repurposing content into infographics and slideshows
Post on 27-Jan-2015
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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...
Before91 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.
After50 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.
For example...
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 Infographicshttp://blog.hubspot.com/blog/tabid/6307/bid/28436/10-Traits-of-Amazingly-Awesome-Infographics.aspx
The Marketer’s Crash Course in Visual Content
Creationhttp://offers.hubspot.com/marketers-crash-course-in-visual-content-creation
(really useful)
More great resources...
3 Keys to repurposing content on Slidesharehttp://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
presentationshttp://econsultancy.com/blog/8514-10-slideshows-to-help-you-create-killer-presentations-in-2012
Images References1. 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’d14. 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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