everything you need to know about visual marketing – the ultimate guide
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Everything You Need to Know AboutVisual Marketing – the Ultimate Guide
From your friends at Business WireLearn more at www.businesswire.com
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Why Does Visual MarketingMatter?
Why Does Visual Marketing Matter?The Science of Multimedia
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• 63% of world are kinesthetic • Humans process visuals
60,000 times faster than text. >> (Cisco, 2010)
• A minute of video is worth 1.8 million words. >> (OmniVideo, 2009)
• 6 billion hours of video are watched on YouTube monthly. >> (YouTube, 2013)
• 1.8+ billion photos are uploaded and/or shared daily (KCPB, Mary Meeker)
• Multimedia impacts SEO. >> (Search
Engine Watch, 2013)
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How does a reporter tell your story with no images?
Why Does Visual Marketing Matter?Media Relations 101
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Why Does Visual Marketing Matter?Media Relations 2015
• Smart phones created multimedia experts
• Multimedia adds feelings to facts
• AP’s 4,800 media partners prefer releases with images
• Reporters are wasting time looking for images
• Multimedia releases get 3x more activity
• Multimedia increases time on site and story views
• Interactive multimedia receives 4-10 minutes of engagement
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Where Does Visual Content Come From?
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Where Does Visual Content Come From?Content Exists Everywhere
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Where Does Visual Content Come From?Free Content From the Web
• Creative Commons• Getty Images• Flickr• Google Image Search• Microsoft Word• Google Search• Wikimedia• Paid Sites• Hubspot Ebook
Template• Storify
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How to Create Visual Content
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How to Create Visual Content?Perform an Asset Audit
• Identify your internal creators̶: Marketing/Advertising̶: Web̶: Sales̶: C-Suite
• Identify your existing content̶: Website, blog, landing pages,
microsites̶: Social media platforms̶: Internal data̶: Email and advertising platforms̶: Sales presentations, testimonials̶: Analyst presentations
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How to Create Visual Content? Categorize Your Assets
• Assess each piece̶: Store it̶: Update it̶: Delete it
• Categorize your content̶: Textual̶: Image̶: Digital rights
limitations• Identify which pieces
of content are you missing – by type and theme
Asset Info
Content Piece Content Piece
Description Presentation: How to calculate the ROI of a press release
Infographic: 2015 Business Wire Media Survey Results
Type PowerPoint Infographic: .jpgDetails Images, Text Data, Images,
TextSize 366k bytesURL n/a n/aDescription Presentation:
Calculate the ROI of a release
Infographic: 2015 BW Media Survey Results
Author Serena Ehrlich Wright IMCCreation date
June 14 July 1
Use date (s)Update date
n/a n/a
Approved uses
Sales materials, social, marketing, article, op-ed
Sales materials, social, marketing, article, op-ed, advertising
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How to Create Visual Content?Determine Your Brand Voice
•What is your brand story?•What sets your business apart?•What kind of person represents your brand?•Who is your ideal customer?•How do you want people to feel?
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How to Create Visual Content?Who Is Your Audience?
•Customers• Prospects• Employees•Analysts• Partners•Media outlets
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How to Create Visual Content?What Content Does Your Audience Consume?
Only 37% of humans prefer to learn from reading text. What does your audience prefer?• Text• Audio• Photos• Video
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Why Does Visual Marketing Matter?Optimizing Photos
• Technical benefits̶: Multimedia may act as a content
quality signal increasing SEO̶: Social platforms promote multimedia
• How to̶: Types: BMP, JPG, PNG, GIF, SVG,
WebP̶: Use descriptive words in photo name
files̶: Use Alt Image and descriptive
anchor text̶: Align with page content̶: Optimize images for fast loading̶: Create and submit image site map̶: Create stand along pages for key
content̶: Place images above the fold
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Visual Content Samples
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Why Does Visual Marketing Matter?Visual Content Sample: How To Boil Water
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Why Does Visual Marketing Matter?Visual Content Sample: What Activates Your Audience?
• Beauty industry = #SaksinSix• How to industry = #FixinSix
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Why Does Visual Marketing Matter?B2B: Infographics as Content
“The benefits of a great infographic are multiple – for the audience, better communication of ideas will improve their experience, while the style and ease of that communication will speak highly about the organization or brand that produces it.” – Laura Hampton, head of content engagement, Zabisco via Mashable
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Distributing Your Visual Content
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Why Does Visual Marketing Matter?Content Distribution Questions
• Goal?:̶ Awareness:̶ Sales:̶ Inbound traffic
• Who are you trying to activate?• What are the
metrics?• Will increased
visibility increase ROI?
Awareness
Sales
News DistributionSocial Shares
Search
Social AdsEmailTraffic
Multimedia Asset
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Social Platforms
are Aspirational
Stats in the morning,
entertainment in the afternoon
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Why Does Visual Marketing Matter?Leveraging All Channels
• Photo networks:̶ Pinterest, Instagram, SnapChat
• Video networks:̶ YouTube, Vine, Instagram, TV news
• Hybrid:̶ Blogs, Twitter, Facebook, LinkedIn, Google+, articles, news coverage
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Why Does Visual Marketing Matter?Leveraging All Channels
• Paid:̶ Ads, newswire, amplifiers
• Earned:̶ Coverage, influencer shares
• Owned:̶ Web, blog, email lists, social
• Shared:̶ Employees, industry partners
The only Good
Content is Seen
Content
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Why Does Visual Marketing Matter?Measure & Adjust
• Total visibility• Impact• Consumption• Shares• Lead generation• Inbound traffic• Sales and length of
sales cycle• Discussions generated• Marketing channel
subscriptions
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Case Study
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Why Does Visual Marketing Matter?Visual Content Takeaways
• Create content for all• Add visuals to
everything• Perform an asset audit• Know your (asset)
rights!• Create story arcs• Promote your content
with visuals
Questions? Let us know!
Business Wire: Where your news is made.