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Seven & a Half Tips to Jump Start Your Visual Content Strategy
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Seven & a Half Tips to Jump Start Your Visual Content Strategy

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The web is a visual medium…and credibility is won and lost in the blink of an eye. Images are like currency in the world of social media. …

The web is a visual medium…and credibility is won and lost in the blink of an eye. Images are like currency in the world of social media.

And yet…we leave visual content strategy in the hands of talented (but strategically inexperienced) graphic designers. This is a huge mistake. From graphics and videos to text and apps, all content must be within your control. Starting today, content marketers own visual content strategy.

This session will give you seven (and a half) tips to help you improve your visual content strategy. Learn how to audit your existing visual content resources, control the eye on your website, and create shareable visual content assets. You may be surprised at the storytelling techniques you can pick up from unlikely places.

Even if you’ve never pushed a pixel in Photoshop, you can plan and govern an effective, measurable visual content strategy. This presentation is much more than theory…it is a practical action plan for the content marketer.

And it includes examples of how the eyes read a website in a Z Pattern using comic books. Yes, you can learn something from comic books and other sequential art to improve your branded content marketing storytelling.

Educational materials written by Buddy Scalera and Designed by Ivan Ruiz of Ogilvy CommonHealth Worldwide. http://www.ochww.com #visualcontentstrategy

All copyright holders respective owners. Used for educational purposes.

Published in Business , Technology
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  • Lycanthrian.com
  • Grok is © 2012 Pat Quinn and Buddy Scalera – See www.comicbookschool.com
  • All covers © respective owners.
  • All books by Buddy Scalera – www.buddyscalera.com
  • Spider-Man is © Marvel Comics. All © respective owners.
  • Spider-Man is © Marvel Comics. All © respective owners.
  • Spider-Man is © Marvel Comics. All © respective owners.
  • Spider-Man is © Marvel Comics. All © respective owners.
  • Spider-Man is © Marvel Comics. All © respective owners.
  • Wolverine is © Marvel Comics. All © respective owners.
  • Spider-Man is © Marvel Comics. All © respective owners.
  • LEGO® is a trademark of the LEGO Group
  • LEGO® is a trademark of the LEGO Group
  • Did you know on average, every person owns #80LEGOBricks? We've built items out of 80 bricks exactly (like this number 80!) so share yours too using the hashtag! LEGO® is a trademark of the LEGO Grouphttp://instagram.com/p/XaEBlRNdXq/
  • Aquaman is © DC Comics
  • Aquaman is © DC Comics
  • Aquaman is © DC Comics
  • Superman is © DC Comics
  • Superman is © DC Comics
  • Superman is © DC Comics
  • Superman is © DC Comics

Transcript

  • 1. Seven (and a Half) Tips to Jump Start Your Visual Content Strategy Buddy Scalera SVP Content Strategy & Media
  • 2. #cmworld 7 Tips Tell a Story with Words + Pictures Go Beyond Your Logo Make the Invisible Visible Seed the User Journey Give Evangelists Something to Evangelize Optimize Your Visual Content Control the Eye on the Page 1 2 3 4 5 6 7
  • 3. #cmworld The Buddyverse Social: twitter.com/MarketingBuddy instagram.com/buddyscalera/ pinterest.com/buddyscalera/ linkedin.com/in/buddyscalera (Google+) bit.ly/buddygplus Web: Work: OCHWW.com Other: Personal: BuddyScalera.com Blog: WordsPicturesWeb.com
  • 4. #cmworld The Web Is a Visual Medium "Pinterest's rapid ascent into the social strata has reemphasized something we've known since the day the first camera was invented way back in the 1800s — pictures matter." "It's the pictures, stupid."
  • 5. #cmworld Words + Pictures
  • 6. #cmworld Before Text….
  • 7. #cmworld Tell a Story with Words + Pictures 1
  • 8. #cmworld My Confession Comics
  • 9. #cmworld I Write Comics
  • 10. #cmworld And 5 Educational Books…
  • 11. #cmworld Words + Pictures
  • 12. #cmworld Words + Pictures Words Pictures Words Words Pictures Words Words Words Words
  • 13. #cmworld Differences Hero Space
  • 14. #cmworld Differences Superhero Space Hero Space
  • 15. #cmworld Differences Housekeeping and Navigation Turn the page! Housekeeping and Navigation Click here!
  • 16. #cmworld Words as Art
  • 17. #cmworld Words + Art
  • 18. #cmworld Go beyond your Logo 2
  • 19. #cmworld Your Logo Is Not Your Product. Your Product Is Your Product.
  • 20. #cmworld
  • 21. #cmworld
  • 22. #cmworld
  • 23. #cmworld
  • 24. #cmworld Make the Invisible Visual 3
  • 25. #cmworld Content optimized for search engines is not necessarily optimized for sharing
  • 26. #cmworld Paste into Pinterest
  • 27. #cmworld Brands Share Value Through Images Sites with value-added content may not realize full benefit of assets • Charts • Graphs • Presentations
  • 28. #cmworld Infographics Propel Data
  • 29. #cmworld Paste into Pinterest
  • 30. #cmworld Seed the User Journey 4
  • 31. #cmworld Seeker Considerer Active Solution
  • 32. #cmworld Seeker Considerer Active Solution Brand Message
  • 33. #cmworld Seeker Considerer Active Solution Content Content Content Brand Message
  • 34. #cmworld Seeker Considerer Active Solution Content Content Content Brand Message KPI KPI KPI KPI KPI
  • 35. #cmworld Seeker Considerer Active Solution Content Content Content Brand Message KPI KPI KPI KPI KPI 1.1 1.2 1.3 1.4 1.5Exposure
  • 36. #cmworld Seeker Considerer Active Solution Content Content Content Brand Message KPI KPI KPI KPI KPI 1.1 1.2 1.3 1.4 1.5 2.1 2.2 2.3 2.4 2.5 Exposure Engagement
  • 37. #cmworld Seeker Considerer Active Solution Content Content Content Brand Message KPI KPI KPI KPI KPI 1.1 1.2 1.3 1.4 1.5 2.1 2.2 2.3 2.4 2.5 3.5 Exposure Engagement Action
  • 38. #cmworld Seeker Considerer Active Solution Content Content Content Brand Message KPI KPI KPI KPI KPI 1.1 1.2 1.3 1.4 1.5 2.1 2.2 2.3 2.4 2.5 3.5 Pre-Seeker Evangelism 1.6 2.6 3.6 1.0 2.0
  • 39. #cmworld Give Evangelists Something to Evangelize 5
  • 40. Content is Liquid
  • 41. #cmworld Links are Socially Validated
  • 42. #cmworld No More Howling Get help for your lunar lycanthropy symptoms! Lycanthrian Saved My Life!
  • 43. #cmworld
  • 44. #cmworld
  • 45. #cmworld Preparing for Visual Content •Logos •Graphics •Data •Image replacement •Viral content seeding
  • 46. #cmworld What This Means to You
  • 47. #cmworld Optimize Your Visual Content 6
  • 48. #cmworld 67 Camaro SS
  • 49. #cmworld Meta Tag! You’re It! In HTML: <img src=“car.JPG" alt=“1967 Camaro SS"> In File Properties:
  • 50. #cmworld Meta Tag! You’re It! In HTML: <img src=“car.JPG" alt=“1967 Camaro SS"> In File Properties:
  • 51. #cmworld Image Results
  • 52. #cmworld Google Image Search
  • 53. #cmworld
  • 54. #cmworld Tesla x3
  • 55. #cmworld Control the Eye on the Page 7
  • 56. #cmworld Eye Tracking: F vs Z F - Pattern Z - Pattern 1 2 3
  • 57. #cmworld Eye Tracking: F vs Z F - Pattern Z - Pattern 1 2 3
  • 58. #cmworld Z-Pattern Up Close (Less is More)
  • 59. #cmworld
  • 60. #cmworld
  • 61. #cmworld
  • 62. #cmworld
  • 63. #cmworld
  • 64. #cmworld
  • 65. #cmworld Inverted Pyramid Content Formula KPI Who Where When How User Journey Why Consider What
  • 66. #cmworld 7 Tips Tell a Story with Words + Pictures Go Beyond Your Logo Make the Invisible Visible Seed the User Journey Give Evangelists Something to Evangelize Optimize Your Visual Content Control the Eye on the Page 1 2 3 4 5 6 7
  • 67. #cmworld Make content 1/2
  • 68. #cmworld Thank you. Buddy Scalera, Ogilvy CommonHealth Worldwide @MarketingBuddy #cmworld #makingcontent