If you’re into creating content marketing that is shareable, chances are you want to be doing more infographics. Social media, blogs, and PR all love them. But they can be time-consuming to create and difficult to use to tell a compelling story rather than just shooting out facts. That story should be clear and promote your small business’ products, service or expertise.
While working with a client recently, we came up with a quick, easy and repeatable way to create a series of small infographics that laid out their particular expertise and solution. It’s been so successful I thought I’d share what we learned for creating quick infographics. What do you think?
Step 1: Quantifying a Problem
There are a lot of studies out there that measure the time or cost of a specific problem your small business seeks to solve for your customers. Even if your offering solves only a piece of a larger problem, gather these facts into a single place. Chances are, you already have them in sales decks.
Let’s use the example of Dia Diapers, a fictional company that makes biodegradable disposable diapers that I’ve been using for the last few months (January, February). Say you have research that says 10,000 square miles of earth is covered in landfills. You find another stat that one year of disposable diapers for a single child can stretch around the earth three times. All are problems Dia Diapers aims to solve and worth exploring further in an infographic.
Step 2: Pick one of these Data Points
Step 3: Gather 3-5 Facts on how your Product Addresses this One “Problem” Data Point
Say we chose to explore the amount of waste in landfills. You’d then look for data that describes the impact of solving that problem with biodegradable diapers. So you may do some calculations that show how removing disposable diapers from landfills would reduce their size by 13%. Then, maybe you find studies that state biodegradable materials reduce a landfill by as much as 100,000 tons every year. Another statistic you may find says 80% of waste management companies separate biodegradable materials for faster decomposition. And maybe a fourth statistic that states that 87% of biodegradable trash is reused as compost.
Step 4: Design Infographic
Now, simply take the “problem” and “solution” data and design your infographic. It can be as easy as stating each data point in a graphically interesting way. Start with the “problem” stat followed by the “solution” stats. Remember that the solution data should, in some way, build the case that the strategy you use to address this problem is reasonable. What you’re NOT doing is trying to prove your specific company or product is the best way to solve the stated problem.
That’s the job of other content.
Content Marketing is more than a single piece, but using infographics in this way can convince your audience that using your product/service is a good way to solve a problem and will get them further down the path to purchasing from you.