Visual Content Marketing : Leveraging Infographics, Video, and Interactive Media to Attract and Engage Customers

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