Click here to close now.

Welcome!

Search Authors: Pat Romanski, Elizabeth White, JP Morgenthal, AppDynamics Blog, XebiaLabs Blog

Blog Feed Post

The Big Change: Is Your Content Strategy Visual?

Integrated media is one of the hot new buzzwords in everything from marketing websites to sales presentations to customer engagement. There's no doubt that media is changing the face of communications in B2B and B2C markets alike. That's a great thing for our buyers and vendors alike. Why? Because our human brains grasp and remember visual information much better than we do textual content. How do we best take advantage of this Big Change? I chatted with Paul Biederman, design expert and social media friend about his take on visual and our content strategies.

Paul shares his expertise in his interview and in the Slideshare he prepared to add even more value to his comments.  

 

1) Research has proven that people remember far more from images than words. How does that play into today's media-focused marketing?

If you look across the web and especially on the social platforms, you will see that people love sharing pictures and meme-style images! More and more, the platforms are catering to this and the way people like to engage. Platforms such as Pinterest and Instagram are built around visuals, but Facebook, Twitter, Google+ and even LinkedIn are also becoming increasingly more visual! It would be wise for companies to pay attention to this and develop a visual content strategy that capitalizes on it.

2) If a picture tells a thousand words — how does that impact storytelling today?

Telling your brand story, whether you are a company or an independent professional, is key to capturing the hearts and minds of your market, your audience and your online communities. It is a busy, distracted world and people are spending less and less time reading lengthy explanations — they’d rather skim. So if you want to tell your story with impact, you better be using strong visuals! Videos play a part too, of course, but I still think that still visuals together with a powerful, well-designed brand work even better in this world where no one seems to have any time to spare anymore. Videos take time — pictures are a quick grab and there is endless power in a story told through a strong, consistent brand image that is pervasive through all communications and media touchpoints. 

3) What is the biggest misconception about design you encounter in the business world?

I still come across people who seem to think that design is merely a decorative add-on or unnecessary fluff. Nothing could be further from the truth — in fact, I would say that design is the critical component missing from many businesses. Good design is that which serves a business purpose. It clarifies, communicates, unifies, engages and influences to name a few examples. Of course, doing these things well improves the bottom line, but good designers also save money by streamlining communications and processes, as well as preventing unnecessary waste. This is why design should also be considered at the very earliest stages of a project and by the highest levels. From a well-designed brand strategy that communicates clearly and succinctly everything that a business is about to a cohesive marketing program that powerfully accomplishes its business objectives to visual content that helps a business stand out and stimulate engagement on the social web — good design and a strong visual strategy have never been more important.

4) What are the greatest challenges companies need to overcome in order to adopt successful creative strategies that achieve their business goals?

Too many times, a potentially sound business strategy isn’t supported by an equally good creative strategy, allowing the plan to die on the vine. And if a business recognizes how critical the role of good design is to execute the strategy and enable its success, the budget dollars need to be placed there as well, not relegated to another day as something “nice to have” once other expenditures are made.

5) We all know buyers are distracted and overwhelmed with too much information and too many interruptions. How can we use visuals to rise above the noise?

Well-designed communications in this day and age need to get to the meat of the message really quickly. Messaging must be distilled down into “sound-bytes” that even skimmers will catch the meaning of. Visuals transport those messages and drive them through the noise out so they stand apart from the busy streams, enabling the messages to be seen. It amazes me how few companies seem to understand this and do it well — but that presents amazing opportunities for the smart companies that “get it.”

6) What’s the best balance between content and visuals in today's world?

Visuals are also content, but if you mean text, less is more. Just as the most nicely crafted ads have always achieved a fine balance and interplay between text and visual, the same holds true now. Since we are increasingly becoming a visually-oriented society as things constantly zip by us in today’s media from all directions, coming up with strategies that allow the visual to dominate would be prudent. Once someone is hooked, they can then be directed somewhere else where the broader story can be told — but they need to be hooked first.

7) What do you think are the perfect elements of an engaging story?

I like to keep it simple, since again, a complex story will only cause befuddlement and people will move on. At best, you want your single main message to get across. I encourage people not to rush this part of the process — it means introspection and not settling on the obvious. Everyone else is doing the obvious — you or your company needs to set itself apart. A simple example: If you’re a dry cleaner, do you only clean clothes or do you keep people looking great so they can go out into the world and be the best they can be? Or perhaps, a dry cleaner simply makes people’s lives easier, giving them more time to do the things they love. Or maybe they use safe chemicals for a better, healthier, greener environment. Those are all better stories than just cleaning clothes. Marry a simple, compelling story to a strong visual campaign and you’re golden!

_____

Paul Biedermann is Creative Director/Owner of re:DESIGN and Managing Partner/Editor-in-Chief of 12 Most. re:DESIGN specializes in Strategic Design, Branding, Social Media and Communications, and Paul helps businesses achieve special things through smart strategies and great design — transforming ideas into sharp award-winning solutions that reach, engage, and inspire people to action. Follow Paul on Twitter, “Like” re:DESIGN on Facebook, circle Paul on Google+, follow him on Pinterest or visit his website and blog.

Read the original blog entry...

More Stories By Rebel Brown

Rebel Brown guides organizations and individuals to harness the power of their minds to step into their ultimate potential. A masterful agent of change, for over 25 years Rebel Brown has inspired, coached and empowered individuals and businesses to unstoppable performance and results. As a recognized market strategist and turnaround expert, Rebel guided over 200 global organizations to step beyond their status quo perspectives to create profitable market advantage. She also worked with US and European venture firms to successfully fund and launch their portfolios. She also ran a consulting practice in Paris for three years, working with European clients. Fascinated by the power of our human minds to limit ourselves and our business results, she began her study of neural science. Her core question was simple. What could we do if we had no limits? Today, she brings the power of neuroscience to business (NeuroBusiness), fueling limitless thinking that drives powerful bottom line growth for her executive and corporate clients. Rebel’s work has been featured in media including First Business TV, Forbes, Inc, Entrepreneur, Business Insider and Business Week. She is a Vistage International speaker and workshop leader as well as NSA speaker. She’s also been named one of the Top 100 Women in Computing. Rebel is also the founder and director of the Unstoppable U Foundation, a non-profit program committed to guiding kids to know that they are born to be Unstoppable!

@ThingsExpo Stories
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner is Product Manager of the Omega DevCloud with KORE Telematics Inc., will discuss the evolving requirements for developers as IoT matures and conduct a live demonstration of how quickly application development can happen when the need to comply...
Container frameworks, such as Docker, provide a variety of benefits, including density of deployment across infrastructure, convenience for application developers to push updates with low operational hand-holding, and a fairly well-defined deployment workflow that can be orchestrated. Container frameworks also enable a DevOps approach to application development by cleanly separating concerns between operations and development teams. But running multi-container, multi-server apps with containers is very hard. You have to learn five new and different technologies and best practices (libswarm, sy...
SYS-CON Events announced today that DragonGlass, an enterprise search platform, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. After eleven years of designing and building custom applications, OpenCrowd has launched DragonGlass, a cloud-based platform that enables the development of search-based applications. These are a new breed of applications that utilize a search index as their backbone for data retrieval. They can easily adapt to new data sets and provide access to both structured and unstruc...
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, will discuss IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sector...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, and physical persons. In the IoT vision, every new "thing" - sensor, actuator, data source, data con...
Disruptive macro trends in technology are impacting and dramatically changing the "art of the possible" relative to supply chain management practices through the innovative use of IoT, cloud, machine learning and Big Data to enable connected ecosystems of engagement. Enterprise informatics can now move beyond point solutions that merely monitor the past and implement integrated enterprise fabrics that enable end-to-end supply chain visibility to improve customer service delivery and optimize supplier management. Learn about enterprise architecture strategies for designing connected systems tha...
There's Big Data, then there's really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at Big Data Expo®, Hannah Smalltree, Director at Treasure Data, discussed how IoT, Big Data and deployments are processing massive data volumes from wearables, utilities and other machines...
SYS-CON Events announced today that the "First Containers & Microservices Conference" will take place June 9-11, 2015, at the Javits Center in New York City. The “Second Containers & Microservices Conference” will take place November 3-5, 2015, at Santa Clara Convention Center, Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists will peel away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you'll have no problem fil...
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Since 2008 and for the first time in history, more than half of humans live in urban areas, urging cities to become “smart.” Today, cities can leverage the wide availability of smartphones combined with new technologies such as Beacons or NFC to connect their urban furniture and environment to create citizen-first services that improve transportation, way-finding and information delivery. In her session at @ThingsExpo, Laetitia Gazel-Anthoine, CEO of Connecthings, will focus on successful use cases.
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...
The recent trends like cloud computing, social, mobile and Internet of Things are forcing enterprises to modernize in order to compete in the competitive globalized markets. However, enterprises are approaching newer technologies with a more silo-ed way, gaining only sub optimal benefits. The Modern Enterprise model is presented as a newer way to think of enterprise IT, which takes a more holistic approach to embracing modern technologies.
One of the biggest impacts of the Internet of Things is and will continue to be on data; specifically data volume, management and usage. Companies are scrambling to adapt to this new and unpredictable data reality with legacy infrastructure that cannot handle the speed and volume of data. In his session at @ThingsExpo, Don DeLoach, CEO and president of Infobright, will discuss how companies need to rethink their data infrastructure to participate in the IoT, including: Data storage: Understanding the kinds of data: structured, unstructured, big/small? Analytics: What kinds and how responsiv...
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some form of XaaS – software, platform, and infrastructure as a service.
The Workspace-as-a-Service (WaaS) market will grow to $6.4B by 2018. In his session at 16th Cloud Expo, Seth Bostock, CEO of IndependenceIT, will begin by walking the audience through the evolution of Workspace as-a-Service, where it is now vs. where it going. To look beyond the desktop we must understand exactly what WaaS is, who the users are, and where it is going in the future. IT departments, ISVs and service providers must look to workflow and automation capabilities to adapt to growing demand and the rapidly changing workspace model.