images, content, and data visualizations, you can create sharable content that audiences engage with. This, in turn, can expand your reach and engage target audiences. Infographics are a way to educate your audience about your business data. By using infographics to appeal to target audiences, you can increase brand awareness and your online presence.

So what are you waiting for? Graphics are a great way to get the word out about your latest business trends and share valuable information with as many people as possible. If you haven’t already started creating data visualization and infographics for your business, get in touch with the CopyPress team to find out where to begin.

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