Buddy Scalera was a featured guest in the Content Marketing World B2C Roundtable discussions.
These conversations featured Karen Budell (moderator and host), Michael Weiss, David Germano, author Andrew Davis, and Julie Fleisher of Kraft. The roundtable team discussed a variety of content marketing, content strategy, and social media issues. The videos were shared on Vimeo.
Buddy was also a featured speaker at the Content Marketing World event.
To learn more about the Content Marketing World conference in Cleveland, go to: http://contentmarketingworld.com/.
Part 1 of 3
Better, more powerful devices have made it possible to tell better, more powerful visual stories. These days, content marketers are discovering that infographics can help express essential information and complex concepts.
Infographics (aka information graphics) are becoming an essential tool for visualizing concepts that may otherwise be locked in databases and spreadsheets. In the hands of skilled designers, infographics strap a jetpack to your data and help it reach a wider audience across multiple devices.
Data visualization is nothing new, but we’re seeing an emergence of innovative techniques for showcasing and sharing ideas. Some infographics are a single static image, while others are complete interactive stories.
For content marketers, infographics represent another way to provide value and engage with their target audience or existing customers. Brands must consider new and creative ways of creating utility, and infographics are becoming a cornerstone of strategic and tactical plans.
I caught up with Ross Crooks Co-Founder And COO of Column Five Media, an agency with offices in Newport Beach, CA and New York that creates visual stories for brands. With his partners Josh Ritchie and Jason Lankow, Crooks co-authored the book INFOGRAPHICS: The Power of Visual Storytelling, an essential guide for anyone interested in visual content strategy. The book is packed with examples and explanations that will help you get started building your own infographics. Read more
He’s been called the “godfather of content marketing” and with good reason. Long before we were attending content-themed conferences, Joe Pulizzi was trying to convince his clients that content was the next big thing in marketing. It took a few years, but he’s convinced large and small companies to hire Chief Content Officers (CCO) to manage their content marketing efforts.
In a world where the loudest, brashest voices seem to get the most attention, Joe Pulizzi has be spreading the word in his own polite, friendly Midwestern way. He’s a power player in marketing, who hasn’t moved to one of the coasts to work at a power agency. He embraces the town of Cleveland, and if you’ve been to one of the conferences he hosts, you’ll see that Cleveland embraces him right back.
From his early days in custom publishing all the way to being a publisher, Joe Pulizzi is living his craft. He heads the Content Marketing Institute (CMI), which was named one of the fastest growing companies by Inc. magazine. CMI is an emerging media powerhouse with a voice in every channel. And consistently, that voice sounds a lot like Joe Pulizzi.
His collaborators and partners, including celebrated speaker Robert Rose, are a who’s-who of marketing gurus. His Content Marketing World conference in Cleveland is one of the must-attend shows for anyone in marketing, not just in the vertical of content marketing. It’s a fun, smart event that reflects the collective charm of the entire CMI staff.
As an author, Joe Pulizzi has published three smart, actionable books on the topic of content marketing. Each is fresh and vital, but Epic Content Marketing is the work of a mature, intelligent ambassador for the entire industry. If you haven’t read it yet, order it from Amazon and put it on the top of the stack on your nightstand.
If Johnny Cash was The Man in Black, then Joe Pulizzi will surely be known as The Man in Orange, due to his citrus-inspired wardrobe. If nothing else, he is consistent in his visual branding.
The book is as unique, colorful, and quietly awesome as Joe Pulizzi himself. It further cements his position as one of the most influential thought leaders in marketing. And if you know this business, that’s saying a lot.
Joe shared some thoughts in an email interview about content marketing, publishing, and the future of content marketing. Read more
Andrew Davis is the guy you want on your marketing team. He’s smart, passionate, funny, and has an uncanny knack for nailing it.
His book Brandscaping: Unleashing the Power of Partnerships captures the essential rules of modern digital marketing. And if you had to distill it down to just one idea, it would be that marketing isn’t for loners. These days, you have make some friends and try new things.
And Andrew Davis is very good at identifying good partnerships and great marketing. In his book, he writes about large and small companies that are discovering new customers, simply by thinking beyond their traditional owned, earned, and, well, whatever campaigns.
He is like your favorite coach who both applauds you for reaching a new personal best, but also suggests that you can do better. He deconstructs successful campaigns, admires the work, and then suggests clever ways to make it even better. He’s smart, nimble, and it comes through on every page of his book.
But Andrew Davis is more than a writer. He’s also a surprisingly good speaker. When I met him this year, we were participating in a series of videos for Content Marketing Institute.
At Content Marketing World 2013, Andrew delivered a presentation on Brandscaping: The Secret to Unlocking Bigger Content Marketing Budgets and Driving Faster Results, and was the highest rated presenter at the conference. Not bad, considering the marketing legends at the event.
Despite his non-stop speaking schedule, Andrew found time to participate in an email interview with me.
BUDDY SCALERA: First, can you tell me what your book Brandscaping is all about?
ANDREW DAVIS: Brandscaping is all about leveraging the audiences of others to more effectively and efficiently sell your products and services. Essentially the entire book asks you one question: who already has your next customer as their current customer? Thinking this way opens up tons of new opportunities to work together, creating content that both your audiences will find valuable.
Last week, my first Kickstarter project ended successfully. I was funded 115% of my goal, which means I raised $694 and my goal was $600. Not bad.
The idea here was twofold:
- First, I wanted to raise a few bucks to print a batch of custom t-shirts, but without taking on a personal risk. As noted, mission accomplished.
- Second, I wanted to have the experience of running a Kickstarter project. All too often, people talk about stuff without really knowing how it works. I’d heard a lot of about crowdfunding, how it relates to marketing, and figured it might make sense to know how it actually worked. Again, mission accomplished.
Setting It Up
As I mentioned in my first Kickstarter post, the setup process took longer than expected. I wanted to be running a few days earlier, but my project was initially rejected. It took me a day or so to appeal and get approved. Plus, there are the financial requirements, which took some time with the bank and Amazon.com.
Once I got started, the Kickstarter contributions surged. Within the first 48 hours, I’d almost completed my funding. Between several friends and a couple of generous benefactors, I was almost ready to retire to a beach in Miami.
Almost. Read more
A few hours ago, I launched my first Kickstarter campaign and peered into the inevitable future of commercial creativity.
First off, for those of you not familiar, Kickstarter is a “crowdfunding” platform. If you have something you want to make, you can create a project and people can contribute money to help you reach your goals. In return, they earn “rewards,” which vary from practical to unusual.
My Kickstarter campaign is fairly straightforward. I’d like to print T-shirts, but I can’t afford the initial outlay of cash to the printer. Ordinarily, I’d have to pay the printer before the actual shirts are sold. If I don’t sell enough shirts, I can lose money.
So how does Kickstarter help me? In this case, I get people to pledge financial support (everything from $1 to $100). In exchange, they get items of value, including my “Girls Like Comics Too” shirt. Since I am also an occasional author, I’ll sign copies of my work, including comic books and books I’ve published.
Part of the fun is creating these Kickstarter rewards. You want to incentivize people to support you, so you end up giving away a lot of value-added stuff to get backers. In my case, the value of the stuff is up to 50% higher than the investment people are making. It’s a crazy little system, but it seems to work.
There are Kickstarter campaigns for lots of special interests, including comics, movies, music, photography, fashion, technology, and more. Read more
This was a busy year for me in terms of presentations and appearances. Content marketing has become a hot topic, so these days I’m out there talking about some of the how-to elements of getting started.
A few people have mentioned that I need to keep track of these speaking appearances better, so I created this post to document 2013.
February 7-8, 2013
The year kicked off with the Intelligent Content Conference 2013 in San Francisco. This event is one of the most technically advanced events, so the speakers are encouraged to talk about the how-to aspects of creating intelligent content. One of the organizers is Ann Rockley, who is an industry thought leader on XML-driven content. The other organizer is Scott Abel, the Content Wrangler, who is deeply involved with the technical details behind content management across multiple channels.
Anyway, I spoke at the ICC 2013 and delivered a presentation called “Channel-Agnostic Content Strategy for Happy Marketers.” It’s a deep dive into how content needs to be developed and managed to flow across multiple platforms. We had slightly tighter time slots, so the idea was to get into your story fast. It was a good approach that stripped out the fluff and forced you to get into the specifics of content formatting.
This is the deck I presented:
In a few days, I’ll be presenting at Content Marketing World in Cleveland, one of the premiere events in marketing and content strategy. If you work in content, content marketing, content strategy, analytics, or social media, this is the must-attend event of the year.
Joe Pulizzi and the conference planners have created and shared some clever materials, including a series of posters featuring different speakers. Of course, we love to see our names, so everyone on the poster is sharing it on their social channels. My poster in the series has a disco theme and includes Jeff Rohrs, Sarah Skerik, and Tim Washer.
I talk to my clients a lot about social and viral assets. This is an excellent real-time example of how to create content assets that travel through sharing and endorsement.
They’ve also created a SlideShare presentation that included quotes from many of the speakers. And, of course, the views and likes for this thing are impressive as hell.
The original PowerPoint asset was posted August 14, 2013 on SlideShare. As of this writing, it’s already at 34,819 views. Remember, this is a deck leading up to a business conference. This isn’t some goofy pop culture thing from MTV or People magazine, so you don’t usually see view rates like this on business content.
If you haven’t yet seen it, there’s a terrific infographic featuring the popular Marvel Comics superhero Wolverine. Much of the world became familiar with the Wolverine character through his portrayal by Hugh Jackman in the X-Men movies.
But Wolverine was a fan favorite, ever since his introduction in Incredible Hulk #181 (1974). The character exploded in popularity in the 1980s and 1990s and continues to be an A-list character in the comics and on the silver screen.
I discovered an infographic on Gizmodo.com and was impressed with the way the designer managed to incorporate the right amount of design, text, and layout to this rather complex character.
This was no average fan. This was a pro designer at work and this infographic was quickly going viral. At the bottom of the infographic was a cleverly placed URL that drove you to a website where you can buy costumes.
Yep, you guessed it, there are even costumes of Wolverine. This was a fantastic example of visual content marketing in action. They knew who the audience was, what would draw them in, and how to get them to their target website.
Two of the architects behind this content marketing campaign were Kate Willeart and Mark Bietz. They sat down for a brief email interview to discuss their content strategy tactic from a marketing perspective. (Note: This is Part 1 of a 2-part series. Check out Part 2.)
BUDDY: To get started, can you introduce yourself and describe what you do?
KATE: My name is Kate Willaert, and I’m a graphic designer for Fun.com (and its sister sites HalloweenCostumes.com and T-Shirts.com). My job includes web design, creating t-shirt designs, and designing marketing materials such as infographics.
MARK: I’m Mark Bietz, VP of Marketing for Fun.com and I lead the marketing strategy here.
Just for context, there’s this great infographic that painstakingly details the costumes of the Marvel superhero character Wolverine. At the bottom is a URL for HalloweenCostumes.com. Can you describe how this project came about?
KATE: The Wolverine piece is actually the third in a series of superhero costume infographics I’ve designed, which previously included Iron Man and Superman. The inspiration came from an infographic I saw comparing the cost of Batman and Iron Man’s estates — their suits, their houses, their cars, etc. You get to the bottom of this infographic and see that it’s by an insurance company. I thought that was really clever. Read more
Next week, I’m honored to be moderating a panel at Health 2.0 Matchpoint | East. As with my last conference, I thought it would be interesting to interview one of the convention planners.
Actually, they interviewed me first, and that Q&A is on the Health 2.0 website: Buddy Scalera of Ogilvy CommonHealth on Consumer Engagement
This next interview is quite interesting, at least from my perspective. Usually I am working closely with professional marketers and technology innovators in pharmaceutical marketing.
This particular interview is with Joy Bhosai, who comes to health technology from the healthcare side. Joy graduated Yale University with a degree of Master of Public Health (MPH). If that’s not enough, she went on to get her MD from UCSF. Not too shabby.
Joy is one of the people trying to drive innovation and new thinking in healthcare. Let’s hear what she has to say about health technology, healthcare innovations, and thought leadership.
BUDDY SCALERA: First, tell me who you are and what role you play at Health 2.0.
JOY BHOSAI: Joy Bhosai and I’m Health 2.0′s Matchpoint Director. Matchpoint is a program where we work with industry leaders to identify and select innovator companies to meet with. The Matchpoint program was established to help our sponsors separate signal from noise when evaluating health tech startups. We can identify companies with a lot of promise for partnerships, since we work to understand how emerging technologies meet the needs of our sponsors– who range from health providers such as Kaiser to payors like UnitedHealth.
Okay, so we’re going to be meeting at this Matchpoint | East event. This is new to me. Can you explain what people will be doing there?
Matchpoint | East consists of both meetings and workshops. Health tech companies go through an application process for which our team and our sponsors select participants to attend. Traditionally, over 500+ apply and 10-15 companies get select to meet with their sponsoring host. Each company selected is given 15 minutes to meet with their respective host sponsor. These lead to high yield, effective meetings for both parties. In between the meetings, we also have workshops that are led by leading health tech experts for everyone to attend. Read more