1) Visual content is key for oil and gas communications because it helps simplify complex industry information and stand out from the large amount of online content.
2) Visuals like images and videos are processed faster than text and increase audience attention and engagement. They make content more accessible and interesting.
3) Using visual content helps connect with audiences by showing personality and values, and helps brands win by increasing website traffic, attention, and leads over traditional marketing at a lower cost.
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
Stand Out
1
Y
90% of the information that comes to the brain is visual.
#1 Visuals filter out content noise.
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
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+
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. 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!
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
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. @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
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. Win
o4
57
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
58. Win
o4
58
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
59. Win
o4
59
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.
60. Win
o4
60
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
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
63. 63
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
64. 64
My recipe for Content Success:
Be interesting.
Be visual.
Be consistent.
65. 65
Thanks for your
Attention
follow me @billrothcreates
Bill Roth
Founder & CEO
Industry Infographics
Denver, CO
720-282-9450
@billrothcreates