Leveraging the visual web with visual content requires a strategic approach to developing visual content that is relevant to customers at specific stages of their lifecycle. Use this template to map the opportunity to integrate visual content into your overarching content strategy.

1. PRESENTED BY: R2integrated
Visual Content Framework
June 2013

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Visual Content Framework
© 2013 www.r2integrated.com | info@r2integrated.com
How to use this document
The guidance below maps to the sections in the template.
• Adapt audience phases to your business
• Mindsets: Use existing audience research or fill out this section using your
own customer insights
• Visual Content Types: Assess and review available content and ID the
content needed
• Amplification Channels: Fill in the appropriate channels to reach new
customers

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Visual Content Framework
© 2013 www.r2integrated.com | info@r2integrated.com
Lifecycle Stage Awareness Acquisition Engagement Loyalty
Customer
Mindset
Considerations:
• What are the key
benefits of this
product/service?
• How does this
product/service
compare to
competitors?
• Is this product the right
fit for my needs?
• What do others think of
the product?
Considerations:
• How do I get started?
• How do I get the most
from the
product/service?
• Is there any educational
material available?
• What type of support is
available?
Considerations:
• How do I learn about
value added features
and benefits?
• What’s new with the
product/service?
• How are others using
the product/service?
Considerations:
• How do I share my
satisfaction with the
product/service?
• How can I be
recognized as an
expert/advocate?
• Are there benefits to
advocating the product
or service?
Visual Content
Types
Content ideas
• Demo videos
• Graphical tutorials
• Comparative benefits infographics
• Video testimonials
• High quality product/service/team photos
• Relevant memes
• Whiteboard sketches
• Branded illustrations
Amplification
Channels
Determine which channels are most relevant for communicating specific messages during each stage of the lifecycle.
For example, in the Awareness phase, a combination of social, email and paid ad campaigns would serve best to
reach a broad base of unknown targets. Post-Acquisition, content can be shared via email, social, or customized
loyalty channels to reach known customers.

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Visual Content Framework
© 2013 www.r2integrated.com | info@r2integrated.com
Lifecycle Stage Awareness Acquisition Engagement Loyalty
Customer
Mindset
Visual Content
Types
Amplification
Channels