There's a lot of talk about "big rock" content, those resource- and content-intensive assets that you can "chip away at" to create smaller, atomized content. Most folks include in the list:

  • e-Books
  • White papers
  • Research reports
  • Long-form articles

I want to make the case for adding infographics to the list. Why? Because done well, they require a significant investment in solid researching, careful writing and creative design. That's why here at The Word Factory, we consider infographics big rocks.

How to Get More Content from Infographics

A good infographic can be used to produce lots of other related content for you.

Example: Atomized Content

We suggested an infographic to one of our nonprofit clients because it was the best way to convey outcomes data and -- when designed right -- could be cut apart to produce great social graphics.

From this:

A screengrab of the PTA Thrift Shop's 2017 annual report infographic

To social posts like this:

Example: Related Content

While we were discussing ideas for this Philips Lifeline infographic, we uncovered an opportunity for related content article that could offer additional context and information.

From this:


To these blog posts:

Use these examples to inspire you the next time you're charged with creating an infographic or other big rock piece of content.

Related Content: