Dumb and Dumber Guide - How NOT to do Infographics

DUMB & DUMBER GUIDE:

HOW NOT TO DO INFOGRAPHICS

David Wallace

CEO - SearchRank

@DavidWallace

searchmarketingexpo.com

@DavidWallace #SMX #14A

WHY INFOGRAPHICS KICK ASS!

THE AVERAGE PERSON IS SUBJECT TO 174

NEWSPAPERS FULL OF INFORMATION EVERY DAY!

99% OF ALL SENSORY INFORMATION IS FILTERED OUT BY THE BRAIN ALMOST

IMMEDIATELY

THIS MEANS ONLY 1% OF INFORMATION ACTUALLY GETS THROUGH TO THE

BRAIN



PUBLISHERS WHO USE INFOGRAPHICS IN THEIR

CONTENT MARKETING STRATEGY GROW IN TRAFFIC ON

AVERAGE OF 12% MORE THAN THOSE WHO DON’T!



WHILE STILL A NEW TERM TO

INTERNET MARKETING, INFOGRAPHICS HAVE

BEEN USED THROUGHOUT

HISTORY, DATING BACK

TO THE CAVEMEN DAYS.

INFOGRAPHICS: NOT-SO-NEW

(c. 1926) (c. 1930)



INFOGRAPHIC STYLES

Static Animated

Video Interactive

http://infographicjournal.com/get-gorgeous-now-six-amazing-beauty-hacks/

http://infographicjournal.com/how-a-car-engine-works/

http://infographicjournal.com/infographic-of-infographics/

http://www.purriodictableofcats.com/



INFOGRAPHIC DESIGN MISTAKES



NO MATTER HOW

GREAT THE IDEA OR TOPIC OF THE INFOGRAPHIC, POOR DESIGN WILL KILL ITS

OVERALL EFFECTIVENESS.

DESIGN: (UGLY INFOGRAPHICS)



IF USERS CANNOT

“READ” YOUR INFOGRAPHIC,

WHAT’S THE PURPOSE?

IT’S GOOD PRACTICE TO “SCALE” IMAGES

BUT ALWAYS PROVIDE A FULL SIZE

VERSION

DISPLAY: SIZE DOES MATTER



MIS-SPELTINGS & OTHER GRAMMUR ERRERS ARE MUCH HARDER TOO FIX

ONCE INFERGRAPHIC IS COMPLET.

#JUSTSAYING

GRAMMAR AND SPELL CHECK



WHEN DEALING WITH HISTORICAL FACTS, CURRENT

TRENDS, DEFINITIONS AND THE LIKE,

INCLUDE CITATIONS/SOURCES.

CITATIONS: LIST SOURCES



SADLY, MANY

INFOGRAPHICS BEING DEVELOPED ARE

NOT INFOGRAPHICS AT ALL!

THEY NEED TO BE MORE THAN A BROCHURE OR ARTICLE WITH A FEW

IMAGES.

IS IT EVEN AN INFOGRAPHIC?



INFOGRAPHIC MARKETING BLUNDERS



DON’T MAKE IT DIFFICULT FOR PEOPLE

TO SHARE THE CONTENT YOU WORKED SO HARD TO CREATE!

INCLUDE SOCIAL

SHARING BUTTONS & MAKE THE PROCESS

OF SHARING A NO-BRAINER

NO SOCIAL SHARING BUTTONS



JUST BECAUSE YOU

PUBLISHED IT DOESN’T MEAN THEY WILL COME.

TAKE ADVANTAGE OF

YOUR SOCIAL NETWORKS TO BRING AWARENESS TO YOUR

CONTENT.

SHARING ON SOCIAL NETWORKS



SOCIAL SHARING: RIGHT VS WRONG

THERE IS A RIGHT WAY &

A WRONG WAY TO SOCIALLY

SHARE!

- LINK BACK TO ORIGINAL

- INCLUDE SHORT DESCRIPTION

- UTILIZE HASH TAGS

- INCLUDE IMAGES

- CALL OUT INFLUENCERS



TWITTER TIPS

EXPERIMENT WITH REPEAT TWEETS AT VARIOUS TIMES OF

THE DAY

EXPERIMENT WITH TWEETS THAT HAVE

IMAGES VS NO IMAGES

IF INFOGRAPHIC MENTIONS COMPANY OR INDIVIDUAL, ADD

@REFERENENCE

FOR OLDER INFOGRAPHICS,

RETWEET RELATIVE TO CURRENT TRENDS



PINTEREST TIPS

LINK BACK TO YOUR ORIGINAL POST TO HELP DRIVE

TRAFFIC

POST INFOGRAPHICS TO TOPICALLY

RELEVANT BOARDS

INCLUDE A SHORT TITLE &

DESCRIPTION OF INFOGRAPHIC

CONSIDER PINNING A

CROPPED VERSION OF INFOGRAPHIC



TUMBLR TIPS

LINK BACK TO YOUR ORIGINAL POST

TO HELP BUILD LINK AUTHORITY

INCLUDE A CUSTOM FILE NAME AT END

OF TUMBLR GENERATED URL

INCLUDE A SHORT TITLE &

DESCRIPTION OF INFOGRAPHIC

ADD 2 TO 3 TAGS IN TAG FIELD

INCLUDING THE TAG #INFOGRAPHIC



N0 EMBED THIS CODE

JUST LIKE SOCIAL SHARING BUTTONS, MAKE IT EASY

FOR PEOPLE TO LINK TO YOUR INFOGRAPHIC WITH AN

“EMBED THIS” CODE



DID YOU KNOW THAT OVER 85% OF USERS WILL LEAVE A SITE

WHEN ASKED TO ENTER CONTACT DATA OR

CREATE AN ACCOUNT?

DON’T DO IT JUST SO A PERSON CAN SEE YOUR

CONTENT!

WTF? I HAVE TO REGISTER?



PICK & CHOOSE

THE BEST ARCHIVES – DON’T TRY TO SUBMIT

TO ALL

WRITE UNIQUE DESCRIPTIONS FOR EACH ARCHIVE YOU

SUBMIT TO.

INFOGRAPHIC ARCHIVES 101



CASE STUDY 1

- Originally Published April 2014

- 87k Pins

- 659 Facebook Likes

- 565k StumbleUpon Views

- 23k+ Page Views (#1 in Feb)

- 14,399 Links / 46 Domains

INFOGRAPHICS ARE THE GIFT THAT

KEEPS ON GIVING!



CASE STUDY 2

- Originally Published October 2014

- 294 Pins

- 142 Facebook Likes

- 65k StumbleUpon Views

- 1,600k+ Page Views (#13 in Feb)

- 147 Links / 36 Domains


KEEPS ON GIVING!



CASE STUDY 3

- Originally Published October 2014

- Minimal social shares

- 110 Links / 49 Domains

- 1 of those links from lifehacker.com

- Traffic increased 1,000 % that month


KEEPS ON GIVING!



KEY TAKEAWAYS

- If you aren’t utilizing infographics, you are missing out

- Don’t compromise on infographic design elements

- Make it easy for users to share & re-post infographics

- Don’t forget to share on your own social networks

- Measure for success, rinse & repeat!



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http://www.slideshare.net/searchrank/

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Dumb and Dumber Guide - How NOT to do Infographics