You’ve done the research, written a great brief, nailed the theme, drafted and redrafted the design countless times to perfect it, and you finally have an infographic which is ready to be unleashed upon your audience to be lapped up and adored. Now what?
The next step in the infographic life cycle is to market it to the places where your target audience is going to see it.
Distributing your infographic is a lot harder than it sounds and isn’t a task that should be taken lightly. To effectively distribute an infographic, you’ll need to stay organised and plan ahead.
Here are five tips for sending out your finished infographic:
Find your targets
Research the best places to pitch your infographic to well in advance. Create a definitive list of all the places you would like your infographic to be published, including any contact details you can find. Then, as you go through, cross them off to make sure you hit them all. This will help make sure you don’t miss out any targets you have identified.
Some of the most popular websites might be reluctant to publish your infographic if it has been published somewhere else first. If there is somewhere you are desperate for it to be, approach them first and give them exclusivity among their rival websites as this is most likely to be where you get your biggest impact.
Search further afield for lesser known sites as well, they might have a strong and loyal fan base that will give your infographic another push around social media.
Prepare your pitch
You’re most likely going to be sending your infographic out to a lot of different places. Draft an approach email that you can use as a template so you can easily edit it and tailor it to each person you pitch to.
In your pitch, pick out the most interesting parts of your infographic to entice them to look at it. The biggest battle you are fighting here is stopping them from hitting delete straight away, so make sure you adopt a sales-like attitude to pitching. If you’re feeling really brave, try calling a few people to see if you can get your infographic published.
Some of the websites you submit to will have generic addresses (hello@, marketing@ etc.), some will be contactable via an online form and some will give you a person’s name. Where possible, make sure you address your message to the individual person, rather than just doing a quick mail merge to your entire list. If you have an obviously generic message, then it will most likely be treated as spam. If you don’t have a name, make sure you at least put something in there to let the recipient know you have contacted them individually. For example, mention their website or something they have done recently which you enjoyed. This approach gives a great first impression and makes it seem as though you have put a lot of effort into approaching them individually.
Not every website you submit your infographic to will publish it. There could be a myriad reasons for this; they don’t publish third party material, they only publish exclusive content, they don’t check their email, they don’t think it’s right for their audience, the list goes on. Don’t get downhearted, take the feedback and move on.
The more you approach, the more likely it is that your infographic will get published on a lot of different sites. If you do get a knock back, consider asking them for feedback so that the next time you do have relevant content, you know who to approach.
Manage your time
Look at your list, how long is it going to take you to send all those emails?
Don’t underestimate the task of distributing your infographic. There’s no point doing it sporadically when you have five minutes here and there. Treat it as a job that you need to set time aside for and commit to working through it.
If you are focussed on getting the infographic out there, you will be able to deal with any replies or queries as people get back to you and not when you are in the middle of something else important.
Keep tabs on it
Once it’s out there, consider setting up a Google Alert for the title of your infographic. This will make it easier to track where it’s being posted and to see how popular it is. What’s more, if someone has published it, make sure you get a link back to your website for a quick SEO win, after all, you are giving them free content.
You’ll also be able to start planning your next infographic strategy, as you’ll know which websites are more receptive to the kind of content you’re sending out and you might have created new contacts as people have got back to you about your infographic.
If you’re working in-house, checking how the infographic is performing is going to be crucial when reporting on it.
The process of creating and distributing an infographic is an enjoyable and creative one, especially when the piece of work you’ve been tinkering with for a few weeks starts to get shared around and commented on. With the changes that Google is making, the term “content marketing” is set to become even more important and as a result, great looking and interesting pieces of content, such as infographics will become more sought after than ever before.
Even if you’re not a designer, there’s no reason why you should discard the idea of doing one as there are loads of specialists out there who would love to take your idea on and create something beautiful for you to send out. All you need is an idea.
If anyone would like any specific advice on infographics that I’ve not covered in this series, please let me know in the comments below and I’ll get them answered for you. Otherwise, what are your tips and advice for creating an amazing infographic?