If you subscribe to the postmodernist idea that ‘the author is dead‘, then this page might not interest you. However, assuming you’re not a fancy-pants French philosopher, this is intended to be a window into the thought process behind my professional work. If ‘content is king’, then welcome to coronation street.
Infographics Imitate Art
Infographics are a great format for content marketing for a number of reasons:
- They’re visual– Kids today don’t know how to read and have very short attention spans, infographics can condense complex subjects without getting bogged down in ‘walls of text’.
- There’s lots you can do with them– Infographics can be about anything, and suit any type of business; from Firework, Candy and Puppy shops to something dull like PPC.
- They’re easy to share– Not just on social media, but also for journalists who are fighting against tight deadlines to produce highly ‘engaging viral content’.
It’s also important to remember that what really drives a successful piece is not so much the format it’s presented in, but rather the idea behind it. That’s where I come in.
Here are some of my greatest hits:
(I have the drawing skills of a penguin with a sharpie duct-taped to its beak, so the design component of these graphics is left to the professionals. I am responsible for the research/copywriting/outreach, though. I can happily recommend some great designers if you’d like.)
Best Link: Bustle
Did you know I set my Facebook account up 10 (ten!) years ago? It’s amazing to think about how fast the internet has become such a large component of our lives, and it was good fun quantifying this development through a timeline of ‘firsts’.
30 Alternative Uses For Tea and Coffee
Best Link: London Evening Standard
Interestingly, probably due to editorial policy, the Evening Standard didn’t even use the graphic we send them. Instead they took some of the core ideas of the piece and framed them as an article instead. Fortunately for my designer pal the Daily Mail did run the infographic. I doubt any readers would have actually attempted any of these wacky ‘alternative uses’, but it’s always good to have a plan b up your sleeve when confronted with a particularly stubborn toilet stain.
How Long It Takes to Learn Languages
Best Link: Lifehacker
Everyone loves numbers, they’re a great catalyst for getting your head around a concept or assessing multiple options. Through providing how many weeks these language take to learn, the audience can quickly assess which are harder to learn. Everyone’s dad also loves trivia, so including some ‘fun facts’ in the copy gave the piece more value from a publication perspective.
Trick of the Treats
Best Link: Daily Mail
This spooky infographic is a good example of the advantages of a visual format. Including a quantifiable measurement of houses gives a weight to the information presented that a simple number would lack. I tactically avoided including fingers of fudge because they are the best, and I didn’t want to ruin them for myself.
Gold Plated Number Plates
Best Link: Sunday Times Driving
This infographic could have just been a list of number plates and cash values, and that would have been interesting; however in order to give it further ‘oh that’s cool’ factor I decided to look into what else you could purchase with the phenomenal amounts of money required for these plates. This content was also featured on a highly desirable publication for the target consumer too.
A Timeline of Terrible Tech Predictions
Best Link: Business Insider
I’ll admit that I’m a product of my education, and as a history graduate, I do love a timeline or two. The simple set-up (quote from foolish historical figure) and punchline (sassy piece of copy) combo told the audience everything they needed to know. Stupid historical people and their lack of hindsight!
Con-tent: Publicity Stunts
Fake news is very topical right now. It’s a political weapon, an outrageous deception of the public, a threat to the very foundations of freedom of speech, and also a great method of building up your linking root domains.
I’ve helped adapt and outreach amusing stories, often at a client’s “expense”, with great results. These projects often involve a greater level of abstract creativity, through photography and the writing/creating of other physical assets.
I’ve had good success getting clients into the likes of the Daily Mail, Metro (in print!), NME, CNN, and more. The back of my head even appeared on US television when they mentioned and debated a ‘fake product’ project I’d helped out with. Some of these pieces are currently ongoing, so I won’t share them here, but just know that they’re very very fun to make.