Visual Content Marketing Matters in 2014

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In this wide-ranging and insightful presentation laying out the marketing landscape in 2014, Stipso co-founder and chief commercial officer Brian Corcoran explores the importance of visual communications and the rise of visual content marketing as the discipline to watch in the age of inbound marketing and the decline of SEO. Adapted from a presentation given at Material Digital Week in Glasgow, UK on Tuesday 21 January 2014.

VISUAL CONTENT
MATTERS IN 2014

Based on a presentation given in Glasgow, Scotland,
Tuesday 21 January 2014
1

A QUICK CAVEAT:
“Advice is a form of nostalgia.”
“Be careful with whose advice you buy,
but be patient with those who supply it.”
Mary Schmich, Chicago Tribune

2

OUTLINE
1.

HISTORY OF VISUAL COMMUNICATIONS

2.
3.

DIGITAL MARKETING TODAY

4.
5.

LIKELY FUTURE TRENDS

THE RISE OF TOOLS

WHERE STIPSO FITS

3

ABOUT ME

BRIAN CORCORAN
Co-founder and Chief Commercial Officer
Stipso
!

4

A (VERY) BRIEF HISTORY OF
VISUAL COMMUNICATIONS
STORYTELLING
THROUGH
PICTURES

5

ALTAMIRA CAVE PAINTINGS

30,000 YEARS AGO
6

LOGOGRAMS

Visual symbols representing entire words
rather than the sounds that make up the word

EGYPTIAN
HIEROGLYPHICS
3,250 years ago

HAN
CHINESE
2,150 years ago
7

GALL-PETERS PROJECTION

159/46 YEARS AGO
9

WILLIAM PLAYFAIR

FATHER OF
MODERN DATA
VISUALISATION
1759-1823

INVENTOR OF THE BAR
CHART, THE PIE CHART AND
THE LINE GRAPH.
1781
10

FLORENCE NIGHTINGALE

MOTHER OF
THE
INFOGRAPHIC
1820-1910

POLAR AREA CHART: CAUSES
OF MORTALITY DURING THE
CRIMEAN WAR
1856
11

LONDON UNDERGROUND MAP

HARRY BECK, 1933
12

THE WEB IN 2014

HUMANS ARE SOCIAL ANIMALS…

Photo: flickr.com/photos/anshu_si
13

THE (OBVIOUS) SOCIAL WEB

1.16 billion

540 million?

232 million

200 million

100 million

70 million
14

THE MOBILE WEB

430 million

150 million

?*

* Snapchat don’t publish user numbers, but claim their users
send 400 million ‘snaps’ per day — more than Facebook.
15

MEANWHILE, IN ASIA…

QZone
623 million

QQ (mobile)
712 million

Line
(mobile)
300 million

WeChat (mobile)
600 million

RenRen (80% mobile)
200 million
16

WHAT DOES ALL OF THIS
MEAN FOR MARKETERS?
ALL WEB IS SOCIAL.
ALL MARKETING MUST BE ALSO.
!

MOBILE WEB
IT’S ALL MOBILE.
17

SEO: THE RULES HAVE CHANGED
HUMMINGBIRD
• Context is king
• Knowledge graph
• People don’t speak in
keyword strings
• Users ask questions
• Optimise for humans,
not search engines.

18

CONTENT MARKETING IS THE
NEW SEO
1. Original, high-quality content is what wins
2. Content is for people, not robots
3. [not provided] means the age of the keyword is over
4. Link-building is less important, and less successful
5. ‘Black hat’ is a quick road to Google Hell
6. Authorship is more important for credibility
7. Google+ as social search?
19

LIKELY FUTURE TRENDS
WHAT WILL BE REWARDED
!

WHAT WILL BE PUNISHED

20

CREATE VALUE FOR USERS
KNOW YOUR AUDIENCE.
YOU NEED TO BE…
Useful
Informative
Entertaining

21

DESIGN MATTERS
GOOD UX WILL BE REWARDED
BAD UX WILL BE PUNISHED

MOBILE MATTERS
MOBILE-FRIENDLY DESIGN.
MOBILE-FIRST?
AND RESPONSIVE.

22

BE HELPFUL. BE TRANSPARENT.
WELCOME TO THE KARMIC
WEB.
WHERE PEOPLE VOTE WITH
THEIR EYEBALLS.

23

VISUAL CONTENT IS WHAT’S NEXT.
IMAGES
Facebook
Pinterest
Tumblr
Instagram
Snapchat

VIDEO
YouTube
Vimeo
Vine
Instagram
Snapchat
INFOGRAPHICS
Piktochart
Infogram
Visually
Stipso
24

DYNAMIC, INTERACTIVE CONTENT.
USER-CENTRIC.
People aren’t just ‘viewers’ anymore.
They’re participants. Players.
More engagement means better everything.

25

BE GENEROUS. BE CONNECTED.

FIND GOOD CONTENT AND SHARE IT.
If your content is good enough, people will do the same for you.

26

THE RISE OF THE TOOLS WEB
WE DON’T WORK IN THE OFFICE
ANYMORE.
WE WORK IN THE CLOUD.

27

SOFTWARE-AS-A-SERVICE TOOLS
FOR MARKETERS
MEASURE

OPTIMISE

“What’s happening on my site?”

“What do I do now that I know?”

Google Analytics
Moz
KISSmetrics

HubSpot
Optimizely
Unbounce
CREATE

From the desktop to the cloud. Finally.

Adobe Creative Cloud
Easel.io
MailChimp
Stipso.
28

WHERE STIPSO FITS IN
A CREATIVE TOOL FOR
VISUAL CONTENT MARKETING.
CREATE LIVING INFOGRAPHICS FOR…
Visual storytelling
Audience engagement
Consumer feedback
Inbound marketing.
Conversion.
29

INTRIGUED?

GET IN TOUCH FOR A FREE TRIAL.

SAY HELLO
BRIAN@STIPSO.COM
@brianc13
stip.so
blog.stipso.com
35

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Visual Content Marketing Matters in 2014

1. VISUAL CONTENT MATTERS IN 2014 Based on a presentation given in Glasgow, Scotland, Tuesday 21 January 2014 1

2. A QUICK CAVEAT: “Advice is a form of nostalgia.” “Be careful with whose advice you buy, but be patient with those who supply it.” Mary Schmich, Chicago Tribune 2

3. OUTLINE 1. HISTORY OF VISUAL COMMUNICATIONS 2. 3. DIGITAL MARKETING TODAY 4. 5. LIKELY FUTURE TRENDS THE RISE OF TOOLS WHERE STIPSO FITS 3

4. ABOUT ME BRIAN CORCORAN Co-founder and Chief Commercial Officer Stipso ! 4

5. A (VERY) BRIEF HISTORY OF VISUAL COMMUNICATIONS STORYTELLING THROUGH PICTURES 5

6. ALTAMIRA CAVE PAINTINGS 30,000 YEARS AGO 6

7. LOGOGRAMS Visual symbols representing entire words rather than the sounds that make up the word EGYPTIAN HIEROGLYPHICS 3,250 years ago HAN CHINESE 2,150 years ago 7

8. MERCATOR PROJECTION 445 YEARS AGO 8

9. GALL-PETERS PROJECTION 159/46 YEARS AGO 9

10. WILLIAM PLAYFAIR FATHER OF MODERN DATA VISUALISATION 1759-1823 INVENTOR OF THE BAR CHART, THE PIE CHART AND THE LINE GRAPH. 1781 10

11. FLORENCE NIGHTINGALE MOTHER OF THE INFOGRAPHIC 1820-1910 POLAR AREA CHART: CAUSES OF MORTALITY DURING THE CRIMEAN WAR 1856 11

12. LONDON UNDERGROUND MAP HARRY BECK, 1933 12

13. THE WEB IN 2014 HUMANS ARE SOCIAL ANIMALS… Photo: flickr.com/photos/anshu_si 13

14. THE (OBVIOUS) SOCIAL WEB 1.16 billion 540 million? 232 million 200 million 100 million 70 million 14

15. THE MOBILE WEB 430 million 150 million ?* * Snapchat don’t publish user numbers, but claim their users send 400 million ‘snaps’ per day — more than Facebook. 15

16. MEANWHILE, IN ASIA… QZone 623 million QQ (mobile) 712 million Line (mobile) 300 million WeChat (mobile) 600 million RenRen (80% mobile) 200 million 16

17. WHAT DOES ALL OF THIS MEAN FOR MARKETERS? ALL WEB IS SOCIAL. ALL MARKETING MUST BE ALSO. ! MOBILE WEB IT’S ALL MOBILE. 17

18. SEO: THE RULES HAVE CHANGED HUMMINGBIRD • Context is king • Knowledge graph • People don’t speak in keyword strings • Users ask questions • Optimise for humans, not search engines. 18

19. CONTENT MARKETING IS THE NEW SEO 1. Original, high-quality content is what wins 2. Content is for people, not robots 3. [not provided] means the age of the keyword is over 4. Link-building is less important, and less successful 5. ‘Black hat’ is a quick road to Google Hell 6. Authorship is more important for credibility 7. Google+ as social search? 19

20. LIKELY FUTURE TRENDS WHAT WILL BE REWARDED ! WHAT WILL BE PUNISHED 20

21. CREATE VALUE FOR USERS KNOW YOUR AUDIENCE. YOU NEED TO BE… Useful Informative Entertaining 21

22. DESIGN MATTERS GOOD UX WILL BE REWARDED BAD UX WILL BE PUNISHED MOBILE MATTERS MOBILE-FRIENDLY DESIGN. MOBILE-FIRST? AND RESPONSIVE. 22

23. BE HELPFUL. BE TRANSPARENT. WELCOME TO THE KARMIC WEB. WHERE PEOPLE VOTE WITH THEIR EYEBALLS. 23

24. VISUAL CONTENT IS WHAT’S NEXT. IMAGES Facebook Pinterest Tumblr Instagram Snapchat VIDEO YouTube Vimeo Vine Instagram Snapchat INFOGRAPHICS Piktochart Infogram Visually Stipso 24

25. DYNAMIC, INTERACTIVE CONTENT. USER-CENTRIC. People aren’t just ‘viewers’ anymore. They’re participants. Players. More engagement means better everything. 25

26. BE GENEROUS. BE CONNECTED. FIND GOOD CONTENT AND SHARE IT. If your content is good enough, people will do the same for you. 26

27. THE RISE OF THE TOOLS WEB WE DON’T WORK IN THE OFFICE ANYMORE. WE WORK IN THE CLOUD. 27

28. SOFTWARE-AS-A-SERVICE TOOLS FOR MARKETERS MEASURE OPTIMISE “What’s happening on my site?” “What do I do now that I know?” Google Analytics Moz KISSmetrics HubSpot Optimizely Unbounce CREATE From the desktop to the cloud. Finally. Adobe Creative Cloud Easel.io MailChimp Stipso. 28

29. WHERE STIPSO FITS IN A CREATIVE TOOL FOR VISUAL CONTENT MARKETING. CREATE LIVING INFOGRAPHICS FOR… Visual storytelling Audience engagement Consumer feedback Inbound marketing. Conversion. 29

30. 30

31. 31

32. 32

33. 33

34. THESE GUYS USE STIPSO… 34

35. INTRIGUED? GET IN TOUCH FOR A FREE TRIAL. SAY HELLO BRIAN@STIPSO.COM @brianc13 stip.so blog.stipso.com 35

Visual Content Marketing Matters in 2014

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