book

Visual Content Marketing

by Stephen Gamble

April 2016

Beginner

368 pages

4h 37m

English

Wiley

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First-Hand Knowledge of Communication Challenges and Visual SolutionsPresented from the Perspective of a Business Person, not a Designer
Three Main Sections
My Career Life Is Symptomatic of Our Business Communication ChallengesMy First Business Communication Lesson: Explaining the Business Value of Preventative MaintenanceAcademic Complex CommunicationsCorporate TrainingWall StreetThe Startup Laundry MachineA Lot at Stake with StartupsSome Visual Light at the End of the TunnelA Sketch Helps BusinessNetting It All Out
Is Business Communication Important to the Bottom Line?So Why Is There a Communication Problem?Information OverloadInformation EconomyAttention Deficit SyndromeInnovation Requires New UnderstandingDifferentiation in a Crowded Space Very NuancedOfferings Becoming Increasingly More SpecializedBuyers Have No TimeMedia Consumption Increasingly Visual in the Media/Consumer World
Graphic Design Vs. Information DesignIllustration vs. Information DesignTechnical Communication Vs. Information DesignCopywriting and Stock Photo SourcingSo How is Information Design Different?The Ingredients of Information DesignPencil Sketch: Driving Visual Ideation
The Audience Already Enjoys Visual Communication in Media and Consumer ChannelSThe Rise of Content and Inbound MarketingData Analytics Has Become MainstreamValue and Solution Selling Have Become the Norm
Why Are Visual Solutions So Effective in Business Communications?Visuals in Business: The Psychological ArgumentVisual Solutions in Business: The Marketing Metric ArgumentVisual Solutions in Business: The Organic ArgumentOpposing the Financial (or Luxury) Argument
Where to Start?ConsiderationsIt All Starts at HomeOn to Content MarketingValidating your Approach and Your SolutionsSales ToolsGetting Everyone Onboard
Traditional OptionsVisualizing Visual Options1. Do-It-Yourself Tools2. Infographic Freelancer3. Community Site of Infographic Designers4. Traditional Marketing or PR Agency5. Ad Agency6. Technical Writers7. “Explainer” Video ShopEvaluating Information Design Agencies
Getting the Best Creative Within Predictable TimelinesPre-Delivery: The OutlineConcept Sketch: Ideation BeginsPartial RenderFinal Stage: Full RenderExtending from Static to Interactive, Animation, and Data-Driven Visualization ApplicationInteractive StoryboardAnimation StoryboardData-Driven Visualization Process Storyboard
The Short Answer is that Visual Solutions can be Applied EverywhereA Picture Is Worth a Thousand WordsVisual Solutions Are Being Applied EverywhereVisual Application Samples Category
Financial Data Innovation Lab Wants to Visually Showcase Innovation OutputLarge Digital Media Company Needs to Shake Up Advertisers During Ad Week with Ecommerce MetricsPredictive Analytics Firm Uses Infographic to Debrief Analysts
Networking Vendor Scope Visual Strategy Around Their Differentiated OfferingReputation Consultancy Gets Existing Clients to Appreciate Value of Delivered OfferingSmall Business Health Index Iconic Design Is Integrated with Infographic Content Program
Enterprise Software Animation Takes the Audience to the Sea with a Compelling Data Management Visual AnimationClient Virtualization Gets an Animated Journey with an Infographic BonusEnterprise Firm Lets Traffic Analogy Drive Data Management Research Key Findings Home with Animation
Trading Communications Platform Uses Visual Pictogram to Contextualize Offering in Trading LifecycleVideo Analytics Firm Applies Pictogram to Case Study ProgramNetworking Solution Company Applies Pictogram to Case Study Program
Social Recruiting Platform Gets Interactive Visual Explanatory LiftConstruction Field Software Startup Shows Efficiencies Improvement in Visual Before and After PictogramTrading Communications Platform
Nuclear Spare Parts Division Needs to Visually Cause Their Clients to Order Spare PartsAn Accounting Association Celebrates 125-Year History with Tablet Data-Driven Visual TimelineHealthcare Managed Service Provider Trains Its Stakeholders the Best Service Delivery Framework with Visual Interactive Card Training Game
Large Construction Projects Software Startup Engages with Interactive PictogramMeeting Software Platform Startup Shows Business Inefficiencies in Traditional MeetingsInnovative Startup for Movie Industry Showcase New Model
SEO Agency Leverages Infographic to Drive Their Client's TrafficMarketing Automation Consultancy Automates the Understanding of Their ProcessesBranding Agency Leverages iPad Dynamic Timeline Data Visualization
Children and Widow Charitable OrganizationArchitectural Association Showcases Value to Community
Nuclear Energy Spare Parts Provider Engages its Clients with Data-Driven Visualizations ToolsFinancial Data Firm Showcases Financial Data Innovation with Infographic SeriesNetwork Performance Monitoring Solution Visualizes How Process Delivers Business Value
Managed Health Services Provider Trains Its Staff with Interactive ApplicationTrading Analyst Training Agency Leverages Pictogram to Show Competency GapsSales Training Consultancy Shows Transition to Solution from Product
Canadian Telecommunications Provider Enables Its Clients to Appreciate Its New Platform of Integrated Data ServicesData Reconciliation Offering Gets Its Clients Onboard with Integrated Visual SolutionVideo Analytics Firm Demonstrates the Social Effect of Super Bowl Ads with Data Visualization
Online Real Estate Gets on the Wall Street Journal BlogNew Name for California Credit Union Calls for a New Infographic Social Media Play
Enterprise Software Vendor Showcases Innovation with a Three-Part Infographic SeriesIT Hardware Provider Puts Viewer on Client Virtualization JourneyInnovative Green Startup Showcases Energy Savings Research
Leading Reputation Consultancy Markets Their Insight WorkshopSocial Media Recruitment Platform Visualizes Steps in SalesNew Product Release in the Enterprise Risk Space Gets a Visual Product Brochure
Nuclear Spare Parts Provider Wanted to Dynamically Visualize Spare PartsPension Fund: Security Impact on Bottom LineInnovative Media Analytics Platform Unifies Online Television Metrics on One Dashboard
Showcasing an Innovative Construction Solution on a TabletGreen Energy Startup Showcases Approach and Savings with InfographicReal Estate Infographic Goes Wall Street Journal Viral
Visual Engagement for Literacy Learning ApplicationTablet Vendor Shows How Tablets are the Next Generation ClassroomHigher Education Gets an ROI Visualization
Dynamically Displaying Spare Parts StatusGreen Energy Startup Showcases Approach and Savings with InfographicDynamically Displaying the Control Room in 3D
Showcases New Trading Communication PlatformCredit Union Drives Distinction Between a Bank and a Credit UnionInsurance Brokers Association Showcases Their Membership in Numbers
New Community-Based Delivery Model Gets VisualOffering Interactive Training Game to Showcase Managed ServicesDental Kits Distribution Visualization
Social and Mobile Recruiting Solution Gets Interactive and VisualSocial Employee Referral Program Gets a Visual Sales Slide PresentationPharmaceutical Merger Visually Translated into Improved Employee Experience
Finance New Credit Approval Process: Storyboarding Ideation PhaseInnovation Lab Rolling Out New Financial Data-Driven SolutionsCollaborative Tool Goes Through Visual Ideation Phase
Predictive Analytics Firm Debriefs Analysts VisuallyLarge Networking Vendor Visualizes Best Practices for Setting Up NetworkIT Network Data Visualization: Top of Mind for CIOs
Reputation Consultancy Visualizes Results Against Bottom LineManagement Consulting Firm New Corporate Performance Model Gets VisualizationMarketing Consulting Firm Gets Clients Onboard with Automation Process
Digital Media Company Disturbs Ad Week with Infographic SeriesIndependent Film Platform Startup Shakes Things Up with PictogramAnalytics Firm New User Interface Integrates TV and Online Metrics
Large Pharmaceutical Merger Leverages Pictogram to Get Staff OnboardImproving Prescription Delivery with TabletsNew Allergy Over-the-Counter Drug Gets Interactive Engagement
Marketing Automation Firm Visualizes Its Marketing Automation ProcessArchitecture Association Poster-Foldout Shows Community ValueAccounting Association Visually Celebrated 125th Anniversary with iPad Dynamic Visualization
Research Infographic Showcases Best Practices for New Construction Network DeploymentData Visualization Highlights Management Consulting Firm Research on New Business Performance ModelFinancial Data Firm Small Business Health Index Research Report Gets Iconic Treatment
Digital Media Firm Visually Shakes Things Up at Ad Week Trade ShowTablet Maker Showcases How Tablets Are Reinventing the Retail Customer ExperienceTranslating Super Bowl Ads Metrics to Social Channel Performance
Global ERP Software Vendor Engages with Shipping AnalogyLarge Enterprise Software Vendor Showcases Productivity in CloudSecurity Software Vendor Shows Right Approach to Patch Management
Large Computer Hardware Vendor Showcases Benefits of a Converged InfrastructureDemonstrating Business Value for TabletsBig Data and Social Business
Alaskan Telecommunications Firm Showcases an Engineering MarvelCanadian Data Services FIrm Visually Launches its New Platform of Business Data ServicesWireless Provider Engages with an Infographic Rich Media Ad
Large IT Airport Solution Provider Infographic “Facts” Showcases Impressive Numbers and InnovationStudent Travel Agency Visually Demonstrated Differentiated ValueCloud Services in an Airport Industry Context
Sobering NotePositive NoteEpilogue: A Call to Visual Action

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Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.