The document discusses the importance of creating powerful visual content, specifically focusing on infographics and their effectiveness in communication. It debunks myths surrounding infographics, emphasizing that quality content serves specific audience needs rather than relying on aesthetics alone. Additionally, it outlines key elements for effective visual communication, including beauty, soundness, and utility.

1. THE EXCAVATION:
Digging Deep to
Mine for Powerful
Visual Content
JASON LANKOW
@jasonlankow
Column Five
columnfivemedia.com
@columnfive
#ThreadSummit

2. 2
Co-founder of Column Five, a visual
content marketing agency
specializing in infographic design
and data visualization (CA/NY)
JASON
LANKOW
Co-author of Infographics:
The Power of Visual Storytelling
(Wiley, 2012)
Professor of Information
Visualization, Columbia University

3. 3
ABOUT COLUMN FIVE
We do good work with good people. Through
trusting partnerships, we build, distribute and
automate powerful visual content that educates,
engages and inspires.

4. 4
SERVICES
DATA VISUALIZATION
INTERACTIVE
INFOGRAPHICS
PRESENTATION
DESIGN
INFOGRAPHICS
CONTENT
STRATEGY
VISUAL LANGUAGE
AUTOMATION
MOTION GRAPHICS
VIDEO DIRECTION
& PRODUCTION

5. 5
PARTNERS

6. 6
WHAT I WANT YOU TO LEARN

7. 7
PILLAR CONTENT
1
E-BOOK
SLIDESHARE
VIDEO
1
INFOGRAPHIC
1
BLOG POST
Q&A
2
MINI GRAPHIC
3
NEWSLETTERS

8. 8
Why Does Visual Communication Work?
We can acquire more information through
our visual system than through all other
senses combined. (Colin Ware)

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APPEAL
1
EFFICACY
2
3
1. APPEAL
2. COMPREHENSION
3 RETENTION
COMPRE HE N S I ON
RETENTION
Key
Academic/Scientific
Marketing
Editorial

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http://vimeo.com/29684853

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PART I:
MYTHS, TRUTHS AND
HALF-TRUTHS ABOUT
THE BELOVED SCOURGE
OF THE INTERNET:
INFOGRAPHICS

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MYTHS
1. WHAT WE REALLY NEED...IS A GOOD-LOOKING
INFOGRAPHIC
2. EVERYTHING SHOULD BE VISUALIZED
3. THE POWER IS/WAS IN THE NOVELTY OF THE
FORMAT
4. INFOGRAPHICS ARE EASY TO CREATE

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MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC
MYTH
Infographics are successful because
they look good.

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MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC
But I want one.

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MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC
REALITY
Successful infographics are crafted with great
thought and intent.

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MYTH 2: EVERYTHING SHOULD BE VISUALIZED
MYTH
Because infographics are everywhere, every
piece of communication should be made visual
to make it more “digestible.”

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MYTH 2: EVERYTHING SHOULD BE VISUALIZED
REALITY
Visual content should be created to serve
specific communication needs/goals.

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MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT
MYTH
Infographics were powerful because they were new
and everyone loved them, but now they are old.

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MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT
REALITY
Infographics have been around for a long time.
Their application in digital content marketing is
new, but they have been effective for centuries.

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MYTH 4: INFOGRAPHICS ARE EASY TO CREATE
MYTH
It’s just pictures and words. Anyone can create
them. In fact, this guy over here is doing them
for $999.99.

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MYTH 4: INFOGRAPHICS ARE EASY TO CREATE
REALITY
Good visualization is effective when you know
who you are communicating to and why—and
you think about that audience first.

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INFOGRAPHIC EXAMPLES

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24. Boulder trail map.lh FINAL 11.27.pdf
1
11/27/13
4:54 PM
5
25
LICHEN LOOP AT HEIL VALLEY RANCH
Lat . /Lon.: N40 08.958 / W105 18.009 (Lichen Loop Trailhead)
6
ROYAL ARCH TRAIL
Lat. / Lon.: N39 59.930 / W105 16.970 (Chautauqua Park Trailhead)
You’ve got kids, and they’ve got tiny legs. Want to get them outside the
digital sphere, off their tablets, and into the fresh air? Take them on
TRENT R . HEIN
7
S
CHRIS ROSSI
8
SPRAGUE LAKE LOOP
Lat. / Lon.: N40.32043 / W105.6078
GOSHAWK FOWLER TRAIL
Lat. / Lon.: N39 55.904 / W105 16.228 (Eldorado Mountain Trailhead)
picturesque scenery of America. It’s understandable, and you've come
functions on the quiet and the serene.
peace of mind you’re actively pursuing.
SAM LEATHERS
PAUL NELSON
N
BO
L
R I S F OR
DE
16
E
FU
U
N
W
9
7
7
A COLLECTION OF OUTDOOR ADVENTURES
27
BEAR PEAK
Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead)
10
11
5
Lat. / Lon.: N39 57.278 / W105 36.192 (Hessie Trailhead)
SCOTT SEIDEL
BRYAN BECKER
Heil
Valley
Ranch
DEVIL'S THUMB LAKE
12
UTE TRAIL
Lat. / Lon.: N39.997198 / W105.309058
MT. SANITAS
Lat. / Lon.: N40 01.242 / W105 17.649 (Mt. Sanitas Trailhead)
Whether you’re taking a special someone for a picnic or talking out
DIEGO SANCHEZ
KASIM ESMAIL
36
13
Bald Mountain
NCAR TRAILHEAD
Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead)
14
BOULDER CREEK PATH
Lat. / Lon.: N39 57.597 / W105 14.230 (South Boulder Creek Trailhead)
Overland Road
18
15
4
Blue Lake
7
30
31
19
Y
7
Arikaree Peak
North
Boulder
CY
CMY
Peak to Peak Highway
K
33
Sugarloaf Mountain
Caribou Ranch
Open Space
19
72
22
15
Sugarloaf Road
10
28
2
6
93
22
WALKER RANCH LOOP TRAIL
Lat. / Lon.: N39 57.069 / W105 20.262
25
Coal Creek
Canyon Road
13
3
34
17
72
Peak to Peak
Highway
WHITNEY SATHER
24
FORSYTHE CANYON TRAIL
Lat. / Lon.: N39.960598 / W105.395751
8
9
27
29
Towhee
Trailhead
Buckeye Mountain
Ski Resort
1
LONG LAKE TRAILHEAD TO LAKE ISABELLE TO
ISABELLE GLACIER IN INDIAN PEAKS WILDERNESS
need. If you need more, then please ignore the sentence prior.
ALISEN BOL
GLACIER GORGE TRAILHEAD TO THE LOCH TO
SKY POND IN ROCKY MOUNTAIN NATIONAL PARK
Lat. / Lon.: N40 18.621 / W105 38.419
26
DIAMOND LAKE TRAIL
Lat. / Lon.: N39 59.714 / W105 38.052 (4th of July Trailhead)
28
T-33A CRASH SITE (4X4 TRAIL)
Lat. / Lon.: N40.162138 / W105.463858
ELDORA SKI RESORT
Lat. / Lon.: N39.961376 / W105.510831
Lat. / Lon.: N40 04.674 / W105 35.077
2
30
CAROUSEL OF HAPPINESS
Lat. / Lon.: N39.959789 / W105.509599
GOLD HILL INN
Lat. / Lon.: N40.063233 / W105.409132
Lat. / Lon.: N39 57.278 / W105 36.192
31
32
MILL SITE INN
Lat. / Lon.: N40.075114 / W105.504191
BOULDER DUSHANBE TEA HOUSE
Lat. / Lon.: N40.015728 / W105.277018
After a day of hiking and shaking your head from the disbelief of the
natural beauty that surrounds you, you’re going to be exhausted and
and infinite possibilities for good conversation over brunch. It’s the
cheapest/only form of teleportation that currently exists.
BETH MCELROY
TYLER BELL
3
Moderate
Lat . /Lon.: N39.977443 / W105.508811
Bear Peak
LOST LAKE, HESSIE TRAILHEAD (NEDERLAND)
Amusement
Ride
Restaurant
MUD LAKE TRAIL COMPLEX
prepared for your friends to ask you all sorts of questions, too, like,
Eldorado
Springs
Drive
Hiking Trail
Lat. / Lon.: N39.999739 / W105.471421
MATT KRIEGER
Gross
Reservoir
KEY
PEEWINK MOUNTAIN 4X4 TRAIL
KATHRYN NEUGENT
Eldorado
Springs
Pool
Magnolia Road
119
Lat. / Lon.: N40.010700 / W105.571439
NCAR
Twin Sisters Peak=
4th
of July
Road
RAINBOW LAKES CAMPGROUND
above you.
RYAN HARTKOPF
Flagstaff Road
23
Lat. / Lon.: N40 05.001 / W105 34.910 (Mitchell Lake Trailhead)
JEFF WRIGHT
21
Eldora Ski
Resort
140
20
Lat. / Lon.: N39 59.714 W105 38.052
salmon, and huge tiger muskies. If you bring food and drinks, too, you
14
Klondike Peak
Devil’s Thumb
Trailhead
23
Boulder
Canyon Road
29
BLUE LAKE
SEAN PEARCY
4TH OF JULY TRAIL
strong conversational skills. And maybe ingredients for s’mores.
They’re delicious.
21
36
32
119
4th
of July
Trailhead
Lat. / Lon.: N39 55.845 / W105 17.654
STEVE HATHAWAY
11
124
24
Lat. / Lon.: N40.378325 / W105.488296
RANDY ELSE
12
Bighorn
Mountain
20
26
18
ELDORADO CANYON TRAIL
AARON OTT
Long Lake
M
CM
SOMBRERO RANCH IN ESTES PARK
JACQUI PHENICIE
17
Apache Peak
C
MY
Lat. / Lon.: N40.007187 / W105.333232
BRIAN BEGLIN
Lee Hill
Drive
Lefthand
Canyon Drive
16
CANYON LOOP TRAIL
dog can ride a mountain bike, then there’s no need to listen to this.
Olde Stage
Road
1
CHRIS BOPP
NED MCCLAIN
James Canyon Drive
Mt.
Audubon
much a solid move for any situation.
enough for one day, friend.
Lefthand
Canyon
Porphyry Mountain
72
BIG BLUESTEM / TOWHEE TRAIL
Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead)
4
BRAINARD LAKE TRAIL
Lat. / Lon.: N40 05.001 / W105 34.910 (Mitchell Lake Trailhead)
33
APPLIEDTRUST
Lat. / Lon.: N40 04.674 / W105 35.077
34
ELDORADO SPRINGS POOL
Lat. / Lon.: N39.932632 / W105.279178
needing to pack a backpack, this hike is as convenient and ready to go
most popular resorts for young and old, alike.
CHRIS MCDERMOTT
DAN MACKIN
C R E AT E D B Y C O L U M N F I V E
APPLIEDTRUST. COM
24

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MAKING IT INTERACTIVE
Interactive infographics are ideal for presenting vast amounts of data
(or any information) in a clean, organized and logical manner. They
can be explorative, narrative or a combination of the two.
EMBED http://www.columnfivemedia.
com/work-items/interactive-arab-media-use

27. 27
What makes a
good infographic?
The value of an infographic is determined
by context and its effectiveness.

28. 28
Growth in popularity
Wild effectiveness at the novelty stage in
digital content marketing led to
oversaturation and wide ranges of quality
and accuracy.

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THE 3 ELEMENTS
OF AN EFFECTIVE
INFOGRAPHIC
B E AU T Y
SOUNDNESS
UTILITY
BEAUTY
SOUNDNESS
UTILITY

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EFFICACY
SOUNDNESS
UTILITY
BEAUTY
SOUNDNESS
It features accurate research,
data and visualization.

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EFFICACY
SOUNDNESS
UTILITY
BEAUTY
UTILITY
It fulfills its purpose.

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EFFICACY
SOUNDNESS
UTILITY
BEAUTY
BEAUTY
It features pleasing design,
shape and form.

33. 33
All infographics are not
created equal
Effective infographics must be conceived
with a solid foundation.

34. 34
The roots of successful
content
Roots provide life to your ideas and guide
your efforts.

35. 35
PART 2:
ASSESSING YOUR
FOUNDATION
WORKSHEET

36. 36
TAKING
INVENTORY OF
KEY FOUNDATIONAL
THINKING FOR
YOUR BUSINESS
HOW WELL CAN YOU (AND YOUR TEAM)
ARTICULATE EACH PIECE?
DOES IT STILL WORK FOR YOUR ORGANIZATION,
OR DOES IT NEED UPDATING?
WHAT IS MISSING ALTOGETHER?
WHO WOULD BENEFIT FROM UNDERSTANDING
THIS CORE INFORMATION?
WHAT WOULD IT LOOK LIKE FOR YOUR WHOLE TEAM
TO BE EXCITED ABOUT THIS INFORMATION?

37. 37
GOAL OF THE
FOUNDATIONAL ASSESSMENT
Strengthen your foundational thinking and identify sources of
powerful visual communication. Find opportunities to communicate
more than just what you do.

38. 38
VISION/PURPOSE
Why are we going where?

39. 39
MISSION
How are we going there? The ideal, yet practical “how?”

40. 40
VALUES
Who are we?

41. 41
NARRATIVE
What is the story (or message) that guides your current efforts?

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FOCUS/POSITIONING
Where do we play? What does winning look like?
What are our differentiators?

43. BUSINESS GOALS/
OBJECTIVES
GOAL:
Build the first home subdivision on
Mars
OBJECTIVE:
Build 50 homes by Feb. 21, 2016

44. MARKETING GOALS/
OBJECTIVES
GOAL:
Throw more Mars parties
OBJECTIVE:
Generate 5,000 qualified leads

45. 45
WHO ARE WE TALKING TO? (AUDIENCE)
Rank in order of priority.

46. CONTENT GOALS/
OBJECTIVES
GOAL:
Create collateral to help people
get their friends interested in Mars
parties
OBJECTIVE:
Create a virtual home tour video
by 4-1-14 to increase new home
deposits by 25% YOY by 6-30-14

47. PUTTING THIS
INTO PRACTICE

48. PUTTING THIS IN PRACTICE: TELLING THE
WHOLE STORY
GOAL:
Create excitement and understanding around company vision;
help team tell the Arrow story.
Arrow Graphic
48

49. PUTTING THIS IN PRACTICE: COMMUNICATING YOUR
VALUES INTERNALLY
GOAL:
Use visual content in our office to reflect and reinforce our Five Columns.
49

50. PUTTING THIS IN PRACTICE: COMMUNICATING YOUR
VALUES EXTERNALLY
GOAL:
Use visual content in our office to reflect and reinforce our Five Columns.
50

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52. THANK YOU
I want to hear from you.
Please email me at jlankow@columnfivemedia.com
or schedule a call at bit.ly/calljason.