Words + Pictures: Content Marketer’s Guide to Visual Storytelling | Annotated Version

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Visual Content Strategy presentation delivered at the Content Marketing World 2015 by Buddy Scalera. Views here are my own and do not necessarily represent those of my employer, Content Marketing World, or anyone else.

Annotated Version includes modifications to prepare it for Slideshare and ebooks.

http://www.buddyscalera.com

Grok is (c) 2011 Buddy Scalera & Pat Quinn. Do not use without permission.

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Words + Pictures: Content Marketer’s Guide to Visual Storytelling | Annotated Version

  1. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Words+Pictures: A Content Marketer’s Guide to Visual Storytelling Buddy Scalera Content Strategist BuddyScalera.com WordsPicturesWeb.com The Annotated Version!
  2. @BuddyScalera • #CMWorld About The Annotated Version • This presentation was delivered atthe Content Marketing World 2015 by Buddy Scalera • This Annotated Version included modifications to prepare it for Slideshare and ebooks • Videos and decks are available atthe official CMWorld website: http://www.contentmarketingworld.com/cmworld- 2015-presentation-decks/ Buddy Scalera Look for these callouts. These too.
  3. @BuddyScalera • #CMWorld Just one more thing… • The views shared here are my own and do not necessarily reflect the views and opinions ofmy employer,my collaborators,or ContentMarketing World • I’ve made reasonable attempts to credit graphics and other contributions,but if I have missed something,please contact me directly at my website Buddy Scalera Michelle Killebrew Website: BuddyScalera.com | Blog: WordsPicturesWeb.com + Slideshare.net/buddyscalera Instagram.com/buddyscalera/
  4. Comic books are visual storytelling and we can learn a lot from sequential art narratives. I’ve written a few comics. Some are better than others.
  5. @BuddyScalera • #CMWorld Educational books can be found at http://www.comicbookschool.com And Educational Books… http://www.comicbookschool.com
  6. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Words + Pictures
  7. @BuddyScalera • #CMWorld Thanks, good night! Too many marketers think that an infographic is all they need to have a visual content strategy.
  8. @BuddyScalera • #CMWorld Wait! We know that there’s more to it than that.
  9. @BuddyScalera • #CMWorld Infographics: The Best and Worst Thing to Happen to Marketing
  10. @BuddyScalera • #CMWorld Infographics are to marketers what babies are to awwww…. Cute in small doses.
  11. @BuddyScalera • #CMWorld You can have too much of a good thing.
  12. @BuddyScalera • #CMWorld Infographics CAN Be Stories... But They Aren’t Always Stories Infographics designed by Ivan Ruiz. Find them at: http://www.slideshare.net/Iv anRuiz24
  13. @BuddyScalera • #CMWorld Because… …that’s why.
  14. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Act 1: Storytelling for Marketers
  15. @BuddyScalera • #CMWorld Story is not an autobiography about your brand
  16. @BuddyScalera • #CMWorld Your brand can be a plot point but… It’s their story. …as in your target customer/user.
  17. @BuddyScalera • #CMWorld Your visual content strategy is like any other part of your digital strategy. Content marketing should always map to a user journey. Your Customer’s Journey User Journey Your target user is on a journey called Life.
  18. @BuddyScalera • #CMWorld Conflict = Story What they need User Journey Your target user meets an obstacle, which creates a conflict.
  19. @BuddyScalera • #CMWorld Conflict Resolution What they need What you have User Journey If your product/service/solutio n helps solve this conflict…
  20. @BuddyScalera • #CMWorld The Story Continues What they need What you have User Journey User Journey Continued… …the user journey continues.
  21. @BuddyScalera • #CMWorld Why Visual Stories? Because the web is a mostly visual medium.
  22. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Act 2: Evolution
  23. @BuddyScalera • #CMWorld Grok During this part of the presentation, things get meta. I tell a story about storytelling. Grok is my lead character and he is the first health educator. Grok and related characters are © 2012 Buddy Scalera & Pat Quinn. Do not use without permission. Pat Quinn: http://patquinn.blogspot.com/ Part of this story has been edited, so it doesn’t spoil the experience for the people who haven’t seen it presented live yet.
  24. @BuddyScalera • #CMWorld Grok had a problem – People kept eating the wrong berries. Some would get sick, others would die.
  25. @BuddyScalera • #CMWorld Grok could tell people which berries, but they would forget
  26. @BuddyScalera • #CMWorld Grok  had  an  idea.   Draw  it  on  the  cave   wall.   Good  berry,  bad   berry.
  27. @BuddyScalera • #CMWorld The  strategy  worked.   Grok’s  people  learned   the  good  berries  from   the  bad  berries.  They   stopped  dying  from   this  very  preventable   mistake.
  28. @BuddyScalera • #CMWorld With  this,  Grok   became  the  very  first   public  health  official.
  29. @BuddyScalera • #CMWorld The  Gud  Berries  seal   of  approval.
  30. @BuddyScalera • #CMWorld Grok  had  a  new  challenge.   How  to  spread  his  health   message  to  an   increasingly  large  and   spread  out  tribe?
  31. @BuddyScalera • #CMWorld How  to  share  a   message.
  32. @BuddyScalera • #CMWorld Content is King.
  33. @BuddyScalera • #CMWorld We have five senses, but we do not use them evenly. Content marketers must recognize the vision is the most utilized sense on the Internet. Sight Sound Smell Touch Taste
  34. @BuddyScalera • #CMWorld For the most part, the Internet is a visual experience.
  35. @BuddyScalera • #CMWorld A significant portion of the brain is devoted to visual processing.
  36. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Act 3: Science
  37. @BuddyScalera • #CMWorld An MIT study revealed that our brains can identify visual information incredibly fast. “The visual system is very good at processing meaning. “It’s very good at learning to ignore things that are consistently irrelevant.” - Dr. Brad Wyble (Interview 8/11/15) In the blink of an eye MIT neuroscientists find the brain can identify images seen for as little as 13 milliseconds http://news.mit.edu/2014/in-the-blink- of-an-eye-0116 Dr. Wyble is super interesting: http://wyblelab.com/researc h
  38. @BuddyScalera • #CMWorld Visual   Language   of  The   Web One of the most popular websites for consumer health information. It features a clean, inviting interface.
  39. @BuddyScalera • #CMWorld Ignored. Ignored. As Dr. Wyble said, we’re really good at ignoring stuff that’s consistently irrelevant.
  40. @BuddyScalera • #CMWorld 1 5 62 3 4 9 8 10 7 20 24 11 14 12 13 21 27 15 16 18 19 22 37 35 36 54 55 33 44 34 45 17 31 32 28 29 30 25 26 49 58 48 50 47 52 53 23 49 38 39 43 41 42 56 57 59 60 61 51 46 Most people would agree that WebMD is a well-designed website for consumers. But we’re asking the eye to make a lot of decisions to find what is really important. In this “above the fold” screenshot, there are 61 different things you can click.
  41. @BuddyScalera • #CMWorld Symbols Icons like this make sense. We can tell immediately what they will do.
  42. @BuddyScalera • #CMWorld Huh? Others are less obvious and require a text description. That sort of defeats the purpose of an icon. Most people would agree that WebMD is a reasonably well- designed website. And when certain icons are repeated, it becomes more confusing. Yes, social is important, but ask yourself who is going to share your landing pages. Is it just visual noise?
  43. @BuddyScalera • #CMWorld Choices There are a lot of decisions to make here. This may be overwhelming. You probably ignored the clip art. More visual noise.
  44. @BuddyScalera • #CMWorld Visual Design Sends a Message Make sure you’re sending the right message.
  45. @BuddyScalera • #CMWorld Layouts Have Personality You can immediately identify the consumer website… …and the professional website for doctors.Next slides: Speed test & word association.
  46. @BuddyScalera • #CMWorldConsumer websites.
  47. @BuddyScalera • #CMWorldProfessional websites.
  48. @BuddyScalera • #CMWorldOld websites.
  49. @BuddyScalera • #CMWorld Logos  Have  Personality
  50. @BuddyScalera • #CMWorld Why do so many infographics have the same v i s u a l p e r s o n a l i t y ? If your want to stand out, then why are you matching the same vector-based design style that’s so popular in infographics?
  51. @BuddyScalera • #CMWorld It’s okay to use photographs in your infographics. It’s okay to use photographs in your infographics. It’s okay to use photographs in your infographics. It’s okay to use photographs in your infographics.
  52. @BuddyScalera • #CMWorld WORDS:   UPPER  VS  LOWERCASE It’s more than just shouty. It’s difficult to read.
  53. @BuddyScalera • #CMWorld We don’t read the letters. We see the shape of the word. We see words as pictures based on shapes we’ve identified and saved in our memory.
  54. @BuddyScalera • #CMWorld WE DON’T READ THE LETTERS. WE SEE THE SHAPE OF THE WORD. Users read all-caps text about10% slower than mixed cases, because it is harder for the eye to recognize the shape of the words….Don’tdo it. - Jacob Nielsen “Designing Web Usability” The uniform style of ALL CAPS forces us to pause on certain words.
  55. @BuddyScalera • #CMWorld Visual content strategists must have a basic understanding of icons and other important Semiotics So why do we have ALL CAPS on road signs? Because we know that this shape and color means STOP.
  56. @BuddyScalera • #CMWorld All of these are arrows. They are contextually relevant depending on where they are seen. In the context of your music player, this arrow now means PLAY.
  57. @BuddyScalera • #CMWorld Used online and in traditional stereo icons. Other Meanings None Hello Hi-Five None Close Delete Cross Out Box Square In this context, the square means STOP. There are other ways to say STOP and the visual representation will depend on the context.
  58. @BuddyScalera • #CMWorld Firefox Chrome Explorer Certain icons have become so familiar that we know what they mean in the context of online and offline situations. Certain icons have become so familiar that we know what they mean in the context of online and offline situations. Certain icons have become so familiar that we know what they mean in the context of online and offline situations.
  59. @BuddyScalera • #CMWorld Firefox Chrome Explorer Online or offline, Batman is always Batman.
  60. @BuddyScalera • #CMWorld Infographics Are a Tactic Websites are constrained by width, but have infinite depth. Gorgeous infographic that looks fantastic on your Brand.com website.
  61. @BuddyScalera • #CMWorld f Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel. Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Donec et quam elit. Etiam tincidunt tristique neque a tincidunt. Ut varius metus nunc.Phasellus id vestibulum tellus, egetposuere leo. Praesentultricies enim ac risus congue, non molestie risus dapibus.Mauris mollis viverra nisi. Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel.Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Seed this infographic on Facebook.
  62. @BuddyScalera • #CMWorld f Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel. Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Donec et quam elit. Etiam tincidunt tristique neque a tincidunt. Ut varius metus nunc.Phasellus id vestibulum tellus, egetposuere leo. Praesentultricies enim ac risus congue, non molestie risus dapibus.Mauris mollis viverra nisi. Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel.Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Hmm, too big for the social network slot…
  63. @BuddyScalera • #CMWorld f Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel. Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Donec et quam elit. Etiam tincidunt tristique neque a tincidunt. Ut varius metus nunc.Phasellus id vestibulum tellus, egetposuere leo. Praesentultricies enim ac risus congue, non molestie risus dapibus.Mauris mollis viverra nisi. Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel.Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. 1 …don’t worry, Facebook will crop it for you.
  64. @BuddyScalera • #CMWorld f Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel. Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Donec et quam elit. Etiam tincidunt tristique neque a tincidunt. Ut varius metus nunc.Phasellus id vestibulum tellus, egetposuere leo. Praesentultricies enim ac risus congue, non molestie risus dapibus.Mauris mollis viverra nisi. Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel.Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. 1 of 5 Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer 2 3 4 5 Social networks have mores and traditions. Respect. Consider a strategy for your infographic tactic.
  65. @BuddyScalera • #CMWorld So do our friends at Content Marketing Institute. With a tip of the hat to Joe Kalinowski. Google Think does this really well. Google Think does this really well.
  66. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Epilogue: Action Plan
  67. @BuddyScalera • #CMWorld Action Plan What can we learn from Grok?
  68. @BuddyScalera • #CMWorld Solve Their Conflict
  69. @BuddyScalera • #CMWorld Consider Your Shared Language
  70. @BuddyScalera • #CMWorld Right Message & Channel
  71. Your  message  may  not  need  to  last  600,000,000  years.  But  you  should  feel  good  to  know  that  healthcare  message  are  important  now  as  they  were  at  the  dawn  of  time.  And  with  a  good  message,  a   strong  content  strategy,  and  a  determination  to  get  the  right  message  to  the  right  person  at  the  right  time,  we  can  just  as  effective  as Grok was  6000000  years  go.  Because  if  you  really  think  about  it,  the   reason  we’re  all  here  today  is  in  some  small  part  because Grok was  able  to  share  an  effective  health  message. Act  3 •  Tie  Grok’s  story  back  to  pharmaceutical  content   strategy •  Health  messages  are  still  important,  even  if  the   message  is  distributed  through  modern  digital  channels •  It  still  must  be  appropriate  to  the  audience,  shared  in  a   language  they  understand  with  a  clear  call  to  action •  Story  – even  if  it’s  not  a  “once  upon  a  time”  fairytale  -­‐-­‐ is  still  a  method  that  humans  understand….why?   Because  Grok  survived,  thrived,  and  we  are  all  in  some   way,  descendants  of  his  tribe  (taking  some  literary   license  here,  but…) Epilogue •  Grok  and  all  storytellers  recognize  the  power   of  communications  and  content  strategy  helps   brand  marketers  to  share  an  effective  message •  Health  messages  are  essential  stories  that   people  need  and  will  listen  to  if  it  is  relevant   to  them •  Your  message  may  not  need  to  last  600,000   years,  but,  hey,  you  never  know…. We’re  all  descendants   of  Grok,  the  first  health   storyteller  and  content   marketer.  
  72. Visual  storytelling  is   baked  right  into  our   DNA.
  73. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld The End. Story & presentation by Buddy Scalera. http://BuddyScalera.com Buddy Scalera Content Strategist BuddyScalera.com WordsPicturesWeb.com Slide templates & infographic by Ivan Ruiz. http://ivanruizdesign.com/ Grok art by Pat Quinn. http://patquinn.blogspot.com/
  74. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Appendix Appendix Post-conference stuff.
  75. @BuddyScalera • #CMWorld Top Tweets Buddy’s Note: After every presentation, I check Twitter and other social channels to see what people shared. This is one of the ways I can determine what people are taking away from the experience. Sometimes I save key observations because they help me improve my presentations and slides. The next couple of slides include some of the key tweets that I’ve saved. I hope they are as useful to you as they are to me. Special thanks to the people who came to my session and shared their tweets.
  76. @BuddyScalera • #CMWorld Matt Osias @mattosias "Stories are defined by conflict. Conflict can be resolved by a brand." — @MarketingBuddy #CMWorld #ContentTipsy Brandmuscle @brandmuscle @MarketingBuddy No problem! Your energy was awesome and the user- focused design lessons are great takeaways from #CMWorld. Erika Heald @SFerika Excellent session on visual content this morning w/@marketingbuddy. Took SO MANY notes in #Evernote. #CMWorld Melissa Suzuno @trixiemaru .@MarketingBuddy thanks again for a wonderful, thought-provoking, very meta session on #visual #storytelling! Guilherme Conter @gconter Bons insights sobre comunicação visual com @MarketingBuddy #CMWorld Top Tweets
  77. @BuddyScalera • #CMWorld Charles Cooper Cooper_42 You must modify your message/story for your users and the medium they're using @MarketingBuddy #CMWorld Liberty Tsighis @libertyt "Build your content to where people are in their user journey." @MarketingBuddy #CMWorld Melissa Ripp Lozoff @peapodmel Involve designers WAY earlier than you thought you needed to. They need to be in the room at the very beginning. @MarketingBuddy #CMWorld Andrea Fryrear @AndreaFryrear Your visual language needs to adapt to the channel it's on (but Batman is always Batman regardless of context). @MarketingBuddy #CMWorld Allison Erdman @allisonerdman "Were stuck in this weird rut where we think everything has to be a vector graphic." -@MarketingBuddy --THANK YOU! #CMWorld Top Tweets
  78. @BuddyScalera • #CMWorld Chris Sledzik @csledzik Visual design + usability are paramount partners in digital #marketing. Make it easy for consumers. Focus on CTAs. @MarketingBuddy #CMWorld Allison Erdman @allisonerdman "If your icons need a tag and label, you don't have very good icons" - @MarketingBuddy #CMWorld #Visual Storytelling Andrea Fryrear @AndreaFryrear Our visual processors in our brains are very good at learning to ignore things that are consistently irrelevant. @MarketingBuddy #CMWorld Mike Goldberg @HeavyMetalMG The evolution of content as king starts with cavemen; the original visual storytellers @MarketingBuddy #CMWorld Top Tweets
  79. @BuddyScalera • #CMWorld Bridgette Klein @BridgetteBKlein Sep 10 Story is defined by conflict. Otherwise it is just set up. @MarketingBuddy #CMWorld Barry Feldman @FeldmanCreative Sep 10 "Most of the web is a silent experience. We rely on our vision." @MarketingBuddy riffing viz storytelling at #CMWorld Whitney Stephens @WMLStephens Sep 10 Your brand can be a plot point, but it's your customers' story. @MarketingBuddy #CMWorld Clarabridge @Clarabridge Sep 10 Don't tell your brand's story. See how you can fit into your customer's story. @MarketingBuddy #CMWorld Top Tweets
  80. @BuddyScalera • #CMWorld Janelle Witting @janelleforreal Sep 10 Oh dang @verbality , presenter is a content marketer by day and COMIC BOOK WRITER by night! #CMWorld @MarketingBuddy Allison Erdman @allisonerdman Sep 10 "#Infographics can be stories, but they're not always stories!"-@MarketingBuddy #CMWorld Amber Ooley @AmberOoley Sep 10 From content marketing to comic books, let's get visual. #CMWorld @MarketingBuddy Melissa Ripp Lozoff @peapodmel Sep 10 Cleveland, OH "Your brand can be a plot point, but it's THEIR story." @MarketingBuddy #CMWorld Top Tweets
  81. @BuddyScalera • #CMWorld Sketchnote artist Kelly Kingman. See this sketchnote and Kelly’s amazing art at: http://kingmanink.com/
  82. @BuddyScalera • #CMWorld YMAL: You May Also Like Rx Digital Marketing Podcast: http://rxdigitalmarketing.com/ Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons: http://contentmarketinginstitute.com/2015/08/jaws-visual-storytelling-lessons/ What Keeps Brilliant Visual Content From Being Shared: http://contentmarketinginstitute.com/2014/04/brilliant-visual-content-sharing-barriers/ Long and Short of Content Strategy | Annotated Version: http://www.slideshare.net/buddyscalera/icc-2015-outline-v2d/ Favorite Covers Deconstructed: Captain America #230: http://comicbookschool.com/2015/01/captain-america-230/

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