Seven (and a Half) Tips to Jump Start Your Visual Content Strategy Buddy Scalera SVP Content Strategy & Media
Aug 11, 2014
Seven (and a Half) Tips to Jump Start Your
Visual Content StrategyBuddy Scalera
SVP Content Strategy & Media
#cmworld
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
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2
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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 + Pictures1
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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
PicturesWords
Words
Words
Words
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Differences HeroSpace
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Differences Superhero Space
HeroSpace
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Differences
Housekeeping and Navigation
Turn the page!
Housekeeping and Navigation
Click here!
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Wordsas Art
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Words + Art
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Go beyond your Logo2
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Your Logo Is Not Your Product.
Your Product Is Your Product.
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Make the Invisible Visual3
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Content optimized for search enginesis not necessarily optimized for sharing
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Paste intoPinterest
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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 intoPinterest
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Seed the User Journey4
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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
Cont
ent
Cont
ent
Cont
ent
Brand Message
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Seeker Considerer Active Solution
Cont
ent
Cont
ent
Cont
ent
Brand Message
KPI KPI KPI KPI KPI
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Seeker Considerer Active Solution
Cont
ent
Cont
ent
Cont
ent
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
Cont
ent
Cont
ent
Cont
ent
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
Cont
ent
Cont
ent
Cont
ent
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
Cont
ent
Cont
ent
Cont
ent
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 Evangelism1.6
2.6
3.6
1.0
2.0
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Give Evangelists Something to Evangelize5
Content is Liquid
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Links are Socially Validated
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No More HowlingGet 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 Content6
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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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GoogleImageSearch
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Tesla x3
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Control the Eye on the Page7
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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
#cmworld
Make content1/2
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Thank you.Buddy Scalera, Ogilvy
CommonHealth Worldwide@MarketingBuddy
#cmworld#makingcontent