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Visual Content Framework
© 2013 www.r2integrated.com | info@r2integrated.com
How to use this document
The guidance below maps to the sections in the template.
• Adapt audience phases to your business
• Mindsets: Use existing audience research or fill out this section using your
own customer insights
• Visual Content Types: Assess and review available content and ID the
content needed
• Amplification Channels: Fill in the appropriate channels to reach new
customers
3. 33
Visual Content Framework
© 2013 www.r2integrated.com | info@r2integrated.com
Lifecycle Stage Awareness Acquisition Engagement Loyalty
Customer
Mindset
Considerations:
• What are the key
benefits of this
product/service?
• How does this
product/service
compare to
competitors?
• Is this product the right
fit for my needs?
• What do others think of
the product?
Considerations:
• How do I get started?
• How do I get the most
from the
product/service?
• Is there any educational
material available?
• What type of support is
available?
Considerations:
• How do I learn about
value added features
and benefits?
• What’s new with the
product/service?
• How are others using
the product/service?
Considerations:
• How do I share my
satisfaction with the
product/service?
• How can I be
recognized as an
expert/advocate?
• Are there benefits to
advocating the product
or service?
Visual Content
Types
Content ideas
• Demo videos
• Graphical tutorials
• Comparative benefits infographics
• Video testimonials
• High quality product/service/team photos
• Relevant memes
• Whiteboard sketches
• Branded illustrations
Amplification
Channels
Determine which channels are most relevant for communicating specific messages during each stage of the lifecycle.
For example, in the Awareness phase, a combination of social, email and paid ad campaigns would serve best to
reach a broad base of unknown targets. Post-Acquisition, content can be shared via email, social, or customized
loyalty channels to reach known customers.
4. 44
Visual Content Framework
© 2013 www.r2integrated.com | info@r2integrated.com
Lifecycle Stage Awareness Acquisition Engagement Loyalty
Customer
Mindset
Visual Content
Types
Amplification
Channels