Content takes time, money, and resources to produce, which is why we believe you should get as much mileage as possible from anything you create—especially with cornerstone content like e-books. Unfortunately, marketers are usually sitting on an archive of great content that’s just gathering dust, either because it never had much traffic to begin with or because it’s been forgotten. This is a huge waste.
You can get a lot more from your existing assets by using them to create fresh content. This approach is called a divisible content strategy, and not only is it economical but it expands your reach, takes less work, and helps you promote other content, helping strengthen your entire content ecosystem.
One of the best ways to breathe new life into old content is to create infographics. Things like e-books, reports, guides, research, and surveys are filled with valuable information and interesting data insights that can be used to tell many different types of stories—and infographics can help bring those stories to life in unique ways.
5 Ways to Create Infographics
If you’re not sure what types of infographics to make from your e-books, here are some of our favorite ways to extract stories and come up with new ideas.
1) Expand on a Topic
E-books and reports are full of valuable information, but they can only cover so much on a given topic. By exploring a related subject or doing a deeper dive into a single topic, you can create an interesting infographic that educates your reader—and encourages them to learn more by checking out the original e-book. Pro tip: Comb through the sidebars or callouts in your e-books or reports—those are often great subjects to explore.
Example: To promote their What DDoS Attacks Really Cost Businesses survey, we helped Incapsula create an infographic on the anatomy of a DDOS attack. While the survey covered how the issue affects businesses, it didn’t precisely explain how these attacks happen. Creating this infographic allowed Incapsula to further educate people while promoting the survey.
2) Create a How-To
People are always eager to learn something, and if you can provide them with practical information that makes their lives easier, they will love you for it. Turning your best tips and tutorials from e-books or other cornerstone content into compelling infographics is a great way to provide value—in a highly shareable format.
Example: We partnered with LinkedIn to create a fun infographic that offered tips on how to create a great marketing machine. The infographic was used to promote the brand’s e-book, The Marketing Skills Handbook, which included many more great tips.
3) Summarize a Chapter or Topic
Infographics are an effective form of storytelling because they help people process information visually, making them a great way to communicate concepts that may be complex or challenging to explain. Also, not everyone has the time to dive into an e-book or research report. Creating a condensed infographic version that includes the most important, interesting, or relevant information provides a great service.
Example: Education company Course Hero is dedicated to helping people learn online, so we partnered with them to create a series of infographics that summarize famous works of literature. These infographics are useful study materials for busy students, helping them learn in less time.
4) Find a News Angle
Newsjacking can be a great tactic to give older content new relevance, as long as it’s done appropriately. (Follow these tips to make sure you do it the right way.) Think about the trending topics in your industry or in the larger media landscape. Do you have data that might shed light on an industry trend? Is there a social tie-in that might make your content more interesting?
Example: To promote their Definitive Guide to Digital Advertising, we helped Marketo create an infographic on the “Mad Men” of the millenium, showing the major trends that define today’s marketing landscape—contrasted with those of the Mad Men era. Thanks to the popularity of the show, it was an interesting, unique, and relevant angle that helped Marketo join the conversation in an organic way. It was also picked up by Ad Week, helping Marketo expand their reach.
5) Tell a Surprising Story
Data and research often contain interesting, unique, or surprising insights and discoveries that tell a very interesting story. Turning that type of information into a compelling infographic is an easy way to repurpose content and get more attention.
Example: We helped High Five craft an infographic based on their 2015 Workplace Culture and Communication Report. The story revealed the negative effect that tech has on the workplace—a surprising take that is relevant to people in all industries.
How to Make a Truly Great Infographic
Coming up with a strong infographic idea is just the first step. Once you’re ready to start creating that infographic, you must follow best practices at every stage of the process. To ensure your infographic is as successful as possible, follow these tips to nail everything from copywriting to promotion.
- Find out how to craft a compelling infographic narrative.
- Avoid the 15 most common infographic design mistakes.
- Optimize your infographic for SEO to get the most traffic.
- Use this tactic to get publishers to feature your infographics.
- Try these 19 tips to drastically improve your infographic marketing.