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1 of 69
Seven (and a Half)
Tips to Jump Start Your
Visual Content Strategy
Buddy Scalera
SVP Content Strategy & Media
#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
#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
#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."
#cmworld
Words + Pictures
#cmworld
Before Text….
#cmworld
Tell a Story with Words + Pictures
1
#cmworld
My Confession
Comics
#cmworld
I Write Comics
#cmworld
And 5 Educational Books…
#cmworld
Words +
Pictures
#cmworld
Words +
Pictures
Words
Pictures
Words
Words
Pictures
Words
Words
Words
Words
#cmworld
Differences
Hero
Space
#cmworld
Differences Superhero
Space
Hero
Space
#cmworld
Differences
Housekeeping and Navigation
Turn the
page!
Housekeeping and Navigation
Click here!
#cmworld
Words
as Art
#cmworld
Words + Art
#cmworld
Go beyond your Logo
2
#cmworld
Your Logo Is Not Your Product.
Your Product Is Your Product.
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
Make the Invisible Visual
3
#cmworld
Content optimized for search engines
is not necessarily optimized for sharing
#cmworld
Paste into
Pinterest
#cmworld
Brands Share Value Through Images
Sites with value-added content may
not realize full benefit of assets
• Charts
• Graphs
• Presentations
#cmworld
Infographics
Propel Data
#cmworld
Paste into
Pinterest
#cmworld
Seed the User Journey
4
#cmworld
Seeker Considerer Active Solution
#cmworld
Seeker Considerer Active Solution
Brand Message
#cmworld
Seeker Considerer Active Solution
Content
Content
Content
Brand Message
#cmworld
Seeker Considerer Active Solution
Content
Content
Content
Brand Message
KPI KPI KPI KPI KPI
#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
#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
#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
#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
#cmworld
Give Evangelists Something to Evangelize
5
Content is Liquid
#cmworld
Links are
Socially
Validated
#cmworld
No More Howling
Get help for your lunar
lycanthropy symptoms!
Lycanthrian Saved My Life!
#cmworld
#cmworld
#cmworld
Preparing for Visual Content
•Logos
•Graphics
•Data
•Image replacement
•Viral content seeding
#cmworld
What This Means to You
#cmworld
Optimize Your Visual Content
6
#cmworld
67 Camaro SS
#cmworld
Meta Tag!
You’re It!
In HTML:
<img src=“car.JPG"
alt=“1967 Camaro SS">
In File Properties:
#cmworld
Meta Tag!
You’re It!
In HTML:
<img src=“car.JPG"
alt=“1967 Camaro SS">
In File Properties:
#cmworld
Image Results
#cmworld
Google
Image
Search
#cmworld
#cmworld
Tesla x3
#cmworld
Control the Eye on the Page
7
#cmworld
Eye Tracking: F vs Z
F - Pattern Z - Pattern
1
2
3
#cmworld
Eye Tracking: F vs Z
F - Pattern Z - Pattern
1
2
3
#cmworld
Z-Pattern Up Close (Less is More)
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
Inverted Pyramid Content Formula
KPI
Who
Where When
How
User Journey
Why
Consider
What
#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
#cmworld
Make content
1/2
#cmworld
Thank you.
Buddy Scalera, Ogilvy
CommonHealth Worldwide
@MarketingBuddy
#cmworld
#makingcontent

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