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Are you looking for an effective way to enhance an SEO campaign or optimize content for brand promotion?
Infographics are one popular method. They are aesthetically pleasing online visual aids for communicating statistics in a clear and memorable way. An while infographics have gained a lot of attention over the past year or so, the downside for marketers is that they require hours of topical research to uncover data and facts to create cohesive content. Then, once the data is gathered, it takes extra time for a graphic designer to compile the information and make it both attractive and legible. Overall, it is a difficult and time consuming task to gather large volumes of statistics, data, and facts and build that into a beautiful graphical narrative.
So, if you’re looking to branch out from infographics while maintaining social media charm and simultaneously cutting down on time and cost (that is a lot of promises!), instructographics are a tool we’ve been using effectively and that you might want to gie a try.
Instructographics combine the eye-catching layout of infographics with a simpler “how-to” or “step-by-step” design. Companies can spread their message, increase web traffic, and improve social sharing by linking to their business within the marketing piece. Here is a recent instructographic we put together for the day trading training company ‘Online Trading Academy’.
You can see how it works on this page.
Instructographics are a valuable SEO tool from a marketing perspective because they take considerably less time and money to create, while still generating a good deal of positive feedback and increased exposure for the business. Most bloggers and news sites are more willing to accept guest posts featuring instructographics than a simple article with a backlink, because instructographics are far more visually appealing and have the added benefit of potentially being spread on Pinterest.
For the average marketing team working to create an instructographic for a client, they might spend 15 minutes tossing around ideas, creating a list of tips (ex. how to save for retirement, how to check your hotel room for bed bugs, how to successfully start a business), and then they will send off the final creative content to a graphic designer to build it out into an attractive marketing piece.
The marketing minds behind the instructographic will typically spend about 1/10th the amount of time on an instructographic as an infographic, yet the payoff is comparable. Both are an eye-catching, teachable images meant to promote a business, but an instructographic offers helpful ideas for readers to share. An infographic suggests “look and me, look at my brand, click this and check out our site,” whereas an instructographic has the same self-promotion capabilities, while also serving a greater purpose. Instructographics essentially say “look at me, learn something, this company happens to know a lot about this topic if you ever need more information”.
If an infographic is a hard sell, an instructographic is his less pushy younger brother. Both are equally effective at communicating a point, instructographics are just less time consuming and offer a better return on investment.
Next time you’re looking for an appealing piece of content for SEO, social media, or branding, try creating an instructographic. You’ll benefit from the time saving aspects of the graphic and you’ll likely generate a larger audience than other, less creative, marketing techniques.
Brian Patterson is a partner at Go Fish Digital, an online marketing firm based out of the Washington, DC area. You can find him writing about reputation management, SEO, and web marketing on the Go Fish Digital blog.