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