PRESENTED BY: R2integratedVisual Content FrameworkJune 2013
22Visual Content Framework© 2013 www.r2integrated.com | info@r2integrated.comHow to use this documentThe guidance below ma...
33Visual Content Framework© 2013 www.r2integrated.com | info@r2integrated.comLifecycle Stage Awareness Acquisition Engagem...
44Visual Content Framework© 2013 www.r2integrated.com | info@r2integrated.comLifecycle Stage Awareness Acquisition Engagem...
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R2i Visual Content Framework

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Leveraging the visual web with visual content requires a strategic approach to developing visual content that is relevant to customers at specific stages of their lifecycle. Use this template to map the opportunity to integrate visual content into your overarching content strategy.

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R2i Visual Content Framework

  1. 1. PRESENTED BY: R2integratedVisual Content FrameworkJune 2013
  2. 2. 22Visual Content Framework© 2013 www.r2integrated.com | info@r2integrated.comHow to use this documentThe guidance below maps to the sections in the template.• Adapt audience phases to your business• Mindsets: Use existing audience research or fill out this section using yourown customer insights• Visual Content Types: Assess and review available content and ID thecontent needed• Amplification Channels: Fill in the appropriate channels to reach newcustomers
  3. 3. 33Visual Content Framework© 2013 www.r2integrated.com | info@r2integrated.comLifecycle Stage Awareness Acquisition Engagement LoyaltyCustomerMindsetConsiderations:• What are the keybenefits of thisproduct/service?• How does thisproduct/servicecompare tocompetitors?• Is this product the rightfit for my needs?• What do others think ofthe product?Considerations:• How do I get started?• How do I get the mostfrom theproduct/service?• Is there any educationalmaterial available?• What type of support isavailable?Considerations:• How do I learn aboutvalue added featuresand benefits?• What’s new with theproduct/service?• How are others usingthe product/service?Considerations:• How do I share mysatisfaction with theproduct/service?• How can I berecognized as anexpert/advocate?• Are there benefits toadvocating the productor service?Visual ContentTypesContent ideas• Demo videos• Graphical tutorials• Comparative benefits infographics• Video testimonials• High quality product/service/team photos• Relevant memes• Whiteboard sketches• Branded illustrationsAmplificationChannelsDetermine which channels are most relevant for communicating specific messages during each stage of the lifecycle.For example, in the Awareness phase, a combination of social, email and paid ad campaigns would serve best toreach a broad base of unknown targets. Post-Acquisition, content can be shared via email, social, or customizedloyalty channels to reach known customers.
  4. 4. 44Visual Content Framework© 2013 www.r2integrated.com | info@r2integrated.comLifecycle Stage Awareness Acquisition Engagement LoyaltyCustomerMindsetVisual ContentTypesAmplificationChannels

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