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Visual Content Marketing: Leveraging Infographics, Video, and Interactive Media to Attract and Engage Customers

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en Limba Engleză Carte Paperback – 27 May 2016
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.
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Specificații

ISBN-13: 9781119157434
ISBN-10: 1119157439
Pagini: 368
Dimensiuni: 204 x 203 x 19 mm
Greutate: 0.77 kg
Editura: Wiley
Locul publicării: Hoboken, United States

Textul de pe ultima copertă

A Framework for Picturing Your Business Solutions in Infographics
Visual Content Marketing demystifies the explosive and wildly successful trend driving real business value by amplifying business communications with infographics, interactive pictograms, animations, and data–driven visualizations.
Winning customer engagement and attention hinges on outstanding visual content, and in this authoritative guide by visual marketing solutions leader, Stephen Gamble, you become fully immersed in a lively mix of narrative and infographics explaining why visual solutions have emerged as steady contributors to achieving bottom–line business goals. He walks you through a logical framework for taking a visual–centric view of your business, including scoping a visual project, getting your team on board, and how to choose and manage a vendor. This book becomes part of your ongoing development and sets your course for growth by sharing imaginative, revenue–generating examples you can emulate and build on with the accompanying insider′s perspective on why each one works the way it does. With this turnkey process for fleshing out the important information in your message, you can:
  • Match the best visual marketing and engagement strategies with your business goals and values
  • Update and refresh your brand with memorable, informative, and shareable visual solutions
  • Reference an industry–specific collection of remarkable examples of visualizations from real businesses leading the way in visual communication
If your business relies on conversions, lead generation, and revenue expansion, you need Visual Content Marketing.

Cuprins

Acknowledgements x
About the Author xii
About the Content xiii
About Frame Concepts xiv
Dedication xv
Foreword xvi
References xvii
Prologue: A Call to Visual Action xviii
ABOUT THE AUTHOR AND THIS BOOK
First–Hand Knowledge of Communication Challenges and Visual Solution 2
Presented from the Perspective of a Business Person, not a Designer 3
ABOUT THIS BOOK
Three Main Sections 6
INTRODUCTION: NOTES FROM THE UNDERGROUND
My Career Life Is Symptomatic of Our Business Communication Challenges 10
My First Business Communication Lesson: Explaining the Business Value of Preventative Maintenance11
Academic Complex Communications 12
Corporate Training 13
Wall Street 14
The Startup Laundry Machine 16
A Lot at Stake with Startups 17
Some Visual Light at the End of the Tunnel 19
A Sketch Helps Business 20
Netting It All Out 21
PART 1 WHY VISUAL SOLUTIONS FOR BUSINESS
WHY IS THERE A BUSINESS COMMUNICATION
PROBLEM?
Is Business Communication Important to the Bottom Line? 26
So Why Is There a Communication Problem? 29
Information Overload 31
Information Economy 32
Attention Deficit Syndrome 32
Innovation Requires New Understanding 33
Differentiation in a Crowded Space Very Nuanced34
Offerings Becoming Increasingly More Specialized35
Buyers Have No Time 36
Media Consumption Increasingly Visual in the Media/Consumer World 37
SOLUTION: INFORMATION DESIGN
Graphic Design Vs Information Design 40
Illustration vs Information Design 41
Technical Communication Vs Information Design 42
Copywriting and Stock Photo Sourcing 43
So How is Information Design Different? 43
The Ingredients of Information Design 44
Pencil Sketch: Driving Visual Ideation 46
LEVERAGING INFORMATION DESIGN FOR BUSINESS COMMUNICATIONS: A PERFECT STORM
The Audience Already Enjoys Visual Communication in Media and Consumer ChannelS 50
The Rise of Content and Inbound Marketing 51
Data Analytics has Become Mainstream 52
Value and Solution Selling haVE become the Norm 53
THE ARGUMENT FOR VISUAL–CENTRIC APPROACH
Why Are Visual Solutions So Effective in Business Communications? 56
Visuals in Business: The Psychological Argument 57
Visual Solutions in Business: The Marketing Metric Argument 58
Visual Solutions in Business: The Organic Argument 60
Opposing the Financial (or Luxury) Argument 61
PART 2 ONBOARDING, PLANNING AND MANAGING THE VISUAL SOLUTION PROCESS STRATEGY SCOPING IN VISUAL SOLUTIONS TO YOUR ORGANIZATION
Where to Start? 66
Considerations 67
It All Starts at Home 68
On to Content Marketing 70
Validating your Approach and Your Solutions 71
Sales Tools 71
Getting Everyone Onboard 72
SELECTING VENDORS: THE LANDSCAPE
Traditional Options 76
Visualizing Visual Options 76
Do–It–Yourself Tools 78
Infographic Freelancer 79
Community Site of Infographic Designers 80
Traditional Marketing or PR Agency 81
Ad Agency 82
Technical Writers 83
Explainer Video Shop 84
Evaluating Information Design Agencies 85
MANAGING VENDORS: A REPEATABLE CREATIVE PROCESS
Getting the Best Creative Within Predictable Timelines88
Pre–Delivery: The Outline 90
Concept Sketch: Ideation Begins 91
Partial Render 94
Final Stage: Full Render 86
Extending from Static to Interactive, Animation, and Data–Driven Visualization Application 97
Interactive Storyboard 98
Animation Storyboard 100
Data–Driven Visualization Process Storyboard 103
VISUAL SOLUTIONS IN BUSINESS ACTION
The Short Answer Is That Visual Solutions Can Be Applied Everywhere 110
A Picture Is Worth a Thousand Words 111
Visual Solutions Are Being Applied Everywhere 111
Visual Application Samples Category 112
INFOGRAPHICS
Financial Data Innovation Lab Wants to Visually Showcase Innovation Output 116
Large Digital Media Company Needs to Shake Up Advertisers During Ad Week with Ecommerce Metrics 118
Predictive Analytics Firm Uses Infographic to Debrief Analysts 120
INBOUND MARKETING PROGRAMS
Networking Vendor Scope Visual Strategy Around Their Differentiated Offering 124
Reputation Consultancy Gets Existing Clients to Appreciate Value of Delivered Offering 125
Small Business Health Index Iconic Design Is Integrated with Infographic Content Program 126
VIDEO
Enterprise Software Animation Takes the Audience to the Sea with a Compelling Data Management Visual Animation 130
Client Virtualization Gets an Animated Journey with an Infographic Bonus 131
Enterprise Firm Lets Traffic Analogy Drive Data Management Research Key Findings Home with Animation 132
SOLUTION PICTOGRAMS
Trading Communications Platform Use Visual Pictogram to Contextualize Offering in Trading Lifecycle 136
Video Analytics Firm Applies Pictogram to Case Study Program 137
Networking Solution Company Applies Pictogram to Case Study Program 138
INTERACTIVE SOLUTION PICTOGRAMS
Social Recruiting Platform Gets Interactive Visual Explanatory Lift 142
Construction Field Software Startup Shows Efficiencies Improvement in Visual Before and After Pictogram 143
Trading Communications Platform 144
DATA–DRIVEN VISUALIZATIONS AND APPLICATIONS
Nuclear Spare Parts Division Needs to Visually Cause Their Clients to Order Spare Parts 148
An Accounting Association Celebrates 125–Year History with Tablet Data–Driven Visual Timeline 150
Healthcare Managed Service Provider Trains Its Stakeholders the Best Service Delivery Framework with Visual Interactive Card Training Game 151
STARTUPS ORGANIZATIONS VISUAL SOLUTIONS
Large Construction Projects Software Startup Engages with Interactive Pictogram 154
Meeting Software Platform Startup Shows Business Inefficiencies in Traditional Meetings 155
Innovative Startup for Movie Industry Showcase New Model 156
AGENCY ORGANIZATION S VISUAL SOLUTIONS
SEO Agency Leverages Infographic to Drive Their Client s Traffic 160
Marketing Automation Consultancy Automates the Understanding of Their Processes 162
Branding Agency Leverages iPad Dynamic Timeline Data Visualization 163
NOT FOR PROFIT ORGANIZATIONS VISUAL SOLUTIONS
Children and Widow Charitable Organization 166
Architectural Association Showcases Value to Community 167
ENTERPRISE ORGANIZATIONS VISUAL SOLUTIONS
Nuclear Energy Spare Parts Provider Engages its Clients with Data–Driven Visualizations Tools 170
Financial Data Firm Showcases Financial Data Innovation with Infographic Series 172
Network Performance Monitoring Solution Visualizes How Process Delivers Business Value 173
TRAINING AND CHANGE MANAGEMENT VISUAL SOLUTIONS
Managed Health Services Provider Trains Its Staff with Interactive Application 176
Trading Analyst Training Agency Leverages Pictogram to Show Competency Gaps 177
Sales Training Consultancy Shows Transition to Solution from Product 178
OPERATIONS AND SUPPORT VISUAL SOLUTIONS
Canadian Telecommunications Provider Enables Its Clients to Appreciate Its New Platform of Integrated Data Services 182
Data Reconciliation Offering Gets Its Clients Onboard with Integrated Visual Solution 184
Video Analytics Firm Demonstrates the Social Effect of Super Bowl Ads with Data Visualization 185
SOCIAL MEDIA AND PR VISUAL SOLUTIONS
Online Real Estate Gets on the Wall Street Journal Blog 188
New Name for California Credit Union Calls for a New Infographic Social Media Play 189
RESEARCH VISUAL SOLUTIONS
Enterprise Software Vendor Showcases Innovation with a Three–Part Infographic Series 192
IT Hardware Provider Puts Viewer on Client Virtualization Journey 194
Innovative Green Startup Showcases Energy Savings Research 196
SALES AND MARKETING VISUAL SOLUTIONS
Leading Reputation Consultancy Markets Their Insight Workshop 200
Social Media Recruitment Platform Visualizes Steps in Sales 202
New Product Release in the Enterprise Risk Space Gets a Visual Product Brochure 203
PRODUCT DEVELOPMENT AND PROGRAMMERS
Nuclear Spare Parts Provider Wanted to Dynamically Visualize Spare Parts 206
Pension Fund: Security Impact on Bottom Line 207
Innovative Media Analytics Platform Unifies Online Television Metrics on One Dashboard 208
CONSTRUCTION AND REAL ESTATE INDUSTRY VISUAL SOLUTIONS
Showcasing an Innovative Tablet Construction Solution on a Tablet 212
Green Energy Startup Showcases Approach and Savings with Infographic 213
214 Real Estate Infographic Goes Wall Street Journal Viral 214
EDUCATION INDUSTRY VISUAL SOLUTIONS
Visual Engagement for Literacy Learning Application 218
Tablet Vendor Shows How Tablets are the Next Generation Classroom 219
Higher Education Gets an ROI Visualization 220
ENERGY INDUSTRY VISUAL SOLUTIONS
Dynamically Displaying Spare Parts Status 224
Green Energy Startup Showcases Approach and Savings with Infographic 225
Dynamically Displaying the Control Room in 3D 226
FINANCIAL SERVICES VISUAL SOLUTIONS
Showcases New Trading Communication Platform 230
Credit Union Drives Distinction Between a Bank and a Credit Union 231
Insurance Brokers Association Showcase Their Membership in Numbers 232
VISUAL SOLUTIONS FOR THE HEALTHCARE INDUSTRY
New Community–Based Delivery Model Gets Visual 236
Offering Interactive Training Game to Showcase Managed Services 238
Dental Kits Distribution Visualization 239
HR AND RECRUITING INDUSTRY VISUAL SOLUTIONS
Social and Mobile Recruiting Solution Gets Interactive and Visual 242
Social Employee Referral Program Gets a Visual Sales Slide Presentation 244
Pharmaceutical Merger Visually Translated into Improved Employee Experience 245
IDEATION AND PRODUCT DEVELOPMENT INDUSTRY VISUAL SOLUTIONS
Finance New Credit Approval Process: Storyboarding Ideation Phase 248
Innovation Lab Rolling Out New Financial Data–Driven Solutions 249
Collaborative Tool Goes Through Visual Ideation Phase 250
IT/NETWORKING INDUSTRY VISUAL SOLUTIONS
Predictive Analytics Firm Debriefs Analysts Visually 254
Large Networking Vendor Visualizes Best Practices for Setting Up Network 256
IT Network Data Visualization: Top of Mind for CIOs 258
MANAGEMENT CONSULTING INDUSTRY VISUAL SOLUTIONS
Reputation Consultancy Visualizes Results Against Bottom Line 262
Management Consulting Firm New Corporate Performance Model Gets Visualization 263
Marketing Consulting Firms Gets Clients Onboard with Automation Process 264
Digital Media Company Disturbs Ad Week with Infographic Series 268
Independent Film Platform Startup Shakes Things Up with Pictogram 270
Analytics Firm New User Interface Integrates TV and Online Metrics 271
PHARMACEUTICAL INDUSTRY VISUAL SOLUTIONS
274 Large Pharmaceutical Merger Leverages Pictogram to Get Staff Onboard
276 Improving Prescription Delivery with Tablets
278 New Allergy Over–the–Counter Drug Gets Interactive Engagement
PROFESSIONAL SERVICES INDUSTRY VISUAL SOLUTIONS
Marketing Automation Firm Visualizes Its Marketing Automation Process 282
Architecture Association Poster–Foldout Shows Community Value 283
Accounting Association Visually Celebrated 125th Anniversary with iPad Dynamic Visualization 284
RESEARCH INDUSTRY VISUAL SOLUTIONS
Research Infographic Showcases Best Practices for New Construction Network Deployment 288
Data Visualization Highlights Management Consulting Firm Research on New Business Performance Model 290
Financial Data Firm Small Business Health Index Research Report Gets Iconic Treatment 291
RETAIL AND ECOMMERCE INDUSTRY VISUAL SOLUTIONS
Digital Media Firm Visually Shakes Things Up at Ad Week Trade Show 294
Tablet Maker Showcases How Tablets Are Reinventing the Retail Customer Experience 296
Translating Super Bowl Ads Metrics to Social Channel Performance 297
SOFTWARE INDUSTRY VISUAL SOLUTIONS
Global ERP Software Vendor Engages with Shipping Analogy 300
Large Enterprise Software Vendor Showcases Productivity in Cloud 302
Security Software Vendor Shows Right Approach to Patch Management 304
TECHNOLOGY INDUSTRY VISUAL SOLUTIONS
Large Computer Hardware Vendor Showcase Benefits of a Converged Infrastructure 308
Demonstrating Business Value for Tablets 309
Big Data and Social Business 310
TELECOMMUNICATIONS INDUSTRY VISUAL SOLUTIONS
Alaskan Telecommunications Firm Showcases an Engineering Marvel 314
Canadian Data Services Firm Visually Launches it New Platform of Business Data Services 315
Verizon Engages Engages with an Infographic Rich Media Ad 316
TRAVEL INDUSTRY VISUAL SOLUTIONS
Large IT Airport Solution Provider Infographic Facts Showcases Impressive Numbers and Innovation 320
Student Travel Agency Visually Demonstrated Differentiated Value 322
Cloud Services in an Airport Industry Context 323
IN CLOSING: A SOBERING AND A POSITIVE NOTE
Sobering Note 326
Index

Recenzii

"As a consultant bringing transformational change to large corporations, it s clear that there is a huge asymmetry – companies spend lots on IP, trivially little on positioning and polishing that IP. It is essentially quitting the race to meet the customer′s need yards from the finish line. The ideas and the practical examples within this book is the remedy for this problem. If you have complex subject matter and an audience that needs to engage with your new approach, this book should be at your side on every project." Joe Singh, Board Advisor and Operating Executive, Grace One Advisors, Inc.

"As a seasoned enterprise sales leader I know how challenging it can be to get a prospect to engage with a new offering and see the point to the innovation below the surface. This book tackles this problem head on and shows how the value in a new offering can be visually communicated so even the toughest audience gets it and engages. Every sales and marketing leader can benefit from the approaches and industry–specific visual case studies." Alon Verdnikov, General Manager, Glassbox
"More and more complex solutions are being developed through strategic partnerships between different companies and it can be a challenge to communicate the point and value of a joint solution to multiple stakeholders. This book shows how even the most complex offerings can be visually communicated so the marketplace and the staff get onboard with the vision of innovative complex solutions. More than just theory, this book provides practical guidance on how to deliver these visual projects and offers provocative visual samples across every major industry. If you need to communicate the point and value of a complex offering, you need to read this book." Kevin Dexter, Alliance Leader, Dun and Bradstreet
"We are dealing with complex layers of nuanced content while communicating to the marketplace, our employees and new recruits. But at the end of the day we want our audience to get it quickly and engage with content that can be quite technical with jargon that is business–specific. By embracing the principles and learning from the visual case studies in every major industry, this book shows how one can successfully engage your audience even on the most complex content. If you have complex subject matter and tough audience to reach, you need to embrace this book." Leighton Symons PhD, Senior Vice President, Two Sigma Investments

"Innovation is all the rage and now we must face head on the problem of making sure all stakeholders get the point of the innovation and are excited about its prospects. This book delivers both the theory and the practical steps on how to take your innovation and visually engage all your audiences. The fact that its filled with colorful visuals samples for all major professions and industries from startups to Fortune 500 companies makes it a very compelling read. Innovation leaders need to wake up and embrace a visual–centric approach to communications as outlined in this book." Hao Dinh, Innovation Leader, GE
"While working with the software development group we come up very large complex trading systems for financial institutions and the success of these project is largely dependent on management, business owners and partners getting onboard with the whole point of these new systems. This book clearly shows how to make the complex intuitive and simply on one page how to get to that ah–hah moments for tough audiences resistant to change. All technical departments need to embrace to the approach outlined in this book for their communications with their stakeholders." Peter Bulko, Fixed Income Risk and Analytics, Royal Bank Securities
 

Notă biografică

STEPHEN GAMBLE is the CEO and founder of Frame Concepts, a visual solutions company that provides business–driven visual solutions for some of the most innovative and demanding clients in the world.