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THE EXCAVATION:
Digging Deep to
Mine for Powerful
Visual Content

JASON LANKOW
@jasonlankow

Column Five
columnfivemedia.com
@columnfive

#ThreadSummit
2

Co-founder of Column Five, a visual
content marketing agency
specializing in infographic design
and data visualization (CA/NY)

JASON
LANKOW

Co-author of Infographics:
The Power of Visual Storytelling
(Wiley, 2012)

Professor of Information
Visualization, Columbia University
3

ABOUT COLUMN FIVE

We do good work with good people. Through
trusting partnerships, we build, distribute and
automate powerful visual content that educates,
engages and inspires.
4

SERVICES

DATA VISUALIZATION

INTERACTIVE
INFOGRAPHICS

PRESENTATION
DESIGN

INFOGRAPHICS

CONTENT
STRATEGY

VISUAL LANGUAGE
AUTOMATION

MOTION GRAPHICS

VIDEO DIRECTION
& PRODUCTION
5

PARTNERS
6

WHAT I WANT YOU TO LEARN
7

PILLAR CONTENT

1

E-BOOK

SLIDESHARE

VIDEO

1

INFOGRAPHIC

1

BLOG POST

Q&A

2

MINI GRAPHIC

3

NEWSLETTERS
8

Why Does Visual Communication Work?
We can acquire more information through
our visual system than through all other
senses combined. (Colin Ware)
9

APPEAL
1

EFFICACY

2

3

1. APPEAL
2. COMPREHENSION
3 RETENTION

COMPRE HE N S I ON

RETENTION
Key

Academic/Scientific

Marketing

Editorial
10

http://vimeo.com/29684853
11

PART I:

MYTHS, TRUTHS AND
HALF-TRUTHS ABOUT
THE BELOVED SCOURGE
OF THE INTERNET:

INFOGRAPHICS
12

MYTHS
1. WHAT WE REALLY NEED...IS A GOOD-LOOKING
INFOGRAPHIC
2. EVERYTHING SHOULD BE VISUALIZED
3. THE POWER IS/WAS IN THE NOVELTY OF THE
FORMAT
4. INFOGRAPHICS ARE EASY TO CREATE
13

MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC

MYTH
Infographics are successful because
they look good.
14

MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC

But I want one.
15

MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC

REALITY
Successful infographics are crafted with great
thought and intent.
16

MYTH 2: EVERYTHING SHOULD BE VISUALIZED

MYTH
Because infographics are everywhere, every
piece of communication should be made visual
to make it more “digestible.”
17

MYTH 2: EVERYTHING SHOULD BE VISUALIZED

REALITY
Visual content should be created to serve
specific communication needs/goals.
18

MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT

MYTH
Infographics were powerful because they were new
and everyone loved them, but now they are old.
19

MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT

REALITY
Infographics have been around for a long time.
Their application in digital content marketing is
new, but they have been effective for centuries.
20

MYTH 4: INFOGRAPHICS ARE EASY TO CREATE

MYTH
It’s just pictures and words. Anyone can create
them. In fact, this guy over here is doing them
for $999.99.
21

MYTH 4: INFOGRAPHICS ARE EASY TO CREATE

REALITY
Good visualization is effective when you know
who you are communicating to and why—and
you think about that audience first.
22

INFOGRAPHIC EXAMPLES
23
Boulder trail map.lh FINAL 11.27.pdf

1

11/27/13

4:54 PM

5

25

LICHEN LOOP AT HEIL VALLEY RANCH
Lat . /Lon.: N40 08.958 / W105 18.009 (Lichen Loop Trailhead)

6

ROYAL ARCH TRAIL
Lat. / Lon.: N39 59.930 / W105 16.970 (Chautauqua Park Trailhead)

You’ve got kids, and they’ve got tiny legs. Want to get them outside the
digital sphere, off their tablets, and into the fresh air? Take them on
TRENT R . HEIN

7

S

CHRIS ROSSI

8

SPRAGUE LAKE LOOP
Lat. / Lon.: N40.32043 / W105.6078

GOSHAWK FOWLER TRAIL
Lat. / Lon.: N39 55.904 / W105 16.228 (Eldorado Mountain Trailhead)

picturesque scenery of America. It’s understandable, and you've come
functions on the quiet and the serene.

peace of mind you’re actively pursuing.

SAM LEATHERS

PAUL NELSON

N

BO

L

R I S F OR
DE

16

E

FU

U

N
W

9

7
7
A COLLECTION OF OUTDOOR ADVENTURES

27

BEAR PEAK
Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead)

10

11

5

Lat. / Lon.: N39 57.278 / W105 36.192 (Hessie Trailhead)

SCOTT SEIDEL

BRYAN BECKER

Heil
Valley
Ranch

DEVIL'S THUMB LAKE

12

UTE TRAIL
Lat. / Lon.: N39.997198 / W105.309058

MT. SANITAS
Lat. / Lon.: N40 01.242 / W105 17.649 (Mt. Sanitas Trailhead)

Whether you’re taking a special someone for a picnic or talking out

DIEGO SANCHEZ
KASIM ESMAIL

36

13

Bald Mountain

NCAR TRAILHEAD
Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead)

14

BOULDER CREEK PATH
Lat. / Lon.: N39 57.597 / W105 14.230 (South Boulder Creek Trailhead)

Overland Road

18

15

4

Blue Lake

7

30

31

19

Y

7

Arikaree Peak

North
Boulder

CY

CMY

Peak to Peak Highway

K

33

Sugarloaf Mountain
Caribou Ranch
Open Space

19

72

22

15

Sugarloaf Road

10

28

2

6

93

22

WALKER RANCH LOOP TRAIL
Lat. / Lon.: N39 57.069 / W105 20.262

25

Coal Creek
Canyon Road

13

3
34

17

72

Peak to Peak
Highway

WHITNEY SATHER

24

FORSYTHE CANYON TRAIL

Lat. / Lon.: N39.960598 / W105.395751

8

9

27

29
Towhee
Trailhead

Buckeye Mountain

Ski Resort

1

LONG LAKE TRAILHEAD TO LAKE ISABELLE TO
ISABELLE GLACIER IN INDIAN PEAKS WILDERNESS

need. If you need more, then please ignore the sentence prior.
ALISEN BOL

GLACIER GORGE TRAILHEAD TO THE LOCH TO
SKY POND IN ROCKY MOUNTAIN NATIONAL PARK
Lat. / Lon.: N40 18.621 / W105 38.419

26

DIAMOND LAKE TRAIL
Lat. / Lon.: N39 59.714 / W105 38.052 (4th of July Trailhead)

28

T-33A CRASH SITE (4X4 TRAIL)
Lat. / Lon.: N40.162138 / W105.463858

ELDORA SKI RESORT
Lat. / Lon.: N39.961376 / W105.510831

Lat. / Lon.: N40 04.674 / W105 35.077

2

30

CAROUSEL OF HAPPINESS
Lat. / Lon.: N39.959789 / W105.509599

GOLD HILL INN
Lat. / Lon.: N40.063233 / W105.409132

Lat. / Lon.: N39 57.278 / W105 36.192

31

32

MILL SITE INN
Lat. / Lon.: N40.075114 / W105.504191

BOULDER DUSHANBE TEA HOUSE
Lat. / Lon.: N40.015728 / W105.277018

After a day of hiking and shaking your head from the disbelief of the
natural beauty that surrounds you, you’re going to be exhausted and
and infinite possibilities for good conversation over brunch. It’s the
cheapest/only form of teleportation that currently exists.

BETH MCELROY
TYLER BELL

3
Moderate

Lat . /Lon.: N39.977443 / W105.508811

Bear Peak

LOST LAKE, HESSIE TRAILHEAD (NEDERLAND)

Amusement
Ride
Restaurant

MUD LAKE TRAIL COMPLEX

prepared for your friends to ask you all sorts of questions, too, like,

Eldorado
Springs
Drive

Hiking Trail

Lat. / Lon.: N39.999739 / W105.471421

MATT KRIEGER

Gross
Reservoir

KEY

PEEWINK MOUNTAIN 4X4 TRAIL

KATHRYN NEUGENT

Eldorado
Springs
Pool

Magnolia Road

119

Lat. / Lon.: N40.010700 / W105.571439

NCAR

Twin Sisters Peak=

4th
of July
Road

RAINBOW LAKES CAMPGROUND

above you.

RYAN HARTKOPF

Flagstaff Road

23

Lat. / Lon.: N40 05.001 / W105 34.910 (Mitchell Lake Trailhead)

JEFF WRIGHT

21

Eldora Ski
Resort

140

20

Lat. / Lon.: N39 59.714 W105 38.052

salmon, and huge tiger muskies. If you bring food and drinks, too, you

14

Klondike Peak

Devil’s Thumb
Trailhead

23

Boulder
Canyon Road

29

BLUE LAKE

SEAN PEARCY

4TH OF JULY TRAIL

strong conversational skills. And maybe ingredients for s’mores.
They’re delicious.

21

36

32

119

4th
of July
Trailhead

Lat. / Lon.: N39 55.845 / W105 17.654

STEVE HATHAWAY

11

124

24

Lat. / Lon.: N40.378325 / W105.488296

RANDY ELSE

12

Bighorn
Mountain

20
26

18

ELDORADO CANYON TRAIL

AARON OTT

Long Lake

M

CM

SOMBRERO RANCH IN ESTES PARK

JACQUI PHENICIE

17

Apache Peak
C

MY

Lat. / Lon.: N40.007187 / W105.333232

BRIAN BEGLIN

Lee Hill
Drive

Lefthand
Canyon Drive

16

CANYON LOOP TRAIL

dog can ride a mountain bike, then there’s no need to listen to this.

Olde Stage
Road

1

CHRIS BOPP

NED MCCLAIN

James Canyon Drive
Mt.
Audubon

much a solid move for any situation.

enough for one day, friend.

Lefthand
Canyon

Porphyry Mountain

72

BIG BLUESTEM / TOWHEE TRAIL
Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead)

4

BRAINARD LAKE TRAIL
Lat. / Lon.: N40 05.001 / W105 34.910 (Mitchell Lake Trailhead)

33

APPLIEDTRUST
Lat. / Lon.: N40 04.674 / W105 35.077

34

ELDORADO SPRINGS POOL
Lat. / Lon.: N39.932632 / W105.279178

needing to pack a backpack, this hike is as convenient and ready to go
most popular resorts for young and old, alike.

CHRIS MCDERMOTT
DAN MACKIN

C R E AT E D B Y C O L U M N F I V E

APPLIEDTRUST. COM

24
25
26

MAKING IT INTERACTIVE

Interactive infographics are ideal for presenting vast amounts of data
(or any information) in a clean, organized and logical manner. They
can be explorative, narrative or a combination of the two.

EMBED http://www.columnfivemedia.
com/work-items/interactive-arab-media-use
27

What makes a
good infographic?
The value of an infographic is determined
by context and its effectiveness.
28

Growth in popularity
Wild effectiveness at the novelty stage in
digital content marketing led to
oversaturation and wide ranges of quality
and accuracy.
29

THE 3 ELEMENTS
OF AN EFFECTIVE
INFOGRAPHIC

B E AU T Y

SOUNDNESS
UTILITY
BEAUTY

SOUNDNESS

UTILITY
30

EFFICACY
SOUNDNESS
UTILITY
BEAUTY

SOUNDNESS
It features accurate research,
data and visualization.
31

EFFICACY
SOUNDNESS
UTILITY
BEAUTY

UTILITY
It fulfills its purpose.
32

EFFICACY
SOUNDNESS
UTILITY
BEAUTY

BEAUTY
It features pleasing design,
shape and form.
33

All infographics are not
created equal
Effective infographics must be conceived
with a solid foundation.
34

The roots of successful
content
Roots provide life to your ideas and guide
your efforts.
35

PART 2:

ASSESSING YOUR
FOUNDATION
WORKSHEET
36

TAKING
INVENTORY OF
KEY FOUNDATIONAL
THINKING FOR
YOUR BUSINESS
HOW WELL CAN YOU (AND YOUR TEAM)
ARTICULATE EACH PIECE?
DOES IT STILL WORK FOR YOUR ORGANIZATION,
OR DOES IT NEED UPDATING?
WHAT IS MISSING ALTOGETHER?
WHO WOULD BENEFIT FROM UNDERSTANDING
THIS CORE INFORMATION?
WHAT WOULD IT LOOK LIKE FOR YOUR WHOLE TEAM
TO BE EXCITED ABOUT THIS INFORMATION?
37

GOAL OF THE
FOUNDATIONAL ASSESSMENT
Strengthen your foundational thinking and identify sources of
powerful visual communication. Find opportunities to communicate
more than just what you do.
38

VISION/PURPOSE
Why are we going where?
39

MISSION
How are we going there? The ideal, yet practical “how?”
40

VALUES
Who are we?
41

NARRATIVE
What is the story (or message) that guides your current efforts?
42

FOCUS/POSITIONING
Where do we play? What does winning look like?
What are our differentiators?
BUSINESS GOALS/
OBJECTIVES

GOAL:
Build the first home subdivision on
Mars

OBJECTIVE:
Build 50 homes by Feb. 21, 2016
MARKETING GOALS/
OBJECTIVES

GOAL:
Throw more Mars parties

OBJECTIVE:
Generate 5,000 qualified leads
45

WHO ARE WE TALKING TO? (AUDIENCE)
Rank in order of priority.
CONTENT GOALS/
OBJECTIVES

GOAL:
Create collateral to help people
get their friends interested in Mars
parties

OBJECTIVE:
Create a virtual home tour video
by 4-1-14 to increase new home
deposits by 25% YOY by 6-30-14
PUTTING THIS
INTO PRACTICE
PUTTING THIS IN PRACTICE: TELLING THE
WHOLE STORY
GOAL:

Create excitement and understanding around company vision;
help team tell the Arrow story.

Arrow Graphic

48
PUTTING THIS IN PRACTICE: COMMUNICATING YOUR
VALUES INTERNALLY
GOAL:

Use visual content in our office to reflect and reinforce our Five Columns.

49
PUTTING THIS IN PRACTICE: COMMUNICATING YOUR
VALUES EXTERNALLY
GOAL:

Use visual content in our office to reflect and reinforce our Five Columns.

50
51
THANK YOU
I want to hear from you.
Please email me at jlankow@columnfivemedia.com
or schedule a call at bit.ly/calljason.

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The Thread Summit Keynote Speaker, Jason Lankow, CEO & Founder and Author (Column Five), "Excavation: Digging Deep to Mine for Powerful Visual Content"

  • 1. THE EXCAVATION: Digging Deep to Mine for Powerful Visual Content JASON LANKOW @jasonlankow Column Five columnfivemedia.com @columnfive #ThreadSummit
  • 2. 2 Co-founder of Column Five, a visual content marketing agency specializing in infographic design and data visualization (CA/NY) JASON LANKOW Co-author of Infographics: The Power of Visual Storytelling (Wiley, 2012) Professor of Information Visualization, Columbia University
  • 3. 3 ABOUT COLUMN FIVE We do good work with good people. Through trusting partnerships, we build, distribute and automate powerful visual content that educates, engages and inspires.
  • 6. 6 WHAT I WANT YOU TO LEARN
  • 8. 8 Why Does Visual Communication Work? We can acquire more information through our visual system than through all other senses combined. (Colin Ware)
  • 9. 9 APPEAL 1 EFFICACY 2 3 1. APPEAL 2. COMPREHENSION 3 RETENTION COMPRE HE N S I ON RETENTION Key Academic/Scientific Marketing Editorial
  • 11. 11 PART I: MYTHS, TRUTHS AND HALF-TRUTHS ABOUT THE BELOVED SCOURGE OF THE INTERNET: INFOGRAPHICS
  • 12. 12 MYTHS 1. WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC 2. EVERYTHING SHOULD BE VISUALIZED 3. THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT 4. INFOGRAPHICS ARE EASY TO CREATE
  • 13. 13 MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC MYTH Infographics are successful because they look good.
  • 14. 14 MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC But I want one.
  • 15. 15 MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC REALITY Successful infographics are crafted with great thought and intent.
  • 16. 16 MYTH 2: EVERYTHING SHOULD BE VISUALIZED MYTH Because infographics are everywhere, every piece of communication should be made visual to make it more “digestible.”
  • 17. 17 MYTH 2: EVERYTHING SHOULD BE VISUALIZED REALITY Visual content should be created to serve specific communication needs/goals.
  • 18. 18 MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT MYTH Infographics were powerful because they were new and everyone loved them, but now they are old.
  • 19. 19 MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT REALITY Infographics have been around for a long time. Their application in digital content marketing is new, but they have been effective for centuries.
  • 20. 20 MYTH 4: INFOGRAPHICS ARE EASY TO CREATE MYTH It’s just pictures and words. Anyone can create them. In fact, this guy over here is doing them for $999.99.
  • 21. 21 MYTH 4: INFOGRAPHICS ARE EASY TO CREATE REALITY Good visualization is effective when you know who you are communicating to and why—and you think about that audience first.
  • 23. 23
  • 24. Boulder trail map.lh FINAL 11.27.pdf 1 11/27/13 4:54 PM 5 25 LICHEN LOOP AT HEIL VALLEY RANCH Lat . /Lon.: N40 08.958 / W105 18.009 (Lichen Loop Trailhead) 6 ROYAL ARCH TRAIL Lat. / Lon.: N39 59.930 / W105 16.970 (Chautauqua Park Trailhead) You’ve got kids, and they’ve got tiny legs. Want to get them outside the digital sphere, off their tablets, and into the fresh air? Take them on TRENT R . HEIN 7 S CHRIS ROSSI 8 SPRAGUE LAKE LOOP Lat. / Lon.: N40.32043 / W105.6078 GOSHAWK FOWLER TRAIL Lat. / Lon.: N39 55.904 / W105 16.228 (Eldorado Mountain Trailhead) picturesque scenery of America. It’s understandable, and you've come functions on the quiet and the serene. peace of mind you’re actively pursuing. SAM LEATHERS PAUL NELSON N BO L R I S F OR DE 16 E FU U N W 9 7 7 A COLLECTION OF OUTDOOR ADVENTURES 27 BEAR PEAK Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead) 10 11 5 Lat. / Lon.: N39 57.278 / W105 36.192 (Hessie Trailhead) SCOTT SEIDEL BRYAN BECKER Heil Valley Ranch DEVIL'S THUMB LAKE 12 UTE TRAIL Lat. / Lon.: N39.997198 / W105.309058 MT. SANITAS Lat. / Lon.: N40 01.242 / W105 17.649 (Mt. Sanitas Trailhead) Whether you’re taking a special someone for a picnic or talking out DIEGO SANCHEZ KASIM ESMAIL 36 13 Bald Mountain NCAR TRAILHEAD Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead) 14 BOULDER CREEK PATH Lat. / Lon.: N39 57.597 / W105 14.230 (South Boulder Creek Trailhead) Overland Road 18 15 4 Blue Lake 7 30 31 19 Y 7 Arikaree Peak North Boulder CY CMY Peak to Peak Highway K 33 Sugarloaf Mountain Caribou Ranch Open Space 19 72 22 15 Sugarloaf Road 10 28 2 6 93 22 WALKER RANCH LOOP TRAIL Lat. / Lon.: N39 57.069 / W105 20.262 25 Coal Creek Canyon Road 13 3 34 17 72 Peak to Peak Highway WHITNEY SATHER 24 FORSYTHE CANYON TRAIL Lat. / Lon.: N39.960598 / W105.395751 8 9 27 29 Towhee Trailhead Buckeye Mountain Ski Resort 1 LONG LAKE TRAILHEAD TO LAKE ISABELLE TO ISABELLE GLACIER IN INDIAN PEAKS WILDERNESS need. If you need more, then please ignore the sentence prior. ALISEN BOL GLACIER GORGE TRAILHEAD TO THE LOCH TO SKY POND IN ROCKY MOUNTAIN NATIONAL PARK Lat. / Lon.: N40 18.621 / W105 38.419 26 DIAMOND LAKE TRAIL Lat. / Lon.: N39 59.714 / W105 38.052 (4th of July Trailhead) 28 T-33A CRASH SITE (4X4 TRAIL) Lat. / Lon.: N40.162138 / W105.463858 ELDORA SKI RESORT Lat. / Lon.: N39.961376 / W105.510831 Lat. / Lon.: N40 04.674 / W105 35.077 2 30 CAROUSEL OF HAPPINESS Lat. / Lon.: N39.959789 / W105.509599 GOLD HILL INN Lat. / Lon.: N40.063233 / W105.409132 Lat. / Lon.: N39 57.278 / W105 36.192 31 32 MILL SITE INN Lat. / Lon.: N40.075114 / W105.504191 BOULDER DUSHANBE TEA HOUSE Lat. / Lon.: N40.015728 / W105.277018 After a day of hiking and shaking your head from the disbelief of the natural beauty that surrounds you, you’re going to be exhausted and and infinite possibilities for good conversation over brunch. It’s the cheapest/only form of teleportation that currently exists. BETH MCELROY TYLER BELL 3 Moderate Lat . /Lon.: N39.977443 / W105.508811 Bear Peak LOST LAKE, HESSIE TRAILHEAD (NEDERLAND) Amusement Ride Restaurant MUD LAKE TRAIL COMPLEX prepared for your friends to ask you all sorts of questions, too, like, Eldorado Springs Drive Hiking Trail Lat. / Lon.: N39.999739 / W105.471421 MATT KRIEGER Gross Reservoir KEY PEEWINK MOUNTAIN 4X4 TRAIL KATHRYN NEUGENT Eldorado Springs Pool Magnolia Road 119 Lat. / Lon.: N40.010700 / W105.571439 NCAR Twin Sisters Peak= 4th of July Road RAINBOW LAKES CAMPGROUND above you. RYAN HARTKOPF Flagstaff Road 23 Lat. / Lon.: N40 05.001 / W105 34.910 (Mitchell Lake Trailhead) JEFF WRIGHT 21 Eldora Ski Resort 140 20 Lat. / Lon.: N39 59.714 W105 38.052 salmon, and huge tiger muskies. If you bring food and drinks, too, you 14 Klondike Peak Devil’s Thumb Trailhead 23 Boulder Canyon Road 29 BLUE LAKE SEAN PEARCY 4TH OF JULY TRAIL strong conversational skills. And maybe ingredients for s’mores. They’re delicious. 21 36 32 119 4th of July Trailhead Lat. / Lon.: N39 55.845 / W105 17.654 STEVE HATHAWAY 11 124 24 Lat. / Lon.: N40.378325 / W105.488296 RANDY ELSE 12 Bighorn Mountain 20 26 18 ELDORADO CANYON TRAIL AARON OTT Long Lake M CM SOMBRERO RANCH IN ESTES PARK JACQUI PHENICIE 17 Apache Peak C MY Lat. / Lon.: N40.007187 / W105.333232 BRIAN BEGLIN Lee Hill Drive Lefthand Canyon Drive 16 CANYON LOOP TRAIL dog can ride a mountain bike, then there’s no need to listen to this. Olde Stage Road 1 CHRIS BOPP NED MCCLAIN James Canyon Drive Mt. Audubon much a solid move for any situation. enough for one day, friend. Lefthand Canyon Porphyry Mountain 72 BIG BLUESTEM / TOWHEE TRAIL Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead) 4 BRAINARD LAKE TRAIL Lat. / Lon.: N40 05.001 / W105 34.910 (Mitchell Lake Trailhead) 33 APPLIEDTRUST Lat. / Lon.: N40 04.674 / W105 35.077 34 ELDORADO SPRINGS POOL Lat. / Lon.: N39.932632 / W105.279178 needing to pack a backpack, this hike is as convenient and ready to go most popular resorts for young and old, alike. CHRIS MCDERMOTT DAN MACKIN C R E AT E D B Y C O L U M N F I V E APPLIEDTRUST. COM 24
  • 25. 25
  • 26. 26 MAKING IT INTERACTIVE Interactive infographics are ideal for presenting vast amounts of data (or any information) in a clean, organized and logical manner. They can be explorative, narrative or a combination of the two. EMBED http://www.columnfivemedia. com/work-items/interactive-arab-media-use
  • 27. 27 What makes a good infographic? The value of an infographic is determined by context and its effectiveness.
  • 28. 28 Growth in popularity Wild effectiveness at the novelty stage in digital content marketing led to oversaturation and wide ranges of quality and accuracy.
  • 29. 29 THE 3 ELEMENTS OF AN EFFECTIVE INFOGRAPHIC B E AU T Y SOUNDNESS UTILITY BEAUTY SOUNDNESS UTILITY
  • 33. 33 All infographics are not created equal Effective infographics must be conceived with a solid foundation.
  • 34. 34 The roots of successful content Roots provide life to your ideas and guide your efforts.
  • 36. 36 TAKING INVENTORY OF KEY FOUNDATIONAL THINKING FOR YOUR BUSINESS HOW WELL CAN YOU (AND YOUR TEAM) ARTICULATE EACH PIECE? DOES IT STILL WORK FOR YOUR ORGANIZATION, OR DOES IT NEED UPDATING? WHAT IS MISSING ALTOGETHER? WHO WOULD BENEFIT FROM UNDERSTANDING THIS CORE INFORMATION? WHAT WOULD IT LOOK LIKE FOR YOUR WHOLE TEAM TO BE EXCITED ABOUT THIS INFORMATION?
  • 37. 37 GOAL OF THE FOUNDATIONAL ASSESSMENT Strengthen your foundational thinking and identify sources of powerful visual communication. Find opportunities to communicate more than just what you do.
  • 39. 39 MISSION How are we going there? The ideal, yet practical “how?”
  • 41. 41 NARRATIVE What is the story (or message) that guides your current efforts?
  • 42. 42 FOCUS/POSITIONING Where do we play? What does winning look like? What are our differentiators?
  • 43. BUSINESS GOALS/ OBJECTIVES GOAL: Build the first home subdivision on Mars OBJECTIVE: Build 50 homes by Feb. 21, 2016
  • 44. MARKETING GOALS/ OBJECTIVES GOAL: Throw more Mars parties OBJECTIVE: Generate 5,000 qualified leads
  • 45. 45 WHO ARE WE TALKING TO? (AUDIENCE) Rank in order of priority.
  • 46. CONTENT GOALS/ OBJECTIVES GOAL: Create collateral to help people get their friends interested in Mars parties OBJECTIVE: Create a virtual home tour video by 4-1-14 to increase new home deposits by 25% YOY by 6-30-14
  • 48. PUTTING THIS IN PRACTICE: TELLING THE WHOLE STORY GOAL: Create excitement and understanding around company vision; help team tell the Arrow story. Arrow Graphic 48
  • 49. PUTTING THIS IN PRACTICE: COMMUNICATING YOUR VALUES INTERNALLY GOAL: Use visual content in our office to reflect and reinforce our Five Columns. 49
  • 50. PUTTING THIS IN PRACTICE: COMMUNICATING YOUR VALUES EXTERNALLY GOAL: Use visual content in our office to reflect and reinforce our Five Columns. 50
  • 51. 51
  • 52. THANK YOU I want to hear from you. Please email me at jlankow@columnfivemedia.com or schedule a call at bit.ly/calljason.