Marketers these days must provide a consistent supply of quality, creative content. But once resources have been invested into a great piece of content, such as an infographic, it is a shame to only use it once.
Infographics, with their engaging combination of text and visual imagery, have become an increasingly popular content type. They are able to convey a lot of data or information in an easily digestible manner. A good infographic, however, takes a lot of time and research to create.
(Charlotte May / pexels)
If your company already uses infographics as part of the marketing strategy, repurposing them into other content types can be beneficial in a number of ways.
Why Repurpose?
Repurposing infographics will allow you to produce easy and cost-effective additional content, reach new audiences, and reinforce content authority.
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Increased Audience Exposure
Taking the information or data from your already researched infographic and creating new types of content with it will increase the chances of more people seeing the information. Different content types have different appropriate use cases. Having multiple options allows for exposure on different platforms and with different audiences. It is also true that people absorb data and information in a variety of ways. Using multiple content types increases content accessibility.
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Higher ROI
Packaging information into different content types will help you easily and cost-effectively increase your content volume. This also increases the lifespan of the content, which gives you a higher return on investment for the time and money put into research and infographic design.
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Stronger Online Presence
Businesses must have a consistent online presence. Using infographic data to create multiple pieces of content will allow for a stronger presence, reaching wider audiences on different channels. Every online platform has unique requirements for posting, and with varying types of content you are better prepared to utilize them all.
7 New Content Options
Consider these options for reusing content:
1. Blog Post
Write an informative blog post based on your infographic. You could even create a blog post series, using separate posts to expand on each infographic data point. If there is follow-up news or data since the creation of the infographic, sharing this can help create more interest and increase authority for your brand.
2. Twitter Thread
Separate each data point and tweet them individually. This is perfect for Twitter’s short-form content requirements. You can even include a link to your infographic to provide further information and to drive traffic back to your site.
3. Newsletter
Coming up with weekly, bi-weekly, or even daily newsletter topics is a lot of effort. Being able to periodically use information from already created infographics will cut down on time and energy.
4. Infographic Roundup
Rather than turning your infographic into a new content type, try a content roundup on your blog or social media account. Bunch together all the infographics you have related to a particular topic. You could also do yearly or seasonal content roundups, or perhaps roundups of your most popular content pieces. This is an excellent way of reusing evergreen content.
5. eBook
While an infographic is a quick and easy content format to understand, with the research used to make it, you have the opportunity to expand on your data in something like an eBook. This will be a more thorough breakdown of the topics discussed. eBooks make great free gifts when new clients sign on or when newsletters subscribers sign up. There is also the possibility to list your eBook for free on the Amazon Kindle store to drive traffic back to your brand.
6. Video
Video is huge right now and can be used very effectively in content marketing. As they are highly visual already, a designer or animator may be able to turn your best-performing infographics into animated videos. Many modern video creation programs have the tools for doing just that. Once you have an animated video, be sure to add voice-overs or on-theme audio to guide your audience on what you want them to understand. Videos are the perfect content form for social media sharing, increasing your brand recognition and reach.
7. Printed Materials
While a lot of content marketing these days focuses on digital and online platforms, most companies will also have the need for printed marketing materials. Infographics can easily be added to flyers or brochures or even to posters to be hung up in-store or at tradeshows.
Keep in Mind
However you decide to repurpose infographics, there are a few things to consider. First, invest in quality research as well as in good graphic design. With the high ROI for well-designed content, you’ll find it is worth it to create infographics your audience will want to share.
Also, consider the platforms on which you plan to share infographics and repurposed content. Each online, as well as offline marketing platform, will have its own content requirements. For example, Facebook, Instagram, and Twitter have different image dimensions. Twitter content is known for brevity, but LinkedIn readers prefer longer-form storytelling.