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The Power of Visual Information & Content Marketing

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The Power of Visual Information & Content Marketing

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Learn about the ways that visual information is impacting our marketing techniques and how these can be leveraged into content strategies.

Learn about the ways that visual information is impacting our marketing techniques and how these can be leveraged into content strategies.

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The Power of Visual Information & Content Marketing

  1. 1. #FXofKC#FXofKC Alyssa Murfey Director Of Strategy amurfey@emfluence.com The Power of Visual Information & Content Marketing @alysmurfey
  2. 2. #FXofKC#FXofKC Agenda For Today: • How we process information • Using this knowledge in your business • Visual Content Marketing • The future of content marketing • Questions The Power of Visual Information & Content Marketing
  3. 3. #FXofKC#FXofKC Drew Martens SEM Analyst dmartens@emfluence.com The Power of Visual Information & Content Marketing @Drew_Martens
  4. 4. #FXofKC#FXofKC • Search Engine Management Analyst. • How did I get here? • Why am I in content marketing? Who am I?
  5. 5. #FXofKC#FXofKC
  6. 6. #FXofKC#FXofKC Content Marketing Defined Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. -The Content Marketing Institute What is Content Marketing
  7. 7. #FXofKC#FXofKC We are visual creatures • Our brains process visuals 60,000x faster than text alone • Use of video content increased by 8-58% while infographic usage increased by 9-52% in 2014 – Demand Gen Report • Marketers who have a documented content strategy (and follow it) are 35% more likely to succeed. -CMI How do we process information?
  8. 8. #FXofKC#FXofKC Information Exercise Please take 30 seconds to read the information on the next slide. How do we process information?
  9. 9. #FXofKC#FXofKC Optimize local landing pages and local listings with valuable information to add significant value and boost your local presence. Results will become more heavily personalized for mobile. Fully optimize your website to avoid penalization. Brand mentions and citation will become as powerful as links. Act like a brand and be treated like a brand by Google. Social Signals as a user experience factor. Search rankings will increasingly become about relationships and less about technical strategies. #FXofKC
  10. 10. #FXofKC#FXofKC -Visual.ly
  11. 11. #FXofKC#FXofKC How do you continue to create engaging content? Ask yourself questions to change the game. • Who determines what is considered engaging? • Why? • Do you have different services that appeal to different demographics? • Personas • Would you want to read it?
  12. 12. #FXofKC#FXofKC Do not dull down your content for the masses • Lose credibility • Content will become stale • Offer utility with your content • Attract the wrong type of consumer
  13. 13. #FXofKC#FXofKC Take a different approach to your content • Be specific in your approach • No two minds think alike • Give them something to take away • Actionable information • Don’t waste their time -Statisticbrain.com
  14. 14. #FXofKC#FXofKC Tools for Creating Visual Content
  15. 15. #FXofKC#FXofKC So Many Choices, So little Time. My top 5 • Vizualize • easel.ly • Piktochart • Infogr.am • Venngage https://www.emfluence.com/blog/tools-creating-infographics
  16. 16. #FXofKC#FXofKC Vizualize: • Profession al resource for work experience and portfolios • Links to your LinkedIn account for simple integration • Entirely Free
  17. 17. #FXofKC#FXofKC Easel.ly: • Web-app for creating drag and drop style infographics • Very quick and easy to use • Free basic templates and paid more complex templates
  18. 18. #FXofKC#FXofKC Piktochart: • Customize graphics at a complex level (colors, textures, etc.) • Ability to import data in a CSV format • More than 2,000 Standard Vector files for you to manipulate • Share your content in any format imaginable • Free for basic use and tiered for higher functionality
  19. 19. #FXofKC#FXofKC
  20. 20. #FXofKC#FXofKC Venngage: • WYSISYG editor similar to Weebly, Wix or Squarespace • Data can be exported in PNG and PDF • Can be shared on major social networks • Live infographic! • Free for the first month, then $15 month
  21. 21. #FXofKC#FXofKC WYSIWYG Editor View #FXofKC
  22. 22. #FXofKC#FXofKC Infogr.am: • Real time data manipulation • Ability to download and embed data • Responsive design for mobile and tablet viewing • Webinars and workshops available for training • 30 Day Trial, then $42 per month
  23. 23. #FXofKC#FXofKC Infogr.am: • Ability to visualize data in multiple different formats (30 types)
  24. 24. #FXofKC#FXofKC How do you know if it is working? Creating Infographics
  25. 25. #FXofKC#FXofKC TMITRACK. MEASURE. IMPROVE.
  26. 26. #FXofKC#FXofKC Google Analytics (Don’t be afraid of it!) Various levels of expertise • Where to begin? • Clicks • Impressions • Sessions • Views An overview can be so much more!
  27. 27. #FXofKC#FXofKC The Basics of Google Analytics
  28. 28. #FXofKC#FXofKC
  29. 29. #FXofKC#FXofKC Build your content around what you learn.
  30. 30. #FXofKC#FXofKC
  31. 31. #FXofKC#FXofKC Now for a little more complex…
  32. 32. #FXofKC#FXofKC Social Network Conversions
  33. 33. #FXofKC#FXofKC
  34. 34. #FXofKC#FXofKC
  35. 35. #FXofKC#FXofKC
  36. 36. #FXofKC#FXofKC Facebook & Twitter Analytics
  37. 37. #FXofKC#FXofKC Facebook & Twitter insights
  38. 38. #FXofKC#FXofKC Post Engagement: #FXofKC
  39. 39. #FXofKC#FXofKC
  40. 40. #FXofKC#FXofKC
  41. 41. #FXofKC#FXofKC
  42. 42. #FXofKC#FXofKC
  43. 43. #FXofKC#FXofKC Twitter Analytics: • Native analytics leaves a lot to be desired • Use as a guideline • Run tests to determine which voice works for you • Change is not your enemy • Identify your voice
  44. 44. #FXofKC#FXofKC The Future of Content Marketing The Future of Content Marketing
  45. 45. #FXofKC#FXofKC Listening tools to understand your audiences + processes to respond efficiently are key to success. The Future of Content Marketing
  46. 46. #FXofKC#FXofKC Social Media is the new PR The Future of Content Marketing
  47. 47. #FXofKC#FXofKC Content marketing and advertising are converging. 69% of people trust an organization’s educational content if it is discovered via a friend – Kentico Spending on native ads on social sites alone is expected to increase from $3.1 billion to $5 billion by 2017. – eMarketer The Future of Content Marketing
  48. 48. #FXofKC#FXofKC Good advertisements offer an emotional or utility value exchange. The Future of Content Marketing
  49. 49. #FXofKC#FXofKC New advertising products: Instagram sponsored posts. The Future of Content Marketing
  50. 50. #FXofKC#FXofKC New advertising products: tell a story. The Future of Content Marketing
  51. 51. #FXofKC#FXofKC Users are shifting to posting more visual, engaging content The number of video posts per person has increased 75% globally, and 94% in the US.” – Facebook, January 2015 The Future of Content Marketing
  52. 52. #FXofKC#FXofKC Video is the next frontier of superior visual content marketing. Results show that from the moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness, and purchase consideration. The Future of Content Marketing
  53. 53. #FXofKC#FXofKC Video is the next frontier of superior visual content marketing. People who watched under three seconds of the video ad created up to 47 percent of the total campaign value The Future of Content Marketing
  54. 54. #FXofKC#FXofKC Facebook carousel ads The Future of Content Marketing
  55. 55. #FXofKC#FXofKC Pinterest Promoted Pins The Future of Content Marketing
  56. 56. #FXofKC#FXofKC Pinterest buyable pins The Future of Content Marketing
  57. 57. #FXofKC#FXofKC LinkedIn’s new products The Future of Content Marketing
  58. 58. #FXofKC#FXofKC THANK YOU! Thank you!
  59. 59. #FXofKC#FXofKC QUESTIONS? Thank you!
  60. 60. #FXofKC#FXofKC THANK YOU! @alysmurfey amurfey@emfluence.com @Drew_Martens dmartens@emfluence.com Thank you!

Editor's Notes

  • Alyssa will take this slide
  • Think of my role as a sort of eHarmony for websites. It is my job to look at the relationship between your company and search engines and figure out the best way for you to reach your consumers.
    In addition to matching you with your target demographic group, I figure out the behavior of those demographics using analytics in order to advertise to them more accurately.
    For example, You and I might shop in entirely different ways.
    I prefer to browse on competitor websites and spend large amounts of time researching competitors before I make a purchase. You might go right to the source because a friend recommended a product. There is a campaign strategy for each of these mentalities.
    Why am I in content marketing?
    One of the reasons I figure out how people search online is to give them something meaningful to entice them to my clients website. Content marketing provides a wide but specific net to encourage your consumers to visit your site and learn more about your company.

  • Embed this video in the presentation…somehow

    http://contentmarketinginstitute.com/the-story-of-content-rise-of-the-new-marketing/

    Video is 2:45
  • According to the Content Marketing Institute, “content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

    With that being said, we are visual creatures…[next slide]
  • Video content Stats from Demand Gen Report

    -Third link is from the content marketing institute
    -
  • Type up the sheet of paper and hand it out at the beginning of the presentation
  • -This is what you just read.
    Notice how you can pick out the exact pieces of information that are relevant to you without needing to read through the entire paragraph. The retention rate

    Optimize local landing pages and local listings with valuable information to add significant value and boost your local presence. Results will become more heavily personalized for mobile. Fully optimize your website to avoid penalization. Brand mentions and citation will become as powerful as links. Act like a brand and be treated like a brand by Google. Social Signlas as a user experience factor.
    ----- Meeting Notes (7/29/15 16:41) -----
    talk more about the design elements. Talk about how it is organized and how the colors play a role
  • How do you continue to create engaging content?
    -think about the things that make your organization or company important.
    -What do you have to share that no one else does?


    Use buyer, investor and social person examples

    ----- Meeting Notes (7/22/15 14:45) -----
    services-build out personas, what channels are they are on and how they operate
    ----- Meeting Notes (7/22/15 15:17) -----
    talk about building personas
    ----- Meeting Notes (7/29/15 16:41) -----
    add stat about attention span statistics here

  • Contrary to popular belief, do not dull down your content for the masses.
    -when you dull down your content and make it more appetizing for the masses, you will see an increase in your organic searches and page visits, but at the end of the day which would you rather have, more view, or more conversions?

    ----- Meeting Notes (7/22/15 14:45) -----
    offer utility with content!
    Think of a problem that your consumer base might have, how can you provide them with information to solve it?
  • instead of making it something everyone will want to read, make it something specific people will want to read. Don’t be afraid to really dig into what makes your business special, and write something that is engaging and informative. The last thing you want is for someone to get to the end of your blog post and think, that was it?
    -Another strategy is to write multiple blog posts about the same thing, but from different perspectives. After all, your developer and your graphic designer see the world through different lenses, make sure you give each of them something interesting to read.

    ----- Meeting Notes (7/29/15 16:41) -----
    attention span graph can go here too
  • In a recent blog post I mentioned (not sure if I want to open the slide like that) that there are 10 free tools you can use to create visual content. Today we are just going to talk about 5…
    ----- Meeting Notes (7/22/15 14:45) -----
    "i'm going to go through these but we just published a blog about it"
    ----- Meeting Notes (7/29/15 16:41) -----
    screenshot blog post and include link to blog post
  • Link to video:
    https://vimeo.com/37781587

    Video is 1:30
    ----- Meeting Notes (7/29/15 16:41) -----
    hanging S

  • ----- Meeting Notes (7/22/15 14:45) -----
    talk more about piktochart
  • Similar to weebly or wix.com for simple website development tools.
  • A little more of a time investment but the possibilities with this tool but the skills of a graphic designer in your hands!
    https://venngage.com/
  • Additional screenshot
  • Infogr.am

    Not free..free 30 day trial but still worth mentioning because of it’s real time applications
  • As close as possible the being the adobe creative suite with a functionality meant for sharing. This would be a great investment if you ever wish to actively display changing information on your site in a visual format.
  • Creating something beautiful is great, but how do you know if it is working?
  • You can’t improve without tracking your results. Some blog posts of infographics will be a smash hit on the first try. This is something you may have heard of as catching lightning in a bottle. For the rest of us that do not have this level of luck, testing your content is the only way to ensure you are on the right track.
    -Look into your Google Analytics or whichever tracking software you use and see how people are responding.
    -If you send out your content via an email blast or social media posts, don’t be afraid to give your audience an option to provide feedback.
    -Follow up with the people who opened your email and ask them what it was about your content that made them want to go one interaction further.

    Tell some things you can track using Google analytics
    ----- Meeting Notes (7/22/15 14:45) -----
    combine these two slides?
  • GA & things you can track
    Facebook insights
    Twitter insights
    Pinterest
    Iconosquare?
    ----- Meeting Notes (7/22/15 14:45) -----
    plug my google analytics blog post
    -keep bringin GA home a to why you would want to know this information
    -give examples of what you can learn and how you can apply it
  • Google Analytics overview image. Look at all the things you can learn just from this view…
  • Google Analytics Image
    ----- Meeting Notes (7/22/15 14:45) -----
    talk about the insights that you can gain from learning your different demographics
    -talk about how you can build your content around
    organically performing.
  • Google Analytics Image
  • Use some screenshots of facebook analytics/twitter analytics and what you can expect
    ----- Meeting Notes (7/22/15 14:45) -----

  • ----- Meeting Notes (7/29/15 16:41) -----
    add actual post and show examples of different posts (3 different examples and talk about them)

  • ----- Meeting Notes (7/29/15 16:41) -----
    maybe move the content around for formatting
  • Alyssa takes this
    -USPS
    ----- Meeting Notes (7/22/15 14:45) -----
    Center campaign title
  • We have been talking a lot of about content marketing listening tools. Success comes with listening and then using that to respond to customers not only with your social media responses, but also with your content marketing and advertising actions. Let keywords, sentiment and insights gained from your reporting help guide your advertising decisions from the channels you use to the creative and copy you apply.
  • Use the insights from your listening to determine the kind of emotional and/or utility direction to take.
  • New instagram ads. Be thinking of how your products / services could visually tell a story.
  • New instagram ads. Be thinking of how your products / services could visually tell a story.
  • We are seeing this shift to a visual language come to life on Facebook. The number of video posts per person has increased 75% globally, and 94% in the US.”
–FB Insights, January 2015.

    Nielsen + Facebook Study: Results show that from the moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness, and purchase consideration. That means even people who never watched the video, but did see the impression, were still impacted by the ad. And, as expected, lift increased the longer people watch the ad.
    That data shows that people who watched under three seconds of the video ad created up to 47 percent of the total campaign value, and people who watched for fewer than 10 seconds created up to 74 percent, depending on the metric. That means that while lift continued to increase the longer people watched, people didn’t have to watch a whole video to be affected by the ad. Even video views under 10 seconds effectively build awareness and drive purchase intent.

  • We are seeing this shift to a visual language come to life on Facebook. The number of video posts per person has increased 75% globally, and 94% in the US.”
–FB Insights, January 2015.

    Nielsen + Facebook Study: Results show that from the moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness, and purchase consideration. That means even people who never watched the video, but did see the impression, were still impacted by the ad. And, as expected, lift increased the longer people watch the ad.
    That data shows that people who watched under three seconds of the video ad created up to 47 percent of the total campaign value, and people who watched for fewer than 10 seconds created up to 74 percent, depending on the metric. That means that while lift continued to increase the longer people watched, people didn’t have to watch a whole video to be affected by the ad. Even video views under 10 seconds effectively build awareness and drive purchase intent.

  • We are seeing this shift to a visual language come to life on Facebook. The number of video posts per person has increased 75% globally, and 94% in the US.”
–FB Insights, January 2015.

    Nielsen + Facebook Study: Results show that from the moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness, and purchase consideration. That means even people who never watched the video, but did see the impression, were still impacted by the ad. And, as expected, lift increased the longer people watch the ad.
    That data shows that people who watched under three seconds of the video ad created up to 47 percent of the total campaign value, and people who watched for fewer than 10 seconds created up to 74 percent, depending on the metric. That means that while lift continued to increase the longer people watched, people didn’t have to watch a whole video to be affected by the ad. Even video views under 10 seconds effectively build awareness and drive purchase intent.

  • Carousel ads for products and apps create a more interactive ad experience. Brands are experimenting with splicing images to tell a more compelling story.
  • Pinterest paid pins setup actually helps you learn more about your audience and the pinterest community by exploring related terms and seeing what success you find with which terms. Listening to your content success on other channels will help better tell a story on this one. Generally, more vertical creative performs better. See more at my blog post at emfluence.com/blog.

    Buyable pins offer new possibilities of helping consumers see how your product fits into their lives and then giving an opportunity to buy.
    ----- Meeting Notes (7/22/15 14:45) -----
    vertical creative performs better!
  • Pinterest paid pins setup actually helps you learn more about your audience and the pinterest community by exploring related terms and seeing what success you find with which terms. Listening to your content success on other channels will help better tell a story on this one. Generally, more vertical creative performs better. See more at my blog post at emfluence.com/blog.

    Buyable pins offer new possibilities of helping consumers see how your product fits into their lives and then giving an opportunity to buy.
    ----- Meeting Notes (7/22/15 14:45) -----
    vertical creative performs better!

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  • Link for 10 free tolls to create content from my blog post: http://www.creativebloq.com/infographic/tools-2131971
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