Infographics can be a content marketer’s Holy Grail. We’re always in pursuit of the perfect visual that is so strong, compelling, and shareable that it elevates brand awareness to unforeseen heights. But the process does not have to be as challenging or presumably unattainable as we make it out to be.

Our two cents: Going viral will never be as impactful as reaching an influential group of potential buyers. And, if you master the basic criteria for effective infographics, creative ideas will present themselves naturally.

We put together a new resource to aid in your quest for the ideal infographic. Visual Content Marketing: The 411 on infographics, is chock-full of facts and tips. Here are our top five.

1. Why infographics are effective.
 Infographics make complex ideas easily consumable, which is why they have become omnipresent in an information-packed world. Journalism, education, and transportation are just a few sectors in society that regularly combine images with data in a way that can be easily understood, retained, and shared. Also, infographics are liked and shared on social media three times more than other content.

2. Three basic elements to designing an infographic.
 You can convey large amounts of information in a visual manner if your infographic’s design is based on appeal, comprehension, and retention. Appeal is the idea that the communication needs to engage its audience. Comprehension implies that the viewer should be able to easily understand the information that is presented to them. Retention means that the viewer should remember the data presented by the infographic.

3. Three essential parts of an infographic.
 The three parts of all infographics are the visual, the content, and the knowledge. The visual consists of colors and graphics, including an overlying theme and reference icons. Statistics and facts usually serve as the content for infographics, and can be obtained from any number of sources, including census data and news reports. One of the most important aspects of infographics is that they contain some sort of insight into the data that they are presenting — this is the knowledge.

4. What content translates well into an infographic.
 Charts and graphs can be made more compelling through the use of graphics. Complex data can be greatly simplified by the use of visual language. Storytelling or a linear narrative can be enhanced through the use of imagery. And, flow charts, if/then statements or concepts that branch off in multiple directions can benefit from a visual representation.

Next time you are working on an annual report, historical timeline, research report, or fact sheet, think about how much easier and memorable it would be to convey this information visually.