Module #4 – Visualization in PR Programs

I work in digital communications for the Nova Scotia Liquor Corporation (NSLC) and in my role I am responsible for curating and creating content for multiple online channels including including our website, Facebook and Twitter presence. Content really is king – it’s what keeps people coming back . Increasingly this content includes images, videos and info graphics to help tell our story because they drive better sharing and engagement than text-only posts and messages.

If you go to Google and search for an infographic on any given topic, I am sure you will come back with dozens of images that tell a story about what you are interested in.  I am also sure that some of them will be clear, concise and informative and others will be completely useless. The info graphics that I chose to illustrate content strategy each communicate specific elements of content strategy but none of them alone is enough to provide the complete story.

Image #1: Social Content Strategy Cheeseburger Style

Cheeseburger II

(Image Source)

I chose this info graphic because it does a good job of hitting the key points of developing a social content strategy. The message concentrates on the strategy elements that are required to ensure that the content you develop is well planned, tailored to reach your intended audience and that it specks to them in a tone that they will respond to and keep them coming back for more. This image does a good job of outlining the key elements of strategy but it it doesn’t touch on how to execute on that strategy once it is in place. I also thought that the cheeseburger analogy was a bit of a stretch when comparing the layers of a burger to the layers required for a good content strategy. On the plus side it was simple, easy to follow and jam packed with useful information.

Image #2: Content Lifecycle

Content-Life-Cycle-Infographic II

(Image Source)

I chose this image because it is all about the content. As a stand alone image, this infographic doesn’t tell you how to develop a content strategy, but once you  have one in place is does a good job of communicating what to do about gathering, creating and sharing useful content with your audience(s).

This infographic touches on a few  key points from this week’s reading including the process of gathering content and curating it into topics and themes that are relevant and appealing to specific audiences. I liked that this info graphic touches on keyword rich content because making sure that you audience can find your content is one of the most important factors for success. Awesome content is useless if your audience can’t find it. The final step in this infographic, Publish & Share, ties it all together and highlights the multiple ways to make sure your content is available to your audience when and where they expect to see it. This step also emphasizes that importance of sharing and recycling to make sure that content has a wide reach.

This infographic delivers a lot of information and although the content is relevant and useful in terms of what I was looking for, I also found it visually busy and text-heavy. It felt like a bit of an investment to see it through from start to finish to get the entire message.

Image #3: Add Variety to your Content Strategy.

Candy Store II

(Image Source)

I initially chose this infographic because the bright colours caught my eye not necessarily because of the quality of information presented. As a stand alone image this infographic this image is light on strategy development but heavy on that tactics that would be used to execute on an existing strategy. As a criticism I would say that this infographic very general and you need to understand your own strategy before you can pick out the useful pieces of information that this infographic has to offer. The information presented in step three is all about tactics for getting your content out there and it does a good job of outlining the options and providing statistics that illustrate the uses and advantages of each tactic. Overall I think this image is great for understanding the various ways to publish and share content but it lacks any strategy elements that would help you determine if your content will help you meet your goals.