Infographics

Divisible content is content that can be repurposed into multiple, often smaller, pieces in different formats for sharing across a variety of mediums or channels.

There are two main ways we approach divisible content: a larger piece of pillar content can be broken up into smaller, bite-sized pieces or converted into different formats. Your goal is to build a web of interconnected content that reaches your audience, reinforces your message, and repurposes design assets.

Here are a few examples of what divisible content can look like:

• An infographic is broken up into a printable handout, a social media carousel, or a few pieces of microcontent
• An explainer video becomes an infographic, a blog post, and a podcast episode
• An ebook is converted into a summary infographic, a conference presentation deck, and a video series

Creating divisible content is all about making your efforts and resources go further. Some of the top barriers that keep marketers from making (more) great content are time, team, and cost. Divisible content addresses all three — helping you leverage your existing content and tentpole pieces to create a web of interconnected pieces that all work together to drive your message home.

Let’s run down a few of the benefits of divisible content:

• You save time, money, and resources
• Repurposed designs and messaging create more work that is on-brand
• Repetition of your message increases your audience’s retention
• Multiple deliverables create a customer journey, guiding your audience through a thoughtful story told across multiple pieces of content
• You reach more of your target audience(s) with more tailored content in more places
• Your best brand stories shine

Making a web of divisible content not only gives you more content to use in more and different places — it also lets you do so with minimal extra effort. You’ve already invested the time, energy, and resources to create a great piece(s) of pillar content, so why not increase your return on that investment?

Great question. Whether you’re starting from scratch or repurposing existing pillar content, there are four steps to start building out your web of divisible content:

1. Develop your core goal and message(s): Start by thinking high-level about who your audience is, where to reach them, what you want to say, and what you want your audience to do.
2. Identify or create your pillar content: Considering your core goal and message, plan out the existing or new content you’ll use to put it into action.
3. Repurpose and reformat your content: With your pillar content planned (or created), strategize how you’ll repurpose and/or reformat the content to use across different mediums and channels.
4. Publish: You’re almost there! Now it’s time to show the world the awesome divisible content you’ve created.

Content marketing is all about creating and distributing valuable, relevant, and consistent content to attract and retain a target audience and drive customer action. Infographics do exactly that — explaining information clearly with visuals that engage and entertain readers.

Infographics and other visual content make things easier to understand, which means more clarity and less confusion. While content marketing outcomes like education, affinity, and intent can sometimes be tricky to measure, the cost of confusion is crystal clear: slow sales, lost leads, fewer repeat customers, and more disengaged employees.

Infographics give you clear, valuable content that helps build a loyal audience and avoid costly confusion.

Read more about the cost of confusion and the value of visual content.

Infographics make information easier to understand, so they’re great for explaining concepts, products and services, processes, you name it. Companies use infographics to educate and entertain customers, generate leads, answer FAQs, promote their offerings, build thought leadership, and more.

In general, infographics can be either branded or editorial:

• A branded infographic has you written all over it. Much like traditional advertisements, readers will know which brand this infographic is affiliated with right away — your logo might appear right at the top, and the look and feel will fit right in with your other marketing collateral.
• Editorial infographics are more educational than promotional, adding value by subtly connecting you to the things your audience loves. An editorial infographic might take liberties with the colors, styles, typefaces, and voice brands are used to using. A tagline or logo might not appear until the very end — sort of like a “brought-to-you-by” approach.

Check out our work portfolio and case studies for more examples of how companies use infographics and other sweet visual content.

Infographics are valuable and highly versatile content marketing assets, but that doesn’t mean they’re the right choice for every brand every time.

Here are a few questions that can help you gauge whether an infographic is a great fit for your goals:

• Do you want to explain complex ideas or data in a visual way?
• Do you want to engage viewers with easy-to-understand visuals?
• Do you want to tell a story using thoughtfully crafted copy and memorable imagery?
• Do you want to create shareable content that’s fun to consume?

Read more about how to know if you need an infographic.

The best infographics have a few key things in common:

• A topic that’s specific and not too broad
• A clear main idea that answers “What’s the point?”
• Clear, consistent, concise copy
• An easy-to-understand structure with clear hierarchy (think of it like an outline with a thesis and supporting points)
• High-quality, optimized design that’s both beautiful and functional
• A call to action that points the reader to what to do next
• A nicely designed preview image for link sharing

When you work with Lemonly, we make sure these components are part of every infographic we create. Read more about what the best infographics have in common.

Infographics live on the web, and they’re built to share. But it’s not as simple as posting your full infographic on social media (trust us, that’s not a good idea).

The ideal infographic publishing scenario looks something like this:

• The infographic is published on a web page with at least 600 pixels of horizontal real estate (we recommend full page width if possible).
• No extra links to click or email form to submit to gain access.
• At least a paragraph or two of text giving context for the infographic. This can range from a brief intro to an entire blog post or press release — the point is to provide context and make it easier for the reader to dig into your content.

We have more tips on how to publish your infographic and avoid any no-nos that’ll hurt your infographic’s chances of success. Read more about best practices for publishing your infographic online.

When it comes to promoting your infographic, it’s all about divisible content. Microcontent — small, easy-to-share graphics — are the perfect way to share your infographic on social media. A bit of microcontent makes the link card beautiful and enticing, while keeping your full infographic on your website where it looks its best. You share, they click, and they keep browsing your site once they’re there.

Dig into more social media best practices for sharing infographics.