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Content Marketing Brasil 2014 - Ana Carolina Barbosa

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Palestra de Ana Carolina Barbosa, da Cabrun! Conteúdos, no Content Marketing Brasil 2014. Tema: conteúdo visual. Data: 27 de setembro de 2014. Local: Hotel Pestana, em São Paulo.

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Content Marketing Brasil 2014 - Ana Carolina Barbosa

  1. 1. O uso dos elementos visuais e audiovisuais no content marketing ANA CAROLINA BARBOSA sócia e diretora criativa da Cabrun!
  2. 2. A atenção do consumidor é disputada a todo momento
  3. 3. Elementos visuais são processados 60 mil vezes mais rápidos que textos pelo cérebro humano
  4. 4. Ao desenvolver conteúdo usando elementos visuais e audiovisuais, você deve pensar em: DESIGN PERSONALIZAÇÃO UTILIDADE PERSONALIDADE STORYTELLING POTENCIAL DE COMPARTILHAMENTO REAL TIME
  5. 5. Caso Oreo
  6. 6. Caso Benefit Cosmetics
  7. 7. Plataformas de conteúdos visuais e audiovisuais PINTEREST • + de 25 milhões de usuários • Ajuda as pessoas a se reunirem em painéis aspiracionais de fácil acesso • Compartilhamento e consulta a coisas que elas amam CHAVES PARA O SUCESSO Manter o conteúdo atualizado, repinar outros usuários e ter criatividade na formação de painéis, assegurando-se de que eles representam ou tangenciam bem a sua marca
  8. 8. Caso Tiny Hands
  9. 9. Plataformas de conteúdos visuais e audiovisuais INSTAGRAM • Aproximadamente 130 milhões de usuários ativos todo mês • Ferramenta associada à lembrança, à ideia de capturar um momento e lembrá-lo para sempre CHAVE PARA O SUCESSO Mostrar o lado humano da marca, usando quando possível cenas de bastidores e conteúdo gerado por usuário
  10. 10. Caso Los Mendozitos
  11. 11. Plataformas de conteúdos visuais e audiovisuais TUMBLR • Aproximadamente 113 milhões de blogs • O segredo é a simplicidade e o grande apelo visual CHAVE PARA O SUCESSO O relacionamento com os outros usuários, seguindo e comentando é importante nessa plataforma, além do mix de produtos, informação, posts de lifestyle e outros assuntos que façam com que a sua marca não pareça puro comercial
  12. 12. Caso Coca-Cola
  13. 13. Os conteúdos visuais também devem estar no planejamento editorial das plataformas mais usadas pelas marcas, como Twitter e Facebook
  14. 14. Caso Intel
  15. 15. Caso Moleskine
  16. 16. Dica valiosa: tenha bons designers, ilustradores, fotógrafos e produtores como fornecedores
  17. 17. REFERÊNCIAS The Power of Visual Storytelling – How to use Visuals, Videos and Social Media to Market Your Brand, de Ekaterina Walter e Jessica Gioglio Audience: Marketing in the Age of Subscribers, Fans and Followers, de Jeffrey K. Rohrs Pinterest Tiny Hands: http://www.pinterest.com/tinyhands/ Instagram Los Mendozitos: @losmendozitos Tumblr Coca-Cola (Where Happiness Lives Online) http://coca-cola.tumblr.com Facebook Moleskine https://www.facebook.com/moleskine?fref=ts Twitter Intel: @intel
  18. 18. Obrigada! ANA CAROLINA BARBOSA Sócia e diretora cria7va da Cabrun! www.cabrunconteudos.com.br ana@cabrunconteudos.com.br

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