Post on 16-Apr-2017
transcript
Chris Bennett 97th Floor, Founder/CEO @chrisbennett
Execution, Promotion & Case StudiesMarketing with Infographics for Fun and Profit
Having a graphic is not a silver bullet
Infographics are not silver bullets, they are an effective piece of your content strategy, they are not your content strategy
If you build it, they won’t come
You have an infogrpahic completed, now what?
Hard Work
It’s going to take hustle.
If leveraged right one campaign can affect a lot of KPI’s.
Notice I said, “One Campaign” not “one infographic”
Sites you can use to jump start your promo
Sites you can use to jump start your promoTEST TEST TEST !
Write at least 5 different titles !
Demographic Targeting !
Start Small w/$ Then Scale what works
Notice I said, “One Campaign” not “one infographic”
Sites you can use to jump start your promo
Sites you can use to jump start your promo
149k Views in Total just from SU
Sites you can use to jump start your promo
Slice up you assets into smaller graphics for FB and target demos related to that specific content.
•Slice up the graphic into small snapshots or what we call social cards. Target those specific Cards to their related Demo.
Sites you can use to jump start your promo
If your a Big Brand Pin to Top of Timeline. !
Always use Hashtags !
Geographic Targeting !
Make sure the content is good not a pitch
Sites you can use to jump start your promo
Create content specifically for large subreddits
Sites you can use to jump start your promo
If you are going to play on Pinterest make it less about Data and more about DIY and improvement. Instructions not Info or data viz.
Sites you can use to jump start your promo
Leverage graphics for SEO
Write a synopsis or transcript of your graphic so there is sufficient text on your page for the likes of Google.
Content Partnerships & Getting Links
Reach out to those that you source !Never ask for a mention on your first contact !Use FollowerWonk and search for “editor at” “writer at” !Offer Exclusives !Offer Promo in exchange
Repurposing content
By repurposing content
Video
Infographics
Slides
Social Cards
Gif/Meme
Articles
Story
Interactives
What if I told you, “15 mins or less could get you 30k visitors?”
After this graphic, http://www.soleranetworks.com/blogs/are-you-a-hackers-target/ was designed we sliced it up by taking screen shots and put it on slideshare and...
http://www.slideshare.net/SoleraNetworks/are-you-a-hackers-target
Did it again with this one, http://www.drugrehab.org/28487/how-meth-affects-you-infographic/
10k+ views, top of the day, only 6 slides, http://www.slideshare.net/DrugRehabdotorg/how-meth-affects-you
Upcycle it by working it into a BuzzFeed article. Buzzfeed article = 319k views!!! Referral traffic from BuzzFeed = 16,073
and this one, http://www.defensivedriving.com/blog/the-ins-and-outs-of-motorcycle-clubs-infographic
23k+ views, top of the day, top of the week, only 10 slides http://www.slideshare.net/DrugRehabdotorg/how-meth-affects-you. We did this one as a complementary, it isn’t the same content as the graphic, which drove a lot of traffic back to the graphic.
Embed your Slideshare on your infographic landing page
Get more mileage out of your content.
Upcycling
Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixar-theory/
32 pages Long, 4,602 words
Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixar-theory/
Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixar-theory/
Interactive sticky
Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixar-theory/
Optimize for mobile
Optimizing for open graph tags.
Optimizing for open graph tags.
More info on setting up, https://developers.facebook.com/docs/opengraph/
!<title>The Pixar Theory</title> <meta property='og:locale' content='en_US'/> <meta property='og:type' content='article'/> <meta property='og:title' content='The Pixar Theory an Interactive Story, by @97thfloor #pixartheory'/> <meta property='og:description' content='Every Pixar movie is connected. This interactive graphic tells the story of how and why.'/> <meta property='og:url' content='http://www.pixartheory.com'/> <meta property='og:site_name' content='The Pixar Theory'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/The-Pixar-Theory-share-1.jpg'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/The-Pixar-Theory-share-2.jpg'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/kitty.jpg'/>
Source: http://tracksocial.com/whitepapers
What to Tweet
Make Your Content Interactive
Case Study in Interactive Content, http://www.desk.com/customer-service/how-to-improve-customer-service
Desk.com, awesome product that is widely used. Wanted a cool interactive way to explain benefits and really sell the product high in the Funnel.
We created an interactive explainer and the #’s are compelling.
In Analytics the Graphic was Broken into 4 parts. 40% of all traffic (even social) complete the entire interactive. Remember this information is 100% about Universal Inbox. It is 100% “on brand.”
Avg. Time on Page is 3.2 minutes (that is from all traffic even social).
Interactive can tell a long and complicated story in a more compelling easy to digest way.
Ranks in Google for awesome on brand phrases related to the product and the reaction is phenomenal
Even though it is very much on brand it is still getting a lot of social shares due to cool and unique factor.
You can put and track actual CTA’s on the graphic page. We track hovers over and clicks on CTA’s.
Ranks in Google for awesome on brand phrases related to the product and the reaction is phenomenal
Even though it is very much on brand it is still getting a lot of social shares due to cool and unique factor.
You can put and track actual CTA’s on the graphic page. We track hovers over and clicks on CTA’s.
Infographics for Fun & Profit