We recently created a series of infographics for one of our clients, ShelterPoint, which provides benefits and resources for small businesses and their employees. We create and design infographics all the time, but this particular series ended up being especially compelling and effective, earning us a Ragan Content Marketing Award. We were thrilled about the award, and about how the infographics helped ShelterPoint reach their goals, so we wanted to share a little more about the process with you.
If you’re looking for a way to share a large amount of information and/or complex information with your target audience, you might want to consider going the infographic route. Here’s how we did it, alongside ShelterPoint.
1. Define the strategy and goals of the infographic.
ShelterPoint is led by a group of masterminds who understand benefits, regulations, laws and other complicated material inside and out. At the start of 2018, they wanted to reach potential clients (insurance brokers and employers), as well as these prospective clients’ employees with educational messages about some of the new government policies that would soon take effect.
In particular, the Paid Family Leave (PFL) act was being introduced, and it shared many commonalities with other similar policies like the Family Medical Leave of Absence (FMLA). This caused some confusion for many brokers, employers and employees. The goal of the infographics we created was to cut through the confusion, and clearly explain the differences between PFL and other policies, while also educating ShelterPoint’s audiences about the nuances of the legislation. The strategy was to use infographics to make this complicated material accessible, warm, interesting and easy to understand.
2. Break down the story into manageable pieces.
There were a variety of stories to tell with this initiative, so we worked with ShelterPoint to zero in on three specific content angles:
Each of these infographics were written so that all three of ShelterPoint’s audiences (brokers, employers and employees) could gain value from them, while still ultimately being geared toward one segment of the audiences primarily. The PFL vs. FMLA infographic was meant to cater to employers, New York’s PFL vs. New Jersey’s PFL was mainly written for brokers and the piece about how much the PFL will cost employees was, naturally, crafted for employees.
3. Consider the length.
Once we had the roadmap laid out for our three infographics, we had to work with ShelterPoint to narrow the focuses even further. There was endless information that could be included in these content pieces, so we had to make sure the end result was concise enough to be read - and absorbed - by the intended audience.
- When you set out to create an infographic of your own, remember that more is not always better. In fact, less is usually best. Keep in mind that your end reader is not well-versed in your industry like you are. There’s a tendency to want to cram as much information as possible and use industry terms, but infographics work best when they’re easy to skim and understand. Keep them simple, and as brief as you can for maximum effect.
- You can always link to more in-depth information if someone ends up wanting more, as we did with our ShelterPoint infographics.
4. Get the infographic designed & decide on distribution.
If you don’t have a designer in-house, it’s best to work with someone who is a professional and has created infographics before. It takes talent to find the right layout and images, and arrange the copy in a visually pleasing way.
TIP: Also make sure to let your designer know how you plan to get your infographics into your audience’s hands. This way, they can design the piece so it fits comfortably within your blog post (as we did with ours), and so it will still be viewable on mobile devices or whichever medium it’ll end up on.
When our ShelterPoint infographics were designed and ready to go, we executed on our distribution plan. We put the pieces in the resource section of ShelterPoint’s website, and then pushed them to various audiences through email and social media channels, including Facebook, Twitter and LinkedIn. We also offered an option to download the infographics, as well.
5. Launch it.
After all the groundwork is laid, it’s go time! We were really proud of the story our infographics told, and the way in which they distilled complicated information into something that was easy to read - and interesting. We knew that something like the PFL would matter greatly to ShelterPoint’s audiences, so we put a lot of thought and strategy into making the infographics resonate.
So, how can you use infographics to share data, convey information or relay your brand’s story? This powerful tool, and maybe even an award or two, are waiting for you.
Written by Robert Wallace