Data visualization increases the comprehensibility of large and complicated data sets by leaps and bounds, and it’s a crucial tool that you should use in your content marketing efforts. Presenting data in its raw form will only bore and overwhelm your audience. Data visualization transforms the audience’s perspective on the presented data. A set of random sentences filled with numbers is converted into a story that is easily memorable and understandable with visuals.

Still not convinced? Research shows that articles that use charts and infographics have 16% –34% more comments and shares, a 65%– 100% lift in the average time spent on the page, and the depth of scrolling rate can improve up to 317%.

Data visualization can be included in your infographics, annual reports, white papers, eBooks, and social media posts. Companies like Siemens, Hitachi, and GE have done a great job creating compelling information using graphs, charts, and tables. Here’s why data visualization can be a great content marketing asset!

1. Tells a Story

Adding creative, visual elements when communicating data helps to establish context and tone. Branded design elements help readers connect the information with the overarching goals of the organization that is presenting it. This helps to align your audience with the data you are presenting and the message that you are conveying. The audience will become more receptive of the story that you are telling and will process the information easily and correctly.

2. Clear Meaning

When data is presented in a text format, consuming it can be overwhelming. You may present data to establish authority and attract more readers to your website. However, text-based data demands a lot of mental labour from the audience, and can be messy and confusing, which can cause a high bounce rate and a disengaged audience.

Visuals can be added to communicate the data’s meaning without detracting from the value of the hard numbers. It also makes your content more memorable by 65%. Users will be able to easily and quickly understand both the data, as well as the meaning and implications behind it. You can use visuals to highlight what is important for your audience to understand, so they don’t get distracted by irrelevant information.

3. Easy to Read

Data visualization makes numbers and facts easier for the reader to process. By guiding the eye through information with the use of colour, imagery, and proper typography, data is presented in a way that is appealing to look at and easier to process.

There’s no doubt that infographics are the most popular visual aid for text-based articles. In fact, infographics increase the average traffic to a website by 12%, according to OneSpot. They can be used to guide users quickly though the information, making it scannable so that users can skim through and still understand the most important data. You can use visual elements to highlight what readers need to know, making it easy for them to read and understand.

4. Build Credibility

Presenting data through thoughtful, clever, and well-designed infographics shows that your company has taken the time to consider and process the data that it has. You understand the information you are working with, so you become more credible in the eyes of your audience. Using data visually and in your content shows you have taken the time to conduct research, and that you know what you are talking about when it comes to your business and industry.

This increase in credibility leads to more conversions. Using visual engagement tactics can bring in 83% more annual revenue to a business than its competitors, says research by the Aberdeen Group.

For more ways to boost credibility, check out this blogpost!

5. Visuals Appeal to the Audience

Different individuals process information in different ways. As we move to more digital platforms and use more social media, we take in more visual information. Adding visuals can attract up to 67% of your target audience, according to research. A bigger audience means more engagement, and an audience more inclined to engage with your content.

In addition, visuals are more entertaining to look at and generate more powerful emotions than text.  Visual content increases engagement by 34% on social media platforms, and increases viewer’s memory, as mentioned above. Visualization is a great way to increase traffic and engagement on both your website and social media accounts.


Data visualization is an important facet of content marketing. It can single-handedly make your articles more interesting and entertaining. Visualization helps to attract the right kind of audience and increase engagement. It can also help your social media efforts bear fruit.

Check out our blog post about the key elements of a content marketing strategy here! Have we convinced you that data visualization would add value to your marketing assets? If you think data visualization will help showcase the complex challenges your business solves, our team here at Pace Creative is happy to have a conversation about how to use it strategically! 😊

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