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
1
2
3
4
5
6
7
#cmworld
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
#cmworld
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."
#cmworld
Words + Pictures
#cmworld
Before Text….
#cmworld
Tell a Story with Words + Pictures1
#cmworld
My Confession
Comics
#cmworld
I Write Comics
#cmworld
And 5 Educational Books…
#cmworld
Words +Pictures
#cmworld
Words +Pictures
Words
Pictures
Words
Words
PicturesWords
Words
Words
Words
#cmworld
Differences HeroSpace
#cmworld
Differences Superhero Space
HeroSpace
#cmworld
Differences
Housekeeping and Navigation
Turn the page!
Housekeeping and Navigation
Click here!
#cmworld
Wordsas Art
#cmworld
Words + Art
#cmworld
Go beyond your Logo2
#cmworld
Your Logo Is Not Your Product.
Your Product Is Your Product.
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
Make the Invisible Visual3
#cmworld
Content optimized for search enginesis not necessarily optimized for sharing
#cmworld
Paste intoPinterest
#cmworld
Brands Share Value Through Images
Sites with value-added content may not realize full benefit of assets• Charts
• Graphs
• Presentations
#cmworld
Infographics Propel Data
#cmworld
Paste intoPinterest
#cmworld
Seed the User Journey4
#cmworld
Seeker Considerer Active Solution
#cmworld
Seeker Considerer Active Solution
Brand Message
#cmworld
Seeker Considerer Active Solution
Cont
ent
Cont
ent
Cont
ent
Brand Message
#cmworld
Seeker Considerer Active Solution
Cont
ent
Cont
ent
Cont
ent
Brand Message
KPI KPI KPI KPI KPI
#cmworld
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
#cmworld
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
#cmworld
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
#cmworld
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
#cmworld
Give Evangelists Something to Evangelize5
Content is Liquid
#cmworld
Links are Socially Validated
#cmworld
No More HowlingGet help for your lunar lycanthropy symptoms!
Lycanthrian Saved My Life!
#cmworld
#cmworld
#cmworld
Preparing for Visual Content
•Logos•Graphics•Data• Image replacement•Viral content seeding
#cmworld
What This Means to You
#cmworld
Optimize Your Visual Content6
#cmworld
67 Camaro SS
#cmworld
Meta Tag!You’re It!
In HTML:
<img src=“car.JPG" alt=“1967 Camaro SS">
In File Properties:
#cmworld
Meta Tag!You’re It!
In HTML:
<img src=“car.JPG" alt=“1967 Camaro SS">
In File Properties:
#cmworld
Image Results
#cmworld
GoogleImageSearch
#cmworld
#cmworld
Tesla x3
#cmworld
Control the Eye on the Page7
#cmworld
Eye Tracking: F vs Z
F - Pattern Z - Pattern
1 2
3
#cmworld
Eye Tracking: F vs Z
F - Pattern Z - Pattern
1 2
3
#cmworld
Z-Pattern Up Close (Less is More)
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
Inverted Pyramid Content Formula
KPI
Who
Where When
How
User Journey
Why
Consider
What
#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
1
2
3
4
5
6
7
#cmworld
Make content1/2
#cmworld
Thank you.Buddy Scalera, Ogilvy
CommonHealth Worldwide@MarketingBuddy
#cmworld#makingcontent
Recommended
