The document outlines seven tips for enhancing visual content strategy, emphasizing storytelling through images and text, and the importance of going beyond mere branding. It advises on optimizing content for engagement and visibility, and suggests strategies to guide user journeys and empower brand evangelists. Additionally, it highlights the need to control visual elements on the page and ensure content is effectively formatted and shared.

1. Seven (and a Half)
Tips to Jump Start Your
Visual Content Strategy
Buddy Scalera
SVP Content Strategy & Media

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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

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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

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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."

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Words + Pictures

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Before Text….

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Tell a Story with Words + Pictures
1

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My Confession
Comics

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I Write Comics

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And 5 Educational Books…

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Words +
Pictures

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Words +
Pictures
Words
Pictures
Words
Words
Pictures
Words
Words
Words
Words

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Differences
Hero
Space

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Differences Superhero
Space
Hero
Space

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Differences
Housekeeping and Navigation
Turn the
page!
Housekeeping and Navigation
Click here!

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Words
as Art

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Words + Art

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Go beyond your Logo
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Your Logo Is Not Your Product.
Your Product Is Your Product.

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Make the Invisible Visual
3

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Content optimized for search engines
is not necessarily optimized for sharing

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Paste into
Pinterest

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Brands Share Value Through Images
Sites with value-added content may
not realize full benefit of assets
• Charts
• Graphs
• Presentations

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Infographics
Propel Data

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Paste into
Pinterest

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Seed the User Journey
4

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Seeker Considerer Active Solution

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Seeker Considerer Active Solution
Brand Message

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Seeker Considerer Active Solution
Content
Content
Content
Brand Message

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Seeker Considerer Active Solution
Content
Content
Content
Brand Message
KPI KPI KPI KPI KPI

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Seeker Considerer Active Solution
Content
Content
Content
Brand Message
KPI KPI KPI KPI KPI
1.1 1.2 1.3 1.4 1.5Exposure

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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

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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

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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

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Give Evangelists Something to Evangelize
5

40. Content is Liquid

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Links are
Socially
Validated

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No More Howling
Get help for your lunar
lycanthropy symptoms!
Lycanthrian Saved My Life!

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Preparing for Visual Content
•Logos
•Graphics
•Data
•Image replacement
•Viral content seeding

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What This Means to You

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Optimize Your Visual Content
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67 Camaro SS

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Meta Tag!
You’re It!
In HTML:
<img src=“car.JPG"
alt=“1967 Camaro SS">
In File Properties:

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Meta Tag!
You’re It!
In HTML:
<img src=“car.JPG"
alt=“1967 Camaro SS">
In File Properties:

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Image Results

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Google
Image
Search

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Tesla x3

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Control the Eye on the Page
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Eye Tracking: F vs Z
F - Pattern Z - Pattern
1
2
3

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Eye Tracking: F vs Z
F - Pattern Z - Pattern
1
2
3

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Z-Pattern Up Close (Less is More)

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Inverted Pyramid Content Formula
KPI
Who
Where When
How
User Journey
Why
Consider
What

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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

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Make content
1/2

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Thank you.
Buddy Scalera, Ogilvy
CommonHealth Worldwide
@MarketingBuddy
#cmworld
#makingcontent