By: David Tile| Founer @
Posted On: June 24, 2015

In the modern digital marketing world, it’s no big secret that you need to have a top flight content writing firm on your side to truly make an impact with your audience. But is this really all it takes to succeed with the people that matter most? The answer to this question might surprise you.

The truth of the matter is that great content is just the foundation of the process. To really capture the viral potential of these offerings, you need a strong supporting cast. It’s at this point that infographics enter the picture. With this in mind, let’s spend a few minutes talking about how these digital assets can bolster your content writing firm and ensure that more people than ever before see your message.

Why Infographics Matter in Today’s Marketplace

Of course, adding a new branch to the campaign implemented by your content writing firm is a pretty big decision to make, so it’s only natural to want a little proof that this endeavor is worth the work before you take the plunge. As content marketing expert Jeff Bullas explains in his personal blog, the reasons for supporting your content with infographics are seemingly endless.

To start, infographic search queries have increased by over 600 percent in the last few years, making this trend more than just a flash in the pan. Going a little deeper, 40 percent of viewers respond better to strong visuals than plain text information, so this approach can help capture a different segment of your audience – all while using the same data and content as the basis for your operations.

If that’s not enough, Bullas also points out that infographics are both highly prone to going viral, and continue to catch the eyes of journalists and other industry thought leaders. Simply put, this tool doesn’t replace the power held within your blog and content writing firm, but it sure can give these offerings a healthy boost.

A Look at Some of the Leading Free Options

Before you dig into the anatomy of a highly shareable and content-supporting infographic, let’s take a moment to talk about some of the best development platforms on the web. This way, when you’re ready to start generating these graphics, you’ll know exactly how to start off on the right foot.

  • ly – As one of the simpler and more user-friendly offerings on the list, provides those who use this tool with free templates and galleries full of relevant shapes, sizes, and images.
  • Piktochart – With free graphics and a unique customization editor leading the way, Piktochart also stands as a strong option for first-time infographic creators.
  • Google Developers – Naturally, anything Google touches usually stands out as a top-tier offering, and the Google Developers tool is no exception. With the ability to help match your charts and infographics seamlessly into your current site design, this tool offers a streamlined and efficient take on infographic development.
  • am – The final member of this list,, offers an Excel style spreadsheet as part of its development process, thus creating a more professional and business-oriented setting for the production of infographics.

Most of these services offer premium features if you’re looking for even more customization and development potential. However, for those are just starting out, having a free and consistent tool to rely upon goes a long way.

Breaking down the Anatomy of a Shareable Infographic

Now that you understand the appeal of infographics and the tools awaiting you on the web, it’s time to talk about the anatomy of a highly shareable infographic. According to Donna Moritz of Entrepreneur magazine, it all starts with the structure and size of your infographic. Balance and consistency is important on this front, so Moritz suggests using a hierarchal system in which important information and visuals “pop” off the screen. The actual size of the infographic should hover around 735 pixels wide and 5,000 pixels high. Otherwise, you run the risk of sharing a resized and disproportionate offering to your audience.

Keep Things Logical and Simple

“The goal of your design should be to take the reader by the hand and lead them easily through the information.” – Karl Gude, The Huffington Post

These words, from Karl Gude of The Huffington Post, serve as the basis for the actual written content found on your infographic. Unlike a standard blog created by your content writing firm, infographics aren’t the place to go deep on text information. Instead, any written selections on the infographic should be short and easily digestible by the viewer. This way, the person on the other side of the screen can focus on the truly important visuals and data held within this piece.

Your Data Needs to Be on Point

Speaking of data and information, it’s also important to ensure that this part of the content is accurate and on point. As iMedia Connection’s Michael Estrin explains, good data is a must. The last thing your brand needs is for its digital reputation to be tarnished, all thanks to shoddy research or quality control practices.

Before firing off your infographic for the whole wide web to see, take a moment to review the information that serves as the basis of this piece. This way, if anything’s a little suspect, you’ll have time to dig deeper and guarantee that only the highest quality infographics represent your brand online.

Consider Your Color Scheme

Finally, don’t be afraid to break out your digital easel and beret as you sit down to generate an eye-catching infographic. It’s important to note though that this approach doesn’t mean that your color scheme can be all over the place for no real reason. In her look at this process, the HubSpot Blog’s Ginny Soskey points out that these colors need to support the story, not distract the reader.

“Use a color scheme to support your story – not because it ‘looks pretty.’” – Ginny Soskey, the HubSpot Blog

If you can embody this approach, and utilize the rest of what you’ve learned here, then there’s no reason why your infographic can’t take the web by storm and bring in even more visitors to your site. The only question left now is deciding on when you’re ready to sit down and start exploring this valuable digital marketing territory.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Thought Leadership Package? 

At, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.