Creating compelling content is every marketer’s greatest challenge. Our parent company, Column Five Media, and their partners at NewsCred know this all too well. Through their marketing platform, they’re determined to help marketers create amazing content experiences with as little headache as possible. Column Five knows great content doesn’t come easily, but did you realize there’s a major flaw in the way content marketers approach content? This fresh NewsCred infographic, a collaboration with Column Five, dives deeper into the issue.
Here’s the problem: As content creators, we’re often so wrapped up in content, so focused on getting inside consumers’ minds, we totally forget that we’re consumers too. Our thoughts, behaviors, and interactions with brands are no different. If anything, they give us more insight into the role content plays on the path to purchase. So, why don’t we look to our own behavior when we consider what content resonates?
Inspired by this idea, NewsCred decided to survey marketers about their own consumer behavior during its 2016 #ThinkContent Summit, which brings together marketers across all industries, and came to Column Five to visualize the survey results. (They previously worked together to visualize how consumers use Snapchat, and Column Five was especially excited to see what they might learn from the survey themselves.)
Creating the NewsCred Infographic
The survey included 6 different questions relating to purchasing habits and marketing strategies. More than 400 marketers from Fortune 1000 companies answered, including the masterminds behind major content campaigns at IBM, Verizon, MasterCard, Intel, etc. The results provided fascinating insights into the behavioral differences between the marketing and consumer mindset, and it was Column Five’s job to bring these insights to life—literally.
Instead of a traditional static infographic, Column Five visualized the results through an animated infographic. For each of the 6 questions, they included a static data visualization and an illustrated scene reflective of the question, which they also animated. (They like to call them infoGIFS.)
As the project was a collaboration between the two brands, the color palette was inspired by both NewsCred and Column Five branding—NewsCred’s cool blues to set the scene and Column Five’s lighter pink to highlight the marketer in each scene.
The creatives at Column Five loved getting to play around and flex their animation skills, but they especially take the infographic content to heart, as they appreciate any new insights about content marketing. Enjoy the full infographic below, and if you need some help with your content marketing, give them a shout.