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@BuddyScalera • #CMWorld@BuddyScalera • #CMWorld
Words+Pictures:
A Content Marketer’s Guide
to Visual Storytelling
Buddy Scalera
Content Strategist
BuddyScalera.com
WordsPicturesWeb.com
The
Annotated
Version!
@BuddyScalera • #CMWorld
About The Annotated Version
• This presentation was delivered atthe Content
Marketing World 2015 by Buddy Scalera
• This Annotated Version included modifications to
prepare it for Slideshare and ebooks
• Videos and decks are available atthe official
CMWorld website:
http://www.contentmarketingworld.com/cmworld-
2015-presentation-decks/ Buddy Scalera
Look for these
callouts.
These too.
@BuddyScalera • #CMWorld
Just one more thing…
• The views shared here are my own and do not necessarily
reflect the views and opinions ofmy employer,my
collaborators,or ContentMarketing World
• I’ve made reasonable attempts to credit graphics and other
contributions,but if I have missed something,please contact
me directly at my website
Buddy Scalera Michelle Killebrew
Website: BuddyScalera.com | Blog: WordsPicturesWeb.com
+
Slideshare.net/buddyscalera
Instagram.com/buddyscalera/
Comic books are visual storytelling and we can learn a lot from sequential art narratives.
I’ve written a few
comics. Some are
better than others.
@BuddyScalera • #CMWorld
Educational books can be found at http://www.comicbookschool.com
And Educational Books…
http://www.comicbookschool.com
@BuddyScalera • #CMWorld@BuddyScalera • #CMWorld
Words + Pictures
@BuddyScalera • #CMWorld
Thanks, good night!
Too many marketers
think that an
infographic is all they
need to have a visual
content strategy.
@BuddyScalera • #CMWorld
Wait!
We know that
there’s more to it
than that.
@BuddyScalera • #CMWorld
Infographics:
The Best and Worst
Thing to Happen to
Marketing
@BuddyScalera • #CMWorld
Infographics are to marketers
what babies are to awwww….
Cute in small
doses.
@BuddyScalera • #CMWorld
You can have too
much of a good
thing.
@BuddyScalera • #CMWorld
Infographics
CAN Be
Stories...
But They
Aren’t Always
Stories
Infographics designed by
Ivan Ruiz. Find them at:
http://www.slideshare.net/Iv
anRuiz24
@BuddyScalera • #CMWorld
Because…
…that’s why.
@BuddyScalera • #CMWorld@BuddyScalera • #CMWorld
Act 1: Storytelling for Marketers
@BuddyScalera • #CMWorld
Story is not an
autobiography
about your brand
@BuddyScalera • #CMWorld
Your brand can be a plot point
but…
It’s their story.
…as in your target
customer/user.
@BuddyScalera • #CMWorld
Your visual content strategy is like any other part of your digital strategy. Content
marketing should always map to a user journey.
Your Customer’s Journey
User Journey
Your target user is on a
journey called Life.
@BuddyScalera • #CMWorld
Conflict = Story
What they
need
User Journey
Your target user meets
an obstacle, which
creates a conflict.
@BuddyScalera • #CMWorld
Conflict Resolution
What they
need
What you
have
User Journey
If your
product/service/solutio
n helps solve this
conflict…
@BuddyScalera • #CMWorld
The Story Continues
What they
need
What you
have
User Journey User Journey Continued…
…the user journey
continues.
@BuddyScalera • #CMWorld
Why Visual Stories?
Because the web is a
mostly visual medium.
@BuddyScalera • #CMWorld@BuddyScalera • #CMWorld
Act 2: Evolution
@BuddyScalera • #CMWorld
Grok
During this part of the
presentation, things get
meta. I tell a story about
storytelling. Grok is my lead
character and he is the first
health educator.
Grok and related characters
are © 2012 Buddy Scalera
& Pat Quinn. Do not use
without permission.
Pat Quinn:
http://patquinn.blogspot.com/
Part of this story has been
edited, so it doesn’t spoil
the experience for the
people who haven’t seen
it presented live yet.
@BuddyScalera • #CMWorld
Grok had a problem –
People kept eating the
wrong berries. Some would
get sick, others
would die.
@BuddyScalera • #CMWorld
Grok could tell people
which berries, but they
would forget
@BuddyScalera • #CMWorld
Grok	
  had	
  an	
  idea.	
  
Draw	
  it	
  on	
  the	
  cave	
  
wall.	
  
Good	
  berry,	
  bad	
  
berry.
@BuddyScalera • #CMWorld
The	
  strategy	
  worked.	
  
Grok’s	
  people	
  learned	
  
the	
  good	
  berries	
  from	
  
the	
  bad	
  berries.	
  They	
  
stopped	
  dying	
  from	
  
this	
  very	
  preventable	
  
mistake.
@BuddyScalera • #CMWorld
With	
  this,	
  Grok	
  
became	
  the	
  very	
  first	
  
public	
  health	
  official.
@BuddyScalera • #CMWorld
The	
  Gud	
  Berries	
  seal	
  
of	
  approval.
@BuddyScalera • #CMWorld
Grok	
  had	
  a	
  new	
  challenge.	
  
How	
  to	
  spread	
  his	
  health	
  
message	
  to	
  an	
  
increasingly	
  large	
  and	
  
spread	
  out	
  tribe?
@BuddyScalera • #CMWorld
How	
  to	
  share	
  a	
  
message.
@BuddyScalera • #CMWorld
Content
is King.
@BuddyScalera • #CMWorld
We have five senses, but we do not use them evenly. Content marketers must
recognize the vision is the most utilized sense on the Internet.
Sight Sound Smell Touch Taste
@BuddyScalera • #CMWorld
For the most part,
the Internet is a
visual experience.
@BuddyScalera • #CMWorld
A significant portion
of the brain is
devoted to visual
processing.
@BuddyScalera • #CMWorld@BuddyScalera • #CMWorld
Act 3: Science
@BuddyScalera • #CMWorld
An MIT study
revealed that our
brains can identify
visual information
incredibly fast.
“The visual system
is very good at
processing
meaning.
“It’s very good at
learning to ignore
things that are
consistently
irrelevant.”
- Dr. Brad Wyble
(Interview 8/11/15)
In the blink of an eye
MIT neuroscientists find the brain can
identify images seen for as little as 13
milliseconds
http://news.mit.edu/2014/in-the-blink-
of-an-eye-0116
Dr. Wyble is super
interesting:
http://wyblelab.com/researc
h
@BuddyScalera • #CMWorld
Visual	
  
Language	
  
of	
  The	
  
Web
One of the most
popular websites
for consumer health
information.
It features a clean, inviting
interface.
@BuddyScalera • #CMWorld
Ignored.
Ignored.
As Dr. Wyble said,
we’re really good at
ignoring stuff that’s
consistently
irrelevant.
@BuddyScalera • #CMWorld
1 5
62
3
4
9
8
10
7
20
24
11
14
12 13
21 27
15
16
18
19
22
37
35
36
54 55
33
44
34
45
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32
28 29 30
25 26
49
58
48
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46
Most people would
agree that WebMD is
a well-designed
website for
consumers.
But we’re asking the
eye to make a lot of
decisions to find what
is really important. In
this “above the fold”
screenshot, there are
61 different things
you can click.
@BuddyScalera • #CMWorld
Symbols
Icons like this make
sense. We can tell
immediately what
they will do.
@BuddyScalera • #CMWorld
Huh?
Others are less
obvious and require a
text description. That
sort of defeats the
purpose of an icon.
Most people would
agree that WebMD is
a reasonably well-
designed website.
And when certain
icons are repeated, it
becomes more
confusing.
Yes, social is
important, but ask
yourself who is going
to share your landing
pages. Is it just visual
noise?
@BuddyScalera • #CMWorld
Choices
There are a lot of
decisions to make
here. This may be
overwhelming.
You probably ignored
the clip art. More
visual noise.
@BuddyScalera • #CMWorld
Visual
Design
Sends a
Message
Make sure you’re
sending the right
message.
@BuddyScalera • #CMWorld
Layouts Have Personality
You can
immediately identify
the consumer
website…
…and the
professional
website for doctors.Next slides: Speed test & word association.
@BuddyScalera • #CMWorldConsumer websites.
@BuddyScalera • #CMWorldProfessional websites.
@BuddyScalera • #CMWorldOld websites.
@BuddyScalera • #CMWorld
Logos	
  Have	
  Personality
@BuddyScalera • #CMWorld
Why do so many infographics have the same
v i s u a l p e r s o n a l i t y ?
If your want to stand out, then
why are you matching the
same vector-based design
style that’s so popular in
infographics?
@BuddyScalera • #CMWorld
It’s okay to use photographs in
your infographics.
It’s okay to use photographs in
your infographics.
It’s okay to use photographs in
your infographics.
It’s okay to use photographs in
your infographics.
@BuddyScalera • #CMWorld
WORDS:	
  
UPPER	
  VS	
  LOWERCASE
It’s more than just
shouty. It’s difficult to
read.
@BuddyScalera • #CMWorld
We don’t read the letters.
We see the shape of the word.
We see words as pictures
based on shapes we’ve
identified and saved in our
memory.
@BuddyScalera • #CMWorld
WE DON’T READ THE LETTERS.
WE SEE THE SHAPE OF THE WORD.
Users read all-caps text about10% slower
than mixed cases, because it is harder for
the eye to recognize the shape of the
words….Don’tdo it.
- Jacob Nielsen
“Designing Web Usability”
The uniform style of ALL
CAPS forces us to pause on
certain words.
@BuddyScalera • #CMWorld
Visual content strategists must have a basic understanding of icons and other important
Semiotics
So why do we have ALL
CAPS on road signs?
Because we know that this
shape and color means
STOP.
@BuddyScalera • #CMWorld
All of these are arrows.
They are contextually
relevant depending on
where they are seen.
In the context of your music
player, this arrow now
means PLAY.
@BuddyScalera • #CMWorld
Used online and
in traditional
stereo icons.
Other
Meanings
None Hello
Hi-Five
None Close
Delete
Cross Out
Box
Square
In this context, the
square means STOP.
There are other ways
to say STOP and the
visual representation
will depend on the
context.
@BuddyScalera • #CMWorld
Firefox
Chrome
Explorer
Certain icons have become
so familiar that we know
what they mean in the
context of online and offline
situations.
Certain icons have become
so familiar that we know
what they mean in the
context of online and offline
situations.
Certain icons have become
so familiar that we know
what they mean in the
context of online and offline
situations.
@BuddyScalera • #CMWorld
Firefox
Chrome
Explorer
Online or offline,
Batman is always
Batman.
@BuddyScalera • #CMWorld
Infographics
Are a Tactic Websites are
constrained by
width, but have
infinite depth.
Gorgeous infographic
that looks fantastic on
your Brand.com
website.
@BuddyScalera • #CMWorld
f
Lorem ipsum dolor sitamet, consectetur
adipiscing elit. Integer blandit urna tellus,
sed ullamcorper felis tincidunt vel.
Phasellus nulla arcu, venenatis sed ante
vel, luctus blandit purus.Duis vitae mollis
sapien,vitae rhoncus lorem.Etiam
malesuada lacinia dui, ac euismod felis
sollicitudin eu. Donec et quam elit. Etiam
tincidunt tristique neque a tincidunt. Ut
varius metus nunc.Phasellus id
vestibulum tellus, egetposuere leo.
Praesentultricies enim ac risus congue,
non molestie risus dapibus.Mauris mollis
viverra nisi.
Lorem ipsum dolor sitamet,
consectetur adipiscing elit. Integer
blandit urna tellus, sed ullamcorper
felis tincidunt vel.Phasellus nulla arcu,
venenatis sed ante vel, luctus blandit
purus.Duis vitae mollis sapien,vitae
rhoncus lorem.Etiam malesuada
lacinia dui, ac euismod felis sollicitudin
eu.
Seed this infographic
on Facebook.
@BuddyScalera • #CMWorld
f
Lorem ipsum dolor sitamet, consectetur
adipiscing elit. Integer blandit urna tellus,
sed ullamcorper felis tincidunt vel.
Phasellus nulla arcu, venenatis sed ante
vel, luctus blandit purus.Duis vitae mollis
sapien,vitae rhoncus lorem.Etiam
malesuada lacinia dui, ac euismod felis
sollicitudin eu. Donec et quam elit. Etiam
tincidunt tristique neque a tincidunt. Ut
varius metus nunc.Phasellus id
vestibulum tellus, egetposuere leo.
Praesentultricies enim ac risus congue,
non molestie risus dapibus.Mauris mollis
viverra nisi.
Lorem ipsum dolor sitamet,
consectetur adipiscing elit. Integer
blandit urna tellus, sed ullamcorper
felis tincidunt vel.Phasellus nulla arcu,
venenatis sed ante vel, luctus blandit
purus.Duis vitae mollis sapien,vitae
rhoncus lorem.Etiam malesuada
lacinia dui, ac euismod felis sollicitudin
eu.
Hmm, too big for the
social network slot…
@BuddyScalera • #CMWorld
f
Lorem ipsum dolor sitamet, consectetur
adipiscing elit. Integer blandit urna tellus,
sed ullamcorper felis tincidunt vel.
Phasellus nulla arcu, venenatis sed ante
vel, luctus blandit purus.Duis vitae mollis
sapien,vitae rhoncus lorem.Etiam
malesuada lacinia dui, ac euismod felis
sollicitudin eu. Donec et quam elit. Etiam
tincidunt tristique neque a tincidunt. Ut
varius metus nunc.Phasellus id
vestibulum tellus, egetposuere leo.
Praesentultricies enim ac risus congue,
non molestie risus dapibus.Mauris mollis
viverra nisi.
Lorem ipsum dolor sitamet,
consectetur adipiscing elit. Integer
blandit urna tellus, sed ullamcorper
felis tincidunt vel.Phasellus nulla arcu,
venenatis sed ante vel, luctus blandit
purus.Duis vitae mollis sapien,vitae
rhoncus lorem.Etiam malesuada
lacinia dui, ac euismod felis sollicitudin
eu.
1
…don’t worry,
Facebook will crop it
for you.
@BuddyScalera • #CMWorld
f
Lorem ipsum dolor sitamet, consectetur
adipiscing elit. Integer blandit urna tellus,
sed ullamcorper felis tincidunt vel.
Phasellus nulla arcu, venenatis sed ante
vel, luctus blandit purus.Duis vitae mollis
sapien,vitae rhoncus lorem.Etiam
malesuada lacinia dui, ac euismod felis
sollicitudin eu. Donec et quam elit. Etiam
tincidunt tristique neque a tincidunt. Ut
varius metus nunc.Phasellus id
vestibulum tellus, egetposuere leo.
Praesentultricies enim ac risus congue,
non molestie risus dapibus.Mauris mollis
viverra nisi.
Lorem ipsum dolor sitamet,
consectetur adipiscing elit. Integer
blandit urna tellus, sed ullamcorper
felis tincidunt vel.Phasellus nulla arcu,
venenatis sed ante vel, luctus blandit
purus.Duis vitae mollis sapien,vitae
rhoncus lorem.Etiam malesuada
lacinia dui, ac euismod felis sollicitudin
eu.
1 of 5
Lorem ipsum dolor sitamet,
consectetur adipiscing elit. Integer
2
3
4
5
Social networks have
mores and traditions.
Respect.
Consider a strategy
for your infographic
tactic.
@BuddyScalera • #CMWorld
So do our friends at
Content Marketing
Institute. With a tip of the
hat to Joe Kalinowski.
Google Think does
this really well.
Google Think does
this really well.
@BuddyScalera • #CMWorld@BuddyScalera • #CMWorld
Epilogue: Action Plan
@BuddyScalera • #CMWorld
Action Plan
What can we learn
from Grok?
@BuddyScalera • #CMWorld
Solve Their Conflict
@BuddyScalera • #CMWorld
Consider Your Shared Language
@BuddyScalera • #CMWorld
Right Message & Channel
Your	
  message	
  may	
  not	
  need	
  to	
  last	
  600,000,000	
  years.	
  But	
  you	
  should	
  feel	
  good	
  to	
  know	
  that	
  healthcare	
  message	
  are	
  important	
  now	
  as	
  they	
  were	
  at	
  the	
  dawn	
  of	
  time.	
  And	
  with	
  a	
  good	
  message,	
  a	
  
strong	
  content	
  strategy,	
  and	
  a	
  determination	
  to	
  get	
  the	
  right	
  message	
  to	
  the	
  right	
  person	
  at	
  the	
  right	
  time,	
  we	
  can	
  just	
  as	
  effective	
  as Grok was	
  6000000	
  years	
  go.	
  Because	
  if	
  you	
  really	
  think	
  about	
  it,	
  the	
  
reason	
  we’re	
  all	
  here	
  today	
  is	
  in	
  some	
  small	
  part	
  because Grok was	
  able	
  to	
  share	
  an	
  effective	
  health	
  message.
Act	
  3
•	
  Tie	
  Grok’s	
  story	
  back	
  to	
  pharmaceutical	
  content	
  
strategy
•	
  Health	
  messages	
  are	
  still	
  important,	
  even	
  if	
  the	
  
message	
  is	
  distributed	
  through	
  modern	
  digital	
  channels
•	
  It	
  still	
  must	
  be	
  appropriate	
  to	
  the	
  audience,	
  shared	
  in	
  a	
  
language	
  they	
  understand	
  with	
  a	
  clear	
  call	
  to	
  action
•	
  Story	
  – even	
  if	
  it’s	
  not	
  a	
  “once	
  upon	
  a	
  time”	
  fairytale	
  -­‐-­‐
is	
  still	
  a	
  method	
  that	
  humans	
  understand….why?	
  
Because	
  Grok	
  survived,	
  thrived,	
  and	
  we	
  are	
  all	
  in	
  some	
  
way,	
  descendants	
  of	
  his	
  tribe	
  (taking	
  some	
  literary	
  
license	
  here,	
  but…)
Epilogue
•	
  Grok	
  and	
  all	
  storytellers	
  recognize	
  the	
  power	
  
of	
  communications	
  and	
  content	
  strategy	
  helps	
  
brand	
  marketers	
  to	
  share	
  an	
  effective	
  message
•	
  Health	
  messages	
  are	
  essential	
  stories	
  that	
  
people	
  need	
  and	
  will	
  listen	
  to	
  if	
  it	
  is	
  relevant	
  
to	
  them
•	
  Your	
  message	
  may	
  not	
  need	
  to	
  last	
  600,000	
  
years,	
  but,	
  hey,	
  you	
  never	
  know….
We’re	
  all	
  descendants	
  
of	
  Grok,	
  the	
  first	
  health	
  
storyteller	
  and	
  content	
  
marketer.	
  
Visual	
  storytelling	
  is	
  
baked	
  right	
  into	
  our	
  
DNA.
@BuddyScalera • #CMWorld@BuddyScalera • #CMWorld
The End.
Story & presentation by Buddy Scalera.
http://BuddyScalera.com
Buddy Scalera
Content Strategist
BuddyScalera.com
WordsPicturesWeb.com
Slide templates & infographic by Ivan Ruiz.
http://ivanruizdesign.com/
Grok art by Pat Quinn.
http://patquinn.blogspot.com/
@BuddyScalera • #CMWorld@BuddyScalera • #CMWorld
Appendix
Appendix
Post-conference stuff.
@BuddyScalera • #CMWorld
Top Tweets
Buddy’s Note:
After every presentation, I check Twitter and other social channels
to see what people shared. This is one of the ways I can determine
what people are taking away from the experience.
Sometimes I save key observations because they help me improve
my presentations and slides.
The next couple of slides include some of the key tweets that I’ve
saved. I hope they are as useful to you as they are to me.
Special thanks to the people who came to my session and shared
their tweets.
@BuddyScalera • #CMWorld
Matt Osias @mattosias "Stories are defined by conflict. Conflict can be resolved by a brand." —
@MarketingBuddy #CMWorld #ContentTipsy
Brandmuscle @brandmuscle @MarketingBuddy No problem! Your energy was awesome and the user-
focused design lessons are great takeaways from #CMWorld.
Erika Heald @SFerika Excellent session on visual content this morning w/@marketingbuddy. Took SO
MANY notes in #Evernote. #CMWorld
Melissa Suzuno @trixiemaru .@MarketingBuddy thanks again for a wonderful, thought-provoking, very
meta session on #visual #storytelling!
Guilherme Conter @gconter Bons insights sobre comunicação visual com @MarketingBuddy #CMWorld
Top Tweets
@BuddyScalera • #CMWorld
Charles Cooper Cooper_42 You must modify your message/story for your users
and the medium they're using @MarketingBuddy #CMWorld
Liberty Tsighis @libertyt "Build your content to where people are in their user
journey." @MarketingBuddy #CMWorld
Melissa Ripp Lozoff @peapodmel Involve designers WAY earlier than you thought
you needed to. They need to be in the room at the very beginning.
@MarketingBuddy #CMWorld
Andrea Fryrear @AndreaFryrear Your visual language needs to adapt to the
channel it's on (but Batman is always Batman regardless of context).
@MarketingBuddy #CMWorld
Allison Erdman @allisonerdman "Were stuck in this weird rut where we think
everything has to be a vector graphic." -@MarketingBuddy --THANK YOU!
#CMWorld
Top Tweets
@BuddyScalera • #CMWorld
Chris Sledzik @csledzik Visual design + usability are paramount partners in digital #marketing.
Make it easy for consumers. Focus on CTAs. @MarketingBuddy #CMWorld
Allison Erdman @allisonerdman "If your icons need a tag and label, you don't have very good
icons" - @MarketingBuddy #CMWorld #Visual Storytelling
Andrea Fryrear @AndreaFryrear Our visual processors in our brains are very good at learning to
ignore things that are consistently irrelevant. @MarketingBuddy #CMWorld
Mike Goldberg @HeavyMetalMG The evolution of content as king starts with cavemen; the
original visual storytellers @MarketingBuddy #CMWorld
Top Tweets
@BuddyScalera • #CMWorld
Bridgette Klein @BridgetteBKlein Sep 10
Story is defined by conflict. Otherwise it is just set up. @MarketingBuddy #CMWorld
Barry Feldman @FeldmanCreative Sep 10
"Most of the web is a silent experience. We rely on our vision." @MarketingBuddy riffing
viz storytelling at #CMWorld
Whitney Stephens @WMLStephens Sep 10
Your brand can be a plot point, but it's your customers' story. @MarketingBuddy
#CMWorld
Clarabridge @Clarabridge Sep 10
Don't tell your brand's story. See how you can fit into your customer's story.
@MarketingBuddy #CMWorld
Top Tweets
@BuddyScalera • #CMWorld
Janelle Witting @janelleforreal Sep 10
Oh dang @verbality , presenter is a content marketer by day and COMIC BOOK
WRITER by night! #CMWorld @MarketingBuddy
Allison Erdman @allisonerdman Sep 10
"#Infographics can be stories, but they're not always stories!"-@MarketingBuddy
#CMWorld
Amber Ooley @AmberOoley Sep 10
From content marketing to comic books, let's get visual. #CMWorld
@MarketingBuddy
Melissa Ripp Lozoff @peapodmel Sep 10 Cleveland, OH
"Your brand can be a plot point, but it's THEIR story." @MarketingBuddy
#CMWorld
Top Tweets
@BuddyScalera • #CMWorld
Sketchnote
artist Kelly
Kingman.
See this sketchnote and Kelly’s amazing art at: http://kingmanink.com/
@BuddyScalera • #CMWorld
YMAL: You May Also Like
Rx Digital Marketing Podcast:
http://rxdigitalmarketing.com/
Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons:
http://contentmarketinginstitute.com/2015/08/jaws-visual-storytelling-lessons/
What Keeps Brilliant Visual Content From Being Shared:
http://contentmarketinginstitute.com/2014/04/brilliant-visual-content-sharing-barriers/
Long and Short of Content Strategy | Annotated Version:
http://www.slideshare.net/buddyscalera/icc-2015-outline-v2d/
Favorite Covers Deconstructed: Captain America #230:
http://comicbookschool.com/2015/01/captain-america-230/

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Words + Pictures: Content Marketer’s Guide to Visual Storytelling | Annotated Version

  • 1. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Words+Pictures: A Content Marketer’s Guide to Visual Storytelling Buddy Scalera Content Strategist BuddyScalera.com WordsPicturesWeb.com The Annotated Version!
  • 2. @BuddyScalera • #CMWorld About The Annotated Version • This presentation was delivered atthe Content Marketing World 2015 by Buddy Scalera • This Annotated Version included modifications to prepare it for Slideshare and ebooks • Videos and decks are available atthe official CMWorld website: http://www.contentmarketingworld.com/cmworld- 2015-presentation-decks/ Buddy Scalera Look for these callouts. These too.
  • 3. @BuddyScalera • #CMWorld Just one more thing… • The views shared here are my own and do not necessarily reflect the views and opinions ofmy employer,my collaborators,or ContentMarketing World • I’ve made reasonable attempts to credit graphics and other contributions,but if I have missed something,please contact me directly at my website Buddy Scalera Michelle Killebrew Website: BuddyScalera.com | Blog: WordsPicturesWeb.com + Slideshare.net/buddyscalera Instagram.com/buddyscalera/
  • 4. Comic books are visual storytelling and we can learn a lot from sequential art narratives. I’ve written a few comics. Some are better than others.
  • 5. @BuddyScalera • #CMWorld Educational books can be found at http://www.comicbookschool.com And Educational Books… http://www.comicbookschool.com
  • 6. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Words + Pictures
  • 7. @BuddyScalera • #CMWorld Thanks, good night! Too many marketers think that an infographic is all they need to have a visual content strategy.
  • 8. @BuddyScalera • #CMWorld Wait! We know that there’s more to it than that.
  • 9. @BuddyScalera • #CMWorld Infographics: The Best and Worst Thing to Happen to Marketing
  • 10. @BuddyScalera • #CMWorld Infographics are to marketers what babies are to awwww…. Cute in small doses.
  • 11. @BuddyScalera • #CMWorld You can have too much of a good thing.
  • 12. @BuddyScalera • #CMWorld Infographics CAN Be Stories... But They Aren’t Always Stories Infographics designed by Ivan Ruiz. Find them at: http://www.slideshare.net/Iv anRuiz24
  • 14. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Act 1: Storytelling for Marketers
  • 15. @BuddyScalera • #CMWorld Story is not an autobiography about your brand
  • 16. @BuddyScalera • #CMWorld Your brand can be a plot point but… It’s their story. …as in your target customer/user.
  • 17. @BuddyScalera • #CMWorld Your visual content strategy is like any other part of your digital strategy. Content marketing should always map to a user journey. Your Customer’s Journey User Journey Your target user is on a journey called Life.
  • 18. @BuddyScalera • #CMWorld Conflict = Story What they need User Journey Your target user meets an obstacle, which creates a conflict.
  • 19. @BuddyScalera • #CMWorld Conflict Resolution What they need What you have User Journey If your product/service/solutio n helps solve this conflict…
  • 20. @BuddyScalera • #CMWorld The Story Continues What they need What you have User Journey User Journey Continued… …the user journey continues.
  • 21. @BuddyScalera • #CMWorld Why Visual Stories? Because the web is a mostly visual medium.
  • 22. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Act 2: Evolution
  • 23. @BuddyScalera • #CMWorld Grok During this part of the presentation, things get meta. I tell a story about storytelling. Grok is my lead character and he is the first health educator. Grok and related characters are © 2012 Buddy Scalera & Pat Quinn. Do not use without permission. Pat Quinn: http://patquinn.blogspot.com/ Part of this story has been edited, so it doesn’t spoil the experience for the people who haven’t seen it presented live yet.
  • 24. @BuddyScalera • #CMWorld Grok had a problem – People kept eating the wrong berries. Some would get sick, others would die.
  • 25. @BuddyScalera • #CMWorld Grok could tell people which berries, but they would forget
  • 26. @BuddyScalera • #CMWorld Grok  had  an  idea.   Draw  it  on  the  cave   wall.   Good  berry,  bad   berry.
  • 27. @BuddyScalera • #CMWorld The  strategy  worked.   Grok’s  people  learned   the  good  berries  from   the  bad  berries.  They   stopped  dying  from   this  very  preventable   mistake.
  • 28. @BuddyScalera • #CMWorld With  this,  Grok   became  the  very  first   public  health  official.
  • 29. @BuddyScalera • #CMWorld The  Gud  Berries  seal   of  approval.
  • 30. @BuddyScalera • #CMWorld Grok  had  a  new  challenge.   How  to  spread  his  health   message  to  an   increasingly  large  and   spread  out  tribe?
  • 31. @BuddyScalera • #CMWorld How  to  share  a   message.
  • 33. @BuddyScalera • #CMWorld We have five senses, but we do not use them evenly. Content marketers must recognize the vision is the most utilized sense on the Internet. Sight Sound Smell Touch Taste
  • 34. @BuddyScalera • #CMWorld For the most part, the Internet is a visual experience.
  • 35. @BuddyScalera • #CMWorld A significant portion of the brain is devoted to visual processing.
  • 36. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Act 3: Science
  • 37. @BuddyScalera • #CMWorld An MIT study revealed that our brains can identify visual information incredibly fast. “The visual system is very good at processing meaning. “It’s very good at learning to ignore things that are consistently irrelevant.” - Dr. Brad Wyble (Interview 8/11/15) In the blink of an eye MIT neuroscientists find the brain can identify images seen for as little as 13 milliseconds http://news.mit.edu/2014/in-the-blink- of-an-eye-0116 Dr. Wyble is super interesting: http://wyblelab.com/researc h
  • 38. @BuddyScalera • #CMWorld Visual   Language   of  The   Web One of the most popular websites for consumer health information. It features a clean, inviting interface.
  • 39. @BuddyScalera • #CMWorld Ignored. Ignored. As Dr. Wyble said, we’re really good at ignoring stuff that’s consistently irrelevant.
  • 40. @BuddyScalera • #CMWorld 1 5 62 3 4 9 8 10 7 20 24 11 14 12 13 21 27 15 16 18 19 22 37 35 36 54 55 33 44 34 45 17 31 32 28 29 30 25 26 49 58 48 50 47 52 53 23 49 38 39 43 41 42 56 57 59 60 61 51 46 Most people would agree that WebMD is a well-designed website for consumers. But we’re asking the eye to make a lot of decisions to find what is really important. In this “above the fold” screenshot, there are 61 different things you can click.
  • 41. @BuddyScalera • #CMWorld Symbols Icons like this make sense. We can tell immediately what they will do.
  • 42. @BuddyScalera • #CMWorld Huh? Others are less obvious and require a text description. That sort of defeats the purpose of an icon. Most people would agree that WebMD is a reasonably well- designed website. And when certain icons are repeated, it becomes more confusing. Yes, social is important, but ask yourself who is going to share your landing pages. Is it just visual noise?
  • 43. @BuddyScalera • #CMWorld Choices There are a lot of decisions to make here. This may be overwhelming. You probably ignored the clip art. More visual noise.
  • 44. @BuddyScalera • #CMWorld Visual Design Sends a Message Make sure you’re sending the right message.
  • 45. @BuddyScalera • #CMWorld Layouts Have Personality You can immediately identify the consumer website… …and the professional website for doctors.Next slides: Speed test & word association.
  • 49. @BuddyScalera • #CMWorld Logos  Have  Personality
  • 50. @BuddyScalera • #CMWorld Why do so many infographics have the same v i s u a l p e r s o n a l i t y ? If your want to stand out, then why are you matching the same vector-based design style that’s so popular in infographics?
  • 51. @BuddyScalera • #CMWorld It’s okay to use photographs in your infographics. It’s okay to use photographs in your infographics. It’s okay to use photographs in your infographics. It’s okay to use photographs in your infographics.
  • 52. @BuddyScalera • #CMWorld WORDS:   UPPER  VS  LOWERCASE It’s more than just shouty. It’s difficult to read.
  • 53. @BuddyScalera • #CMWorld We don’t read the letters. We see the shape of the word. We see words as pictures based on shapes we’ve identified and saved in our memory.
  • 54. @BuddyScalera • #CMWorld WE DON’T READ THE LETTERS. WE SEE THE SHAPE OF THE WORD. Users read all-caps text about10% slower than mixed cases, because it is harder for the eye to recognize the shape of the words….Don’tdo it. - Jacob Nielsen “Designing Web Usability” The uniform style of ALL CAPS forces us to pause on certain words.
  • 55. @BuddyScalera • #CMWorld Visual content strategists must have a basic understanding of icons and other important Semiotics So why do we have ALL CAPS on road signs? Because we know that this shape and color means STOP.
  • 56. @BuddyScalera • #CMWorld All of these are arrows. They are contextually relevant depending on where they are seen. In the context of your music player, this arrow now means PLAY.
  • 57. @BuddyScalera • #CMWorld Used online and in traditional stereo icons. Other Meanings None Hello Hi-Five None Close Delete Cross Out Box Square In this context, the square means STOP. There are other ways to say STOP and the visual representation will depend on the context.
  • 58. @BuddyScalera • #CMWorld Firefox Chrome Explorer Certain icons have become so familiar that we know what they mean in the context of online and offline situations. Certain icons have become so familiar that we know what they mean in the context of online and offline situations. Certain icons have become so familiar that we know what they mean in the context of online and offline situations.
  • 59. @BuddyScalera • #CMWorld Firefox Chrome Explorer Online or offline, Batman is always Batman.
  • 60. @BuddyScalera • #CMWorld Infographics Are a Tactic Websites are constrained by width, but have infinite depth. Gorgeous infographic that looks fantastic on your Brand.com website.
  • 61. @BuddyScalera • #CMWorld f Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel. Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Donec et quam elit. Etiam tincidunt tristique neque a tincidunt. Ut varius metus nunc.Phasellus id vestibulum tellus, egetposuere leo. Praesentultricies enim ac risus congue, non molestie risus dapibus.Mauris mollis viverra nisi. Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel.Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Seed this infographic on Facebook.
  • 62. @BuddyScalera • #CMWorld f Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel. Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Donec et quam elit. Etiam tincidunt tristique neque a tincidunt. Ut varius metus nunc.Phasellus id vestibulum tellus, egetposuere leo. Praesentultricies enim ac risus congue, non molestie risus dapibus.Mauris mollis viverra nisi. Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel.Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Hmm, too big for the social network slot…
  • 63. @BuddyScalera • #CMWorld f Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel. Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Donec et quam elit. Etiam tincidunt tristique neque a tincidunt. Ut varius metus nunc.Phasellus id vestibulum tellus, egetposuere leo. Praesentultricies enim ac risus congue, non molestie risus dapibus.Mauris mollis viverra nisi. Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel.Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. 1 …don’t worry, Facebook will crop it for you.
  • 64. @BuddyScalera • #CMWorld f Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel. Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. Donec et quam elit. Etiam tincidunt tristique neque a tincidunt. Ut varius metus nunc.Phasellus id vestibulum tellus, egetposuere leo. Praesentultricies enim ac risus congue, non molestie risus dapibus.Mauris mollis viverra nisi. Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer blandit urna tellus, sed ullamcorper felis tincidunt vel.Phasellus nulla arcu, venenatis sed ante vel, luctus blandit purus.Duis vitae mollis sapien,vitae rhoncus lorem.Etiam malesuada lacinia dui, ac euismod felis sollicitudin eu. 1 of 5 Lorem ipsum dolor sitamet, consectetur adipiscing elit. Integer 2 3 4 5 Social networks have mores and traditions. Respect. Consider a strategy for your infographic tactic.
  • 65. @BuddyScalera • #CMWorld So do our friends at Content Marketing Institute. With a tip of the hat to Joe Kalinowski. Google Think does this really well. Google Think does this really well.
  • 66. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Epilogue: Action Plan
  • 67. @BuddyScalera • #CMWorld Action Plan What can we learn from Grok?
  • 69. @BuddyScalera • #CMWorld Consider Your Shared Language
  • 70. @BuddyScalera • #CMWorld Right Message & Channel
  • 71. Your  message  may  not  need  to  last  600,000,000  years.  But  you  should  feel  good  to  know  that  healthcare  message  are  important  now  as  they  were  at  the  dawn  of  time.  And  with  a  good  message,  a   strong  content  strategy,  and  a  determination  to  get  the  right  message  to  the  right  person  at  the  right  time,  we  can  just  as  effective  as Grok was  6000000  years  go.  Because  if  you  really  think  about  it,  the   reason  we’re  all  here  today  is  in  some  small  part  because Grok was  able  to  share  an  effective  health  message. Act  3 •  Tie  Grok’s  story  back  to  pharmaceutical  content   strategy •  Health  messages  are  still  important,  even  if  the   message  is  distributed  through  modern  digital  channels •  It  still  must  be  appropriate  to  the  audience,  shared  in  a   language  they  understand  with  a  clear  call  to  action •  Story  – even  if  it’s  not  a  “once  upon  a  time”  fairytale  -­‐-­‐ is  still  a  method  that  humans  understand….why?   Because  Grok  survived,  thrived,  and  we  are  all  in  some   way,  descendants  of  his  tribe  (taking  some  literary   license  here,  but…) Epilogue •  Grok  and  all  storytellers  recognize  the  power   of  communications  and  content  strategy  helps   brand  marketers  to  share  an  effective  message •  Health  messages  are  essential  stories  that   people  need  and  will  listen  to  if  it  is  relevant   to  them •  Your  message  may  not  need  to  last  600,000   years,  but,  hey,  you  never  know…. We’re  all  descendants   of  Grok,  the  first  health   storyteller  and  content   marketer.  
  • 72. Visual  storytelling  is   baked  right  into  our   DNA.
  • 73. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld The End. Story & presentation by Buddy Scalera. http://BuddyScalera.com Buddy Scalera Content Strategist BuddyScalera.com WordsPicturesWeb.com Slide templates & infographic by Ivan Ruiz. http://ivanruizdesign.com/ Grok art by Pat Quinn. http://patquinn.blogspot.com/
  • 74. @BuddyScalera • #CMWorld@BuddyScalera • #CMWorld Appendix Appendix Post-conference stuff.
  • 75. @BuddyScalera • #CMWorld Top Tweets Buddy’s Note: After every presentation, I check Twitter and other social channels to see what people shared. This is one of the ways I can determine what people are taking away from the experience. Sometimes I save key observations because they help me improve my presentations and slides. The next couple of slides include some of the key tweets that I’ve saved. I hope they are as useful to you as they are to me. Special thanks to the people who came to my session and shared their tweets.
  • 76. @BuddyScalera • #CMWorld Matt Osias @mattosias "Stories are defined by conflict. Conflict can be resolved by a brand." — @MarketingBuddy #CMWorld #ContentTipsy Brandmuscle @brandmuscle @MarketingBuddy No problem! Your energy was awesome and the user- focused design lessons are great takeaways from #CMWorld. Erika Heald @SFerika Excellent session on visual content this morning w/@marketingbuddy. Took SO MANY notes in #Evernote. #CMWorld Melissa Suzuno @trixiemaru .@MarketingBuddy thanks again for a wonderful, thought-provoking, very meta session on #visual #storytelling! Guilherme Conter @gconter Bons insights sobre comunicação visual com @MarketingBuddy #CMWorld Top Tweets
  • 77. @BuddyScalera • #CMWorld Charles Cooper Cooper_42 You must modify your message/story for your users and the medium they're using @MarketingBuddy #CMWorld Liberty Tsighis @libertyt "Build your content to where people are in their user journey." @MarketingBuddy #CMWorld Melissa Ripp Lozoff @peapodmel Involve designers WAY earlier than you thought you needed to. They need to be in the room at the very beginning. @MarketingBuddy #CMWorld Andrea Fryrear @AndreaFryrear Your visual language needs to adapt to the channel it's on (but Batman is always Batman regardless of context). @MarketingBuddy #CMWorld Allison Erdman @allisonerdman "Were stuck in this weird rut where we think everything has to be a vector graphic." -@MarketingBuddy --THANK YOU! #CMWorld Top Tweets
  • 78. @BuddyScalera • #CMWorld Chris Sledzik @csledzik Visual design + usability are paramount partners in digital #marketing. Make it easy for consumers. Focus on CTAs. @MarketingBuddy #CMWorld Allison Erdman @allisonerdman "If your icons need a tag and label, you don't have very good icons" - @MarketingBuddy #CMWorld #Visual Storytelling Andrea Fryrear @AndreaFryrear Our visual processors in our brains are very good at learning to ignore things that are consistently irrelevant. @MarketingBuddy #CMWorld Mike Goldberg @HeavyMetalMG The evolution of content as king starts with cavemen; the original visual storytellers @MarketingBuddy #CMWorld Top Tweets
  • 79. @BuddyScalera • #CMWorld Bridgette Klein @BridgetteBKlein Sep 10 Story is defined by conflict. Otherwise it is just set up. @MarketingBuddy #CMWorld Barry Feldman @FeldmanCreative Sep 10 "Most of the web is a silent experience. We rely on our vision." @MarketingBuddy riffing viz storytelling at #CMWorld Whitney Stephens @WMLStephens Sep 10 Your brand can be a plot point, but it's your customers' story. @MarketingBuddy #CMWorld Clarabridge @Clarabridge Sep 10 Don't tell your brand's story. See how you can fit into your customer's story. @MarketingBuddy #CMWorld Top Tweets
  • 80. @BuddyScalera • #CMWorld Janelle Witting @janelleforreal Sep 10 Oh dang @verbality , presenter is a content marketer by day and COMIC BOOK WRITER by night! #CMWorld @MarketingBuddy Allison Erdman @allisonerdman Sep 10 "#Infographics can be stories, but they're not always stories!"-@MarketingBuddy #CMWorld Amber Ooley @AmberOoley Sep 10 From content marketing to comic books, let's get visual. #CMWorld @MarketingBuddy Melissa Ripp Lozoff @peapodmel Sep 10 Cleveland, OH "Your brand can be a plot point, but it's THEIR story." @MarketingBuddy #CMWorld Top Tweets
  • 81. @BuddyScalera • #CMWorld Sketchnote artist Kelly Kingman. See this sketchnote and Kelly’s amazing art at: http://kingmanink.com/
  • 82. @BuddyScalera • #CMWorld YMAL: You May Also Like Rx Digital Marketing Podcast: http://rxdigitalmarketing.com/ Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons: http://contentmarketinginstitute.com/2015/08/jaws-visual-storytelling-lessons/ What Keeps Brilliant Visual Content From Being Shared: http://contentmarketinginstitute.com/2014/04/brilliant-visual-content-sharing-barriers/ Long and Short of Content Strategy | Annotated Version: http://www.slideshare.net/buddyscalera/icc-2015-outline-v2d/ Favorite Covers Deconstructed: Captain America #230: http://comicbookschool.com/2015/01/captain-america-230/