Planning for Web and Social Media Distribution
You’ve successfully wrapped up design on your latest infographic and are ready to move on to the next step. Now what? Not all designs are made the same, so it’s a good idea to properly tailor your distribution plan and/or campaigns accordingly to help you get the most out of your time and investment. Fortunately, this post will cover some distribution tips that’ll not only help you promote your visual communication pieces, but will also help improve your general content marketing efforts as well.
Sharing on Social Media
Social media is a great way to share and distribute media to audiences quickly. It’s definitely not a new platform for sharing work, but it is one of the most effective and easy to use. To capitalize on your social media efforts, we recommend leading with visual content! A study from eMarketer reports that 87% of all engagements on Facebook came from posts with images. Similarly, posts on Twitter earn up to 18% more clicks and 89% more favorites. Consider these tips before you begin your next social media campaign:
- Give a Sneak Peak of Your Post
Use relevant imagery or pictures to help give your audience a visual idea of what you’ll be sharing. When you’re in a pinch and can’t find a good visual to use, simply create a screenshot of your infographic and post. (This is especially ideal when promoting interactive designs, as they are not able to function in social media.)
- Optimize Your Visuals for Social Media
If you have time, a good option to improve your infographic’s social success is to create custom images optimized for social media. Sometimes posting a full-size infographic will negatively impact legibility. Try creating smaller versions of your infographic that feature only 1 or 2 stats. Your readers will appreciate the legibility and the single stat lends itself well to the quick pace of social media.
- Don’t Forget About Video!
2015 saw a drastic increase in video engagement. Channels such as Facebook are now placing more emphasis on video by increasing the amount of video content in news feeds — ideal for campaigns focused on promoting video content, such as a motion graphic or video tutorial. Don’t forget about those screenshots! Doing this will give you greater customization and will allow you to showcase more dynamic and eye-catching scenes within your social feed.
Hosting on Your Website
Don’t limit your content strategy to just operate within the social media sphere. Infographics, motion graphics, and interactive content can also live happily on your website as well. A good place to start is with a blog post or landing page. Both are great options that not only improve visibility of your specific design, but also have the potential to improve website traffic. Here are some important points to think about when hosting content on your site:
- Webpage Hosting
Hosting content on a blog or web page works especially well for content that normally could not be hosted on social media — a great option for interactive content. Make sure you are making it easy for viewers to find. This is a great option if you intend on keeping your content visible for a long period of time.
- Blog Posts
Blogs are a fantastic solution for getting your content seen. Always consider blog posts when launching a new campaign. They are a great way to help you build thought leadership while providing valuable supplemental information on your content. Keep in mind that as more posts are added to your blog your infographic or other content can get buried. To remedy this situation, be sure to point your readers back to a specific post via social media or links in another blog entry. This will help remind your readers that the post is still available for reference if they wish to view it again.
Optimizing Content for SEO
Whether you are sharing an infographic, motion graphic, interactive infographic, or any other online content, it’s always a good idea to see where you can optimize your design for search. Increasing your content’s potential to be seen is a great step to take before launching a campaign. Here’s a basic look at what you need to know for understanding SEO:
- Identify and Use Relevant Keywords
Tools such as Google’s Keyword Planner provide great information on potential keywords that could be relevant to your business. Put yourself in your audience’s shoes — what keywords will they be using to search for your content? Interactive infographics are not shareable through social media, so keywords in the description and header tags are important for promoting this type of content.
- Be Thorough with Meta Descriptions
When hosting your design on a blog or website, always pay attention to the meta descriptions. These descriptions, along with the title, should always include a relevant description of the post as well as a keyword if possible. This will help potential readers quickly find your content while also helping your search rankings. Read more about how meta descriptions work here.
- Be Smart about Hosting Video
There are a handful of different options when hosting video content, each with their own advantages and disadvantages. For example, hosting a video on your own site (via a third-party player) gives you more customizable options and a higher potential for links when shared. Conversely, hosting on mainstream platforms such as Vimeo or YouTube is a more accessible way for viewers to see your content. Neither option is wrong; it all depends on what your goals are for your campaign.
Have any tips on distribution that have worked well for you? Feel free to share it with us in the comments.