1. IF CONTENT ISKING, VISUALCONTENT ISQUEENUSING VISUAL CONTENT STRATEGY TOIMPROVE CUSTOMER ENGAGEMENT2014 IABC HERITAGE REGION CONFERENCEAndrea M. Naddaff, PartnerOctober 20, 2014

2. AGENDA Content Strategy Overview Facts & Fiction Visual Content Case Studies Key Take Aways Q & A 3. IF CONTENT IS KING, VISUAL CONTENT IS QUEENWHAT DOES CONTENTMARKETING MEAN TO YOU?HOW MANY OF YOU HAVEADOPTED A CONTENTMARKETING STRATEGY? 4. IF CONTENT IS KING, VISUAL CONTENT IS QUEENContent marketing is a marketingtechnique of creating and distributingvaluable, relevant and consistentcontent to attract and acquire a clearlydefined audience with the objective ofdriving profitable customer action. 5. IF CONTENT IS KING, VISUAL CONTENT IS QUEENTOP GOAL OF CONTENTMARKETING IS TO DRIVEBRAND AWARENESS&BRAND ENGAGEMENT. 6. IF CONTENT IS KING, VISUAL CONTENT IS QUEENSO WHAT IS CONTENT?IPCVnDMoAVtioaseduiuntcudrsadataaeeiscicloonttitve 7. IF CONTENT IS KING, VISUAL CONTENT IS QUEENCONTENTCLUTTERFATIGUE 8. THE FACTSCONTENT MARKETING 9. THE FACTS CONTENT MARKETING27 MILLIONpieces of contentare generatedand shared daily 10. THE FACTS CONTENT MARKETING5 EXABYTESof online content iscreated each day3 BILLIONGoogle searchesconductedeach day300 MILLIONnew photos arepublished onFacebook each day175 MILLIONtweets arepublished onTwitter each day1 MILLIONhours of videocontent is uploadedon YouTube each day 11. THE FACTS CONTENT MARKETING93% of marketingorganizations willutilize content as thecenterpiece of theirbranding strategy andspend more than$130 billion to do so.7%93% 12. THE FACTS CONTENT MARKETING60% of peopleare inspired toseek out abrand afterengaging withcontent about it.60%40%70% of peoplewould ratherlearn about abrand througharticles thanan ad.70%30%18% 82% of people feel82%more positivelyabout a brandafter exposure torelated customcontent.78% of customersreport perceivinga relationshipbetweenthemselves andbrands usingbranded content.78%22% 13. THE FACTS CONTENT MARKETINGContent marketing is62% less expensivethan traditionalmarketing &generates roughly3 times as many leads. 14. THE FACTS CONTENT MARKETINGWithin companies, the two functions mostlikely to be outsourced are:WRITING: 64%DESIGN: 54% 15. THE FACTS CONTENT MARKETINGBiggest challenge withinorganizations is producingthe right kind of content thatengages (for big companies)and lack of time (for smallcompanies) 16. THE FICTIONCONTENT MARKETING 17. THE FICTION CONTENT MARKETINGOnly 42% of CMOs reporttheir content strategy isperforming effectively. 18. THE FICTION CONTENT MARKETINGWHY? 19. THE FICTION CONTENT MARKETINGIPCVnDMoAVtioaseduiuntcudrsadataaeeiscicloonttitve 20. THE CONTENTCLUTTER 21. THE CONTENT CLUTTER 22. THE CONTENT CLUTTERContent marketing is a marketingtechnique of creating and distributingvaluable, relevant and consistentcontent to attract and acquire a clearlydefined audience... 23. THE CONTENT CLUTTERHOWPEOPLEENGAGEWITHCONTENTHOWCONTENTISACTUALLYDELIVEREDvs. 24. THE CONTENT CLUTTEROn average, peoplecheck theirsmartphones150 times a day44% of consumersdid their holidayshopping online in2013. 25. THE CONTENT CLUTTERYet only 7% of Fortune 1000 websitesand 9% of the 100 Etail sites areresponsive websites30% of Fortune 500 still have no socialmedia presence. 26. THE RULES 27. THE RULES1. KNOW YOUR AUDIENCE Research Audience Personas 28. AUDIENCE PERSONASWhat are personas? Hypothetical archetypes of actual users. Represent sets of shared goals andbehaviors, not every potential site user. Provide context and motivation regardinggoals, behaviors and beliefs.How do we create personas? Based on interviews, workshops andresearch. Identify key attributes and attitudes.Synthesize shared goals and behaviors.How do we use personas? Helps us brainstorm and prioritize contentand features for communications. Allows us to imagine scenarios. 29. AUDIENCE PERSONAS The personas can and should be usedfor the development of allcommunications and marketingmaterials including targeted microsites,portals, print pieces, email campaigns,etc. The personas can and should beaugmented in the future with newresearch or to show the personasrelationship to new communicationschannels. 30. AUDIENCE PERSONASCriteria for evaluating user personasDo the individuals feel real? Are any of the attributesor behaviors off base?Are the individuals aspirations and goalsappropriate?Are your organizational goals for each persona ontarget? Are they prioritized appropriately? 31. AUDIENCE PERSONASWays to present personas:Trading Cards Posters Monthly orWeeklyPersonaEmails withFactoids 32. AUDIENCE PERSONASSummary of 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 inPsychology 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 33. THE RULES2. DEVELOP A VISUALCONTENT STRATEGYThe human brainengages with visualcontent 60,000 timesfaster than text, yetmost contentgeneration still focuseson the written word. 34. THE RULES8 REASONS WHY VISUALS WORK:1. 90% of informationtransmitted to thebrain is visual.2. Videos onlanding pagesincreaseaverageconversionrates by 86%. 35. THE RULES8 REASONS WHY VISUALS WORK:3. Visual content issocial-media-readyandsocial-media-friendly.4. Businesseswho useinfographicsgrow in traffican average of12% morethan thosewho dont. 36. THE RULES8 REASONS WHY VISUALS WORK:5. Posts withvisuals receive94% more pagevisits andengagementthan thosewithout.6. 60% ofconsumers aremore likely toclick on abusinesswhose imagesappear insearch results. 37. THE RULES8 REASONS WHY VISUALS WORK:7. 67% ofconsumersconsider cleardetailed imagesto carry moreweight thanproductinformation orratings.8. Visuals show yourproducts withouttelling peopleabout them. 38. Be mindful when it ismore effective to showrather than say Pictures take a directroute to our long termmemory. Not only do weprocess them rapidly,but they stay with us. 83% of human learningtakes place visually.THE RULES 39. THE RULES People remember 10% of what theyhear, 20% of what they read, and 80%of what they see and experience. 40. THE RULES Articles with images get 94% moreviews than those without. 41. THE RULES Publishers who use infographicsgrow in traffic an average of 12%more than those who dont. 42. Posts with videos attract 3xmore inbound links than plaintext posts. Another recent survey doneby The Economist Groupasked What was the bestcontent of 2013?THE RULES 43. THE TOPINFOGRAPHIC 44. TOP ONLINE FINDINGSTOP INFOGRAPHICwas created by Charles Joseph Minard in 1862depicting Napoleons invasion of Russia in 1821. 45. THE TOPFACEBOOK POST 46. TOP ONLINE FINDINGSTOP FACEBOOK POSTBarack Obama, Nov. 2012 -- With more than 2.1 millionlikes, this Barack Obama photo captioned "Four moreyears." is the most-liked Facebook photo of all time 47. THE TOPPODCASTBLOGWEBSITE 48. TOP ONLINE FINDINGSTOP PODCASTThis American Life1 million+ downloads a weekTOP BLOGHuffington Post110,000,000 unique monthly visitorsTOP WEBSITEGoogleEst. 1,100,000,000 unique monthly visitors 49. THE RULESJUST BECAUSEITS VISUAL, ITDOESNT MEANITS GOOD. 50. THE RULESCREATE GOODVISUAL CONTENT. 51. THE RULESGOOD VISUAL CONTENT Unique, memorable, relevant Relates to brand goals Balances well with other content Device-friendly and functional 52. THE RULES 53. THE RULESHow many times have youseen this shot? 54. THE RULESOr this one? 55. THE RULESAnd this one? 56. THE RULESSome interesting waysweve treated ourclients content 57. ABOUT COREY 58. WHAT WE DOWe help organizations attract and engage theiraudiences through creating clear, distinctive andmeaningful brand messages and experiences. 59. WHO WE AREWe help organizations attract and engage theiraudiences through creating clear, distinctive andmeaningful brand messages and experiences.And we promise a lotof fun along the way. 60. ISIS PARENTING 61. ISIS PARENTING 62. BOSTON UNIVERSITY ACADEMY 63. LIBERTY MUTUAL VANTAGECOMP 64. LIBERTY MUTUAL VANTAGECOMP 65. SUSTAIN MAGAZINE 66. SUSTAIN MAGAZINE 67. THE HOME FOR LITTLE WANDERERS 68. COREY NEWSLETTER 69. KEY TAKE AWAYS 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 70. Content Marketing Institute & Marketing Prof:B2Bresearch2014cmi 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 71. IF CONTENT IS KING, VISUAL CONTENT IS QUEENTHANK YOU