visual content marketing: how it works, why it works and how to make it work for you
TRANSCRIPT
![Page 1: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/1.jpg)
Visual Content:How it works, why it works,
and how to make it work for you.
Danny BlackburnContent Director, Stickyeyes
@danny_blackburn
![Page 2: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/2.jpg)
Anyone know what this is?
![Page 3: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/3.jpg)
It’s this…
The Charge Of the Light Brigade, 1854
![Page 4: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/4.jpg)
Consider the circle…
A curved line with every
point an equal distance
from the centre
![Page 5: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/5.jpg)
Visual content is powerful,
impactful and persuasive.
Sources: Nilsson & Pelger, 1994; Merieb & Hoehn, 2007
![Page 6: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/6.jpg)
It works cognitively, emotionally
and incredibly quickly.
Sources: Levie & Lentz, 1982; Preece & Arnold, 1999; Potter et al, 2014 (Image: FourSquare, 2011)
![Page 7: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/7.jpg)
It’s no secret what people
0
5
10
15
20
25
30
35
40
45
Keep meinformed
Improvemy
knowledge
Entertainme
Talk to melike a real
person
Give me apersonalservice
Give merelevantcontent
Inspire mewith new
ideas
Be part ofmy dailyroutine
Help meorganizemy life
Perc
enta
ge
Source: Global Web Index UK baseline data
want from brands.
![Page 8: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/8.jpg)
Source: Global Web Index UK baseline data
So all you have to do is give ‘em
some of that, right?
![Page 9: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/9.jpg)
Everyone’s doing it.
You HAVE to cut through.
![Page 10: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/10.jpg)
When it’s good, visual content
is really powerful.
![Page 11: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/11.jpg)
And when it’s bad…
![Page 12: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/12.jpg)
So how do you make
it work for you?
Start by not using crap stock pics…
![Page 13: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/13.jpg)
Develop a process. Follow it.
Strategic
Planning
Deployment
Preparation
Content
Delivery
Marketing
Communications
Measurement
& Valuation
1
2
3
4
5
![Page 14: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/14.jpg)
1. Strategy: What are you trying
to achieve here?
![Page 15: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/15.jpg)
Get people talking?
![Page 16: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/16.jpg)
Communicate personality?
![Page 17: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/17.jpg)
Boost search rankings?
![Page 18: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/18.jpg)
Or just make a point?
![Page 19: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/19.jpg)
2. Deployment preparation:
Do your research.
![Page 20: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/20.jpg)
Understand your audience.
Who are they?
Where are they active?
Why are they interested?
When are they online?
What do they want from you?
![Page 21: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/21.jpg)
What are people doing online?
Paid channels.
Source: Global Web Index; UK base
0 10 20 30 40 50 60 70 80 90 100
Research/find products
Research how to do things
Stay up-to-date
Stay in touch with friends
Inspiration/ideas
Entertainment
Education
Fill up spare time
Research for work
Update my friends
Organize my life
Share my opinion
Percentage
![Page 22: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/22.jpg)
Where is your audience?
Paid channels.
0
10
20
30
40
50
60
% m
on
thly
act
ive
usa
ge
Source: Global Web Index; UK base
![Page 23: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/23.jpg)
Awareness
Consideration
Conversion
Loyalty
Advocacy
Reach people & grab them:
Off-site video, image-led social, PR-able visuals
Understand their journey.
Reasons to believe
On-site videos, infographics, visual tools
Turn interest into action
Amplified UGC, Slideshares, benefits videos, infographics
Reinforce and reward
Visual storytelling, image-led blogs, visual games, useful video
Encourage word-of-mouth recommendation
Image-led social, curated UGC, visual storytelling, fun video
![Page 24: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/24.jpg)
Understand your site.
![Page 25: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/25.jpg)
3. Content deployment:
Ideation for visual content.
![Page 26: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/26.jpg)
Steal like an artist.*
*HT to @AustinKleon for this nugget – read his book cos it’s awesome
![Page 27: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/27.jpg)
What works in your industry?
![Page 28: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/28.jpg)
What works in other industries?
![Page 29: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/29.jpg)
What works beyond marketing?
![Page 30: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/30.jpg)
4. Marketing communications:
Visual content only works if it moves.
![Page 31: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/31.jpg)
Bloggers / Vloggers
Journalists
Influencer Outreach
Media Relations
Bylined Articles
Syndication
Earned Paid
Owned
Biddable Media
Content Networks
Advertorials
Affiliates
Retargeting Networks
Display Network
Website
Organic Social
Paid social media
ATL
Know and use the right channels.
and aim for the sweet spot!
![Page 32: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/32.jpg)
Maximuscle: The Protein Project.
Owned channel: Website.
![Page 33: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/33.jpg)
Howies: Bank Holiday email.
Owned channel: Email.
![Page 34: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/34.jpg)
Howies: Bank Holiday emailDenny’s Diner: Tumblr.
Owned channel: Organic social.
![Page 35: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/35.jpg)
Gala: Ice Casino.
Earned channel: Media.
![Page 36: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/36.jpg)
Asda: Mum’s Eye View.
Earned channel: Influencers.
![Page 37: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/37.jpg)
The rise and rise of Facebook
Paid channel: Facebook.
video.
![Page 38: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/38.jpg)
Rules change. A lot. And often.
Paid channel: Facebook.
Photos are now officially the WORST way to engage people organically on Facebook
![Page 39: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/39.jpg)
Choose your weapon wisely.
Paid channel: Facebook.
![Page 40: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/40.jpg)
Facebook video is not
Paid channel: Facebook.
a silver bullet.
Source: Mixpo
Mixpo Case Study, 2014
![Page 41: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/41.jpg)
Sometimes ads can just be ads.
Paid channel: Facebook.
![Page 42: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/42.jpg)
Pics still rule the roost.
Paid channel: Twitter.
![Page 43: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/43.jpg)
With 35% more engagement.
Paid channel: Twitter.
Source: Buffer, March 2015
![Page 44: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/44.jpg)
But native video has landed.
Paid channel: Twitter.
![Page 45: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/45.jpg)
And livestreaming is here too.
Paid channel: Twitter.
![Page 46: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/46.jpg)
The top platform for referrals.
Paid channel: Pinterest.
![Page 47: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/47.jpg)
How do people use it for real?
Paid channel: Pinterest.
![Page 48: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/48.jpg)
Buy it.
Paid channel: Pinterest
![Page 49: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/49.jpg)
Go native.
Paid channel: Instagram.
![Page 50: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/50.jpg)
Aspire to inspire.
Paid channel: Instagram.
![Page 51: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/51.jpg)
Generate word-of-mouth.
Paid channel: Instagram.
![Page 52: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/52.jpg)
Instagram’s buy button.
Paid channel: Instagram.
![Page 53: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/53.jpg)
5. Measurement & valuation:
Did it do what you wanted it do?
![Page 54: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/54.jpg)
Measure the right things
![Page 55: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/55.jpg)
5 top takeaways
![Page 56: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/56.jpg)
Humans are wired
for visual content.
![Page 57: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/57.jpg)
You have to be
different and
awesome.
![Page 58: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/58.jpg)
Use data, insight
and creativity to
cut through.
![Page 59: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/59.jpg)
Be specific:
right content,
right channel,
right platform.
![Page 60: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/60.jpg)
Measure, learn
and iterate.
![Page 61: Visual Content Marketing: How it works, why it works and how to make it work for you](https://reader031.vdocuments.us/reader031/viewer/2022032502/55bad612bb61eb76308b468b/html5/thumbnails/61.jpg)
stickyeyes.com/cmabreakfast
Thank you
Danny BlackburnContent Director