Everything Pr Pros Need to Know About Visual Marketing – the Ultimate Guide to Understanding Why You Need to Think Visually and Just How to do it. This deck outlines the rationale of why PR pros need to think visually, how to find visuals online for free, how to perform an asset audit to uncover assets your company already owns and everything in between. Have questions? Contact us at info@businesswire.com or learn more at www.businesswire.com

1. Everything You Need
to Know About
Visual Marketing –
the Ultimate Guide
1
From your friends at Business Wire
Learn more at www.businesswire.com

2. Why Does Visual Marketing
Matter?
2

3. Why Does Visual Marketing Matter?
The Science of Multimedia
3
• 63% of world are kinesthetic
• Humans process visuals
60,000 times faster than text.
>> (Cisco, 2010)
• A minute of video is worth 1.8
million words. >> (OmniVideo, 2009)
• 6 billion hours of video are
watched on YouTube
monthly. >> (YouTube, 2013)
• 1.8+ billion photos are
uploaded and/or shared daily
(KCPB, Mary Meeker)
• Multimedia impacts SEO. >> (Search
Engine Watch, 2013)

4. How does a
reporter tell
your story with
no images?
4
Why Does Visual Marketing Matter?
Media Relations 101

5. 5
Why Does Visual Marketing Matter?
Media Relations 2015
• Smart phones created multimedia
experts
• Multimedia adds feelings to facts
• AP’s 4,800 media partners prefer
releases with images
• Reporters are wasting time looking
for images
• Multimedia releases get 3x more
activity
• Multimedia increases time on site
and story views
• Interactive multimedia receives 4-
10 minutes of engagement

6. Where Does Visual Content
Come From?
6

7. 7
Where Does Visual Content Come From?
Content Exists Everywhere

8. 8
Where Does Visual Content Come From?
Free Content From the Web
• Creative Commons
• Getty Images
• Flickr
• Google Image Search
• Microsoft Word
• Google Search
• Wikimedia
• Paid Sites
• Hubspot Ebook Template
• Storify

9. How to Create Visual Content
9

10. How to Create Visual Content?
Perform an Asset Audit
10
• Identify your internal creators
̶ Marketing/Advertising
̶ Web
̶ Sales
̶ C-Suite
• Identify your existing content
̶ Website, blog, landing pages,
microsites
̶ Social media platforms
̶ Internal data
̶ Email and advertising platforms
̶ Sales presentations, testimonials
̶ Analyst presentations

11. How to Create Visual Content?
Categorize Your Assets
11
• Assess each piece
̶ Store it
̶ Update it
̶ Delete it
• Categorize your content
̶ Textual
̶ Image
̶ Digital rights
limitations
• Identify which pieces of
content are you missing
– by type and theme
Asset Info Content Piece Content Piece
Description Presentation: How to
calculate the ROI of a
press release
Infographic: 2015
Business Wire Media
Survey Results
Type PowerPoint Infographic: .jpg
Details Images, Text Data, Images, Text
Size 366k bytes
URL n/a n/a
Description Presentation: Calculate
the ROI of a release
Infographic: 2015 BW
Media Survey Results
Author Serena Ehrlich Wright IMC
Creation date June 14 July 1
Use date (s)
Update date n/a n/a
Approved uses Sales materials, social,
marketing, article, op-ed
Sales materials, social,
marketing, article, op-ed,
advertising

12. How to Create Visual Content?
Determine Your Brand Voice
12
• What is your brand story?
• What sets your business apart?
• What kind of person represents your brand?
• Who is your ideal customer?
• How do you want people to feel?

13. How to Create Visual Content?
Who Is Your Audience?
13
• Customers
• Prospects
• Employees
• Analysts
• Partners
• Media outlets

14. How to Create Visual Content?
What Content Does Your Audience Consume?
14
Only 37% of humans prefer to
learn from reading text. What
does your audience prefer?
• Text
• Audio
• Photos
• Video

15. Why Does Visual Marketing Matter?
Optimizing Photos
15
• Technical benefits
̶ Multimedia may act as a content
quality signal increasing SEO
̶ Social platforms promote multimedia
• How to
̶ Types: BMP, JPG, PNG, GIF, SVG, WebP
̶ Use descriptive words in photo name
files
̶ Use Alt Image and descriptive anchor
text
̶ Align with page content
̶ Optimize images for fast loading
̶ Create and submit image site map
̶ Create stand along pages for key
content
̶ Place images above the fold

16. Visual Content Samples
16

17. Why Does Visual Marketing Matter?
Visual Content Sample: How To Boil Water
17

18. Why Does Visual Marketing Matter?
Visual Content Sample: What Activates Your Audience?
18
• Beauty industry = #SaksinSix
• How to industry = #FixinSix

19. Why Does Visual Marketing Matter?
B2B: Infographics as Content
19
“The benefits of a great infographic are multiple – for the audience, better communication of ideas will improve
their experience, while the style and ease of that communication will speak highly about the organization or brand
that produces it.” – Laura Hampton, head of content engagement, Zabisco via Mashable

20. Distributing Your Visual Content
20

21. Why Does Visual Marketing Matter?
Content Distribution Questions
21
• Goal?
̶ Awareness
̶ Sales
̶ Inbound traffic
• Who are you trying to
activate?
• What are the metrics?
• Will increased visibility
increase ROI?
Awareness
Sales
News Distribution
Social Shares
Search
Social Ads
Email
Traffic
Multimedia Asset

22. 22
Social Platforms
are Aspirational
Stats in the morning,
entertainment in the
afternoon

23. Why Does Visual Marketing Matter?
Leveraging All Channels
23
• Photo networks
̶ Pinterest, Instagram, SnapChat
• Video networks
̶ YouTube, Vine, Instagram, TV news
• Hybrid
̶ Blogs, Twitter, Facebook, LinkedIn,
Google+, articles, news coverage

24. Why Does Visual Marketing Matter?
Leveraging All Channels
24
• Paid
̶ Ads, newswire, amplifiers
• Earned
̶ Coverage, influencer shares
• Owned
̶ Web, blog, email lists, social
• Shared
̶ Employees, industry partners
The only
Good
Content is
Seen
Content

25. Why Does Visual Marketing Matter?
Measure & Adjust
25
• Total visibility
• Impact
• Consumption
• Shares
• Lead generation
• Inbound traffic
• Sales and length of sales cycle
• Discussions generated
• Marketing channel
subscriptions

26. Case Study
26

27. Why Does Visual Marketing Matter?
Visual Content Takeaways
27
• Create content for all
• Add visuals to everything
• Perform an asset audit
• Know your (asset) rights!
• Create story arcs
• Promote your content
with visuals

28. Questions?
Let us know!
Serena.ehrlich@businesswire.com
www.businesswire.com
Business Wire: Where your news is made.