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Creating a Visual Content Strategy that Scales | #IntelContent

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Annotated presentation slides from Intelligent Content Conference 2017, a Content Marketing Institute event in Las Vegas. Even if you’re not a designer, you’ll eventually need to work with visual content. Learn how to plan & govern a comprehensive visual content strategy that scales for your entire organization. Coordinate the design tactics and the content strategy so that governance is embraced as an efficiency at an enterprise level. Includes links to data and statistics and examples included in the content marketing presentation by Buddy Scalera.

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Creating a Visual Content Strategy that Scales | #IntelContent

  1. 1. @BuddyScalera • #intelcontent Creating and Executing Visual Content Strategy that Scales Buddy Scalera Sr. Dir. Content Strategy The Medicines Company The Annotated Version! Presented at the Intelligent Content Conference 2017.
  2. 2. @BuddyScalera • #intelcontent Disclaimer The views expressed here do not necessarily reflect the views or opinions of my employer. All views and examples are my own. Important disclaimer stuff. Read me.
  3. 3. @BuddyScalera • #intelcontent Hi.@BuddyScalera BuddyScalera.com WordsPicturesWeb.com On Slideshare: https://www.slideshare.net/buddyscalera Presented at the Intelligent Content Conference 2017, March 30, 2017 in Las Vegas. http://bit.ly/2nMwu2k
  4. 4. @BuddyScalera • #intelcontent Journalism Publishing/ Digital Agency Life/ Digital Manufacturing/ Digital Health & Pharmaceuticals Geek Content Career path. It’s who I am.
  5. 5. @BuddyScalera • #intelcontenthttp://www.ComicBookSchool.com Comic book writing.
  6. 6. @BuddyScalera • #intelcontent http://www.ComicBookSchool.com Comic book educator.
  7. 7. @BuddyScalera • #intelcontent The web is a visual medium. Pictures are visual. Designs are visual. Words are visual. Humans are visual.
  8. 8. @BuddyScalera • #intelcontent 65% Identified as Visual Learners 65% 30% 5% Visual Auditory Kinesthetic Learning Styles of Medical Students - Implications in Education Curr Health Sci J. 2014 Apr-Jun; 40(2): 104–110. http://bit.ly/2nEa064 We are visual learners. http://bit.ly/2nEa064
  9. 9. @BuddyScalera • #intelcontent 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/ A significant portion of the brain is involved in visual processing.
  10. 10. @BuddyScalera • #intelcontent We See Images (Really) Fast 13ms100ms Approximately how long it takes to blink. 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
  11. 11. @BuddyScalera • #intelcontent Three Things 1.Plan Consistently 2.COPE Mostly 3.Govern Ruthlessly Visual content strategy is a huge topic. It’s not practical to explore the entire topic in 45 minutes. Instead, here are some actionable tactics for content strategists.
  12. 12. @BuddyScalera • #intelcontent Three Things 1.Plan Consistently 2.COPE Mostly 3.Govern Ruthlessly
  13. 13. @BuddyScalera • #intelcontent SEEKER ACTIVE SOLUTION CONSIDER EVANGELIST PRE SEEKER Planning Consistently for a User Journey Content planning usually works best when you start with a User Journey. This is my structure for user journeys. I wrote a 3-part series on how to measure content along the user journey: http://bit.ly/2fu6FQ6
  14. 14. @BuddyScalera • #intelcontent SEEKER ACTIVE SOLUTION CONSIDER EVANGELIST PRE SEEKER Plan for multiple content resources. As your customer/user moves along their journey, their content needs will evolve. There is no magic image that answers every question for every step of the user journey.
  15. 15. @BuddyScalera • #intelcontent SEEKER ACTIVE SOLUTION CONSIDER EVANGELIST PRE SEEKER About Features & benefits Comparison Details + Actual customers! Qualified leads Tell a friend These are the content types for steps along the user journey.
  16. 16. @BuddyScalera • #intelcontent SEEKER ACTIVE SOLUTION CONSIDER EVANGELIST PRE SEEKER About. Features & benefits. Comparison. Details. +Actual customers! Qualified leads Tell a friend. Shopping for a crossover vehicle may start with a Google search with an appropriate keyword. These ads and this content makes sense for someone early in their user journey. The basic, category-level keywords indicates a basic search to collect insights and filter results. These ads will take the user to basic, high-level content. Google knows you want to see cars at this stage of your search.
  17. 17. @BuddyScalera • #intelcontent SEEKER ACTIVE SOLUTION CONSIDER EVANGELIST PRE SEEKER About Features & benefits Comparison. Details + Actual customers! Qualified leads Tell a friend Screenshots made with Snagit: These landing pages have different personalities. They all show the cars, but they send a visual message about their product line. Basic layout with a stark white background. No frills, all business. Modern. White cars & white type on a black background. Serious tech/performance. High-end experience photography. Aspirational luxury story with the home in context.
  18. 18. @BuddyScalera • #intelcontent SEEKER ACTIVE SOLUTIONCONSIDER EVANGELIST PRE SEEKER About Features & benefits. Comparison Details. +Actual customers! Qualified leads. Tell a friend. Screenshots made with Snagit: It’s not easy for brands to do head-to- head comparisons with their competition. Third-party trust sites supply this comparison. Brands may find it hard to compete with this content. Photo story: We have clever features. Photo story: This is a big, comfortable car that’s safe for the family.
  19. 19. @BuddyScalera • #intelcontent SEEKER ACTIVE SOLUTION CONSIDER EVANGELIST PRE SEEKER About. Features & benefits. Comparison. Details. +Actual customers! Qualified leads Tell a friend Screenshots made with Snagit: Photo story: You want this car. We have unique colors to match your unique personality. Photo story: If you buy this car, our dealership can service your vehicle with the right parts and trained service professionals.
  20. 20. @BuddyScalera • #intelcontent SEEKER ACTIVE SOLUTION CONSIDER EVANGELIST PRE SEEKER About. Features & benefits. Comparison. Details. +Actual customers! Qualified leads. Tell a friend. Screenshots made with Snagit: Photo story: People are never happier with their car than the day they pick it up. Everyone tells their friends. These car dealers fail to be part of this celebration, so they get no value or lift from social media evangelism. A missed opportunity!
  21. 21. @BuddyScalera • #intelcontent Three Things 1.Plan Consistently 2.COPE Mostly 3.Govern Ruthlessly
  22. 22. @BuddyScalera • #intelcontent What’s this “COPE” thing? Create Once Publish Everywhere (2009)http://www.npr.org/sections/inside/2009/02/clean_content_portable_content.html Screenshots made with Snagit: COPE was a revolutionary concept in 2009.
  23. 23. @BuddyScalera • #intelcontent Learning to COPE • Build content management systems – Not web publishing tools • Separate content from display • Ensure content modularity • Ensure content portability (2009) http://bit.ly/2n1P1uf http://bit.ly/2ntTWzn Screenshots made with Snagit: And it was a content engineering problem.
  24. 24. @BuddyScalera • #intelcontent are not the same. Text & images Truth Bomb.
  25. 25. @BuddyScalera • #intelcontent COPE-M (COPE Mostly) Text •Inherit style •Flow to fit the container •Easy to change Images •Maintain design •Scale to fit the container •Not as easy to change Awkwardly pronounced “Copum.”
  26. 26. @BuddyScalera • #intelcontent Microsoft (2017) http://bit.ly/2neM4F5 Plan ConsistentlyScreen sizes as of this minute. Microsoft!
  27. 27. @BuddyScalera • #intelcontent Screenshots made with Snagit: My kids. Their dog. Desktop size. Tablet size.
  28. 28. @BuddyScalera • #intelcontent Responsive Art Direction <head> <meta name="viewport" content="width=device-width, initial-scale=1"> </head> <picture> <source media="(max-width: 499px)" srcset="responsivegirlsdog/GirlsDog_200w.jpg"> <source media="(max-width: 799px)" srcset="responsivegirlsdog/GirlsDog_400w.jpg"> <source media="(min-width: 800px)" srcset="responsivegirlsdog/GirlsDog_800w.jpg"> <img src="responsivegirlsdog/GirlsDog_800w.jpg" alt="Girls source at 800w"/> </picture> http://bit.ly/2n93Bgj Screenshots made with Snagit: Meta tag in the Head for viewport. Picture tag displays different images at different viewport sizes. Available here.
  29. 29. @BuddyScalera • #intelcontent 154k 79k 36k Screenshots made with Snagit: File sizes. File sizes. File sizes. Sometimes COPE is fine. Sometimes scaling your image works. Sometimes you want more control over how your content renders. http://bit.ly/2n93Bgj
  30. 30. @BuddyScalera • #intelcontent http://bit.ly/2nuAKlg Screenshots made with Snagit: Available here.
  31. 31. @BuddyScalera • #intelcontent Screenshots made with Snagit: For desktops this is fine. You may want to get it smaller for mobile devices. If your page loads this image a thousand times a day or more, you can save a lot of bandwidth with smaller images.
  32. 32. @BuddyScalera • #intelcontent Three Things 1.COPE Mostly 2.Plan Consistently 3.Govern Ruthlessly
  33. 33. @BuddyScalera • #intelcontent Governance • File storage • File naming • Template management • Life cycle management • Usage (e.g., saying no!) Just because you can add images, doesn’t mean you should. Governance means that you have to help your team make the best decision for the user you’re serving with your content. Sometime that means you have to say ”no.”
  34. 34. @BuddyScalera • #intelcontent When is it? Where is it? Who is it? Screenshots made with Snagit: What would I expect to see here? Photos of the thought leaders who are speaking. That would get me excited to register for the event. There was only a single line of text here. It didn’t even include the date or location.
  35. 35. @BuddyScalera • #intelcontent Oh. Screenshots made with Snagit: I had to blur out these images, but they were just logos of companies, not people. We go see people speak. Even if they represent companies, we see people on a stage. Show human faces, not just logos to make a human connection. Vital date and location information was locked in an image. Sure, they got some data that I opened the email, but it wasn’t a very good user experience. I had to work to get information that should have been easy.
  36. 36. @BuddyScalera • #intelcontent Screenshots made with Snagit: There was another image that had to load…this Register Now button at the bottom of the email.
  37. 37. @BuddyScalera • #intelcontent Send email, not a mini website. Screenshots made with Snagit: In this email, there was text. It wasn’t formatted. It didn’t include images. It sounded like an actual email from an actual human. Not only did it look good on a smartphone, it looked good in my Inbox. It was an email that looked like an email, not like a miniature website.
  38. 38. @BuddyScalera • #intelcontent Three Things 1.COPE Mostly 2.Plan Consistently 3.Govern Ruthlessly
  39. 39. @BuddyScalera • #intelcontent Three Things 1.COPE Mostly 2.Plan Consistently 3.Govern Ruthlessly #MakeContent If you work in Content Strategy, you should make content. Don’t just make content for your job, make content for yourself.
  40. 40. @BuddyScalera • #intelcontent Thank You. Buddy Scalera Sr. Dir. Content Strategy The Medicines Company #MakeContent
  41. 41. @BuddyScalera • #intelcontent Appendix The following slides were not included in the presentation. You may find them useful.
  42. 42. @BuddyScalera • #intelcontent Special Thanks to a Great Team Thank you to Content Marketing Institute for the opportunity to share this story at ICC 2017. • Joe Kalinowski • Michele Linn • Kelley Whetsell • Wally Koval Joe Pulizzi | Robert Rose • Andrea Larick • Marcia Riefer Johnston • Cathy McPhillips • Monina Wagner • Pam Kozelka • Stephanie Stahl • Peter Loibl • Jodi Harris
  43. 43. @BuddyScalera • #intelcontent Links You’ll Love • Conflict Is Story: What It Means for Marketing Storytellers http://wordspicturesweb.com/2015/01/24/conflict-is-story/ • How Tigers Influenced Your Visual Processing • http://wordspicturesweb.com/2016/07/30/boxes-tiger/ • Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons • http://contentmarketinginstitute.com/2015/08/jaws-visual-storytelling-lessons/ • Say No to Stock Photography and Create Authentic Images http://contentmarketinginstitute.com/2015/06/create-authentic-images/ • What Keeps Brilliant Visual Content From Being Shared http://contentmarketinginstitute.com/2014/04/brilliant-visual-content-sharing-barriers/
  44. 44. @BuddyScalera • #intelcontent Top Tweets
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