How to Develop Content Marketing Metrics & KPIs

No matter how large or small your marketing budget is, if you want to optimize marketing spend, it’s vital that you measure your content marketing performance. Measurement allows you to see what’s working and what isn’t, empowering you to make educated decisions about the future of your campaigns. Below, we’ll discuss how to develop content marketing metrics and key performance indicators, or KPIs, that help you adequately measure your content marketing campaign performance in order to adjust your tactics for improvement.

1. Start by identifying your content marketing goals.

Many marketers jump into measurement without a clear idea of what exactly they would like to accomplish with their content campaigns and assets. Ultimately, this can lead to using the wrong content marketing metrics, which can be a waste of both time and resources. To set your organization up for success, you’ll want to first identify what your content marketing goals are and then tie these specific goals to content KPIs and metrics.

Lead Generation

According to Content Marketing Institute, 85% of marketers says that lead generation is one of their most important business goals. If you want to measure how well your content is working to generate more leads, look to the following metrics:

  • Click-Through Rate: Click-through rates help you better understand how your content is generating and converting leads. Each blog post should include a clear call-to-action that leads readers to take a desired action. Whether the CTA asks readers to view another web page, download gated content, call the company, or some other desired action, looking at the click-through rates for these CTAs will allow you to determine how many leads each post is generating.

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  • Conversions: You can go beyond click-through rates to see how many of the leads become qualified and convert into paying customers. Looking at conversions allows you to see which pieces of content are not only generating the right types of leads but generating leads that are most likely to convert.

Brand Awareness

Brand awareness itself is not a KPI, but it is a goal that many brands hope to achieve with their content marketing. To measure how successful your content is generating brand awareness, you might look at the following KPIs:

  • Article Views: Though it may be difficult to determine this metric for content that is not housed on your site, it’s quite easy to access analytics for owned media on your brand blog. Looking at the number of article views can help you better understand how many people are viewing your content.
  • Social Shares: Social shares is another KPI that you can use to determine your success in generating brand awareness. Measure how many shares each post receives to better understand which types of content are most successful at engaging your audience and creating awareness for your brand. The more content your audience shares, the more your online reach increases.

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Audience Engagement

Once you build brand awareness, you then have to engage the followers, leads, and fans that have started to take notice of your brand. Though general brand awareness can help you gauge how familiar consumers are with your brand, genuine audience engagement helps you better understand how consumers feel about your brand. Not to mention, engaging with your audience can help you get to know more about them. To track how successfully your content engages your audience, take a look at the following metrics:

  • Click-Through Rates: If your content is compelling readers to click on your link, then you know that it has been successful in attracting their attention. By monitoring how many people click on your content and what types of content they are clicking on, your brand can get a better idea of what is interesting and useful to your audience.
  • Social Shares: The number of social shares can help you understand how many of your readers have found your content valuable enough to share with their friends and family. However, you’ll want to go beyond the number of social shares and monitor who is sharing your content. Identify how many people within your target audience or influencers in your industry are sharing your content to get a better idea of its value.
  • Comments: Though not all comments are valuable, you will want to monitor your comments section for engagement and feedback to see who is contributing to your content. You will also want to see which types of content are generating the most engagement.

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Sales Enablement

While lead generation, brand awareness, and audience engagement are great content marketing goals to track each month, you also need to be aware of sales. Content marketing can be a valuable tool for moving your leads through the sales process. If you want to track your success in using content for sales enablement, monitor the following metrics:

  • Sales Conversion Rate: Leads that receive your content on a regular basis through the various content channels will often convert at a higher rate. This is because as leads consume more of your content, they start to trust your brand more and learn all of the ways that your company’s solution meets their needs.
  • Length of Sales Cycle: Measuring the length of your sales cycle helps give you a better idea of how well your content is working. Great content helps your brand decrease the average sales cycle length. If your content is effective, you should see that leads who consume your content regularly close at a faster rate than those who do not.
  • Contract Size: Effective content should also make it easier for your brand to sell more to each lead. By comparing the contract size of clients who were nurtured through targeted content marketing vs. those who were not, you can see how well your content marketing is working to build trust, answer your leads’ biggest questions, and address their concerns.

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2. Make distinctions and connections between on-site and off-site metrics.

When you are measuring your content marketing campaign success, you will need to distinguish between your on-site content assets and those that are off-site. For instance, your on-site content assets are platforms such as your website and blog where you have complete control at the domain level. Whereas off-site assets are those pieces of content that appear in areas such as guest blogs or social media sites, where you have less control of the asset.

There are areas where these assets will overlap and interact with one another. For example, you may drive traffic from your social media profiles to pieces of content that are housed on your website, such as a blog post or e-book. You will want to make sure that you measure this overlap to have a better understanding of the relationship between your

3. Remember that establishing content marketing metrics and KPIs is an ongoing process.

Even after you have identified which content metrics you’ll use to measure your specific business goals, you are not quite done yet. Your organization’s needs will develop and change over time, meaning that establishing content metrics is not a one-time event, but rather a fluid and ongoing process. If you want to continue to optimize your marketing budget, it’s important that you assess the data, look for important insights, and find new stories within the analytics to help you better measure performance and understand where you are in achieving your organization’s overall business goals.

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Marketers should evaluate content marketing metrics and KPIs for relevancy for each unique project. Being flexible in how you measure the results of each content marketing campaign will open new opportunities to help you grow your business goals and achieve maximum performance. For instance, in reviewing your metrics, you may see that the findings that suggest there are new areas that you should emphasize in your content marketing campaigns. Once you adjust your campaigns to account for these new topics, you will also want to review your metrics to ensure that you’re still using the best KPIs to measure success.

As time passes and you make changes to your campaigns, you will want to revisit your KPIs and metrics. If you are still using the same KPIs that you were when you started using content marketing, then you may want to ask yourself why and consider whether or not they are still valid for effectively helping you measure success. There is a good chance that as you develop your content marketing campaigns and make changes to your approach that you will need to make changes to your KPIs as well. The same is true as you begin to increase marketing spend.

 

 

This article originally appeared in Seven Atoms, was written by Andy Beohar from Business2Community, and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

Attention Business Leaders: 5 Reasons Why You Need to Master Social

So you’re a C-Suite executive. A top business leader. Some call you the big cheese, the head honcho, the holder of the pocket book. Your business is your life. So why aren’t you paying more attention to social?

Data shows that when leaders and senior management are on active on social, their businesses experience an increase in positive sentiment and better brand perception. Data also shows an increase in employee engagement when a company’s leader is active on social media. With a relatable and accessible CEO and a company’s encouragement of employee social advocacy, studies show less turnover and higher attraction for talent.

With those benefits, what have you got to lose?

So, here are quick tips on how to engage, utilise, and master social media:

1. Cultivate Your Voice

As a company leader, you need to also “create” a personal brand. One that ties into your company’s brand but has a personal twist. When your community connects with you, they don’t want to hear you reiterate what your brand channels are already publishing.

They want the inside scoop from the person at the top. If you’ve launched a new feature, the social media accounts of the brand can describe how the feature works. But your community will look to your personal social accounts to explain why the feature makes sense given the direction of the product or how this feature ties into upcoming initiatives that are in the works for the organisation. 

2. Understand the Work of Social Media and Comms

Don’t be that CEO that makes spelling mistakes or bad comments because you’re rushed. Little mistakes can turn into larger PR nightmares. Right now you’re busy. But once you start diving into having an active social presence, you’ll learn how much work it takes.

That’s why it pays to get a team of experts to train you in the DOs and DON’Ts of social media. Have them create a posting calendar for you, one that you can review and double check before content makes its way out into the social sphere. Create a cadence with your posts, and look for a mix of broadcasting brand messages, sharing personal tidbits, retweeting and engaging colleagues. Like most habits, it takes practice, but setting up a calendar and system for posting will help the task feel like second nature.

3. Be Prepared for Crises

Related, if you surround yourself with a team of social experts, you’ll hopefully be prepared with appropriate content if (when) a crisis hits. Read up on some of our best crisis comms blog posts and have the team prepare your action plan.

Remember, as with reason #1, use your personal voice. When preparing a statement or mea culpa, don’t sound like a dry press release. Don’t use corporate speak, that’s already out there. People will want to hear a leader speak with true understanding of the crisis that took place, offer a genuine apology (if it is warranted), and what actionable next steps will be put into place.

4. Be a Part of the Conversation

In order to be a part of the conversation, you first have to listen. You’re in luck since Meltwater’s Executive Alerts does all the heavy lifting for you. Input a location or keywords and keep track of the conversations that mean the most to you.

By knowing what’s happening in the online social world, what folks are saying about your brand and yourself,  you will be in a powerful position, prepared to have meaningful conversations. You can RT/share positive customer testimonials, reply to customers that may be experiencing something difficult with your brand, and of course, engage with other leaders in your industry.

5. Some of the Best Are on Social

More of a visual learner? Join well-known CEOs who are experts at social and learn a thing or two from them:

Now you know the reasons why you should start tweeting and ‘grammming, what are you waiting for?

 

7 Ways to Get out from Under the Instagram Shadowban

More and more companies are noticing a drop in Instagram engagement, despite the fact that the platform’s growth is accelerating. As soon as brands started noticing the drop-off and eventually compared notes with each other, theories emerged as to why certain posts were seemingly being suppressed, and the phenomenon was labelled a shadowban. In fact, the Instagram shadowban started being mentioned on social media in November 2016. By June 2017 it became a much-speculated-about trending topic. Here we look at what top brands and influencers on Instagram have been able to piece together and the best practices that have emerged to help PR and social media pros keeping building engagement on the platform.

Instagram shadowban

Mentions of the Instagram shadowban don’t appear on social media until mid-November 2016, but since late March 2017 they’ve been gaining steam. (Graph from Meltwater Media Intelligence platform.)

It’s important to note that Instagram has never acknowledged an official policy for “banning” posts or hashtags. However, brands and influencers report that their engagement on the platform has decreased over the last six months. As Amanda Casela from ldn rose recently reported, “I noticed that I was getting close to no new followers a day. Previously I would get around 5-8 new followers a day (albeit I would also lose at least 3 a day ha!). The lack of new followers wasn’t too concerning. But, the drop in likes and comments was frustrating.” Taken together, anecdotal evidence points to something going on.

instagram shadowban

First, Some Background Info

In previous posts, we’ve covered hashtag use as a way of hooking audiences that might not be following you. But with the shadowban, it seems like the use of hashtags has led to posts being suppressed. Hashtags are essentially a search feature, and by associating your branded hashtag with a related one (preferably one that’s trending), you’re increasing the chances of your content being found. For instance, someone might type the associated hashtag into Instagram’s search field. Or they might simply click on the hashtag in a post they’ve come across. But what if the hashtag you’ve associated yourself with leads to the opposite, and your post fails to show up in search results or public hashtag streams?

So, What’s the Instagram Shadowban?

It isn’t an official term but is being widely bandied about. As Maggie Marton from BlogPaws speculates, “….shadowban waters are pretty muddy. We reached out to Facebook (they own IG) for additional information. One thing we learned is that “shadowban” isn’t an official term at Facebook. It appears to be the pop culture term—along with ghost ban, stealth ban, or shadow ban.”

The shadowban has been associated with the use (or misuse) of hashtags, discovered when users started conducting some experiments. As Moonlit Creatures explains, “I’ve gone through ALL my hashtags and discovered that the #boho hashtag is broken. Using even one broken hashtag will render ALL your other tags useless! I don’t know if just this one thing will fix all my insta problems, but I’m staying optimistic.” In other words, a post with an “offending” hashtag will not show up in searches for any of the other hashtags listed in the post.

As a result of being shadowbanned, only your current followers will see your hashtagged posts as they show up in their stream (and if your followers were to re-gram your images, these images would be subject to the same shadowban). Not only does this limit your engagement with the greater IG community, but it can also lead to a stagnant or even negative growth rate. Obviously, the exact opposite of what we want.

Understanding the shadowban has become an even bigger priority since Instagram now allows stories to be hashtagged to receive additional platform exposure based on these hashtags. It has been speculated that Instagram’s hashtag scrutiny is motivated by their attempt to use hashtags for ad planning, and stop users from getting attention when they use irrelevant hashtags or overload posts with hashtags, thereby making the hashtag taxonomy less effective.

While brands still think of the shadowban as a problem, Instagram has avoided addressing related issues as bugs that need fixing. Instead, the platform has tried to provide guidance on the level of content: “We understand users have experienced issues with our hashtag search that caused posts to not be surfaced. We are continuously working on improvements to our system with the resources available. When developing content, we recommend focusing on your business objective or goal rather than hashtags.”

instagram shadow ban

If You’re Caught in the Net of the Instagram Shadowban, What Should You Do?

Go here to check the posts you think may be affected. Be warned that this is an educated guess as to how the algorithm is identifying posts to shadowban. Another way to check is to log out of your account, search for the hashtags you’ve used in a specific post, and see if that post comes up in the search results. If your images aren’t showing up, posts with this hashtag might be flagged.

instagram shadowban

Then, Grab Strategies for Success from Top Instagram Influencers

  1. Make sure you aren’t using any of IG’s banned hashtags that have been overtaken with spammy posts.
  2. Form an Instagram Pod or Engagement group: A pod is an informal group of like-minded accounts that visit each other’s photos and feed the algorithm by engaging via original comments and likes.
  3. Even if Instagram allows 60 hashtags per post, should you really use that many? Use hashtags sparingly in conjunction with your branded hashtag(s). The Instagram limit per post is 60, but you may want to be more targeted and not come off as spammy with your hashtags.
  4. Don’t buy followers.
  5. Don’t use third-party apps to post photos, especially with hashtags. Revoke account access to any third-party apps you’ve enabled. Instagram isn’t a fan of third-party apps that like, post comments, or post hashtags on your behalf.
  6. Be authentic when you comment on Instagram photos (and do it manually). If you reply on behalf of your brand in a generic or formulaic way, you may be flagged as a bot or deemed to generate irrelevant content.
  7. Change from a business account to a personal account, be advised you’ll lose business capabilities, like insights and a Contact button. Know that Instagram may give you leeway to fly under the radar if you are not seen as being on the platform to generate revenue. Along these lines, unlink your Facebook fan page from your Instagram account.

It’s possible that Instagram will assess the impact on their channel as a whole and decide for themselves whether they will lighten the restriction or worse, increase them. If all this lowered engagement, excuses about resources, and lack of acknowledgement of a ban seems a little too convenient, there is always the option of taking out an ad. As Alexander from the Preview App remarks, “Instagram rolled out its Business Profile features. It wants you to pay THEM to get more engagement.”

To further protect your engagement and monitor the health of your keywords, see a demo of how you can keep track of what matters to you on Instagram.

Everything We’ve Learned from Making 4,000 Infographics

With over 4,000 under our belt, we’ve learned a lot about how to make infographics in our time. It’s been almost a decade since we started, and although the publishing landscape has changed since our early days of million-view infographics on Digg, they’re still a great way for brands to build brand awareness and communicate with the world. The format has even evolved since we’ve been in the game, allowing us to create more exciting, dynamic infographics than ever.

But there are still a lot of awful infographics in the world. Some are made with good intentions, some could just use a little tweaking, and some are a straight-up nightmare. But most of those ineffective infographics could be great with the right direction.

How to Make Infographics

We’ve made infographics for everyone from small startups to Fortune 100 companies. We’ve learned what works and what really throws a wrench in the infographic process, from that first brainstorm to the moment the project goes live.

We don’t want you to waste your time creating less-than-awesome content, so we’re sharing our best tips to create solid infographics, based on everything we’ve learned. Here’s our step-by-step breakdown of the process and what will help or hurt you at each stage.

The Process

In general, the infographic creation process looks like this:

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The most important thing to remember is that each stage builds on the other, so you need clear communication and sign-off at each stage to move things forward and create a piece of content that works for everyone. (Basically, by the time you see your first infographic design, you aren’t looking at an entire “first draft.” The idea and copy should have been locked and edited several times by the time you get to that stage.) There should be no surprises on the back end.

Start with a Strategy

The process to make a successful infographic starts way before you ever come up with an idea.

People often get excited at the idea of an infographic and want to head into design immediately, but this is the number one thing that sabotages an infographic. Whenever we kick off a fresh project with a partner, we start with a meeting to confirm what the project’s goal is.

At this stage, you’re setting the groundwork for the project. Your job is to ask the right questions to identify exactly what you want to achieve.

1) Who Are You Trying to Reach?

If you want your infographic to succeed, knowing who you want to reach is paramount. You should be able to identify who your audience is or who your audience segments are, as well as their pain points and desires. This will help you create an infographic they actually care about.

If you haven’t already, create audience personas that include demographic and psychographic information to guide these discussions.

2) What Is Your Goal?

What are you trying to achieve with this piece of content? How does it fit into your short- and long-term marketing goals? Wanting to create an infographic because they’re “cool” is not a reason. It can actually be a huge waste of time if it’s not tied to your larger strategy.

3) Is an Infographic What You Need to Achieve That Goal?

This is a big one. Way too often we see people get excited about a certain format or trend and go all in. Sometimes they want to create something because a competitor did. Other times they just want to appease a higher-up who wants what they want because they want it. Over and over, we remind people that format should be determined by the story you’re telling. An infographic may absolutely be the right format, but a GIF series, interactive infographic, motion graphic, or video might be the better solution.

4) How Are You Going to Determine Success?

Your KPIs will tell you whether or not your infographic worked; they should not be an afterthought. If you need tracking links or analytics set up, these are all things that should be locked down before you go into production.

Other Things to Consider:

  • Who needs to weigh in on the content created? Too many cooks in the kitchen or a major edit right before publication is a pain in the ass.
  • Who will own the project? Decide who will consolidate edits from stakeholders, who will coordinate with design and PR, who will make sure that what’s created aligns with the project goal, and who will problem-solve along the way.
  • Where is this going to live? In our early years, we were always shocked to deliver a slick infographic, then find out our partner doesn’t even have a blog to post it on. Knowing where this is going to be displayed will also influence design. Don’t surprise anyone down the line.

Once your team understands the project goals, only then can you move into the fun part: coming up with awesome ideas.

Find the Right Idea

Too many brands try to make infographics for themselves—not for the people they’re trying to reach. Great ideas are only great if they work for the core audience. It’s easy to get hyped up on a fun or interesting idea, but it will ultimately fail if you forget who you’re creating it for.

Step 1: Brainstorm

Bring the right stakeholders together at this stage, including your copywriter, art director or designer, and PR. PR is particularly important, as they know what publishers and influencers are interested in. They can also help facilitate co-partnerships, which is a strategy that we love to use. (Read more about how to approach publications for this type of content.)

Brainstorms can be tricky when you have a lot of stakeholders (or egos) in the room. Remind your team what the ultimate goal is to keep discussions on track. Something that helped us tremendously was learning about the 4 different types of creative brains. (Understanding what type of thinker you are and how to better communicate with others will save your sanity.) You can also try these 16 methods for coming up with great infographic ideas.

Step 2: Vet Your Ideas

A freestyle brainstorm sounds fun, but you’re here to achieve a goal. Vet every idea to make sure it really will capture people’s interest.

  • Does this solve a problem, expand their knowledge, or have a practical application?
  • Is it relevant to them?
  • Would they want to share it?
  • Has this been done already? Can you do it better or give it your own spin?

Step 3: Write a Creative Brief

This document keeps everyone on the same page and outlines everything anyone working on the project needs to know. If you don’t have that information available, you might end up with an infographic optimised for web publication that was supposed to be an enormous visual for a tradeshow presentation (not that that’s ever happened to us—multiple times).

Also, we find that there can be some confusion when talking about infographic creation. Before you head into production, make sure your team is all on the same page with the same language. A few terms to know:

  • Data visualisation: Strict visualisations of data, which include charts and graphs.
  • Infographic: A graphic combining copy and data visualisation.
  • Information design: A graphic that visually displays information but not necessarily data (e.g., a flow chart).
  • Interactive infographic: Web-based content that users can interact with and/or manipulate.
  • Animated infographic: An infographic that features animation (a. k. a. movement). It’s sometimes called a GIFographic.

Tell Your Story

A lot of people think infographics are eye-catching and therefore effective, but that’s way off. A well-crafted infographic is effective because it tells a story. Combined, the text and visuals make that story easier to understand. Your words are the backbone; design enhances your words. The stronger your story, the better your infographic.

Dig into your data: Data storytelling is a powerful way to communicate, but only if you have a strong data set that actually has a story. A few things to keep in mind:

  • Proprietary data is gold: Your own data is one of the best sources for unique, original stories. Look at internal data, including research, studies, surveys, reports, etc.
  • A statistic is not data storytelling: Just adding a single stat to your infographic doesn’t mean you’re doing data right. A great data story extracts meaning and insight from a data set.
  • Data can be manipulated, misinterpreted, or misrepresented: You should always use a credible, non-biased source for data.
  • Provide context and insight: When you do have a strong story (ideally from a single, solid data set), provide context and insight to guide your reader through the content. BTW, please don’t stuff your infographic with every single data point just because you can.

Tell a single story: We’ve all encountered monster infographics that never seem to end. It’s tempting to cram as much as you can into your story, but an infographic is effective when it tells a strong and straightforward story that brings more clarity to a topic. If you have multiple angles or aspects of a story, it may be better told through a series of infographics.

Here’s a good litmus test: Is it easy to write the headline for this story? Can you summarise your message in a few sentences (or a PR pitch)? If you have trouble writing your story succinctly, people will have trouble understanding it.

Structure content in a logical hierarchy: Good design starts with the copy. The better you structure your content, the easier it is for users follow the story and the easier it is for designers to lay it out intuitively.

Write to your reader: You should be telling a story they want to hear—and telling it in their language. Write to their level of understanding, explain terms that may be unfamiliar, and, dear god, avoid buzzwords.

Channel your brand voice: Your brand is made up of humans. Your brand voice should be human, too. No one likes corporate speak or dry language. Always give your content a second edit for tone and word choice.

Don’t get too clever: Sometimes marketers get excited about a certain story concept or metaphor, but if it doesn’t fit the story, it will do more damage than good. (Would a beauty brand campaign be about “scoring a homerun”? Probably not.) The same goes for headers. Be careful with puns. People want to know what the infographic is about—not decipher some obscure reference.

Kill redundancies: Be as succinct as possible. Context is important, but there’s no need to over explain. The design is there to do the heavy lifting and bring elements to life, so let it do its job. If a graph shows a 50% increase, the body copy, subhead, and callout do not need to reiterate the 50% increase.

Watch your word count: Infographics are not term papers or opportunities to prove to the world that you went to grad school. In fact, they require much less text than you’d expect. Condense and cut as much as you can. This allows more breathing room for design and helps you keep your story tight.

Edit and approve: Save yourself headaches and make sure everyone signs off on edits before you go into design.

Design a Great Infographic

Great infographic design is meant to enhance the copy, increase comprehension, and make the content as visually appealing as possible.

The number one question to ask when designing: Does this serve the story?

Know your specs: Are you designing for print? Social? Web? Mobile? Responsive? What’s your resolution? This is relevant not just for practical reasons but to help achieve your goal. If the goal is to increase FB followers, the infographic better be optimised for social.

Read the content before you design: It’s an obvious one, but it’s important. You need to know what you’re really trying to express and you need to double-check that all copy is there.

Design data according to best practices: Good data design doesn’t just depict data; it uses design to enhance comprehension and bring clarity to complicated subjects or concepts. The design elements and the copy should work symbiotically to tell a cohesive story—rather than design just reiterating what the copy already communicates. To make sure your data visualisation is on point, read up on best practices and find out how to design the most common charts and graphs.

Follow your visual language: Every brand needs a visual language. Imagery, photography, and iconography are all tools to communicate your brand story. That said, follow your brand guidelines! If your brand is all about minimal line drawings, a brightly coloured photo-based infographic is a fail.

Be consistent: Six different typefaces and sizes or 2D and 3D illustration combined in one infographic—these are the eyesores to avoid. Again, your brand’s visual language will likely have guidelines for these things, but keep an eye out for consistency.

Experiment when you can: Not all infographics have to be static illustrations. If your visual language allows, you can try working with papercraft, photography, or motion. For example, we turned our infographic about the trends for the future of infographics into an animated infographic for INC, which helped us tell the story in an even more exciting way.

how to make infographics

Solicit useful design feedback: Ask the team to tell you what they think is working and what is not working instead of what they like and don’t like.

Proof the infographic: Before you send your infographic into the world, triple check that the copy is clean and the design is on point.

  • Is all copy there?
  • Are there typos?
  • Does it have a logical flow?
  • Is everything aligned?
  • Are data visualizations accurate and best represented?
  • Is the resolution correct?

Nothing’s more embarrassing than a major error. (Let’s not forget the Fox News pie chart that totalled 193%.)

Distribute Your Infographic

Writing a great story and designing a stellar infographic are only half the battle. Getting eyeballs on your work is what will help you ultimately succeed. To help your team distribute the infographic effectively, there are a few extra steps.

Optimise your infographic for SEO: Make sure you have the right file names and keywords to get the most SEO traffic.

how to make infographics optimize SEO

Create shareable assets: Coordinate with your design team to get assets for your channels. Make sure you have the right resolution, file formats, and sizes, whether it’s going out via email, blog, or social. Breaking up an infographic into different assets is a great way to get more mileage from the content.

Craft a compelling pitch: If you’re trying to get coverage (and you should be), you need a pitch that explains why your infographic is interesting and relevant to their readers.

  • Use an attention-grabbing subject line: Journalists and influencers get a tonne of email. Give them a reason to read yours.
  • Keep your pitch personal and brief: Put the story front and centre.
  • Highlight key takeaways: Include a brief overview, as well as a few bullet-points or “tweetable” stats so the journalist doesn’t have to dig for them.
  • Include multiple story angles: Pitch stories that will best align with their readers. If appropriate, offer to write a sample post for your infographic if the journalist is strapped for time.

We hope these tips help you create better infographics and think more critically about your current process. Things are always changing in the marketing world, and even some of these tips may be outdated in a few years, but we’ll do our best to share everything we learn.

Check out some of the infographics we’ve produced over the last year, including an updated infographic of our popular Social Media Manager post, a primer on implementing a KPI-related data analytics, and a guide on when to trend jack.

This article originally appeared in Column Five, was written by Katy French from Business2Community, and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.