Embed Size (px)
DESCRIPTION
It’s no secret. Content is King in the world of branding. But, this is also a time in which digital brands compete with Twitter, Instagram and Vine for online user engagement. The key to competing effectively for the hearts and minds of users is Visual Content. Images and video have the power to capture and hold the attention of your audience, generate mindshare, and support and enhance brand messaging. Kitten videos are not the answer. This highly interactive session discusses the essential elements of winning visual content strategies and provides examples of strategies that have engaged users, developed new customers, and advanced brands. Organizations that leverage visual content in their digital branding realize big returns including more readers, more leads, and an increase in customers. This makes tremendous sense when you consider user engagement results in conversions. Case in point: Viewers spend 100% more time on pages with videos on them, and are 85% more likely to purchase a product after watching a product video.
Citation preview
IF CONTENT IS
KING, VISUAL
CONTENT IS
QUEENUSING VISUAL CONTENT STRATEGY TO IMPROVE CUSTOMER ENGAGEMENT
2014 IABC HERITAGE REGION CONFERENCE
Andrea M. Naddaff, Partner
October 20, 2014
Content Strategy Overview
Facts & Fiction
Visual Content
Case Studies
Key Take Aways
Q & A
AGENDA
WHAT DOES CONTENT
MARKETING MEAN TO YOU?
IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
HOW MANY OF YOU HAVE
ADOPTED A CONTENT
MARKETING STRATEGY?
“Content marketing is a marketing
technique of creating and distributing
valuable, relevant and consistent
content to attract and acquire a clearly
defined audience – with the objective of
driving profitable customer action.”
IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
TOP GOAL OF CONTENT
MARKETING IS TO DRIVE
BRAND AWARENESS
&
BRAND ENGAGEMENT.
IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
SO WHAT IS CONTENT?
IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
VideoAudioDataPodcastVisualMusicInteractiveContent
CONTENT
CLUTTER
IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
CONTENT
FATIGUE
THE FACTS
CONTENT MARKETING
THE FACTS – CONTENT MARKETING
27 MILLION
pieces of content
are generated
and shared daily
THE FACTS – CONTENT MARKETING
5 EXABYTES
of online content is created each day
3 BILLIONGoogle searches
conductedeach day
300 MILLIONnew photos are published on
Facebook each day
175 MILLION tweets are
published on Twitter each day
1 MILLIONhours of video
content is uploaded on YouTube each day
93% of marketing
organizations will
utilize content as the
centerpiece of their
branding strategy and
spend more than
$130 billion to do so.
THE FACTS – CONTENT MARKETING
93%
7%
60% of people
are inspired to
seek out a
brand after
engaging with
content about it.
THE FACTS – CONTENT MARKETING
60%
40%
70% of people
would rather
learn about a
brand through
articles than
an ad.
70%
30%
82%
18% 82% of people feel
more positively
about a brand
after exposure to
related custom
content.
78% of customers
report perceiving
a relationship
between
themselves and
brands using
branded content.
78%
22%
Content marketing is
62% less expensive
than traditional
marketing &
generates roughly
3 times as many leads.
THE FACTS – CONTENT MARKETING
Within companies, the two functions most
likely to be outsourced are:
WRITING: 64%
DESIGN: 54%
THE FACTS – CONTENT MARKETING
Biggest challenge within
organizations is producing
the right kind of content that
engages (for big companies)
and lack of time (for small
companies)
THE FACTS – CONTENT MARKETING
THE FICTION
CONTENT MARKETING
Only 42% of CMOs report
their content strategy is
performing effectively.
THE FICTION – CONTENT MARKETING
WHY?
THE FICTION – CONTENT MARKETING
THE FICTION – CONTENT MARKETING
VideoAudioDataPodcastVisualMusicInteractiveContent
THE CONTENT
CLUTTER
THE CONTENT CLUTTER
“Content marketing is a marketing
technique of creating and distributing
valuable, relevant and consistent
content to attract and acquire a clearly
defined audience...”
THE CONTENT CLUTTER
HOW
PEOPLE
ENGAGE
WITH
CONTENT
THE CONTENT CLUTTER
HOW
CONTENT
IS
ACTUALLY
DELIVERED
vs.
On average, people
check their
smartphones
150 times a day
THE CONTENT CLUTTER
44% of consumers
did their holiday
shopping online in
2013.
THE CONTENT CLUTTER
Yet only 7% of Fortune 1000 websites
and 9% of the 100 Etail sites are
responsive websites
30% of Fortune 500 still have no social
media presence.
THE RULES
1. KNOW YOUR AUDIENCE
Research
Audience Personas
THE RULES
AUDIENCE PERSONAS
What are personas?• Hypothetical archetypes of actual users.
• Represent sets of shared goals and behaviors, not every potential site user.
• Provide context and motivation regarding goals, behaviors and beliefs.
How do we create personas?• Based on interviews, workshops and
research.
• Identify key attributes and attitudes. Synthesize shared goals and behaviors.
How do we use personas?• Helps us brainstorm and prioritize content
and features for communications.
• Allows us to imagine scenarios.
• The personas can and should be used for the development of all communications and marketing materials including targeted microsites, portals, print pieces, email campaigns, etc.
• The personas can and should be augmented in the future with new research or to show the persona’s relationship to new communications channels.
AUDIENCE PERSONAS
Criteria for evaluating user personas
•Do the individuals feel real? Are any of the attributes
or behaviors off base?
•Are the individuals’ aspirations and goals
appropriate?
•Are your organizational goals for each persona on
target? Are they prioritized appropriately?
AUDIENCE PERSONAS
Ways to present personas:
AUDIENCE PERSONAS
Trading Cards Posters Monthly or
Weekly
Persona
Emails with
Factoids
Summary of personas
AUDIENCE PERSONAS
• Guang Gold
• Young Alumnus, 2 Years Out (Persona #1)
• 24, male, single. BS in Information Systems and Accounting.
• Lives in Allston, MA
• Terri Transitional Gold
• Young Alumna B, 9 Years Out from MBA (Persona #2)
• 37, female, married, no children. MBA from Carroll School of Management, BA in Psychology from NYU
• Lives in Los Angeles, CA
• Francine Family
• Young Family Alumna, 22 Years Out (Persona #3)
• 43, female, married, 4 children. BA Applied Psychology and Human Development.
• Lives in Altoona, PA
2. DEVELOP A VISUAL
CONTENT STRATEGY
THE RULES
The human brain
engages with visual
content 60,000 times
faster than text, yet
most content
generation still focuses
on the written word.
THE RULES
8 REASONS WHY VISUALS WORK:
1. 90% of information
transmitted to the
brain is visual.
2. Videos on
landing pages
increase
average
conversion
rates by 86%.
THE RULES
8 REASONS WHY VISUALS WORK:
3. Visual content is
social-media-
ready and
social-media-
friendly.
4. Businesses
who use
infographics
grow in traffic
an average of
12% more
than those
who don’t.
THE RULES
8 REASONS WHY VISUALS WORK:
5. Posts with
visuals receive
94% more page
visits and
engagement
than those
without.
6. 60% of
consumers are
more likely to
click on a
business
whose images
appear in
search results.
THE RULES
8 REASONS WHY VISUALS WORK:
7. 67% of
consumers
consider clear
detailed images
to carry more
weight than
product
information or
ratings.
8. Visuals show your
products without
telling people
about them.
Be mindful when it is
more effective to show
rather than say
Pictures take a direct
route to our long term
memory. Not only do we
process them rapidly,
but they stay with us.
83% of human learning
takes place visually.
THE RULES
People remember 10% of what they
hear, 20% of what they read, and 80%
of what they see and experience.
THE RULES
Articles with images get 94% more
views than those without.
THE RULES
Publishers who use infographics
grow in traffic an average of 12%
more than those who don’t.
THE RULES
Posts with videos attract 3x
more inbound links than plain
text posts.
Another recent survey done
by The Economist Group
asked “What was the best
content of 2013?”
THE RULES
THE TOP
INFOGRAPHIC
TOP ONLINE FINDINGS
TOP INFOGRAPHIC was created by Charles Joseph Minard in 1862
depicting Napoleon’s invasion of Russia in 1821.
THE TOP
FACEBOOK POST
TOP ONLINE FINDINGS
TOP FACEBOOK POSTBarack Obama, Nov. 2012 -- With more than 2.1 million
likes, this Barack Obama photo captioned "Four more
years." is the most-liked Facebook photo of all time
THE TOP
PODCAST
BLOG
WEBSITE
TOP ONLINE FINDINGS
TOP PODCASTThis American Life1 million+ downloads a week
TOP BLOGHuffington Post110,000,000 unique monthly visitors
TOP WEBSITEGoogleEst. 1,100,000,000 unique monthly visitors
JUST BECAUSE
IT’S VISUAL, IT
DOESN’T MEAN
IT’S GOOD.
THE RULES
CREATE GOOD
VISUAL CONTENT.
THE RULES
GOOD VISUAL CONTENT
• Unique, memorable, relevant
• Relates to brand goals
• Balances well with other content
• Device-friendly and functional
THE RULES
THE RULES
THE RULES
How many times have you
seen this shot?
THE RULES
Or this one?
THE RULES
And this one?
Some interesting ways
we’ve treated our
clients’ content…
THE RULES
ABOUT COREY
WHAT WE DO
We help organizations attract and engage their
audiences through creating clear, distinctive and
meaningful brand messages and experiences.
WHO WE ARE
We help organizations attract and engage their
audiences through creating clear, distinctive and
meaningful brand messages and experiences.
And we promise a lot
of fun along the way.
ISIS PARENTING
ISIS PARENTING
BOSTON UNIVERSITY ACADEMY
LIBERTY MUTUAL – VANTAGECOMP
LIBERTY MUTUAL – VANTAGECOMP
SUSTAIN MAGAZINE
SUSTAIN MAGAZINE
THE HOME FOR LITTLE WANDERERS
COREY NEWSLETTER
Develop a plan and identify metrics
Know your business and brand goals
Know your audience
Inventory your assets and your resources
Tailor your content but remember the rules
Go for good
KEY TAKE AWAYS
Content Marketing Institute & Marketing Prof:B2B research2014cmi
Newstex://newstex.com/2013/11/06/the-cost-of-content-clutter-infographic/
Wishpond: http://blog.wishpond.com/post/70300587846/10-reasons-visual-content-will-dominate-2014
B2B Marketing Insider: http://www.b2bmarketinginsider.com/content-marketing/top-9-videos-from-brands-2013
Content Plus: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/
Hubspot://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx
Kapost: Kapost.com
Nielsen Norman Group: http://www.nngroup.com/articles/image-focused-design/
SOURCES
THANK YOU
IF CONTENT IS KING, VISUAL CONTENT IS QUEEN
