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Why Visual Content

by Bill Roth

for Oil & Gas Communications. is KEY

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mehhh…

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Alright…

lets give a try.

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this place…

is legit.

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worth every calorie…

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Remarkable.

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Content… is a lot like Food.

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We are all now runningContent Kitchens.

What’s going out your kitchen doors?

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Content Kitchen Prep. .

@Connect

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Wino

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Simplify

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4Stand Out

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•Oil & Gas online landscape?

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L

l57 s

.

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What does the Oil & Gas social media landscape look like?

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Oil & Gas on social media…

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of the Top 100…here’s how it stacks up.

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Increased interest in visual platforms…

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And industry specific social networks.

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Content Marketing

EN

GA

GE

ME

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PUBLISHING FREQUENCY

“Content marketing is the only marketing left.” - Seth Godin

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But does Content Marketing work for Oil & Gas?

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61% of the Oil & Gas market…is actively looking

for new solution providers.

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These buyers are influenced by vendorsthat display demonstrable knowledge

& expertise in their fields.

(via content)

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87% of B2B buyers…

say CONTENT has an impact on vendor

selection.

p

O

More than 27% say it has a major impact.

!- Social Media Today

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60% of the buyer journey is complete before prospects reach out to vendors.

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!- The Corporate Executive Board

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ContentMarketingInstituteB2B Study

according to the 2014

93%of B2B Marketers

use content marketing.

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Make me care.

!Entertaining

!Informative

!Interesting

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@Connect

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Wino

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Simplify

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4Stand Out

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Why Visual Content Marketing for Oil & Gas?

4 Reasons

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Stand Out

1 Y #1 Visuals filter out content noise.

2,000,000 blog posts a day. !

27,000,000 pieces of content are shared each day.!- AOL / Nielsen

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Stand Out

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90% of the information that comes to the brain is visual.

#1 Visuals filter out content noise.

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Stand Out

1 Y #2 Visual content gets our attention FAST.

Since the year 2000, the average adult attention

span has dropped from :12 seconds to just

:08 seconds. !- Statistic Brain

Visuals are processed

60,000 x faster

than text! !- Zabisco

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Stand Out

1 Y #3 Visuals are naturally interesting.

60-70% of B2B marketing content goes

unused.

!- Sirius Decisions

Articles with compelling images get 94% more

views than those without.

!- Content+

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Stand Out

1 Y #3 Visuals are naturally interesting.

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Stand Out

1 Y #3 Visuals are naturally interesting.

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Simplify

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Visuals simplify our brand message.

Simplify

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The Restaurant Impossible Recipe.

1. Remodel the restaurant.

2. Simplify the Menu.

Simplify

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The Restaurant Impossible Recipe.

Nobody can afford to do it all.

The food is the message.

WHY?

Simplify

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The Restaurant Impossible Recipe.

We need to focus our resources.

Visualizing our brand messages makes them

tangible.

Same thing with our Content Kitchens.

Simplify

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Oil & Gas Communications are Complex.

•text-heavy •data-driven •complex engineering •ever-changing technologies •shifting geologies

•highly regulated •misinformation abounds •Big Crew Change •geo-political pressures

just to name a few!

Simplify

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#1 Visualizing Complexity makes it more Accessible.

Simplify

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#1 Visualizing Complexity makes it more Accessible.

Simplify

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#1 Visualizing Complexity makes it more Accessible.

Simplify

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#2 Resonate with ‘visual shorthand’.

• visual snacks

• 1 compelling idea

• easy to share

Simplify

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#2 Resonate with ‘visual shorthand’.

Simplify

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#2 Resonate with ‘visual shorthand’.

Simplify

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#2 Resonate with ‘visual shorthand’.

Simplify

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#3 Visuals can simplify potential.

Simplify

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#3 Visuals can simplify potential.

@Connect

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Visuals help our brands Connect.

If people aren’t talking about you, they aren’t talking about you for a reason.

They’re not talking about you - because you’re boring.

- Seth Godin

@Connect

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So is Oil & Gas boring?

Only if our communications are boring.

@Connect

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So is Oil & Gas boring?

•We have some of the most engaging stories to tell!

No way!

•We are powering American prosperity!

•We should be proud to tell these stories…

and make it as visually engaging as possible!

@Connect

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Visual Content shows personality.

Interesting Content is a top reason people

follow brands on social media.

!- Content+

Emotional marketing messages are

TWICE as effective as promotional ones. !- The Corporate Executive Board

@Connect

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Visuals can Connect…with feelings and attitudes.

@Connect

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Visuals can Connect…with core brand values and beliefs.

@Connect

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Visuals can Connect…with your audience’s language.

@Connect

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Visuals can Connect…with your people & stories.

@Connect

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Visual content Connects your…

Ideas Personality

Values

Faster than just about anything else.

Wino4

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Visual content helps you Win.

Content marketing costs 62% less than traditional

marketing and generates about 3x as many leads.- Demand Metric

Wino4

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Do you rent or OWN their attention?

PAID MEDIA

OWNED MEDIA

EARNED MEDIA

Audience Conversation

Content

Decrease reliance and

spend on paid media

Increase organic presence in earned media

Wino4

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How do visuals build owned media?

Z

?

W

@@

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WIN ATTENTION

INCREASE BRAND AWARENESS

REALIZE TRUE ENGAGEMENT

BUILD AN INTERESTED AUDIENCE (which now seeks your brand content)

ADJUST MEDIA SPEND OVER TIME

Wino4

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How does visual content impact website traffic?

Brand publishers who use infographics realize 12% more traffic than

those who don’t.

Posts with videos attract 3x more inbound links than plain text posts

attract.

Wino4

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How does visual content impact website traffic?

Viewers spend 100% more time

on pages with videos.

Including a photo or video in a press release

increases views by over 45%.

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@Connect

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Wino

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Simplify

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Why Visual Content Marketing for Oil & Gas?

4 Reasons

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Visual Menu Options for your Content Kitchen.

IMAGES

Memes

Photos

Illustrations

Comics

User Generated

INFOGRAPHICS

Mini-Graphics

Social Graphic Campaigns

Narrative Infographics

Data Visualization

Interactive Infographics

PRESENTATION

Slideshows

Case Studies

Reports

eBooks

White Papers

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Visual Menu Options for your Content Kitchen.

VIDEO

Demos

Short-form Video

Interviews

Commercials

Long-form Video

OTHER VISUALS

Animated GIFS

Cinemagraphs

Explainer Videos

Quizzes

Surveys

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My recipe for Content Success:

Be interesting.

Be visual.

Be consistent.

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Thanks for your Attentionfollow me @billrothcreates

Bill Roth Founder & CEO Industry Infographics Denver, CO 720-282-9450

@billrothcreates