Conținut de marketingInfografie de marketing

Fluxul de lucru al producției infografice

Gestionarea producției de infografice pentru clienții mei și Martech Zone, I’ve learned a thing or two about producing infographics. It takes time to improve your workflow and design over time. Infographic production can take weeks or months to produce if you don’t have a proper plan or workflow. Here are a couple of tips to (hopefully) cut down time and get you on track.

Stage 1: Brainstorm a “Share-worthy” Concept

Whether you’re producing an infographic for a client or your own business, you need to come up with an overall theme that will work for the business at hand. Being demn de împărtășit involves a couple of things:

  • Este relevant? 
  • Is it hot? Sizzle.
  • Does it surround a topic that is search-worthy?

Once you have a concept, create a couple of title possibilities. Ensure they appeal to your target markets and include keywords in the title. 3 – 5 word keyword combinations work the best. Example: Our latest infographic includes the keyword combination mobile content marketing, but is titled appropriately to attract clickthroughs.

Concept tip: Please, please, please don’t overthink this. This should take no longer than a week to figure out and pin down with your client (or internally).

Stage 2: Research, Research, Research

Having more data to pull from is more important than not enough. Create a bullet point list of the types of stats you’re looking for. There are cost-effective resources that will go out and get the data for you. But you also have the Internet at your fingertips. Carve out some time to go out and research the topics you’ve decided on.

Research tip: I recommend copying and pasting all the links you found useful into a document, then going back and reviewing each links from there. Copy and paste the information from those links that you find relevant into the doc, then put the link directly underneath the data from that source so you know where it was pulled from (this will be important later).

Stage 3: Story Time!

Here are my steps to creating a cohesive story:

  1. Once you have finished the research phase, read through the entire document. What is needed? What is meh? Only include what you think is truly compelling unless the supporting stats are imperative to demonstrating the importance of a specific stat. Make sure to edit the content so that it is in vocea ta, but make sure that it still reflects what the stat is saying so that there is no confusion.

Content tip: Check the length of the doc. If it’s over five pages (roughly – depending on how chart or text-heavy it is), go back and cut more.

  1. When the doc is cut down, look at the order of the data. See if it tells a story or is cohesive. Group data together in sections that make sense. Put the most compelling data towards the bottom.
  2. With a concept, there is an overall message or call to action (
    CTA). What is the most essential information you want your audience to take from it? At the bottom of the content doc, include a short paragraph or sentence reflecting this. If you have a thought leader in your business, think about including their headshot and title next to it to personalize it.

Stage 4: The fun part: design.

A designer should have a finalized content document with a title, content flow, and resources. This will save time in the design phase. Another thing to pass on is examples of infographics you have seen and liked so they can get an idea of colors and fonts.

Remember that note I said about putting your resource links directly below the content you pulled from them? Have the designer put superscripts next to the end of data (1, 2, 3) to reference the content links at the bottom of the infographic. Check out our sales enablement infographic we did to see an example.

Don’t have a designer in-house or on a budget? Here are a couple of tips for small business infographic production.

Sfaturi de proiectare: Provide timely, clear feedback on the design. A good designer will provide you with a snippet of the design before filling out the whole infographic so that you can see if they’re going in the right direction. Don’t be afraid to say “I like what this designer did here with this infographic” or “change the colors.”

Overall Timeline

My best record was 3 weeks, but generally, I see it taking about 4 – 6 weeks to produce a solid infographic. Especially if you’re working with a client.

Have fun with it. Be prepared, but have fun during the ride.

Jenn Lisak Golding

Jenn Lisak Golding este președinte și CEO al Sapphire Strategy, o agenție digitală care îmbină date bogate cu intuiția cu experiență pentru a ajuta brandurile B2B să câștige mai mulți clienți și să-și înmulțească rentabilitatea investiției de marketing. Un strateg premiat, Jenn a dezvoltat modelul ciclului de viață Sapphire: un instrument de audit bazat pe dovezi și plan pentru investiții de marketing performante.

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