1
Why Visual Content
Bill Roth
Industry Infographics
Denver, CO
for Oil & Gas Communications.
is KEY
2
mehhh…
3
Alright…
lets give a try.
4
this place…
is legit.
5
worth every calorie…
6
Remarkable.
7
Content… is a lot like Food.
8
We are all now running
Content Kitchens.
What’s going out
your kitchen doors?
9
Content Kitchen Prep. .
@
Connect
3
Win
o
4
Simplify
2
4
Stand Out
1
Y
•Oil & Gas online landscape?
10
8
L
l5
7 s
.
6
What does the Oil & Gas
social media landscape look like?
11
Oil & Gas on social media…
12
of the Top 100…here’s how it stacks up.
13
Increased interest in visual platforms…
14
And industry specific social networks.
15
ContentMarketing
ENGAGEMENT
PUBLISHING FREQUENCY
“Content marketing is the only marketing left.”
- Seth Godin
16
But does Content Marketing 
work for Oil & Gas?
17
61% of the Oil & Gas market…
is actively looking 
for new solution providers.
18
These buyers are influenced by vendors
that display demonstrable knowledge 
& expertise in their fields.
(via content)
19
87% of B2B buyers…
say CONTENT
has an impact on vendor
selection.
p
O
More than 27%
say it has a major impact.
!
- Soci...
20
60%
of the buyer journey is complete before
prospects reach out to vendors.
f
!
- The Corporate Executive Board
21
Content
Marketing
Institute
B2B Study
according to the 2014
93%
of B2B Marketers
use content
marketing.
22
23
24
25
Make me care.
!
Entertaining
!
Informative
!
Interesting
26
@
Connect
3
Win
o
4
Simplify
2
4
Stand Out
1
Y
Why Visual Content Marketing
for Oil & Gas?
4 Reasons
27
Stand Out
1
Y #1 Visuals filter out content noise.
2,000,000 blog posts a day.
!
27,000,000 pieces of content are share...
28
Stand Out
1
Y
90% of the information that comes to the brain is visual.
#1 Visuals filter out content noise.
29
Stand Out
1
Y #2 Visual content gets our
attention FAST.
Since the year 2000, the
average adult attention
span has drop...
30
Stand Out
1
Y #3 Visuals are naturally interesting.
60-70% of B2B
marketing content goes
unused.
!
- Sirius Decisions
A...
31
Stand Out
1
Y #3 Visuals are naturally interesting.
32
Stand Out
1
Y #3 Visuals are naturally interesting.
33
Simplify
42
Visuals simplify our brand message.
Simplify
42
34
The Restaurant Impossible Recipe.
1. Remodel the restaurant.
2. Simplify the Menu.
Simplify
42
35
The Restaurant Impossible Recipe.
Nobody can afford 
to do it all.
The food
is the message.
WHY?
Simplify
42
36
The Restaurant Impossible Recipe.
We need to focus our
resources.
Visualizing our brand
messages makes them...
Simplify
42
37
Oil & Gas Communications 
are Complex.
•text-heavy
•data-driven
•complex engineering
•ever-changing technol...
Simplify
42
38
#1 Visualizing Complexity makes it
more Accessible.
Simplify
42
39
#1 Visualizing Complexity makes it
more Accessible.
Simplify
42
40
#1 Visualizing Complexity makes it
more Accessible.
Simplify
42
41
#2 Resonate with ‘visual shorthand’.
• visual snacks
• 1 compelling idea
• easy to share
Simplify
42
42
#2 Resonate with ‘visual shorthand’.
Simplify
42
43
#2 Resonate with ‘visual shorthand’.
Simplify
42
44
#2 Resonate with ‘visual shorthand’.
Simplify
42
45
#3 Visuals can simplify potential.
Simplify
42
46
#3 Visuals can simplify potential.
@Connect
3
47
Visuals help our brands Connect.
If people aren’t talking about you, 
they aren’t talking about you for a re...
@Connect
3
48
So is Oil & Gas boring?
Only if our communications
are boring.
@Connect
3
49
So is Oil & Gas boring?
•We have some of the most engaging stories to tell!
No way!
•We are powering America...
@Connect
3
50
Visual Content shows personality.
Interesting Content is a
top reason people
follow brands 
on social media....
@Connect
3
51
Visuals can Connect…
with feelings and attitudes.
@Connect
3
52
Visuals can Connect…
with core brand values and beliefs.
@Connect
3
53
Visuals can Connect…
with your audience’s language.
@Connect
3
54
Visuals can Connect…
with your people & stories.
@Connect
3
55
Visual content Connects your…
Ideas
Personality
Values
Faster than just about anything else.
Win
o4
56
Visual content helps you Win.
Content marketing costs 62% less than traditional
marketing and generates about 3x...
Win
o4
57
How do visuals build owned media?
Z
?
W
@@
7
WIN ATTENTION
INCREASE BRAND
AWARENESS
REALIZE TRUE
ENGAGEMENT
BUIL...
Win
o4
58
Do you rent or OWN their attention?
PAID
MEDIA
OWNED
MEDIA
EARNED
MEDIA
Audience Conversation
Content
Decrease
r...
Win
o4
59
How does visual content 
impact search engine rankings?
Search engine algorithms
are increasingly weighted to
gi...
Win
o4
60
How does visual content 
impact website traffic?
Brand publishers who
use infographics realize
12% more traffic ...
Win
o4
61
How does visual content 
impact website traffic?
Viewers spend 
100% more time 
on pages 
with videos.
Including...
62
@
Connect
3
Win
o
4
Simplify
2
4
Stand Out
1
Y
Why Visual Content Marketing
for Oil & Gas?
4 Reasons
63
Visual Menu Options for your Content Kitchen.
IMAGES
Memes
Photos
Illustrations
Comics
User Generated
INFOGRAPHICS
Mini...
64
Visual Menu Options for your Content Kitchen.
VIDEO
Demos
Short-form Video
Interviews
Commercials
Long-form Video
OTHER...
65
My recipe for Content Success:
Be interesting.
Be visual.
Be consistent.
66
Thanks for your
Attention
follow me @billrothcreates
Bill Roth
Founder & CEO
Industry Infographics
Denver, CO
720-282-9...
Upcoming SlideShare
Loading in …5
×

Why Visual Content is Key for Oil & Gas Communications

516 views
346 views

Published on

B2B marketing in upstream oil & gas has forever changed. No longer do corporate buyers wait for your salespeople to call and sell them. 70% of the B2B sales cycle is now done via content. And not just textual content, but visual content that rises above the noise.

This presentation explores how buyers now consume content, and how social media and content communications are changing oil & gas.

Energy brands have some of the most intriguing stories in the world to tell, if we but have the courage and creativity to do so.

____________

This presentation was given by Bill Roth (President, Industry Infographics) at the Energy Digital Summit in Houston, TX (June 2014).

Please contact him at bill@industryinfographics.com with any questions, insights or to explore visual content strategy for your energy brand.

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
516
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Why Visual Content is Key for Oil & Gas Communications

  1. 1. 1 Why Visual Content Bill Roth Industry Infographics Denver, CO for Oil & Gas Communications. is KEY
  2. 2. 2 mehhh…
  3. 3. 3 Alright… lets give a try.
  4. 4. 4 this place… is legit.
  5. 5. 5 worth every calorie…
  6. 6. 6 Remarkable.
  7. 7. 7 Content… is a lot like Food.
  8. 8. 8 We are all now running Content Kitchens. What’s going out your kitchen doors?
  9. 9. 9 Content Kitchen Prep. . @ Connect 3 Win o 4 Simplify 2 4 Stand Out 1 Y •Oil & Gas online landscape?
  10. 10. 10 8 L l5 7 s . 6 What does the Oil & Gas social media landscape look like?
  11. 11. 11 Oil & Gas on social media…
  12. 12. 12 of the Top 100…here’s how it stacks up.
  13. 13. 13 Increased interest in visual platforms…
  14. 14. 14 And industry specific social networks.
  15. 15. 15 ContentMarketing ENGAGEMENT PUBLISHING FREQUENCY “Content marketing is the only marketing left.” - Seth Godin
  16. 16. 16 But does Content Marketing work for Oil & Gas?
  17. 17. 17 61% of the Oil & Gas market… is actively looking for new solution providers.
  18. 18. 18 These buyers are influenced by vendors that display demonstrable knowledge & expertise in their fields. (via content)
  19. 19. 19 87% of B2B buyers… say CONTENT has an impact on vendor selection. p O More than 27% say it has a major impact. ! - Social Media Today
  20. 20. 20 60% of the buyer journey is complete before prospects reach out to vendors. f ! - The Corporate Executive Board
  21. 21. 21 Content Marketing Institute B2B Study according to the 2014 93% of B2B Marketers use content marketing.
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25 Make me care. ! Entertaining ! Informative ! Interesting
  26. 26. 26 @ Connect 3 Win o 4 Simplify 2 4 Stand Out 1 Y Why Visual Content Marketing for Oil & Gas? 4 Reasons
  27. 27. 27 Stand Out 1 Y #1 Visuals filter out content noise. 2,000,000 blog posts a day. ! 27,000,000 pieces of content are shared each day. ! - AOL / Nielsen
  28. 28. 28 Stand Out 1 Y 90% of the information that comes to the brain is visual. #1 Visuals filter out content noise.
  29. 29. 29 Stand Out 1 Y #2 Visual content gets our attention FAST. Since the year 2000, the average adult attention span has dropped from :12 seconds to just :08 seconds. ! - Statistic Brain Visuals are processed 60,000 x faster than text! ! - Zabisco
  30. 30. 30 Stand Out 1 Y #3 Visuals are naturally interesting. 60-70% of B2B marketing content goes unused. ! - Sirius Decisions Articles with compelling images get 94% more views than those without. ! - Content+
  31. 31. 31 Stand Out 1 Y #3 Visuals are naturally interesting.
  32. 32. 32 Stand Out 1 Y #3 Visuals are naturally interesting.
  33. 33. 33 Simplify 42 Visuals simplify our brand message.
  34. 34. Simplify 42 34 The Restaurant Impossible Recipe. 1. Remodel the restaurant. 2. Simplify the Menu.
  35. 35. Simplify 42 35 The Restaurant Impossible Recipe. Nobody can afford to do it all. The food is the message. WHY?
  36. 36. Simplify 42 36 The Restaurant Impossible Recipe. We need to focus our resources. Visualizing our brand messages makes them tangible. Same thing with our Content Kitchens.
  37. 37. Simplify 42 37 Oil & Gas Communications are Complex. •text-heavy •data-driven •complex engineering •ever-changing technologies •shifting geologies •highly regulated •misinformation abounds •Big Crew Change •geo-political pressures just to name a few!
  38. 38. Simplify 42 38 #1 Visualizing Complexity makes it more Accessible.
  39. 39. Simplify 42 39 #1 Visualizing Complexity makes it more Accessible.
  40. 40. Simplify 42 40 #1 Visualizing Complexity makes it more Accessible.
  41. 41. Simplify 42 41 #2 Resonate with ‘visual shorthand’. • visual snacks • 1 compelling idea • easy to share
  42. 42. Simplify 42 42 #2 Resonate with ‘visual shorthand’.
  43. 43. Simplify 42 43 #2 Resonate with ‘visual shorthand’.
  44. 44. Simplify 42 44 #2 Resonate with ‘visual shorthand’.
  45. 45. Simplify 42 45 #3 Visuals can simplify potential.
  46. 46. Simplify 42 46 #3 Visuals can simplify potential.
  47. 47. @Connect 3 47 Visuals help our brands Connect. If people aren’t talking about you, they aren’t talking about you for a reason. They’re not talking about you - because you’re boring. - Seth Godin
  48. 48. @Connect 3 48 So is Oil & Gas boring? Only if our communications are boring.
  49. 49. @Connect 3 49 So is Oil & Gas boring? •We have some of the most engaging stories to tell! No way! •We are powering American prosperity! •We should be proud to tell these stories… and make it as visually engaging as possible!
  50. 50. @Connect 3 50 Visual Content shows personality. Interesting Content is a top reason people follow brands on social media. ! - Content+ Emotional marketing messages are TWICE as effective as promotional ones. ! - The Corporate Executive Board
  51. 51. @Connect 3 51 Visuals can Connect… with feelings and attitudes.
  52. 52. @Connect 3 52 Visuals can Connect… with core brand values and beliefs.
  53. 53. @Connect 3 53 Visuals can Connect… with your audience’s language.
  54. 54. @Connect 3 54 Visuals can Connect… with your people & stories.
  55. 55. @Connect 3 55 Visual content Connects your… Ideas Personality Values Faster than just about anything else.
  56. 56. Win o4 56 Visual content helps you Win. Content marketing costs 62% less than traditional marketing and generates about 3x as many leads. - Demand Metric
  57. 57. Win o4 57 How do visuals build owned media? Z ? W @@ 7 WIN ATTENTION INCREASE BRAND AWARENESS REALIZE TRUE ENGAGEMENT BUILD AN INTERESTED AUDIENCE (which now seeks your brand content) ADJUST MEDIA SPEND OVER TIME
  58. 58. Win o4 58 Do you rent or OWN their attention? PAID MEDIA OWNED MEDIA EARNED MEDIA Audience Conversation Content Decrease reliance and spend on paid media Increase organic presence in earned media
  59. 59. Win o4 59 How does visual content impact search engine rankings? Search engine algorithms are increasingly weighted to give authority and ranking to social media. Brands with high levels of engagement in Social, are also winning in Search.
  60. 60. Win o4 60 How does visual content impact website traffic? Brand publishers who use infographics realize 12% more traffic than those who don’t. Posts with videos attract 3x more inbound links than plain text posts attract.
  61. 61. Win o4 61 How does visual content impact website traffic? Viewers spend 100% more time on pages with videos. Including a photo or video in a press release increases views by over 45%.
  62. 62. 62 @ Connect 3 Win o 4 Simplify 2 4 Stand Out 1 Y Why Visual Content Marketing for Oil & Gas? 4 Reasons
  63. 63. 63 Visual Menu Options for your Content Kitchen. IMAGES Memes Photos Illustrations Comics User Generated INFOGRAPHICS Mini-Graphics Social Graphic Campaigns Narrative Infographics Data Visualization Interactive Infographics PRESENTATION Slideshows Case Studies Reports eBooks White Papers
  64. 64. 64 Visual Menu Options for your Content Kitchen. VIDEO Demos Short-form Video Interviews Commercials Long-form Video OTHER VISUALS Animated GIFS Cinemagraphs Explainer Videos Quizzes Surveys
  65. 65. 65 My recipe for Content Success: Be interesting. Be visual. Be consistent.
  66. 66. 66 Thanks for your Attention follow me @billrothcreates Bill Roth Founder & CEO Industry Infographics Denver, CO 720-282-9450 @billrothcreates

×