You are invited to my soon-to-be-legendary presentation at Content Marketing World 2016 in Cleveland. I’ll be rocking the stage with a brand-new presentation on visual content strategy called “Creating a Visual Content Strategy that Scales.” Continue reading
What do you see when you look at the picture below?
It’s not really a formal quiz, so I’ll just give you a hint. If you started off by thinking “it’s a grid” then you were correct. You were also correct, if you noted that the grid was comprised of 54 individual blue squares or boxes. You might have noted the rectangular shape of the grid too.
Part 2 of 2: Check out Part 1 “Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons” on the Content Marketing Institute website
Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons
CMI’s Jos Kalinowski on the History of the Jaws Movie Poster
Questions by Buddy Scalera. Answers by Joe Kalinowski,Creative Director at Content Marketing Institute
BUDDY: The iconic JAWS movie poster was not the first version, right? What were some of the other versions?
JOE K: The original hard cover was black and white painted by artist Paul Bacon for Bantam Books. It was a more simplistic version of the iconic image featuring a white translucent shark veering up towards a swimmer painted in the same style. The shark had no eyes or teeth, just the recognizable shape of the shark’s head and mouth. When Bantam released the book in paperback, they revisited Bacon’s image. They hired artist Roger Kastel to use Bacon’s hardcover image as a starting point, but they were suggesting Kastel to make the image a bit more realistic and of course menacing. Kastel did such an impressive job that Universal Studios chose to use that image for the iconic movie poster. Continue reading
Recently, I’ve been watching a lot more movies. it’s not because I have an abundance of free time on my hands. It’s actually because I’m trying to become a better marketing storyteller and I think movies will help me get there.
Over the past year or so one of the most abused terms has to be the word “storytelling.” Everyone seems to think that they are storytellers. This may not be true, as explained in this simple, profanity-laced rant by Stefan Sagmeister.
As a concept, storytelling is a great idea, particularly for content marketers. It’s a creative way to connect with your audience and put a human spin on products and services. If you’ve found a story that works for you, well, good for you.
Like any creative endeavor, storytelling takes practice. Even stories get better with multiple tellings, since you learn what works, what doesn’t, and how much information you need to lead up to the big finale in your tale. Continue reading
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. Continue reading
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:
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. Continue reading