Marketing

User Story: Jack Saville On Making Complex Content Engaging And Easy To Read

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“Piktochart has been invaluable in giving us the capability to convey information in a way that is more engaging than just reading text.”

Piktochart User Story Profile - Jack Saville

The UK government found out that too few workers were enrolled into workplace pension schemes. As a solution, they decided to pass new laws that force employers to put every qualifying employee into pension plans by a certain date. This deadline is called their staging date, and the penalties for non-compliance range from large fines to imprisonment for business owners.

Fortunately, when change creates a painpoint, innovation is there to solve it – Smart Pension is a free and secure online platform that allows you to quickly enroll your employees in pension plans before your staging date, and in just a few minutes.

Jack Saville, as the Marketing Executive at a young startup, has to wear many hats – on any day you might find him configuring funnels in Google Analytics, doing research on pensions or drafting copy for their website. However, he found out that one of the most effective acquisition channels for Smart Pension is their Knowledge Bank – creating really great content that people enjoy, share and link to.

The biggest challenge is making pension content engaging and easy to read

As we are a recent start up, we need to do everything we can to drive the right traffic to our site in order to grow our brand“, says Jack. For that, he uses content as their primary acquisition channel.

The challenge is what to write about. He needs to find a way to make tax and law content engaging, simple, and easy to read without losing the informative edge. On top of this, Jack also needs to make sure that it is factually accurate and still maintains a very high level of credibility.

This means that we need to make sure that we strike the right balance when creating visuals.  They need to be bold and engaging, but at the same time they cannot be so colourful and full of graphics that people don’t take them seriously.  Being trustworthy is essential to our business, as if no one takes us seriously, then no one will trust us to look after their pension.

To solve that problem, he uses Piktochart: “We wanted to be able to create this sort of visually appealing content more regularly and easily. So that is why we wanted to turn to infographics, and after a colleague recommended Piktochart, we thought we would give it a try“.

How to convey complex information to customers

Talking to people about tax rates, staging dates and complex law data is an uphill battle. Nobody reads ‘A Guide to Recent Changes in UK Pensions’ for fun. Jack overcomes this by creating extremely helpful and informative content that people can resort to when looking for answers. And to solve the readability and engagement problem, he complements written content with a visually compelling infographic that summarizes the most important data in one single image.

The infographics we create with Piktochart enable us to make information such as income tax rates both factually accurate and engaging, meaning our customers have a better experience on our site and hopefully sign up to a pension!

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One excellent way Piktochart has helped us is by enabling us to create graphs to help explain who needs to be enrolled in the new pension scheme.

How does the process work at Smart Pension?

1 – Everything starts with research

As we mentioned previously, Jack has infinite roles within the company. Everyday he brainstorms posts and headlines, and researches information about the topic.

2 – Get the article

After the research is complete, Jack passes out the information to the pension experts who are in charge of content creation. He oversees the process, and offers feedback from a marketing standpoint.

3 – Create a complementary infographic

Now the fun begins. With the information given by the pension team, Jack, who has no experience in graphic design, creates 1 or 2 infographics per post using Piktochart. He saves time and money, as he can do it himself without reaching out to a freelance designer.

4 – Approval and publish

When the infographic is done, Jack pairs it with the content and uploads a draft. He sends that draft to the pension experts who, once again, offer final feedback or approve the post for publishing.

Piktochart is our graphic designer in reserve, to be called upon whenever we need it

Piktochart has benefited us and the workflow of our marketing team”, says Jack. First, it has enabled them to create content that specifically meets our requirements, as he, who knows the audience perfectly, is the one doing it. Second, we no longer need to pay for an external graphic designer to make our content pieces look nicer: “This has saved us both time and money”.

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As a consequence, Jack can now create beautiful and compelling content more regularly and more quickly, because there is no bottleneck stopping him. Now, his marketing team is more efficient than ever.

As we mentioned before, Jack has no experience with graphic design whatsoever, which is why Piktochart has been invaluable in giving him and his team the capability to convey information in a way that is more engaging than just reading text.

The thing I like the most about Piktochart is the vast library of infographic templates that are already available.  I’m not the most creative person in the world, and so with these templates I can slightly edit them to make them in line with our brand, and then fill them with the content I want, and then I am ready to publish!

In addition to just simple posts, Jack is looking to expand his Piktochart use and start creating amazing infographics to answer frequent questions from customers in their help section.

One Final Advice

Jack describes himself as motivated individual, who is new to digital marketing, but he has one piece of advice: “If you do use visuals, make sure that the point you want to convey to your readers is still clear.  It is tempting to go all out and make something graphically beautiful that catches the user’s eye, but if the user cannot actually understand the point you are trying to make then it is useless.”

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