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.
Creating a Visual Content Strategy that Scales | #IntelContentBuddy Scalera
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.
3 Tips to Improve Your Visual Content StrategyBuddy Scalera
All content -- except for a few minor exceptions -- is visual. Images (and the void of images) are visual. Text and the way is is presented is visual. As content marketers we must master the art of visual storytelling in this ever-changing landscape of delivery channels. Practical tips for planning, organizing, delivering, and optimizing visual content for an effective Visual Content Strategy.
Presented at the American Marketing Association NJ chapter in Morristown, NJ. NJ Executive Circles of AMA formerly MENG.
Key takeaways:
1. Practical plan for effectively integrating design strategies into your strategic process
2. Useful talking points and recommended resources for content marketers who want to work better with designers
3. Examples of smart, engaging visual content
Seven & a Half Tips to Jump Start Your Visual Content StrategyBuddy Scalera
The web is a visual medium…and credibility is won and lost in the blink of an eye. Images are like currency in the world of social media. Your brand needs a visual content strategy.
And yet…we leave visual content strategy in the hands of talented (but strategically inexperienced) graphic designers. This is a huge mistake. From graphics and videos to text and apps, all content must be within your control. Starting today, content marketers own visual content strategy.
This session will give you seven (and a half) tips to help you improve your visual content strategy. Learn how to audit your existing visual content resources, control the eye on your website, and create shareable visual content assets. You may be surprised at the storytelling techniques you can pick up from unlikely places.
Even if you’ve never pushed a pixel in Photoshop, you can plan and govern an effective, measurable visual content strategy. This presentation on visual content strategy is much more than theory…it is a practical action plan for the content marketer.
And it includes examples of how the eyes read a website in a Z Pattern using comic books. Yes, you can learn something from comic books and other sequential art to improve your branded content marketing storytelling.
Educational materials written by Buddy Scalera and Designed by Ivan Ruiz of Ogilvy CommonHealth Worldwide. http://www.ochww.com #visualcontentstrategy
All copyright holders respective owners. Used for educational purposes.
Learn how to create user surveys to help inform your content strategy and content projects. An introduction to user survey design specifically for content specialists.
Semantic SEO: 5 Ways to Future Proof Your Search Rankingssemrush_webinars
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
Lean Community Building: Getting the Most Bang for Your Time & MoneyJennifer Lopez
You want to grow your organization's community, but that simply takes more time, money, and general people power than you have access to. Jen walks you through some ways to grow and focus on your community while on a small budget, with limited resources. You'll walk away with tools and tips to help you on your way to community bliss.
Creating a Visual Content Strategy that Scales | #IntelContentBuddy Scalera
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.
3 Tips to Improve Your Visual Content StrategyBuddy Scalera
All content -- except for a few minor exceptions -- is visual. Images (and the void of images) are visual. Text and the way is is presented is visual. As content marketers we must master the art of visual storytelling in this ever-changing landscape of delivery channels. Practical tips for planning, organizing, delivering, and optimizing visual content for an effective Visual Content Strategy.
Presented at the American Marketing Association NJ chapter in Morristown, NJ. NJ Executive Circles of AMA formerly MENG.
Key takeaways:
1. Practical plan for effectively integrating design strategies into your strategic process
2. Useful talking points and recommended resources for content marketers who want to work better with designers
3. Examples of smart, engaging visual content
Seven & a Half Tips to Jump Start Your Visual Content StrategyBuddy Scalera
The web is a visual medium…and credibility is won and lost in the blink of an eye. Images are like currency in the world of social media. Your brand needs a visual content strategy.
And yet…we leave visual content strategy in the hands of talented (but strategically inexperienced) graphic designers. This is a huge mistake. From graphics and videos to text and apps, all content must be within your control. Starting today, content marketers own visual content strategy.
This session will give you seven (and a half) tips to help you improve your visual content strategy. Learn how to audit your existing visual content resources, control the eye on your website, and create shareable visual content assets. You may be surprised at the storytelling techniques you can pick up from unlikely places.
Even if you’ve never pushed a pixel in Photoshop, you can plan and govern an effective, measurable visual content strategy. This presentation on visual content strategy is much more than theory…it is a practical action plan for the content marketer.
And it includes examples of how the eyes read a website in a Z Pattern using comic books. Yes, you can learn something from comic books and other sequential art to improve your branded content marketing storytelling.
Educational materials written by Buddy Scalera and Designed by Ivan Ruiz of Ogilvy CommonHealth Worldwide. http://www.ochww.com #visualcontentstrategy
All copyright holders respective owners. Used for educational purposes.
Learn how to create user surveys to help inform your content strategy and content projects. An introduction to user survey design specifically for content specialists.
Semantic SEO: 5 Ways to Future Proof Your Search Rankingssemrush_webinars
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
Lean Community Building: Getting the Most Bang for Your Time & MoneyJennifer Lopez
You want to grow your organization's community, but that simply takes more time, money, and general people power than you have access to. Jen walks you through some ways to grow and focus on your community while on a small budget, with limited resources. You'll walk away with tools and tips to help you on your way to community bliss.
The Future of SEO: 5 Ways to Adapt Your Content for 2016semrush_webinars
The gradual evolution in search has led to an evolution in optimization. This webinar teaches the five most important actions you can take to make sure that your marketing is aligned with the future of SEO.
How to target topics, not just phrases (Semantic Search)
How to incorporate natural language into your content (Voice Search)
How to make visitors happy in ways that make Google happy (User Interaction Signals)
In this presentation, you’ll learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings
How To Design, Create, and Implement Visuals and Images With Social Media - S...Doyle Buehler
Visuals permeate our existence everywhere, including online. The challenge for most businesses is that they are unsure of how to connect visuals to their own message, are not able to create anything that is profound and remarkable, and further do not know how to effectively create, design and distribute them.
In this SEMRush webinar, you will learn:
How to properly rank visuals with effective SEO
How to create visual themes
Where to come up with ideas for visuals, besides your lunch
How to tell a visual story with your brand
How to create “hooks” to help your audience easily share your brand story
How to leverage all of your visuals across your entire digital ecosystem
Community as Inbound - MozCon 2012 by Jen LopezJennifer Lopez
As a champion of community, Jen believes in the power of the people and what they can do for your business. Whether you're selling hammers, cupcakes, or insurance, find and embrace your community.
Fantastic Content & How to Optimize It @MERGE!Danny Goodwin
How to create and optimize content so it helps you achieve goals (business, SEO, and conversions) and reaches its target audience. Presented by Danny Goodwin at MERGE in Orlando, FL on Oct. 15, 2017.
Networking, Relationships and Growing Your Personal BrandOrbit Media Studios
It’s what you know. It’s who you know. These are the two key factors in success. Without a deliberate plan to grow your network and build relationships, you’re missing out.
In this presentation we'll cover:
How to connect with (and work with) influencers
How to form and run small groups that push you up the learning curve fast
The single biggest factor in turning strangers into acquaintances and acquaintances into friends
[Webinar] 5 Steps to Designing Psychologically Powerful Landing PagesUnbounce
There is no buy button in your customer’s brain. But what neuroscience can tell us is that most customer decisions are based upon irrational influences. We call them emotions.
In this Unwebinar, internationally-renowned CRO expert André Morys will showcase the neuromarketing techniques that his team used, including MRI scans of the human brain at work, to increase a client’s sales by 800%. André will demonstrate how you can apply these techniques to your own campaigns using a simple 5-step process for creating landing pages that resonate on a deep psychological level.
You'll learn:
- Why most customer decisions are irrational
- How to find the right psychological cues for your audience
- André's simple 5-step process for A/B testing your research
...plus, much more!
Memorable companies often make language their own. Learn the tactics to create a brand voice your audience will love and remember. Erica McGillivray from Moz will walk you through what creating branded language means, how to do it, how to scale and advocate for it, and how to keep it fresh. We'll explore:
- Creative language team exercises for defining brand lingo and the psychology behind it.
- What it actually looks like to teach and get input on language from your team.
- Crafting a brand voice guide from statements of purpose and addressing different audiences to dictionaries.
- How to humanize your brand through word choices.
- Empowering your staff or clients to be internal and external advocates of a shared language.
- Using your voice to own your audience and culture across your marketing channels.
- Real life examples from brands such as Stitch Fix, Basecamp, SuperHeroStuff, theSkimm, and more that use language to bring their community in for shared dialog.
Presented at Content Marketing Conference, Las Vegas, May 2016
How to Personalize Content Experience at Scale - ICC 2018Uberflip
This SlideShare was presented by Uberflip's President and CMO Randy Frisch at the Intelligent Content Conference (ICC) 2018. How to Personalize Content Experiences at Scale shows how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM. You'll see real-life examples and get a framework for arming yourself and your marketing team to deliver greater personalization and memorable content experiences to your customers—at scale!
Many have predicted the death of guest posting, but Syed Irfan Ajmal joins SEMrush with an effective step by step process proving that guest posting is still affective, alive and kicking.
Get ready to discover how he increased the monthly ROI of a client business to $200K using some good old fashion guest posting. He will walk you through the entire process and answer any questions you may have on implementing guest posting in your business.
In this webinar we will cover:
How to do keyword research so you can find the low hanging fruits (using SEMrush)
Linkreator Research (finding the right people to send your emails to)
Email outreach (how to construct your email using psychology principles for maximum impact)
Precautions (you can't miss this if you want to ensure your outreach is a success)
B3Seminar: What Google wants & how to future-proof SEO - Patrick AltoftBranded3
SEO can no longer be treated as a stand-alone activity, with Google enforcing rules and changing its algorithm 300 times a year, the time has come for brands to stop thinking about short-term activities and start building a natural strategy that Google will love for years to come.
The Future of SEO: 5 Ways to Adapt Your Content for 2016semrush_webinars
The gradual evolution in search has led to an evolution in optimization. This webinar teaches the five most important actions you can take to make sure that your marketing is aligned with the future of SEO.
How to target topics, not just phrases (Semantic Search)
How to incorporate natural language into your content (Voice Search)
How to make visitors happy in ways that make Google happy (User Interaction Signals)
In this presentation, you’ll learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings
How To Design, Create, and Implement Visuals and Images With Social Media - S...Doyle Buehler
Visuals permeate our existence everywhere, including online. The challenge for most businesses is that they are unsure of how to connect visuals to their own message, are not able to create anything that is profound and remarkable, and further do not know how to effectively create, design and distribute them.
In this SEMRush webinar, you will learn:
How to properly rank visuals with effective SEO
How to create visual themes
Where to come up with ideas for visuals, besides your lunch
How to tell a visual story with your brand
How to create “hooks” to help your audience easily share your brand story
How to leverage all of your visuals across your entire digital ecosystem
Community as Inbound - MozCon 2012 by Jen LopezJennifer Lopez
As a champion of community, Jen believes in the power of the people and what they can do for your business. Whether you're selling hammers, cupcakes, or insurance, find and embrace your community.
Fantastic Content & How to Optimize It @MERGE!Danny Goodwin
How to create and optimize content so it helps you achieve goals (business, SEO, and conversions) and reaches its target audience. Presented by Danny Goodwin at MERGE in Orlando, FL on Oct. 15, 2017.
Networking, Relationships and Growing Your Personal BrandOrbit Media Studios
It’s what you know. It’s who you know. These are the two key factors in success. Without a deliberate plan to grow your network and build relationships, you’re missing out.
In this presentation we'll cover:
How to connect with (and work with) influencers
How to form and run small groups that push you up the learning curve fast
The single biggest factor in turning strangers into acquaintances and acquaintances into friends
[Webinar] 5 Steps to Designing Psychologically Powerful Landing PagesUnbounce
There is no buy button in your customer’s brain. But what neuroscience can tell us is that most customer decisions are based upon irrational influences. We call them emotions.
In this Unwebinar, internationally-renowned CRO expert André Morys will showcase the neuromarketing techniques that his team used, including MRI scans of the human brain at work, to increase a client’s sales by 800%. André will demonstrate how you can apply these techniques to your own campaigns using a simple 5-step process for creating landing pages that resonate on a deep psychological level.
You'll learn:
- Why most customer decisions are irrational
- How to find the right psychological cues for your audience
- André's simple 5-step process for A/B testing your research
...plus, much more!
Memorable companies often make language their own. Learn the tactics to create a brand voice your audience will love and remember. Erica McGillivray from Moz will walk you through what creating branded language means, how to do it, how to scale and advocate for it, and how to keep it fresh. We'll explore:
- Creative language team exercises for defining brand lingo and the psychology behind it.
- What it actually looks like to teach and get input on language from your team.
- Crafting a brand voice guide from statements of purpose and addressing different audiences to dictionaries.
- How to humanize your brand through word choices.
- Empowering your staff or clients to be internal and external advocates of a shared language.
- Using your voice to own your audience and culture across your marketing channels.
- Real life examples from brands such as Stitch Fix, Basecamp, SuperHeroStuff, theSkimm, and more that use language to bring their community in for shared dialog.
Presented at Content Marketing Conference, Las Vegas, May 2016
How to Personalize Content Experience at Scale - ICC 2018Uberflip
This SlideShare was presented by Uberflip's President and CMO Randy Frisch at the Intelligent Content Conference (ICC) 2018. How to Personalize Content Experiences at Scale shows how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM. You'll see real-life examples and get a framework for arming yourself and your marketing team to deliver greater personalization and memorable content experiences to your customers—at scale!
Many have predicted the death of guest posting, but Syed Irfan Ajmal joins SEMrush with an effective step by step process proving that guest posting is still affective, alive and kicking.
Get ready to discover how he increased the monthly ROI of a client business to $200K using some good old fashion guest posting. He will walk you through the entire process and answer any questions you may have on implementing guest posting in your business.
In this webinar we will cover:
How to do keyword research so you can find the low hanging fruits (using SEMrush)
Linkreator Research (finding the right people to send your emails to)
Email outreach (how to construct your email using psychology principles for maximum impact)
Precautions (you can't miss this if you want to ensure your outreach is a success)
B3Seminar: What Google wants & how to future-proof SEO - Patrick AltoftBranded3
SEO can no longer be treated as a stand-alone activity, with Google enforcing rules and changing its algorithm 300 times a year, the time has come for brands to stop thinking about short-term activities and start building a natural strategy that Google will love for years to come.
9 Actionable Healthcare Tweets from HIMSS 2015Buddy Scalera
9 tweets and action items for healthcare marketers and content strategists, as developed by Marilyn Cox @MarilynECox (Oracle) and Buddy Scalera @MarketingBuddy.
Be sure to visit: http://www.slideshare.net/americanregistry
As of September 2016, Snapchat is reporting 150 million daily users (more than Twitter) and is expected to go by 27% in the next year. But how to use Snapchat for Marketing is a tricky one, because of the platform's limitations. This presentation shows you how to master Snapchat and what marketing options it offers you.
Snapchat has taken the social media world
by storm since its arrival on the scene in 2011. The app started as a simple way to share photos and videos with friends. The unique twist? This content vanished immediately after viewing, and users get to set the viewing time from between 1-10 seconds.
Since its inception, Snapchat has gone through many rounds of updates. These include the addition of My Story, which allows users to share photos and videos to their entire friends list (which are available for unlimited viewing within a 24 hour span), the countless added filters, from time to speed to some rather flattering photo edits.
However, the biggest change to Snapchat is arguably who is using it and how. Serious news organizations like CNN have their own story set ups, TV networks like Comedy Central broadcast funny clips and restaurants use the app to flaunt off their fanciest dishes. In essence Snapchat has become a marketer’s playground, allowing them to get more creative with their content in a completely new format.
Shlomi Ron provided our vision for visual storytelling. The drivers for the current content explosion: Global Internet adoption, the emergence of social media and adoption of mobile devices. He also reviewed the evolution of storytelling frameworks from the early 1880’s to our homegrown 9-Step Visual Storytelling Framework. The visual storytelling examples, such as the 2013’s Dove Real Beauty Sketches’ campaign – helped our audience to see the principles I talked about come to life. Finally, I presented how the visual storytelling ecosystem looks like to paint a clear picture of the space and the opportunities it holds. Shlomi Ron presented at Visual Storytelling Summit 2016.
The Power of Visual Storytelling for EducationRobin Richards
A theme based presentation on how visual storytelling could be used in an educational context.
Presented as part of the WOW 12 Virtual Technology Conference.
SearchLove London 2016 | Jessica Gioglio | Make Your Marketing Memorable With...Distilled
Attention is the new commodity. Visual Storytelling is the new currency. Did you know that the human brain processes visuals 60,000x faster than text? Or that web posts with visuals drive up to 180% more engagement than those without? Based on Jessica's book “The Power of Visual Storytelling,” this talk shows you how to use visuals and rich media to spark engagement, inspire brand advocacy, and deliver remarkable customer experiences. You’ll discover practical tips and thought-provoking examples from a variety of companies and industries.
Your PowerPoint sucks Learn Visual StorytellingMark Gibson
Powerpoint in its most common form is boring and bullets suck.
Learn to use visuals, storytelling technique and imagery to communicate big ideas in moments.
Lots of useful ideas in this presentation.
Two talented graphic recorders joined us at Content Marketing World 2014. See their amazing work on the following pages. Each graphic recording was done on site, with Kelly and Johnine each listening and recording their respective sessions in real time.
JESS3’s shares our thoughts on the key elements and mechanisms of visual storytelling.
At the very heart of it all: storytelling is no longer just for Hollywood. In the advertising and business world, it’s not just about a brand telling its history or its story. Gone are the days of branded marketing: storytelling is now about telling the definitive narrative about an issue or topic in a wholistic way -- the state of, the evolution of, the future of. And it is in this context that brands will most successfully communicate with their consumer.
Originally presented at Oklahoma City’s Ad Club on 6/13/12.
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
42 Expert Tips for Creating Stand-Out Visual ContentVisme
Top content marketing experts, from Jeff Bullas and Rand Fishkin to Lee Odden and Larry Kim, weigh in on the information overload problem and what can be done to create stand-out visual content that still draws attention in a media-saturated Web.
Mapping Content to the Entire Customer Journey (CMW 2016)Kevin Briody
Content Marketing World 2016 lunch & learn presentation outlining the Pace approach to developing content experiences that find opportunities for brand content to contribute across all stages of the customer journey.
Creating A Digital Content Factory: Getting Started with Intelligent ContentScott Abel
Content marketing production processes are broken. Most organizations can’t crank out the wide variety of content needed because their processes are outdated, inefficient, and riddled with waste. Oh, and then there are tools. Content marketers don’t have the right ones for the jobs at hand.
In this presentation, content strategy guru Scott Abel, The Content Wrangler, will demystify the benefits of intelligent content for content marketers and outline the changes needed in order for marketers to take advantage of the approach.
Attendee takeaways:
How adopting intelligent content can turn a content marketing department into a content marketing factory
How some brands are leveraging intelligent content to produce more content with less effort
Lessons learned from the pros working in the trenches
What you’ll need to get started
#CMWorld
You tell your story best, right? Not always. Your existing clients and customers can often provide inspiration for your most powerful content and story ideas. That is, if you let them. This session will help you discover compelling and engaging new content that literally speaks the language of your best customers. See real-life examples of customer-inspired content, how they evolved and how to weave similar storytelling techniques into your own organization’s content marketing.
Globalising Content for an International AudienceTypeset
More than ever before, we’re operating in a global business environment. While this presents massive opportunities, it also puts pressure on brands to create content that’s relevant to an international audience. Most businesses understand the need for translation but underestimate the importance of globalising their content. Every day organisations around the world experience self-inflicted brand damage by not considering how their content will be perceived in other countries. Even when language is not the issue, cultural differences can hamper the effectiveness of your content marketing initiatives.
In this session, content marketing consultant Sarah Mitchell shares experience and advice gleaned from more than 20 years working in corporate environments outside her home country. You’ll receive guidance on how to globalise your content to attract a culturally diverse audience with definite recommendations on things to do and what to avoid doing. At the end of the session, you’ll have a clear idea on how you can attract customers from every corner of the world.
This presentation was originally created for Content Marketing World Sydney - 2014.
Why No One Reads Your Annual Report: Data Visualization for NonprofitsHere's My Chance
If a 40-page annual report is created and no one reads it...does it even exist?
How can nonprofits utilize exciting graphics to transform boring "programs and services" descriptions into likeable, shareable social media memes?
Learn how to change data points into shareable visuals with this slideshow.
Get the Most out of Your Marketing with VideoGoAnimate Inc
Feel like your emails are going into a black hole? Running out of engaging content ideas? Solve some of your biggest content marketing challenges with video. Using video can increase your email CTRs by 25% and cut opt-outs by 75%, and it’s not as difficult or expensive as you think. This presentation explores the basics of video content marketing and how to best incorporate it into your marketing programs.
Design, the Importance of Research, and a Call to ArmsDesignMap
Presentation for Allscripts Developer Partner conference -- Jared Spool's story about the $300m button, a baseline understanding of the difference between interaction and visual design, the importance of feed-back and feed-forward research, and some practical tools to get folks started.
B3Seminar: How a great creative strategy can boost your SEO - Andrew MachinBranded3
It’s no secret that a great idea with some great visual execution will engage users online. But how can we best harness this for SEO benefit? Discover how understanding your audience, a little creative thinking, and harnessing social media, can lead to natural, sustainable and effective SEO strategies.
Art Sobczak - Using LinkedIn To Actually Get Through, and SellInsideSales.com
Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/art-sobczak
Session Overview
Art Sobczak addresses the problem that most salespeople have with LinkedIn: they aren’t getting business from it.
The real issue isn’t LinkedIn, it’s the messaging used, or not used by the salesperson. LinkedIn is a tool, and like any tool, the results rely on the skill of the craftsperson. A salesperson with ineffective messaging and delivery knowledge and skills will still be ineffective using LinkedIn.
In this session Art goes through some of the most common LinkedIn mistakes made when making connection attempts, and on sales calls and voice mails, and what to do instead to connect, get through, and sell.
Social Media won’t make our companies better ormake people love us, however...we are lucky that these tools allow our customers
to connect, speak out, talk back and share more readily with their friends.
Similar to Words + Pictures: Content Marketer’s Guide to Visual Storytelling | Annotated Version (20)
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
How to Run Landing Page Tests On and Off Paid Social Platforms
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.
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
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.
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.
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.
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
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.
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.
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.
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.
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.
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.
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.
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.
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/
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
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/