Published on March 13, 2014
How to do it and why you should By Sarah MacKinnon @mackinnonsr Re-purposing content into slideshows and infographics
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.
“I don’t read, I just look at the pictures” Andy agrees:
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
“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
So what is visual content?
Any visual method of delivering information that supports the same marketing objectives as written content. Infographics! Templates! Graphs! Videos! Charts! Slideshows!
So here it is...
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.
• 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
Ask yourself Is this something my audience will want to share?
Tip: Don’t bite off more than you can chew Don’t try to repurpose the whole thing. Just don’t.
Step #2: Break it down. Package your content into practical, easy-to-consume bites
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
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
Step #3: What is the best visual to deliver your content? “The medium isn’t always the message”
For example, infographics are great for: Telling a visual story with data
Or, sharing a series of tips or best practices
Slideshows are great for: Explaining complicated information with simple concepts
Teaching how-to processes
Slideshows are also great for: Offering ideas & inspiration or sharing tips & expertise
Step #4: Deliver your message like a sucker punch
What do you want your audience to remember? “Be short, concise & powerful” said Napoleon
In other words, cut the fat • 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.
Wondering if that image had anything to do with the message of the previous slide? Us too. Don’t let that happen.
Capture your audience’s attention with images that will resonate with their needs, pains and challenges. Answer their questions and solve their problems
Step # 6: Publish this shiny visual content on your blog or in your resource centre.
Make it easy to share Write a keyword-rich metadescription Don’t forget to...
Step #7: Be social Share your visual content on Twitter, Slideshare, LinkedIn, Google+ or Facebook.
For more tips on content creation...
Follow us on Twitter: @Brainrider Or check out our latest blog post: 3 simple ways to repurpose content
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)
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
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
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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