It’s no secret. Content is King in the world of branding. But, this is also a time in which digital brands compete with Twitter, Instagram and Vine for online user engagement. The key to competing effectively for the hearts and minds of users is Visual Content. Images and video have the power to capture and hold the attention of your audience, generate mindshare, and support and enhance brand messaging. Kitten videos are not the answer. This highly interactive session discusses the essential elements of winning visual content strategies and provides examples of strategies that have engaged users, developed new customers, and advanced brands. Organizations that leverage visual content in their digital branding realize big returns including more readers, more leads, and an increase in customers. This makes tremendous sense when you consider user engagement results in conversions. Case in point: Viewers spend 100% more time on pages with videos on them, and are 85% more likely to purchase a product after watching a product video.

2. IF CONTENT IS
KING, VISUAL
CONTENT IS
QUEEN
USING VISUAL CONTENT STRATEGY TO
IMPROVE CUSTOMER ENGAGEMENT
2014 IABC HERITAGE REGION CONFERENCE
Andrea M. Naddaff, Partner
October 20, 2014

3. AGENDA
 Content Strategy Overview
 Facts & Fiction
 Visual Content
 Case Studies
 Key Take Aways
 Q & A

4. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
WHAT DOES CONTENT
MARKETING MEAN TO YOU?
HOW MANY OF YOU HAVE
ADOPTED A CONTENT
MARKETING STRATEGY?

5. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
“Content marketing is a marketing
technique of creating and distributing
valuable, relevant and consistent
content to attract and acquire a clearly
defined audience – with the objective of
driving profitable customer action.”

6. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
TOP GOAL OF CONTENT
MARKETING IS TO DRIVE
BRAND AWARENESS
&
BRAND ENGAGEMENT.

7. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
SO WHAT IS CONTENT?
IPCVnDMoAVtioaseduiuntcudrsadataaeeiscicloonttitve

8. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
CONTENT
CLUTTER
FATIGUE

9. THE FACTS
CONTENT MARKETING

10. THE FACTS – CONTENT MARKETING
27 MILLION
pieces of content
are generated
and shared daily

11. THE FACTS – CONTENT MARKETING
5 EXABYTES
of online content is
created each day
3 BILLION
Google searches
conducted
each day
300 MILLION
new photos are
published on
Facebook each day
175 MILLION
tweets are
published on
Twitter each day
1 MILLION
hours of video
content is uploaded
on YouTube each day

12. THE FACTS – CONTENT MARKETING
93% of marketing
organizations will
utilize content as the
centerpiece of their
branding strategy and
spend more than
$130 billion to do so.
7%
93%

13. THE FACTS – CONTENT MARKETING
60% of people
are inspired to
seek out a
brand after
engaging with
content about it.
60%
40%
70% of people
would rather
learn about a
brand through
articles than
an ad.
70%
30%
18% 82% of people feel
82%
more positively
about a brand
after exposure to
related custom
content.
78% of customers
report perceiving
a relationship
between
themselves and
brands using
branded content.
78%
22%

14. THE FACTS – CONTENT MARKETING
Content marketing is
62% less expensive
than traditional
marketing &
generates roughly
3 times as many leads.

15. THE FACTS – CONTENT MARKETING
Within companies, the two functions most
likely to be outsourced are:
WRITING: 64%
DESIGN: 54%

16. THE FACTS – CONTENT MARKETING
Biggest challenge within
organizations is producing
the right kind of content that
engages (for big companies)
and lack of time (for small
companies)

17. THE FICTION
CONTENT MARKETING

18. THE FICTION – CONTENT MARKETING
Only 42% of CMOs report
their content strategy is
performing effectively.

19. THE FICTION – CONTENT MARKETING
WHY?

20. THE FICTION – CONTENT MARKETING
IPCVnDMoAVtioaseduiuntcudrsadataaeeiscicloonttitve

21. THE CONTENT
CLUTTER

22. THE CONTENT CLUTTER

23. THE CONTENT CLUTTER
“Content marketing is a marketing
technique of creating and distributing
valuable, relevant and consistent
content to attract and acquire a clearly
defined audience...”

24. THE CONTENT CLUTTER
HOW
PEOPLE
ENGAGE
WITH
CONTENT
HOW
CONTENT
IS
ACTUALLY
DELIVERED
vs.

25. THE CONTENT CLUTTER
On average, people
check their
smartphones
150 times a day
44% of consumers
did their holiday
shopping online in
2013.

26. THE CONTENT CLUTTER
Yet only 7% of Fortune 1000 websites
and 9% of the 100 Etail sites are
responsive websites
30% of Fortune 500 still have no social
media presence.

27. THE RULES

28. THE RULES
1. KNOW YOUR AUDIENCE
 Research
 Audience Personas

29. AUDIENCE PERSONAS
What are personas?
• Hypothetical archetypes of actual users.
• Represent sets of shared goals and
behaviors, not every potential site user.
• Provide context and motivation regarding
goals, behaviors and beliefs.
How do we create personas?
• Based on interviews, workshops and
research.
• Identify key attributes and attitudes.
Synthesize shared goals and behaviors.
How do we use personas?
• Helps us brainstorm and prioritize content
and features for communications.
• Allows us to imagine scenarios.

30. AUDIENCE PERSONAS
• The personas can and should be used
for the development of all
communications and marketing
materials including targeted microsites,
portals, print pieces, email campaigns,
etc.
• The personas can and should be
augmented in the future with new
research or to show the persona’s
relationship to new communications
channels.

31. AUDIENCE PERSONAS
Criteria for evaluating user personas
•Do the individuals feel real? Are any of the attributes
or behaviors off base?
•Are the individuals’ aspirations and goals
appropriate?
•Are your organizational goals for each persona on
target? Are they prioritized appropriately?

32. AUDIENCE PERSONAS
Ways to present personas:
Trading Cards Posters Monthly or
Weekly
Persona
Emails with
Factoids

33. AUDIENCE PERSONAS
Summary of personas
• Guang Gold
• Young Alumnus, 2 Years Out (Persona #1)
• 24, male, single. BS in Information Systems and Accounting.
• Lives in Allston, MA
• Terri Transitional Gold
• Young Alumna B, 9 Years Out from MBA (Persona #2)
• 37, female, married, no children. MBA from Carroll School of Management, BA in
Psychology from NYU
• Lives in Los Angeles, CA
• Francine Family
• Young Family Alumna, 22 Years Out (Persona #3)
• 43, female, married, 4 children. BA Applied Psychology and Human Development.
• Lives in Altoona, PA

34. THE RULES
2. DEVELOP A VISUAL
CONTENT STRATEGY
The human brain
engages with visual
content 60,000 times
faster than text, yet
most content
generation still focuses
on the written word.

35. THE RULES
8 REASONS WHY VISUALS WORK:
1. 90% of information
transmitted to the
brain is visual.
2. Videos on
landing pages
increase
average
conversion
rates by 86%.

36. THE RULES
8 REASONS WHY VISUALS WORK:
3. Visual content is
social-media-ready
and
social-media-friendly.
4. Businesses
who use
infographics
grow in traffic
an average of
12% more
than those
who don’t.

37. THE RULES
8 REASONS WHY VISUALS WORK:
5. Posts with
visuals receive
94% more page
visits and
engagement
than those
without.
6. 60% of
consumers are
more likely to
click on a
business
whose images
appear in
search results.

38. THE RULES
8 REASONS WHY VISUALS WORK:
7. 67% of
consumers
consider clear
detailed images
to carry more
weight than
product
information or
ratings.
8. Visuals show your
products without
telling people
about them.

39.  Be mindful when it is
more effective to show
rather than say
 Pictures take a direct
route to our long term
memory. Not only do we
process them rapidly,
but they stay with us.
 83% of human learning
takes place visually.
THE RULES

40. THE RULES
 People remember 10% of what they
hear, 20% of what they read, and 80%
of what they see and experience.

41. THE RULES
 Articles with images get 94% more
views than those without.

42. THE RULES
 Publishers who use infographics
grow in traffic an average of 12%
more than those who don’t.

43.  Posts with videos attract 3x
more inbound links than plain
text posts.
 Another recent survey done
by The Economist Group
asked “What was the best
content of 2013?”
THE RULES

44. THE TOP
INFOGRAPHIC

45. TOP ONLINE FINDINGS
TOP INFOGRAPHIC
was created by Charles Joseph Minard in 1862
depicting Napoleon’s invasion of Russia in 1821.

46. THE TOP
FACEBOOK POST

47. TOP ONLINE FINDINGS
TOP FACEBOOK POST
Barack Obama, Nov. 2012 -- With more than 2.1 million
likes, this Barack Obama photo captioned "Four more
years." is the most-liked Facebook photo of all time

48. THE TOP
PODCAST
BLOG
WEBSITE

49. TOP ONLINE FINDINGS
TOP PODCAST
This American Life
1 million+ downloads a week
TOP BLOG
Huffington Post
110,000,000 unique monthly visitors
TOP WEBSITE
Google
Est. 1,100,000,000 unique monthly visitors

50. THE RULES
JUST BECAUSE
IT’S VISUAL, IT
DOESN’T MEAN
IT’S GOOD.

51. THE RULES
CREATE GOOD
VISUAL CONTENT.

52. THE RULES
GOOD VISUAL CONTENT
• Unique, memorable, relevant
• Relates to brand goals
• Balances well with other content
• Device-friendly and functional

53. THE RULES

54. THE RULES
How many times have you
seen this shot?

55. THE RULES
Or this one?

56. THE RULES
And this one?

57. THE RULES
Some interesting ways
we’ve treated our
clients’ content…

58. ABOUT COREY

59. WHAT WE DO
We help organizations attract and engage their
audiences through creating clear, distinctive and
meaningful brand messages and experiences.

60. WHO WE ARE
We help organizations attract and engage their
audiences through creating clear, distinctive and
meaningful brand messages and experiences.
And we promise a lot
of fun along the way.

61. ISIS PARENTING

62. ISIS PARENTING

63. BOSTON UNIVERSITY ACADEMY

64. LIBERTY MUTUAL – VANTAGECOMP

65. LIBERTY MUTUAL – VANTAGECOMP

66. SUSTAIN MAGAZINE

67. SUSTAIN MAGAZINE

68. THE HOME FOR LITTLE WANDERERS

69. COREY NEWSLETTER

70. KEY TAKE AWAYS
 Develop a plan and identify metrics
 Know your business and brand goals
 Know your audience
 Inventory your assets and your resources
 Tailor your content but remember the rules
 Go for good

71.  Content Marketing Institute & Marketing Prof:B2B
research2014cmi
 Newstex://newstex.com/2013/11/06/the-cost-of-content-clutter-infographic/
 Wishpond: http://blog.wishpond.com/post/70300587846/10-
reasons-visual-content-will-dominate-2014
 B2B Marketing Insider:
http://www.b2bmarketinginsider.com/content-marketing/top-9-
videos-from-brands-2013
 Content Plus: http://www.contentplus.co.uk/marketing-resources/
infographics/anatomy-of-content-marketing/
 Hubspot://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-
Should-Include-Visual-Content-in-Your-Marketing-Data.aspx
 Kapost: Kapost.com
 Nielsen Norman Group: http://www.nngroup.com/articles/image-focused-
design/
SOURCES

72. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
THANK YOU