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The Most Important Thing You Need to Know about Infographics Barry Feldman: August 26, 2013 | Content marketing | The volume of inf ographics goes up more than 1% each day. I must conf ess: I never saw the attraction. It’s not like I didn’t realize inf ographics had become raging hot. I just didn’t get what the big deal was. I mean, you take a subject worthy of content creation, sprinkle in some icons, graphs and such and what do you have? A little picture show? A decorated article? A busy page? What’s so great about these things? People love them. There you go. Again, people love them. That’s all you need to know. They devour them. They rave about them. They save them. They actually collect them. Most importantly, they share them. We could get into the psychology of it all, but why complicate the issue? And why question it? Create an interesting inf ographic and you draw a crowd. You build authority. You accomplish precisely what we strive f or as content marketers. So, since people love them, you should create them. Case closed.
They may not be the
juiciest burgers you can buy, but they are being consumed in the billions. You don’t have to like them to understand it’s a good idea to make them. I’m in now. And here’s what I’ve learned about the power of inf ographics. I got some of these points f rom an inf ographic by Zabsico and others f rom a post by digital marketing expert Jef f Bullas. Inf ographics: Demonstrate expertise on your topic Stand out amongst less visually interesting f ormats Take advantage of the f act that 90% of inf ormation enters your brain visually Help visualize statistics f or easy understanding Of ten go viral—or at the very least—are readily shared Get increased mileage when you provide the code to embed them Encourage links back to your site to generate higher traf f ic Help heighten brand awareness What’s stopping you? If you’ve never created an inf ographic and made it a part of your content marketing mix, I’m going to assume you were thinking along same line as I was until about six months ago. They’re a big pain to do. I learned otherwise.
The truth is, I’ve never
even explicitly set out to create one. By that, what I really mean is, I never made the inf ographic my first expression of a content idea. How I got engaged with infographics. In late 2012, I read a well-researched article called “The Science of Engagement” created by Canvas8 and Weber Shandwick. With that—and some additional online research—I was inspired to create a f airly simple slide deck I titled, Engagement: How to create a love af f air between your brand and your buyers. I published my piece on SlideShare and it did well (3K+ views). It reached a good size audience on SlideShare, but it was also embedded in a post on my blog, shared across social media, and also embedded on a f ew other sites. Some time around the f irst of 2013 I read a post about the best web services of f ering f ree premade templates and tools f or creating inf ographics. I tinkered a bit with a f ew and decided Piktochart was the one I liked most. But don’t you need graphic design skills? Yes and no, mostly no. I’ve been in advertising and marketing f or a long time and have been a creative director long enough to say with some conf idence I have a good eye f or design and pick up the skills to decorate a page reasonably well. But I’m not a graphic designer. Judge f or yourself . Here’s a glimpse of the f ree template I chose. And here’s a part of the inf ographic I created f rom it. Granted, there was a learning curve. Also, I had to make a lot of decisions about images, colors, f onts, and layout. I don’t want to juke you into thinking the inf ographic designs itself . But I when I was done, I was convinced I’m perf ectly capable of creating inf ographics. The next question became: was it worth the ef f ort? I believe it was. My inf ographic, “Elements of Engagement” has been viewed close to 4K times, embedded on 8 sites, pinned of ten on Pinterest, and downloaded 93 times to date. Given its theme, engagement, I introduced it just bef ore Valentine’s Day. I might give it a second spin next February. There’s no rule against re-using content, especially your own. My next infographic was less effort and a bigger hit. Frugal inf ographic creation, Part II… My next inf ographic was also inspired by an article. This time, I decided “11 Reasons Why Prospects Don’t Convert Into Customers” would be a strong choice. The article f eatured a insect repellent bottle as its main visual, which I conceived with an assist f rom the Convince and Convert editor, Jess Ostrof f . I thought I’d recruit, or at least try, an inf ographic designer who’d consider partnering with me f or the exposure instead of a paycheck. I made my plea via a LinkedIn Group. I got a pretty good response and chose a talented designer. This inf ographic has been viewed 20K
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to view the entire infographic. This inf ographic has been viewed 20K times on SlideShare alone. Do a search f or its title “11 Website Conversion Killers” and you’ll see it was republished and shared like mad. A third approach to getting an infographic made. Once again, a popular article of mine, “Meet the World’s Greatest Social Media Social Media Marketer,” begged to be “inf ographicked.” The article’s publisher, MarketingProf s, put me in touch with a partner of theirs, Placester, and we created this one. I could give you the SlideShare count, but it wouldn’t mean much because this inf ographic has gone viral. In f act, it’s being shared and posted in new places every day (which I guess you could say is the def inition of “viral.”) Here I go again. I just created this inf ographic, once again, based on a popular article. I went back to Piktochart to do this one and kept it very simple. 25 Brain Lubricants for Generating Ideas f rom Barry Feldman What do you need to create and publish an infographic?
Click the image or here
to view the entire infographic. publish an infographic? An idea—As you gathered here, your inf ographic idea could easily come f rom a report, article, slide deck or any type of concept you f eel lends itself to an inf ographic treatment. If you’re already creating content regularly, but haven’t yet done an inf ographic, I strongly suggest get started by mining your current content. Copywriting—Your copy should be adopted to the short caption style appropriate f or quick reading. You’ll want to emphasize key points with typographic treatments. Design—Depending on your skill set and available resources you’ll want to make a call about using a DIY service, working with a graphics partner who you’re willing to share the credit with, or hiring out. Platforms for publishing—Inf ographics will work well on your blog, as a guest post, and available on content networks such as SlideShare. Visual.ly is a popular outpost f or publishing inf ographics and can give you access to a large and growing audience. Examine your resources and decide how to capitalize on your inf ographic. You might supply the concept, copy, design or any combination and invest in the talent you need. Depending on what you do and don’t outsource, the f ees you can expect to pay may vary f rom as little as a f ew hundred dollars to one-thousand and up. Of course, like any f orm of content, you’re likely to get what you pay f or. But remember the most important thing: people love them. I think I might have mentioned that. Filed under: Content marketing by Barry Feldman |