3 Tips to Improve Your Visual Content Strategy

@MarketingBuddy • #CMWorld@BuddyScalera • #amanj

Words + Pictures:

3 Tips to Improve YourVisual Content

Strategy

Buddy Scalera@BuddyScalera

The Annotated Version!


Disclaimer

The views expressed here do not necessarily reflect the views or opinions of my employer.

All views and examples are my own.


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Content Marketing

“A strategic marketing approach focused on

creating and distributing valuable, relevant,

and consistent content to attract and retain a

clearly-defined audience — and, ultimately,

to drive profitable customer action.”

http://contentmarketinginstitute.com/what-is-content-marketing/


The web is a visual medium.

Pictures are visual.

Designs are visual.

Words are visual.

Humans are visual.


30-60%60%

http://www.quora.com/How-much-of-the-brain-is-involved-with-vision

30%http://discovermagazine.com/1993/jun/thevisionthingma227

http://channel.nationalgeographic.com/brain-games/articles/brain-games-watch-this-perception-facts/


We See Images (Really) Fast

13ms100ms

Neuroscientist Dr. Brad Wyble (https://twitter.com/bradpwyble)

measured that the brain can identify images seen for as little as

13 milliseconds.http://bit.ly/2oq3Qad

Approximately how long it takes to blink.


Three Tips

1.Know Why

2.Include Designers

3.Follow Process


Infographics Can Be Stories...

But They Aren’t Always Stories

Infographics by Ivan Ruiz.

Infographics can be an effective content marketing tactic, if they

are part of a multichannel marketing strategy.


Story is not an

autobiographyabout your brand

Brand storytelling.


is about your customers.

Your brand is just a plot point in their story.

StoryCustomers are on their own

hero’s journey.


This is Who and WhyLet’s talk Where, When, & How

What they need

User Journey User Journey Continued…

Content X Goes Here

What you

have


Content Marketing is about

behavior change.


Behavior Change• Try my productA

• Use my product moreB

• Tell a friend about my productC

• Who

• What

• Where

Content = X

• Why

• When

• How


So

whyare you creating content?Content made for

the purpose of marketing should be intended to motivate

behavior change.


Three Tips

1.Know Why

2.Include Designers

3.Follow Process

What Failure Looks Like

…and Why


Wait, wait, wait…GO!

Creative Timeline

Big Idea

Brainstorming Concepts Revisions Approval Design

This is how stock art happens to good ideas.

Lame statistic here.

Process Fail.Just Say No to Stock Photography

http://contentmarketinginstitute.com/2015/06/create-authentic-images/

What Success Looks Like

…and Why


Align Content Strategy to User Journey

+UX

StrategyResearch:

Data, analysis, process

UX

Strategic Insights

Personas

Pre-Seeker Seeker Considerer Active Evangelist


User Journey. Like a Funnel. Only not.


Lead Prospect Evaluation Purchase


A sales funnel is about you.

A user journey is about the customer.


A sales funnel, is about selling.

A user journey, is about telling.


Content for the User Journey


About your product.

Features & benefits.

Comparison.Details, getting

started.

Qualified leads.

Category content & keywords.

Tell a friend.


Strategists Own Tactics

ContentStrategy

Editorial & Copy Strategy

Content Engineering

Strategy

Content Distribution

Strategy

MediaStrategy

Measurement Strategy

Design Strategy

Creation LinkingPlanning

Maintenance

Technology

Publishing

Taxonomy

Syndication

Repurposing

Social

Media RelationsPaid Media

Analytics

Design

Branding

UI

UX

Maintenance

KPIs & Reporting

@2013 Buddy Scalera

For more information on this diagram, contact

Buddy Scalera at www.buddyscalera.com.


Three Tips

1.Know Why

2.Include Designers

3.Follow Process


Process at the Enterprise Level

•Documented process

•Creative templates

•Style guides

•Governing body


UNIVERSAL GOVERNANCE

• File naming

• Version control

• Source files

• Ownership

• Manager

• File metadata

• HTML Alt tags

• HTML title & captions

Filename:

Vis_Story_Info-1x5_600x900-v3a.jpg

Version:

Revision: v3a

Source://sharepoint/folder/images/infographics/Vis_Story_Info-1x5_600x900-

v3a.psd

Owner:

Corporate communications

Manager:

Design

File metadata:

Infographic, gorilla, 1 of 5, corporate, corporate communications,

visual storytelling

Alt Tag:

Visual storytelling infographic #1 of 5 with 800 pound gorilla.

Title:

Visual Storytelling: Plot Your Presentation

Caption:

Before you start creating your story, plot your ideas. Also address

the question of software and desired output.

Digital Asset Management

Pro Tip:This is not where

creativity happens.


Content Strategy AlignmentCONTENT STRATEGY

• User journey & relevance

• Related content

• Reuse across multiple owned

platforms (web, mobile, print,

video, live events, etc.)

• Reuse in social, open graph tags

• Visual standardization across

paid channels & landing pages

User:

Persona A

User Journey:

Seeker

Linking Strategy:

Section 2.4

Relevance:

Reflects brand paid advertising campaign

Usage:

Website, owned

Convention booth

Social:

Twitter, Facebook

Instagram

Channels:

Owned

Paid, banner

Paid, print

Related content:

Image 1 of 5 in series


Three Tips

1.Know Why

2.Include Designers

3.Follow ProcessContentStrategy

Editorial & Copy Strategy

Content Engineering

Strategy

Content Distribution

Strategy

MediaStrategy

Measurement Strategy

Design Strategy

@2013 Buddy Scalera


howto put content here…

Don’t just ask


whyyou want to be here.

Ask


Thank You.

Buddy ScaleraSr. Dir. Content StrategyThe Medicines Company

The Annotated Version!