It took me a couple of beats before I could think of an example.
Visuals are a great way to amplify your content’s reach and effect, but some brands churn out infographics, e-books and social media images without stopping to think how those pieces can help people.
People don’t share brand content simply because it has a compelling headline or significant advertising dollars behind it. They share it because it provides actionable, valuable, non-promotional tips they can apply to their work.
The next time your team is drafting a new piece of visual content, ask the following questions about its intent, value and potential reach before you pour hours and dollars into the project:
If you create an infographic that exists only to promote your brand, you significantly limit the number of readers who will download, share and engage with your piece. That means you’ll lose opportunities to attract potential customers.