seven & a half tips to jump start your visual content strategy

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