Visual Content Strategy: Harnessing Global Content to Tell Stories Around the World - BDI 4/10 Visual Content Marketing & Communications Summit

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This document discusses harnessing global visual content to tell marketing stories around the world. It recommends determining the story to tell based on global consumers and creating compelling visual content that can be distributed across platforms. The content should be a mix of lifestyle/beauty information and promotions, with the goal of increasing brand awareness, consideration, engagement and purchases. Platform-specific content examples are provided, along with tips on creating a global content strategy to reach key performance indicators.

Business Technology

VISUAL CONTENT
MARKETING:
HARNESSING GLOBAL CONTENT TO
TELL STORIESAROUND THE WORLD
April 10, 2014
Christa Bukowski
Global Manager, DigitalContent Strategy

2|
Harnessing Global
Content
1. Who Are Your Global Consumers
2. What is the Story You Want to Tell
3. Create Compelling Visual Content That Does
Not Limit
4. Determine the Best Platforms to Tell Your
Story.
5. Create a Strategic Communication Plan.

5|
We’re Hardwired for
Visual
Spain
Population:
46.7 M
70%
Of ad impressions are mobile
67%
Of online consumers say clear
photos had an impact over
product information and
customer ratings.
70%
More pages per visit when
browsing with a tablet
compared to a smartphone

6|
We’re Using Devices
Conducive to Visual All
Day

7|
Creating Visual
Content Campaign
Strategy

9|
The Story: Subtle Edge,
Runway to Reality

10|
Our Strategy: Align
with Key KPIs
Acquisition & Reach
Engagement
Conversion
Awareness
Consideration
Purchase
Loyalty
CONTENT MIX GOALS CONSUMER BEHAVIOR
80%
Desired content:
Lifestyle, Beauty,
Trends,
Community
Outreach, Fan
Recognition
20%
Promotions, Offers,
Sales etc.

13|
Platform Specific
Content
Become a Lifestyle
Authority
Become a Lifestyle
Authority
Be a Source of
Entertainment
Stylized Product Trend /
Shot Mani Monday
hot
Product Shots BTS
Tutorial Campaign
Related
How to: Get the BTS
Look

16|
Making a Global
Content Strategy Work

19|
Tip
You can’t just ask customers what they
want and then try to give that to them.
By the time you get it built, they’ll want
something new.
(Steve Jobs)

20|
Recap
2.
Create A Story that has Global
Appeal
1.
Know Your Customers Before You
Start Your Story
3.
Create Compelling Visuals and
Deliver on the Appropriate
Platform
4.
Strategically Communicate Your
Content to help reach your KPIs

21|
Questions?
Thank You!
Christa Bukowski
Global Manager, Digital Content
Strategy
christa.bukowski@avon.com
www.linkedin.com/in/christabukowski

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