Pubcon Austing 2015 presentation on "Why Visual Content Works" and trends of content marketing in 2015

1. @matt_siltala

2. @matt_siltala
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@matt_siltala

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@matt_siltala

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@matt_siltala

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@matt_siltala

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@matt_siltala
Your audience
Your message

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● 90% of information submitted to the
brain is visual
● Visual images process 60,000 times
faster {we are talking in nano
seconds here, but still…}
● 40% of people respond to visual
information over print
● For the rest, visual
information reinforces
the message
@matt_siltala
65% of the population are visual
learners-pictures reinforce text
Videos on landing pages
increase conversions by 90%
Posts with visuals receive 94%
more page visits and
engagement
60% of consumers are more
likely to click on a business
whose images appear in search
results

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@matt_siltala
90%
of information
submitted to the
brain is visual
Visual images process
60,000
times faster
(we are talking in nano seconds
here)
40%
of people
respond to visual
information over print
Visual information
reinforces the
message

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@matt_siltala
Humans are not
for written language.
.
Says neuroscience and reading
researcher, Maryanne Wolf

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@matt_siltala

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@matt_siltala
65%
of the population
are visual learners-
pictures reinforce
text

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@matt_siltala
Videos on landing
pages increase
conversions by
86%

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@matt_siltala
Posts with visuals
receive
94%
more page visits
and engagement

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@matt_siltala
We’ve actually
developed a
language
of images

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@matt_siltala

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@matt_siltala

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@matt_siltala
complex
judgements and
analyses are going
on

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@matt_siltala
complex
judgements and
analyses are going
on
Your audiences are
sophisticated

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@matt_siltala

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@matt_siltala
They are engaged

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@matt_siltala
They like to contribute
and share content

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@matt_siltala
Social Media allows
a platform to engage
with others

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@matt_siltala
Visual content is important in
their lives (photo and video)

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@matt_siltala
70,000,000
Pinterest Users
(most are women in the US)
Pinterest’s numbers
aren’t public

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@matt_siltala
60,000,000
Photos shared
every day
300,000,000
Instagram
Users
200,000,000
Active monthly
users

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@matt_siltala
216.7 MILLION
Blog posts
120% INCREASE
in active users
on Tumbler
(from May to Nov 2014)
99.7 BILLION
Blog posts
(as of Dec 28, 2014)

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@matt_siltala
120%
45%
57%
111%
64%
36%
27%
54%
26%
18%
13%
25%
16%
12% 6% 2%
Growth in
members
Growth in
Active users

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@matt_siltala

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@matt_siltala
Before After

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@matt_siltala

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@matt_siltala
Sharp, interesting
images

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@matt_siltala
Bright colors,
sharp contrast or
stylized images

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@matt_siltala
White background
with a clean subject
is most visible

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@matt_siltala
Have a good
graphic designer.
It saves time in
The long run!

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@matt_siltala

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@matt_siltala
…gives them
a main idea
Good visual content…
…gets to the
punch line
…saves your
audience time by
highlighting
important info
…simplifies
complex info

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@matt_siltala

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@matt_siltala
…know your
audience
…find their
niche
…be social …include
valuable
content

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@matt_siltala
Keep track of
data
Surveys Call them
Thank them
Know your audience

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@matt_siltala
• Tumblr is emerging as a formidable social media site
for marketing
• Fastest growing in new active users
• Perfect for multimedia and visual posts
• Visuals with short text are key
• Create a Tumblr blog focused on the same interests as
your potential customers
• Follow users with the same interest as your
business/Tumblr blog
• Easier to gain a following by following others first
Find their niche

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@matt_siltala
“I’m in a chillin’ mood today.
Found it here (link).”
Pictures of products are a
natural fit on Tumblr

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@matt_siltala
• Social media interactions should focus on
the SOCIAL
• Social media is a platform for connection
and conversation
• Interesting and relevant visual content on
social media gets you noticed
Be Social

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@matt_siltala
Because you’ve taken time to get to know
your audience, you know what is valuable to
them:
• funny
• thought-provoking
• useful
• discounts
Include valuable content

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@matt_siltala
A picture is worth a thousand words...
...just don’t forget the caption!

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@matt_siltala
• The visual content draws your audience
in
• The text keeps them engaged
• People always look for the caption to tell
them what they are seeing
• Fabulous Headlines are essential
• Interesting copy is a must--even if it just
gets skimmed
Visual content works
with copy

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@matt_siltala
• Make a connection
• Encourage comments
• Encourage shares-fun
content people want to bond
over
• Call to action

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@matt_siltala
A simple call to action helps YOU pinpoint what your
goal is with visual content and helps your AUDIENCE
(potential customers) know how to respond:
• Share your own adorable pet photo
• What’s your favorite cat?
• Know someone who’d like this article?
Share it!
• Follow us on ____
• Buy now and save $___
Call to action

49. @matt_siltala