Repurposing content into infographics and slideshows

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WHY CREATE VISUAL CONTENT?
You have 3 seconds (or less) to capture someone’s attention. If you can’t win your prospect’s attention, you can’t convert them into customers.

You are competing with an overwhelming amount of content. “Every two days we create as much information as we did from the dawn of civilization up until 2003” says Eric Schmidt [former Google CEO

People only remember about 20% of what they read, but retain about 83% of what they learn visually

After a survey of B2C and B2B Facebook Pages, HubSpot reported that photo posts get 53% more likes and 104% more comments than the average Facebook post.

Any visual method of delivering information that supports the same marketing objectives as written content.
For example: infographics, templates, graphs, videos, charts, slideshows.

A STEP-BY-STEP GUIDE TO REPURPOSING CONTENT INTO SLIDESHOWS AND INFOGRAPHICS

Step #1: Choose a piece of written content to repurpose.
Blog posts, whitepapers, articles, webinars and long slideshows are perfect candidates.
Make sure this piece of content has a clear process, storyline, or key milestones.
It should contain useful, interesting information that your customers will want to know.
Ask yourself: Is this something my audience will want to share?
Tip: Start with one of the following types of written content. These formats are easier and faster to repurpose because they already contain basic messages and useful take-aways:
Best practices
Quick tips
Do’s/Don’ts
101 guides
Step-by-step
How-to processes
Glossaries

Step #2: Break it down.
Package your content into practical, easy-to-consume bites.
Tip: Start with one of the following types of written content. These formats are easier and faster to repurpose because they already contain basic messages and useful take-aways:
Best practices
Quick tips
Do’s/Don’ts
101 guides
Step-by-step
How-to processes
Glossaries

Step #3: Match a medium to your message.
What is the best visual to deliver your content?
Infographics are great for:
Telling a visual story with data
Sharing a series of tips or best practices
Slideshows are great for:
Explaining complicated information with simple concepts.
Teaching how-to processes
Offering ideas & inspiration
Sharing tips & expertise

Step #4: Deliver your message like a sucker punch.
What do you want your audience to remember afterwards?
Be short, concise & powerful.
Make sure your content is simple & to-the-point.
No more than 6 lines of text per slide.

Step #5: Choose unique visuals that will support your story and clarify your message.
Capture your audience’s attention with images that will resonate with their needs, pains and challenges.

Step # 6: Publish this shiny new visual content on your blog or in your resource centre.
Don’t forget to make it easy to share
Write a keyword-rich meta description

Step #7: Be social.
Share your visual content on Twitter, Slideshare, LinkedIn, G

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Repurposing content into infographics and slideshows

  1. 1. How to do it and why you should By Sarah MacKinnon @mackinnonsr Re-purposing content into slideshows and infographics
  2. 2. Why create visual content?
  3. 3. You have 3 seconds (or less) to capture someone’s attention
  4. 4. If you can’t win your prospect’s attention, you can’t convert them into customers.
  5. 5. “I don’t read, I just look at the pictures” Andy agrees:
  6. 6. You are competing with an overwhelming amount of content.
  7. 7. “Every two days we create as much information as we did from the dawn of civilization up until 2003” says Eric Schmidt [former Google CEO]
  8. 8. People only remember about 20% of what they read, but retain about 83%of what they learn visually
  9. 9. “Photo posts get 53% more likes and 104% more comments than the average Facebook post” Says after a survey of B2C and B2B Facebook Pages
  10. 10. So what is visual content?
  11. 11. Any visual method of delivering information that supports the same marketing objectives as written content. Infographics! Templates! Graphs! Videos! Charts! Slideshows!
  12. 12. So here it is...
  13. 13. A step-by-step guide to repurposing content into Slideshows and Infographics
  14. 14. Step #1: Choose a piece of written content to repurpose Blog posts, whitepapers, articles, webinars and long slideshows are perfect candidates.
  15. 15. • has a clear process, storyline, or key milestones. • contains useful, interesting information that your customers will want to know. Make sure this piece of content
  16. 16. Ask yourself Is this something my audience will want to share?
  17. 17. Tip: Don’t bite off more than you can chew Don’t try to repurpose the whole thing. Just don’t.
  18. 18. Step #2: Break it down. Package your content into practical, easy-to-consume bites
  19. 19. For example... Before 91 words A study conducted by JD Power and Associates reported that 42% of companies listed social listening in their top three priorities for 2013. Compared to more traditional research tools like focus groups, interviews and surveys, social listening often yields fresher, more current data, usually with less effort involved. Social listening can be used to track relevant conversations that businesses can use to connect with new prospects, identify conversations and topics that will connect to your customers’ needs and pains, identify and connect with potential partners / resellers and monitor competitive activity. After 50 words 4 good reasons why social listening should be a top priority for 2013: • 42% of companies said social listening in was in their top three 2013 priorities • It can help you: • Connect with new prospects or partners, • Identify topics that connect to your customer’s needs & pains. • Monitor competitive activity. This is an article Same content, cut in 1/2
  20. 20. Tip: it’s easier to start with one of the following types of written content: • Best practices • Do’s/Don’ts • 101 guides • Step-by-step • How-to processes • Glossaries
  21. 21. Step #3: What is the best visual to deliver your content? “The medium isn’t always the message”
  22. 22. For example, infographics are great for: Telling a visual story with data
  23. 23. Or, sharing a series of tips or best practices
  24. 24. Slideshows are great for: Explaining complicated information with simple concepts
  25. 25. Teaching how-to processes
  26. 26. Slideshows are also great for: Offering ideas & inspiration or sharing tips & expertise
  27. 27. Step #4: Deliver your message like a sucker punch
  28. 28. What do you want your audience to remember? “Be short, concise & powerful” said Napoleon
  29. 29. In other words, cut the fat • Make sure your content is simple & to-the-point. • No more than 6 lines of text per slide.
  30. 30. For example...
  31. 31. Step #5: Choose unique visuals that will support your story and clarify your message.
  32. 32. Wondering if that image had anything to do with the message of the previous slide? Us too. Don’t let that happen.
  33. 33. Capture your audience’s attention with images that will resonate with their needs, pains and challenges. Answer their questions and solve their problems
  34. 34. Step # 6: Publish this shiny visual content on your blog or in your resource centre.
  35. 35. Make it easy to share Write a keyword-rich metadescription Don’t forget to...
  36. 36. Step #7: Be social Share your visual content on Twitter, Slideshare, LinkedIn, Google+ or Facebook.
  37. 37. For more tips on content creation...
  38. 38. Follow us on Twitter: @Brainrider Or check out our latest blog post: 3 simple ways to repurpose content
  39. 39. Some great resources on creating visual content 10 Traits of Amazingly Awesome Infographics http://blog.hubspot.com/blog/tabid/6307/bid/28436/10-Traits-of-Amazingly-Awesome-Infographics.aspx The Marketer’s Crash Course in Visual Content Creation http://offers.hubspot.com/marketers-crash-course-in-visual-content-creation (really useful)
  40. 40. More great resources... 3 Keys to repurposing content on Slideshare http://blog.slideshare.net/2013/07/31/3-keys-to-repurposing-content-on-slideshare/ What makes a good infographic? http://dashburst.com/chart/what-makes-a-good-infographic/ 10 Slideshows to help you create killer presentations http://econsultancy.com/blog/8514-10-slideshows-to-help-you-create-killer-presentations-in-2012
  41. 41. Images References 1. http://legal-edge.co.uk/?p=399 2. http://hasai.com/how-infographics-work-for-marketing/ 3. http://www.edudemic.com/70-tools-and-4-reasons-to-make-your-own-infographics/ 4. http://www.columnfivemedia.com/work-items/infographic-americas-fresh-food-movement 5. http://www.slideshare.net/slidesthatrock/templates-that-dont-suck 6. http://www.biography.com/people/andy-warhol-9523875 7. http://www.isoc.org/inet95/proceedings/CHAIR/eric1.gif 8. http://www.philnel.com/2010/10/14/procrastigrading/ 9. http://findyourcalm.blogspot.ca/2010/09/biting-off-more-than-you-can-chew.html 10. http://inspiredm.com/30-infographics-about-infographics/ 11. http://www.sherlock-holmes.co.uk/ 12.http://juliekinnear.com/blogs/famous-torontonians-marshall-mcluhan 13. http://farm3.static.flickr.com/2637/4242191963_03823c2a62_o.jpg
  42. 42. Images References cont’d 14. http://www.brainrider.com/better-b2b-marketing/creating-better-b2b-website-content-5-tips-from-brainrider- infographic/ 15. http://www.slideshare.net/EmilandDC/7-tips-to-create-visual-presentations?from=ss_embed 16. http://www.marketo.com/media/how-to-build-a-better-inbound-marketing-machine/?dont_change_locale 17. http://econsultancy.com/blog/8514-10-slideshows-to-help-you-create-killer-presentations-in-2012 18. http://econsultancy.com/blog/8514-10-slideshows-to-help-you-create-killer-presentations-in-2012 19. http://www.foodiggity.com/mini-meal-miniature-food-art-by-jessica-hlavac/ 20. http://www.craftster.org/forum/index.php?topic=111577.0#axzz2thO2C3jo 21. http://www.123rf.com/stock-photo/package.html 22. http://inwallspeakers1.com/comic-pow/ 23. http://actorwash.com/cure/natural-cures/feed/ 24. http://bipolarbatesy.blogspot.ca/2012/12/mental-illness-face-heart-connection.html

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