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. Your brand needs a visual content strategy. 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 on visual content strategy 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.

1. Seven (and a Half)
Tips to Jump Start Your
Visual Content Strategy
Buddy Scalera
SVP Content Strategy & Media

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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

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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

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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."

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Words + Pictures

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Before Text….

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Tell a Story with Words + Pictures
1

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My Confession
Comics

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I Write Comics

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And 5 Educational Books…

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Words +
Pictures

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Words +
Pictures
Words
Pictures
Words
Words
Pictures
Words
Words
Words
Words

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Differences
Hero
Space

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Differences Superhero
Space
Hero
Space

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Differences
Housekeeping and Navigation
Turn the
page!
Housekeeping and Navigation
Click here!

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Words
as Art

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Words + Art

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Go beyond your Logo
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Your Logo Is Not Your Product.
Your Product Is Your Product.

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Make the Invisible Visual
3

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Content optimized for search engines
is not necessarily optimized for sharing

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Paste into
Pinterest

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Brands Share Value Through Images
Sites with value-added content may
not realize full benefit of assets
• Charts
• Graphs
• Presentations

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Infographics
Propel Data

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Paste into
Pinterest

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Seed the User Journey
4

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Seeker Considerer Active Solution

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Seeker Considerer Active Solution
Brand Message

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Seeker Considerer Active Solution
Content
Content
Content
Brand Message

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Seeker Considerer Active Solution
Content
Content
Content
Brand Message
KPI KPI KPI KPI KPI

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Seeker Considerer Active Solution
Content
Content
Content
Brand Message
KPI KPI KPI KPI KPI
1.1 1.2 1.3 1.4 1.5Exposure

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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

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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

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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

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Give Evangelists Something to Evangelize
5

40. Content is Liquid

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Links are
Socially
Validated

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No More Howling
Get help for your lunar
lycanthropy symptoms!
Lycanthrian Saved My Life!

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Preparing for Visual Content
•Logos
•Graphics
•Data
•Image replacement
•Viral content seeding

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What This Means to You

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Optimize Your Visual Content
6

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67 Camaro SS

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Meta Tag!
You’re It!
In HTML:
<img src=“car.JPG"
alt=“1967 Camaro SS">
In File Properties:

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Meta Tag!
You’re It!
In HTML:
<img src=“car.JPG"
alt=“1967 Camaro SS">
In File Properties:

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Image Results

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Google
Image
Search

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Tesla x3

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Control the Eye on the Page
7

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Eye Tracking: F vs Z
F - Pattern Z - Pattern
1
2
3

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Eye Tracking: F vs Z
F - Pattern Z - Pattern
1
2
3

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Z-Pattern Up Close (Less is More)

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Inverted Pyramid Content Formula
KPI
Who
Where When
How
User Journey
Why
Consider
What

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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

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Make content
1/2

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Thank you.
Buddy Scalera, Ogilvy
CommonHealth Worldwide
@MarketingBuddy
#cmworld
#makingcontent