Visual Content Marketing E-Book

Stephen Gamble

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 168

Veröffentlichungsjahr: 2016

Beschreibung

Your ticket to generating better results through infographics Visual Content Marketing is a more than just a guide to infographics. Written for business people dealing with complex offerings, this is a hands-on, in-the-trenches guide to leveraging this emerging medium to reach bottomline business goals. Uniquely, this book addresses the full range of visual solutions, with an emphasis on using these products to create real business value. Inside, you'll learn the ins and outs of infographics, interactive pictograms, video, animations, data-driven visualizations, and other conversion-generating graphical content. Get inspired by the groundbreaking examples showcased here, and learn how to manage every aspect of visual content, from sourcing suppliers to leveraging content on the appropriate media platforms. Author Stephen Gamble is a leader in visual marketing solutions, with over twenty years of experience in the industry. Thousands look to his firm, Frame Concepts, for insider tips on generating revenue with the help of innovative graphics. This insider knowledge is at your fingertips in Visual Content Marketing. To meet your demanding business goals, you need new ideas. This book will show you how to infuse visual content where and when it counts. * Generate high-quality leads and revenue with infographics, video, data visualizations, and more * Identify the visual marketing and engagement strategies that will work for your business * Source and manage talented content suppliers who will deliver on your strategic vision * Integrate eye-popping visual solutions to update your brand and achieve your business goals Focusing on the visual is the secret to success in the effort to win customer engagement and attention. Visual Content Marketing is applicable to every business function and industry. With this book, you have the start-to-finish information you need to leverage visual solutions to great effect.

Leseprobe

Contents

Cover

Title Page

Copyright

Dedication

Acknowledgements

About the Author

About the Content

About Frame Concepts

Foreword

References

About the Author and This Book

First-Hand Knowledge of Communication Challenges and Visual Solutions

Presented from the Perspective of a Business Person, not a Designer

About This Book

Three Main Sections

Introduction: Notes from the Underground

My Career Life Is Symptomatic of Our Business Communication Challenges

My First Business Communication Lesson: Explaining the Business Value of Preventative Maintenance

Academic Complex Communications

Corporate Training

Wall Street

The Startup Laundry Machine

A Lot at Stake with Startups

Some Visual Light at the End of the Tunnel

A Sketch Helps Business

Netting It All Out

Part 1: Why Visual Solutions for Business?

Why Is There a Business Communication Problem?

Is Business Communication Important to the Bottom Line?

So Why Is There a Communication Problem?

Information Overload

Information Economy

Attention Deficit Syndrome

Innovation Requires New Understanding

Differentiation in a Crowded Space Very Nuanced

Offerings Becoming Increasingly More Specialized

Buyers Have No Time

Media Consumption Increasingly Visual in the Media/Consumer World

Solution: Information Design

Graphic Design Vs. Information Design

Illustration vs. Information Design

Technical Communication Vs. Information Design

Copywriting and Stock Photo Sourcing

So How is Information Design Different?

The Ingredients of Information Design

Pencil Sketch: Driving Visual Ideation

Leveraging Information Design for Business Communications: A Perfect Storm

The Audience Already Enjoys Visual Communication in Media and Consumer ChannelS

The Rise of Content and Inbound Marketing

Data Analytics Has Become Mainstream

Value and Solution Selling Have Become the Norm

The Argument for Visual-Centric Approach

Why Are Visual Solutions So Effective in Business Communications?

Visuals in Business: The Psychological Argument

Visual Solutions in Business: The Marketing Metric Argument

Visual Solutions in Business: The Organic Argument

Opposing the Financial (or Luxury) Argument

Part 2: Planning and Managing the Visual Solution Process in your Business

Strategy — Scoping in Visual Solutions to Your Organization

Where to Start?

Considerations

It All Starts at Home

On to Content Marketing

Validating your Approach and Your Solutions

Sales Tools

Getting Everyone Onboard

Selecting Vendors: The Landscape

Traditional Options

Visualizing Visual Options

1. Do-It-Yourself Tools

2. Infographic Freelancer

3. Community Site of Infographic Designers

4. Traditional Marketing or PR Agency

5. Ad Agency

6. Technical Writers

7. “Explainer” Video Shop

Evaluating Information Design Agencies

Managing Vendors: A Repeatable Creative Process

Getting the Best Creative Within Predictable Timelines

Pre-Delivery: The Outline

Concept Sketch: Ideation Begins

Partial Render

Final Stage: Full Render

Extending from Static to Interactive, Animation, and Data-Driven Visualization Application

Interactive Storyboard

Animation Storyboard

Data-Driven Visualization Process Storyboard

Part 3: Showcase of Visual Solutions

Visual Solutions in Business Action

The Short Answer is that Visual Solutions can be Applied Everywhere

A Picture Is Worth a Thousand Words

Visual Solutions Are Being Applied Everywhere

Visual Application Samples Category

Infographics

Financial Data Innovation Lab Wants to Visually Showcase Innovation Output

Large Digital Media Company Needs to Shake Up Advertisers During Ad Week with Ecommerce Metrics

Predictive Analytics Firm Uses Infographic to Debrief Analysts

Inbound Marketing Programs

Networking Vendor Scope Visual Strategy Around Their Differentiated Offering

Reputation Consultancy Gets Existing Clients to Appreciate Value of Delivered Offering

Small Business Health Index Iconic Design Is Integrated with Infographic Content Program

Video

Enterprise Software Animation Takes the Audience to the Sea with a Compelling Data Management Visual Animation

Client Virtualization Gets an Animated Journey with an Infographic Bonus

Enterprise Firm Lets Traffic Analogy Drive Data Management Research Key Findings Home with Animation

Solution Pictograms

Trading Communications Platform Uses Visual Pictogram to Contextualize Offering in Trading Lifecycle

Video Analytics Firm Applies Pictogram to Case Study Program

Networking Solution Company Applies Pictogram to Case Study Program

Interactive Solution Pictograms

Social Recruiting Platform Gets Interactive Visual Explanatory Lift

Construction Field Software Startup Shows Efficiencies Improvement in Visual Before and After Pictogram

Trading Communications Platform

Data-Driven Visualizations and Applications

Nuclear Spare Parts Division Needs to Visually Cause Their Clients to Order Spare Parts

An Accounting Association Celebrates 125-Year History with Tablet Data-Driven Visual Timeline

Healthcare Managed Service Provider Trains Its Stakeholders the Best Service Delivery Framework with Visual Interactive Card Training Game

Startup Organizations Visual Solutions

Large Construction Projects Software Startup Engages with Interactive Pictogram

Meeting Software Platform Startup Shows Business Inefficiencies in Traditional Meetings

Innovative Startup for Movie Industry Showcase New Model

Agency Organization's Visual Solutions

SEO Agency Leverages Infographic to Drive Their Client's Traffic

Marketing Automation Consultancy Automates the Understanding of Their Processes

Branding Agency Leverages iPad Dynamic Timeline Data Visualization

Not For Profit Organizations Visual Solutions

Children and Widow Charitable Organization

Architectural Association Showcases Value to Community

Enterprise Organizations Visual Solutions

Nuclear Energy Spare Parts Provider Engages its Clients with Data-Driven Visualizations Tools

Financial Data Firm Showcases Financial Data Innovation with Infographic Series

Network Performance Monitoring Solution Visualizes How Process Delivers Business Value

Training and Change Management Visual Solutions

Managed Health Services Provider Trains Its Staff with Interactive Application

Trading Analyst Training Agency Leverages Pictogram to Show Competency Gaps

Sales Training Consultancy Shows Transition to Solution from Product

Operations and Support Visual Solutions

Canadian Telecommunications Provider Enables Its Clients to Appreciate Its New Platform of Integrated Data Services

Data Reconciliation Offering Gets Its Clients Onboard with Integrated Visual Solution

Video Analytics Firm Demonstrates the Social Effect of Super Bowl Ads with Data Visualization

Social Media and PR Visual Solutions

Online Real Estate Gets on the Wall Street Journal Blog

New Name for California Credit Union Calls for a New Infographic Social Media Play

Research Visual Solutions

Enterprise Software Vendor Showcases Innovation with a Three-Part Infographic Series

IT Hardware Provider Puts Viewer on Client Virtualization Journey

Innovative Green Startup Showcases Energy Savings Research

Sales and Marketing Visual Solutions

Leading Reputation Consultancy Markets Their Insight Workshop

Social Media Recruitment Platform Visualizes Steps in Sales

New Product Release in the Enterprise Risk Space Gets a Visual Product Brochure

Product Development and Programmers

Nuclear Spare Parts Provider Wanted to Dynamically Visualize Spare Parts

Pension Fund: Security Impact on Bottom Line

Innovative Media Analytics Platform Unifies Online Television Metrics on One Dashboard

Construction and Real Estate Industry Visual Solutions

Showcasing an Innovative Construction Solution on a Tablet

Green Energy Startup Showcases Approach and Savings with Infographic

Real Estate Infographic Goes Wall Street Journal Viral

Education Industry Visual Solutions

Visual Engagement for Literacy Learning Application

Tablet Vendor Shows How Tablets are the Next Generation Classroom

Higher Education Gets an ROI Visualization

Energy Industry Visual Solutions

Dynamically Displaying Spare Parts Status

Green Energy Startup Showcases Approach and Savings with Infographic

Dynamically Displaying the Control Room in 3D

Financial Services Visual Solutions

Showcases New Trading Communication Platform

Credit Union Drives Distinction Between a Bank and a Credit Union

Insurance Brokers Association Showcases Their Membership in Numbers

Visual Solutions for the Healthcare Industry

New Community-Based Delivery Model Gets Visual

Offering Interactive Training Game to Showcase Managed Services

Dental Kits Distribution Visualization

HR and Recruiting Industry Visual Solutions

Social and Mobile Recruiting Solution Gets Interactive and Visual

Social Employee Referral Program Gets a Visual Sales Slide Presentation

Pharmaceutical Merger Visually Translated into Improved Employee Experience

Ideation and Product Development Industry Visual Solutions

Finance New Credit Approval Process: Storyboarding Ideation Phase

Innovation Lab Rolling Out New Financial Data-Driven Solutions

Collaborative Tool Goes Through Visual Ideation Phase

IT/Networking Industry Visual Solutions

Predictive Analytics Firm Debriefs Analysts Visually

Large Networking Vendor Visualizes Best Practices for Setting Up Network

IT Network Data Visualization: Top of Mind for CIOs

Management Consulting Industry Visual Solutions

Reputation Consultancy Visualizes Results Against Bottom Line

Management Consulting Firm New Corporate Performance Model Gets Visualization

Marketing Consulting Firm Gets Clients Onboard with Automation Process

Media Industry Visual Solutions

Digital Media Company Disturbs Ad Week with Infographic Series

Independent Film Platform Startup Shakes Things Up with Pictogram

Analytics Firm New User Interface Integrates TV and Online Metrics

Pharmaceutical Industry Visual Solutions

Large Pharmaceutical Merger Leverages Pictogram to Get Staff Onboard

Improving Prescription Delivery with Tablets

New Allergy Over-the-Counter Drug Gets Interactive Engagement

Professional Services Industry Visual Solutions

Marketing Automation Firm Visualizes Its Marketing Automation Process

Architecture Association Poster-Foldout Shows Community Value

Accounting Association Visually Celebrated 125th Anniversary with iPad Dynamic Visualization

Research Industry Visual Solutions

Research Infographic Showcases Best Practices for New Construction Network Deployment

Data Visualization Highlights Management Consulting Firm Research on New Business Performance Model

Financial Data Firm Small Business Health Index Research Report Gets Iconic Treatment

Retail and Ecommerce Industry Visual Solutions

Digital Media Firm Visually Shakes Things Up at Ad Week Trade Show

Tablet Maker Showcases How Tablets Are Reinventing the Retail Customer Experience

Translating Super Bowl Ads Metrics to Social Channel Performance

Software Industry Visual Solutions

Global ERP Software Vendor Engages with Shipping Analogy

Large Enterprise Software Vendor Showcases Productivity in Cloud

Security Software Vendor Shows Right Approach to Patch Management

Technology Industry Visual Solutions

Large Computer Hardware Vendor Showcases Benefits of a Converged Infrastructure

Demonstrating Business Value for Tablets

Big Data and Social Business

Telecommunications Industry Visual Solutions

Alaskan Telecommunications Firm Showcases an Engineering Marvel

Canadian Data Services FIrm Visually Launches its New Platform of Business Data Services

Wireless Provider Engages with an Infographic Rich Media Ad

Travel Industry Visual Solutions

Large IT Airport Solution Provider Infographic “Facts” Showcases Impressive Numbers and Innovation

Student Travel Agency Visually Demonstrated Differentiated Value

Cloud Services in an Airport Industry Context

In Closing: A Sobering and a Positive Note

Sobering Note

Positive Note

Epilogue: A Call to Visual Action

Index

End User License Agreement

Guide

Cover

Table of Contents

Begin Reading

Part 1

Chapter 1

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Stephen Gamble

Visual Content Marketing

Leveraging Infographics, Video, and Interactive Media to Attract and Engage Customers

Cover image: Kittisak_TaramasCover design: Wiley

This book is printed on acid-free paper.

Copyright © 2016 by Stephen Gamble. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New JerseyPublished simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.

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Library of Congress Cataloging-in-Publication Data:

[Text to come]

Dedication

I would like to dedicate this book to whoever is or had been placed in a role where an exciting offering or approach is in play but nobody, including your clients, the marketplace, and perhaps even the staff, is “getting it.” You are not alone, and this book is your rallying cry and plan and inspiration to get your audience to a point of understanding and engagement.

Acknowledgements

I would like to start with my family and my mother, Betty, and my father, Fred, for laying the foundation for me to pursue my career and passions wherever they may lie. I would like to thank my son, Adrian, for always being a sounding board and always bringing his keen intellect to whatever point intellectually or professionally I might be advancing. And for my three-year-old son'Dylan'I'm thankful that he brings a sense of wonderment as we tackle life's big problems like whether a dinosaur is stronger than a tiger. I would like to thank Dean Proessell, who in my philosophy graduate days drove me into the deeper waters of issues around philosophy of language and metaphysics over extended and spirited debate tables at our local coffee shop. I would like to thank Peter Bulko, who introduced me to the complex world of technology and Wall Street and softened my entrance to the nuanced layers of technical applications and business functions as well as the corridors of Manhattan itself. I would like to thank Joseph Singh, with whom I have had the opportunity to work along side of at three companies and to learn the fine craft of consulting and the difficult path of navigating professional services delivery with go-to market excellence.

And finally, I would like to thank Katerina who, besides providing me the privilege of being her life partner, has been a steady rock in making Frame Concepts operational and a sounding board for every new idea we come up with in the always changing adventure of tackling pressing business communication challenges with visual solutions.

About the Author

For the last six years, Stephen Gamble, as the founder and CEO of Frame Concepts, has been solving the most pressing business communication challenges for some of the most complex offerings in the world. Stephen began his career as a mechanical engineering technologist in the 1980s and returned to complete a master's degree and doctorial studies in philosophy, focusing on philosophy of language issues as well as teaching philosophy and business subjects at City University of New York and the Metropolitan College of New York.