In this presentation, Danny Blackburn, Stickyeyes Content Director, demonstrates:
- Why visual content has become the big topic in content marketing.
- How visual content changes the way in which your audiences interact with your brand.
- How brands are capitalising on the power of visual content.
- Methods to make visual content work for your brand.
5. Visual content is powerful,
impactful and persuasive.
Sources: Nilsson & Pelger, 1994; Merieb & Hoehn, 2007
6. It works cognitively, emotionally
and incredibly quickly.
Sources: Levie & Lentz, 1982; Preece & Arnold, 1999; Potter et al, 2014 (Image: FourSquare, 2011)
7. It’s no secret what people
0
5
10
15
20
25
30
35
40
45
Keep me
informed
Improve
my
knowledge
Entertain
me
Talk to me
like a real
person
Give me a
personal
service
Give me
relevant
content
Inspire me
with new
ideas
Be part of
my daily
routine
Help me
organize
my life
Percentage
Source: Global Web Index UK baseline data
want from brands.
8. Source: Global Web Index UK baseline data
So all you have to do is give ‘em
some of that, right?
20. Understand your audience.
Who are they?
Where are they active?
Why are they interested?
When are they online?
What do they want from you?
21. 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
22. Where is your audience?
Paid channels.
0
10
20
30
40
50
60
%monthlyactiveusage
Source: Global Web Index; UK base
23. 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
31. 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
Email
Paid social media
ATL
Know and use the right channels.
and aim for the sweet spot!