We live in a multi-platform, multi-screen world. Marketing departments are now responsible for handling content that will be used across communication channels and viewed in various formats. Compelling communications that can compete with the messaging of other firms is essential to promoting your attorneys and practice areas. Unfortunately, what works well on one platform does not necessarily translate to another – you wouldn’t want to include a 10-page client alert within the body of an email newsletter. Content marketing allows you to repurpose your content so it can be effective in this multi-platform world without fatiguing your audience.
According to research presented by MIT, the human brain can process entire images in as little as 13 milliseconds and 90 percent of the information transmitted to the brain is visual. The wide range of communication tools marketers used today – social media, email newsletters, printed pitches, mobile apps, and traditional desktop work – require us (and our attorneys) to think beyond long-form copy and photos. Infographics are one way that firms can translate their traditional copy into visually interesting, easily readable, and shareable content.
What is an Infographic?
An infographic is a visual image such as a chart or diagram used to represent information or data. However, these are more than just bar charts or Venn diagrams – infographics used today include typography, illustration, and even animation to present complex or large amounts of information in a clear and simple way.
How Can Infographics Help You?
- Infographics can be processed more quickly and enhance readers’ abilities to see patterns and trends
- According to Time magazine, 55 percent of people spend less than 15 seconds actively reading content on web pages, so easily processed content can help you get more of your message across
- Visually compelling content has been found to aid retention
- Social media content with visuals gets 94 percent more total views than content without visuals
- Infographics can be easily shared across social media platforms, including LinkedIn and Twitter
- Take a look at your competitors’ websites and social media channels. Chances are you don’t see any infographics. This is an opportunity to stand out from your peers
- Infographics can include more branding elements (firm logo, colors, imagery) than text-based documents
What Traditional Copy Can You Turn Into an Infographic?
Here are some examples to get you started:
- Statistics about your firm, client base, or volume of work
- Procedural descriptions or how-to guides
- Your firm history
- Diversity and pro bono descriptions
Between your imagination, quality content, and the creativity of your graphic designer, the possibilities are endless.
By Ashley Stockwell, Communications Coordinator, BuckleySandler LLP for the July/August 2016 issue of Capital Ideas.