3 Tips to Improve Your Visual Content Strategy

@MarketingBuddy • #CMWorld@BuddyScalera • #amanj
Words + Pictures:
3 Tips to Improve Your
Visual Content
Strategy
Buddy Scalera
@BuddyScalera
The Annotated
Version!

Disclaimer
The views expressed here do not necessarily
reflect the views or opinions of my employer.
All views and examples are my own.

Delivered to
the American
Marketing
Association of
New Jersey.
About the Annotated Version
The Annotated Version includes modifications to prepare it for Slideshare & ebooks. It is slightly different from the live presentation.
All content, unless otherwise noted, is © 2017 Buddy Scalera.
BuddyScalera.com
Delivered to:

Content Marketing
“A strategic marketing approach focused on
creating and distributing valuable, relevant,
and consistent content to attract and retain a
clearly-defined audience — and, ultimately,
to drive profitable customer action.”
http://contentmarketinginstitute.com/what-is-content-marketing/

The web is a visual medium.
Pictures are visual.
Designs are visual.
Words are visual.
Humans are visual.

30-60%60%
http://www.quora.com/How-much-of-the-brain-is-involved-with-vision
30%
http://discovermagazine.com/1993/jun/thevisionthingma227
http://channel.nationalgeographic.com/brain-games/articles/brain-games-watch-this-perception-facts/

We See Images (Really) Fast
13ms100ms
Neuroscientist Dr. Brad Wyble
(https://twitter.com/bradpwyble)
measured that the brain can
identify images seen for as little as
13 milliseconds.
http://bit.ly/2oq3Qad
Approximately how
long it takes to blink.

Three Tips
1.Know Why
2.Include Designers
3.Follow Process

Infographics Can Be
Stories...
But They Aren’t Always
Stories
Infographics
by Ivan Ruiz.
Infographics can be an effective
content marketing tactic, if they
are part of a multichannel
marketing strategy.

Story is not an
autobiography
about your brand
Brand
storytelling.

is about your customers.
Your brand is just a
plot point in their story.
StoryCustomers are
on their own
hero’s journey.

This is Who and Why
Let’s talk Where, When, & How
What they
need
User Journey User Journey Continued…
Content X Goes Here
What
you
have

Content Marketing is about
behavior change.

Behavior Change
• Try my product
A
• Use my product
moreB
• Tell a friend about
my productC
• Who
• What
• Where
Content = X
• Why
• When
• How

So
why
are you creating content?Content made for
the purpose of
marketing should be
intended to motivate
behavior change.

What Failure Looks Like
…and Why

Wait, wait, wait…GO!
Creative Timeline
Big
Idea
Brain
storming Concepts Revisions Approval Design
This is how stock art
happens to good ideas.
Lame statistic here.
Process Fail.
Just Say No to Stock Photography
http://contentmarketinginstitute.com/2015/06/create-authentic-images/

What Success Looks Like
…and Why

Align Content Strategy to User Journey
+UX
Strategy
Research:
Data, analysis, process
UX
Strategic
Insights
Personas
Pre-Seeker Seeker Considerer Active Evangelist

User Journey. Like a Funnel. Only not.
Lead Prospect Evaluation Purchase

A sales funnel
is about you.
A user journey
is about the customer.

A sales funnel,
is about selling.
A user journey,
is about telling.

Content for the User Journey
About your
product.
Features &
benefits.
Comparison.
Details, getting
started.
Qualified leads.
Category
content &
keywords.
Tell a friend.

Strategists Own Tactics
Content
Strategy
Editorial &
Copy Strategy
Content
Engineering
Strategy
Content
Distribution
Strategy
Media
Strategy
Measurement
Strategy
Design
Strategy
Creation LinkingPlanning
Maintenance
Technology
Publishing
Taxonomy
Syndication
Repurposing
Social
Media RelationsPaid Media
Analytics
Design
Branding
UI
UX
Maintenance
KPIs & Reporting
@2013 Buddy
Scalera
For more information on
this diagram, contact
Buddy Scalera at
www.buddyscalera.com.

Process at the Enterprise Level
•Documented process
•Creative templates
•Style guides
•Governing body

UNIVERSAL GOVERNANCE
• File naming
• Version control
• Source files
• Ownership
• Manager
• File metadata
• HTML Alt tags
• HTML title & captions
Filename:
Vis_Story_Info-1x5_600x900-v3a.jpg
Version:
Revision: v3a
Source:
//sharepoint/folder/images/infographics/Vis_Story_Info-1x5_600x900-
v3a.psd
Owner:
Corporate communications
Manager:
Design
File metadata:
Infographic, gorilla, 1 of 5, corporate, corporate communications,
visual storytelling
Alt Tag:
Visual storytelling infographic #1 of 5 with 800 pound gorilla.
Title:
Visual Storytelling: Plot Your Presentation
Caption:
Before you start creating your story, plot your ideas. Also address
the question of software and desired output.
Digital Asset Management
Pro Tip:
This is not where
creativity happens.

Content Strategy Alignment
CONTENT STRATEGY
• User journey & relevance
• Related content
• Reuse across multiple owned
platforms (web, mobile, print,
video, live events, etc.)
• Reuse in social, open graph tags
• Visual standardization across
paid channels & landing pages
User:
Persona A
User Journey:
Seeker
Linking Strategy:
Section 2.4
Relevance:
Reflects brand paid advertising campaign
Usage:
Website, owned
Convention booth
Social:
Twitter, Facebook
Instagram
Channels:
Owned
Paid, banner
Paid, print
Related content:
Image 1 of 5 in series

Three Tips
1.Know Why
2.Include Designers
3.Follow Process
Content
Strategy
Editorial &
Copy Strategy
Content
Engineering
Strategy
Content
Distribution
Strategy
Media
Strategy
Measurement
Strategy
Design
Strategy
@2013 Buddy
Scalera

how
to put content here…
Don’t just ask

why
you want to be here.
Ask

Thank You.
Buddy Scalera
Sr. Dir. Content Strategy
The Medicines Company
The Annotated
Version!

3 Tips to Improve Your Visual Content Strategy

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