Visual Content Marketing, Leveraging Infographics, Video, and Interactive Media to Attract and Engage Customers by Gamble, Stephen -- Read -- Imperial Library of Trantor

Index

Cover Title Page Copyright Dedication Acknowledgements About the Author About the Content About Frame Concepts Foreword References About the Author and This Book

First-Hand Knowledge of Communication Challenges and Visual Solutions Presented from the Perspective of a Business Person, not a Designer

About This Book

Three Main Sections

Introduction: Notes from the Underground

My Career Life Is Symptomatic of Our Business Communication Challenges My First Business Communication Lesson: Explaining the Business Value of Preventative Maintenance Academic Complex Communications Corporate Training Wall Street The Startup Laundry Machine A Lot at Stake with Startups Some Visual Light at the End of the Tunnel A Sketch Helps Business Netting It All Out

Part 1: Why Visual Solutions for Business?

Why Is There a Business Communication Problem?

Is Business Communication Important to the Bottom Line? So Why Is There a Communication Problem? Information Overload Information Economy Attention Deficit Syndrome Innovation Requires New Understanding Differentiation in a Crowded Space Very Nuanced Offerings Becoming Increasingly More Specialized Buyers Have No Time Media Consumption Increasingly Visual in the Media/Consumer World

Solution: Information Design

Graphic Design Vs. Information Design Illustration vs. Information Design Technical Communication Vs. Information Design Copywriting and Stock Photo Sourcing So How is Information Design Different? The Ingredients of Information Design Pencil Sketch: Driving Visual Ideation

Leveraging Information Design for Business Communications: A Perfect Storm

The Audience Already Enjoys Visual Communication in Media and Consumer ChannelS The Rise of Content and Inbound Marketing Data Analytics Has Become Mainstream Value and Solution Selling Have Become the Norm

The Argument for Visual-Centric Approach

Why Are Visual Solutions So Effective in Business Communications? Visuals in Business: The Psychological Argument Visual Solutions in Business: The Marketing Metric Argument Visual Solutions in Business: The Organic Argument Opposing the Financial (or Luxury) Argument

Part 2: Planning and Managing the Visual Solution Process in your Business

Strategy — Scoping in Visual Solutions to Your Organization

Where to Start? Considerations It All Starts at Home On to Content Marketing Validating your Approach and Your Solutions Sales Tools Getting Everyone Onboard

Selecting Vendors: The Landscape

Traditional Options Visualizing Visual Options 1. Do-It-Yourself Tools 2. Infographic Freelancer 3. Community Site of Infographic Designers 4. Traditional Marketing or PR Agency 5. Ad Agency 6. Technical Writers 7. “Explainer” Video Shop Evaluating Information Design Agencies

Managing Vendors: A Repeatable Creative Process

Getting the Best Creative Within Predictable Timelines Pre-Delivery: The Outline Concept Sketch: Ideation Begins Partial Render Final Stage: Full Render Extending from Static to Interactive, Animation, and Data-Driven Visualization Application Interactive Storyboard Animation Storyboard Data-Driven Visualization Process Storyboard

Part 3: Showcase of Visual Solutions

Visual Solutions in Business Action

The Short Answer is that Visual Solutions can be Applied Everywhere A Picture Is Worth a Thousand Words Visual Solutions Are Being Applied Everywhere Visual Application Samples Category

Infographics

Financial Data Innovation Lab Wants to Visually Showcase Innovation Output Large Digital Media Company Needs to Shake Up Advertisers During Ad Week with Ecommerce Metrics Predictive Analytics Firm Uses Infographic to Debrief Analysts

Inbound Marketing Programs

Networking Vendor Scope Visual Strategy Around Their Differentiated Offering Reputation Consultancy Gets Existing Clients to Appreciate Value of Delivered Offering Small Business Health Index Iconic Design Is Integrated with Infographic Content Program

Video

Enterprise Software Animation Takes the Audience to the Sea with a Compelling Data Management Visual Animation Client Virtualization Gets an Animated Journey with an Infographic Bonus Enterprise Firm Lets Traffic Analogy Drive Data Management Research Key Findings Home with Animation

Solution Pictograms

Trading Communications Platform Uses Visual Pictogram to Contextualize Offering in Trading Lifecycle Video Analytics Firm Applies Pictogram to Case Study Program Networking Solution Company Applies Pictogram to Case Study Program

Interactive Solution Pictograms

Social Recruiting Platform Gets Interactive Visual Explanatory Lift Construction Field Software Startup Shows Efficiencies Improvement in Visual Before and After Pictogram Trading Communications Platform

Data-Driven Visualizations and Applications

Nuclear Spare Parts Division Needs to Visually Cause Their Clients to Order Spare Parts An Accounting Association Celebrates 125-Year History with Tablet Data-Driven Visual Timeline Healthcare Managed Service Provider Trains Its Stakeholders the Best Service Delivery Framework with Visual Interactive Card Training Game

Startup Organizations Visual Solutions

Large Construction Projects Software Startup Engages with Interactive Pictogram Meeting Software Platform Startup Shows Business Inefficiencies in Traditional Meetings Innovative Startup for Movie Industry Showcase New Model

Agency Organization's Visual Solutions

SEO Agency Leverages Infographic to Drive Their Client's Traffic Marketing Automation Consultancy Automates the Understanding of Their Processes Branding Agency Leverages iPad Dynamic Timeline Data Visualization

Not For Profit Organizations Visual Solutions

Children and Widow Charitable Organization Architectural Association Showcases Value to Community

Enterprise Organizations Visual Solutions

Nuclear Energy Spare Parts Provider Engages its Clients with Data-Driven Visualizations Tools Financial Data Firm Showcases Financial Data Innovation with Infographic Series Network Performance Monitoring Solution Visualizes How Process Delivers Business Value

Training and Change Management Visual Solutions

Managed Health Services Provider Trains Its Staff with Interactive Application Trading Analyst Training Agency Leverages Pictogram to Show Competency Gaps Sales Training Consultancy Shows Transition to Solution from Product

Operations and Support Visual Solutions

Canadian Telecommunications Provider Enables Its Clients to Appreciate Its New Platform of Integrated Data Services Data Reconciliation Offering Gets Its Clients Onboard with Integrated Visual Solution Video Analytics Firm Demonstrates the Social Effect of Super Bowl Ads with Data Visualization

Social Media and PR Visual Solutions

Online Real Estate Gets on the Wall Street Journal Blog New Name for California Credit Union Calls for a New Infographic Social Media Play

Research Visual Solutions

Enterprise Software Vendor Showcases Innovation with a Three-Part Infographic Series IT Hardware Provider Puts Viewer on Client Virtualization Journey Innovative Green Startup Showcases Energy Savings Research

Sales and Marketing Visual Solutions

Leading Reputation Consultancy Markets Their Insight Workshop Social Media Recruitment Platform Visualizes Steps in Sales New Product Release in the Enterprise Risk Space Gets a Visual Product Brochure

Product Development and Programmers

Nuclear Spare Parts Provider Wanted to Dynamically Visualize Spare Parts Pension Fund: Security Impact on Bottom Line Innovative Media Analytics Platform Unifies Online Television Metrics on One Dashboard

Construction and Real Estate Industry Visual Solutions

Showcasing an Innovative Construction Solution on a Tablet Green Energy Startup Showcases Approach and Savings with Infographic Real Estate Infographic Goes Wall Street Journal Viral

Education Industry Visual Solutions

Visual Engagement for Literacy Learning Application Tablet Vendor Shows How Tablets are the Next Generation Classroom Higher Education Gets an ROI Visualization

Energy Industry Visual Solutions

Dynamically Displaying Spare Parts Status Green Energy Startup Showcases Approach and Savings with Infographic Dynamically Displaying the Control Room in 3D

Financial Services Visual Solutions

Showcases New Trading Communication Platform Credit Union Drives Distinction Between a Bank and a Credit Union Insurance Brokers Association Showcases Their Membership in Numbers

Visual Solutions for the Healthcare Industry

New Community-Based Delivery Model Gets Visual Offering Interactive Training Game to Showcase Managed Services Dental Kits Distribution Visualization

HR and Recruiting Industry Visual Solutions

Social and Mobile Recruiting Solution Gets Interactive and Visual Social Employee Referral Program Gets a Visual Sales Slide Presentation Pharmaceutical Merger Visually Translated into Improved Employee Experience

Ideation and Product Development Industry Visual Solutions

Finance New Credit Approval Process: Storyboarding Ideation Phase Innovation Lab Rolling Out New Financial Data-Driven Solutions Collaborative Tool Goes Through Visual Ideation Phase

IT/Networking Industry Visual Solutions

Predictive Analytics Firm Debriefs Analysts Visually Large Networking Vendor Visualizes Best Practices for Setting Up Network IT Network Data Visualization: Top of Mind for CIOs

Management Consulting Industry Visual Solutions

Reputation Consultancy Visualizes Results Against Bottom Line Management Consulting Firm New Corporate Performance Model Gets Visualization Marketing Consulting Firm Gets Clients Onboard with Automation Process

Media Industry Visual Solutions

Digital Media Company Disturbs Ad Week with Infographic Series Independent Film Platform Startup Shakes Things Up with Pictogram Analytics Firm New User Interface Integrates TV and Online Metrics

Pharmaceutical Industry Visual Solutions

Large Pharmaceutical Merger Leverages Pictogram to Get Staff Onboard Improving Prescription Delivery with Tablets New Allergy Over-the-Counter Drug Gets Interactive Engagement

Professional Services Industry Visual Solutions

Marketing Automation Firm Visualizes Its Marketing Automation Process Architecture Association Poster-Foldout Shows Community Value Accounting Association Visually Celebrated 125th Anniversary with iPad Dynamic Visualization

Research Industry Visual Solutions

Research Infographic Showcases Best Practices for New Construction Network Deployment Data Visualization Highlights Management Consulting Firm Research on New Business Performance Model Financial Data Firm Small Business Health Index Research Report Gets Iconic Treatment

Retail and Ecommerce Industry Visual Solutions

Digital Media Firm Visually Shakes Things Up at Ad Week Trade Show Tablet Maker Showcases How Tablets Are Reinventing the Retail Customer Experience Translating Super Bowl Ads Metrics to Social Channel Performance

Software Industry Visual Solutions

Global ERP Software Vendor Engages with Shipping Analogy Large Enterprise Software Vendor Showcases Productivity in Cloud Security Software Vendor Shows Right Approach to Patch Management

Technology Industry Visual Solutions

Large Computer Hardware Vendor Showcases Benefits of a Converged Infrastructure Demonstrating Business Value for Tablets Big Data and Social Business

Telecommunications Industry Visual Solutions

Alaskan Telecommunications Firm Showcases an Engineering Marvel Canadian Data Services FIrm Visually Launches its New Platform of Business Data Services Wireless Provider Engages with an Infographic Rich Media Ad

Travel Industry Visual Solutions

Large IT Airport Solution Provider Infographic “Facts” Showcases Impressive Numbers and Innovation Student Travel Agency Visually Demonstrated Differentiated Value Cloud Services in an Airport Industry Context

In Closing: A Sobering and a Positive Note

Sobering Note Positive Note Epilogue: A Call to Visual Action

Index End User License Agreement

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