Stephen Gamble

Visual Content Marketing (eBook, ePUB)

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

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 368
• Erscheinungstermin: 29. März 2016
• Englisch
• ISBN-13: 9781119158547
• Artikelnr.: 44872805

Autorenporträt

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.

Inhaltsangabe

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
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Rezensionen

"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