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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
Gi...
#cmworld
The Buddyverse
Social:
twitter.com/MarketingBuddy
instagram.com/buddyscalera/
pinterest.com/buddyscalera/
linkedi...
#cmworld
The Web Is a
Visual Medium
"Pinterest's rapid ascent into the social
strata has reemphasized something we've
know...
#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
...
#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 1.5Ex...
#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...
#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...
#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...
#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
Gi...
#cmworld
Make content
1/2
#cmworld
Thank you.
Buddy Scalera, Ogilvy
CommonHealth Worldwide
@MarketingBuddy
#cmworld
#makingcontent
Seven & a Half Tips to Jump Start Your Visual Content Strategy
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Seven & a Half Tips to Jump Start Your Visual Content Strategy

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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.

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Seven & a Half Tips to Jump Start Your Visual Content Strategy

  1. Seven (and a Half) Tips to Jump Start Your Visual Content Strategy Buddy Scalera SVP Content Strategy & Media
  2. #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
  3. #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
  4. #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."
  5. #cmworld Words + Pictures
  6. #cmworld Before Text….
  7. #cmworld Tell a Story with Words + Pictures 1
  8. #cmworld My Confession Comics
  9. #cmworld I Write Comics
  10. #cmworld And 5 Educational Books…
  11. #cmworld Words + Pictures
  12. #cmworld Words + Pictures Words Pictures Words Words Pictures Words Words Words Words
  13. #cmworld Differences Hero Space
  14. #cmworld Differences Superhero Space Hero Space
  15. #cmworld Differences Housekeeping and Navigation Turn the page! Housekeeping and Navigation Click here!
  16. #cmworld Words as Art
  17. #cmworld Words + Art
  18. #cmworld Go beyond your Logo 2
  19. #cmworld Your Logo Is Not Your Product. Your Product Is Your Product.
  20. #cmworld
  21. #cmworld
  22. #cmworld
  23. #cmworld
  24. #cmworld Make the Invisible Visual 3
  25. #cmworld Content optimized for search engines is not necessarily optimized for sharing
  26. #cmworld Paste into Pinterest
  27. #cmworld Brands Share Value Through Images Sites with value-added content may not realize full benefit of assets • Charts • Graphs • Presentations
  28. #cmworld Infographics Propel Data
  29. #cmworld Paste into Pinterest
  30. #cmworld Seed the User Journey 4
  31. #cmworld Seeker Considerer Active Solution
  32. #cmworld Seeker Considerer Active Solution Brand Message
  33. #cmworld Seeker Considerer Active Solution Content Content Content Brand Message
  34. #cmworld Seeker Considerer Active Solution Content Content Content Brand Message KPI KPI KPI KPI KPI
  35. #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
  36. #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
  37. #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
  38. #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
  39. #cmworld Give Evangelists Something to Evangelize 5
  40. Content is Liquid
  41. #cmworld Links are Socially Validated
  42. #cmworld No More Howling Get help for your lunar lycanthropy symptoms! Lycanthrian Saved My Life!
  43. #cmworld
  44. #cmworld
  45. #cmworld Preparing for Visual Content •Logos •Graphics •Data •Image replacement •Viral content seeding
  46. #cmworld What This Means to You
  47. #cmworld Optimize Your Visual Content 6
  48. #cmworld 67 Camaro SS
  49. #cmworld Meta Tag! You’re It! In HTML: <img src=“car.JPG" alt=“1967 Camaro SS"> In File Properties:
  50. #cmworld Meta Tag! You’re It! In HTML: <img src=“car.JPG" alt=“1967 Camaro SS"> In File Properties:
  51. #cmworld Image Results
  52. #cmworld Google Image Search
  53. #cmworld
  54. #cmworld Tesla x3
  55. #cmworld Control the Eye on the Page 7
  56. #cmworld Eye Tracking: F vs Z F - Pattern Z - Pattern 1 2 3
  57. #cmworld Eye Tracking: F vs Z F - Pattern Z - Pattern 1 2 3
  58. #cmworld Z-Pattern Up Close (Less is More)
  59. #cmworld
  60. #cmworld
  61. #cmworld
  62. #cmworld
  63. #cmworld
  64. #cmworld
  65. #cmworld Inverted Pyramid Content Formula KPI Who Where When How User Journey Why Consider What
  66. #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
  67. #cmworld Make content 1/2
  68. #cmworld Thank you. Buddy Scalera, Ogilvy CommonHealth Worldwide @MarketingBuddy #cmworld #makingcontent
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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.

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