How We Create High-Impact Content at Visually
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1 How we create high-impact content
Transcript of How We Create High-Impact Content at Visually
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How we create high-impact content
Speakers:
Bradley Joe
Director of Sales
David Wygant
VP of Product & Operations
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AGENDA
• Introductions
• The State of Content Marketing
• The Visually Model
• Case Study
• How We Create Content
• Q&A
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THE STATE OFCONTENT MARKETING
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Did you know…
The average human attention
span in 2000 was 12 seconds,
and by 2013 it was 8 seconds.
Did you know…
The average human attention
span in 2000 was 12 seconds,
and by 2013 it was 8 seconds.
That puts us 1 second shorter
than a goldfish.
Digital marketing is acontent-hungry beast
Unlike traditionally bounded ad campaigns,digital marketing is always on, and that puts
pressures on marketers to look beyond traditional agency relationships to
source content in more creative ways.
Jake Sorofman, Gartner
Marketing spend is on the rise and it’s going to content
33% $21B 78%of marketing budgets will
go toward visual content in 2016
will be spent on native advertising by 2018
of CMOs believe that original content is the future of marketing
[1] Digiday Report on the State of the Industry, April 2015 [2] BI Intelligence, May 2015 [3] Demand Metrics, Nov 2014
And visual content matters
90% of info transmitted to the brain is visual, visuals are processed 60,000x
faster than text.
An overwhelming 72% of marketers say that visual content is more effective than
text-based marketing. (Digiday)
Photos are liked 2x than text, videos are shared 12x than text links.
Companies that use video grow revenue 49% faster YoY (Aberdeen Group)
90% 72%
12x 49%
Creating great content is hard
v v vv
Lack of time and resources
Hard to find and retain good
talent
Inconsistent quality due to lack
of process
High costs / Low ROI
The traditional models can’t keep up
AGENCIES FREELANCERSGreat at strategy
but…Cost effective, but…
EXPENSIVE SLOW CUMBERSOME TIME CONSUMING TO
RECRUIT
HIGH MANAGEMENT
OVERHEAD
INCONSISTENTQUALITY
THE VISUALLY MODEL
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Why Visually?
TALENT
PROCESSPLATFORM
High Quality, Creative
High Value/ROI, Scale
Speed to Market, Consistency
Create high-quality content
High-quality content trusted by over 1100 top brands
Curated pool of 1000+ creative professionals
Variety of skill sets for different needs
TALENT
PROCESSPLATFORM
Bring ideas to life — fast
Well-defined products, proven processes
Collaborate with your creative team on our platform
Premium content delivered fast
CONTENT BUSINESS DAYS
Micro-content GIF or Cinemagraph 6
Micro-video (<6 seconds) 7
Infographic 14
Presentation 16
eBook 17
Video 20
TALENT
PROCESSPLATFORM
Two ways to work with VisuallyKEY BENEFITS
PRODUCT FEATURES
SERVICES
ONE-OFF PROJECTS(flat fee per project)
PRO PLAN($3000 annually)
• Project management & workflow• Project activity feed• Live chat with creative team• Store brand assets and files
• Advanced collaboration and company-wide visibility in a Company Workspace
• Share and view your talent team • Admin controls
• Selection and assignment of your talent team• Support response within 4 business hours• Project coordinators for video & interactive
projects
• Dedicated Customer Success Manager• Set talent team who knows your company• 5% discount off standard rate card for all your
projects.
Additional Services
CREATIVE DIRECTOR
• Creative ideation
• Tone & voice development
• Brand consistency
• Quality control
Price = $4000 / quarter (30 hours)
Our Content Strategists can help you build and execute your content strategy. Work with our Creative Directors to ideate new concepts and create content that’s on-brand.
CONTENT STRATEGIST
• Content audit & recommendations
• Mapping to customer journey
• Editorial calendar development
• Messaging audit and development
Price = $4000 / quarter (30 hours)
CUSTOMER CASE STUDY
Cisco Increased Engagement and Saved Over 30% with Videos from Visually
4 MILLION
IMPRESSIONS
2000
ENGAGEMEN
TS
30-50
PERCENT
SAVINGS
CHALLENGE
• Find new ways to make their content more engaging and visually appealing for their audience.
SOLUTION
• Cisco turned to Visually to create a series of Instagram and Vine videos.
RESULTS
• Without any paid support, Cisco’s videos received 4 million impressions and more than 2,000 engagements on Vine and Instagram. In addition, the cost of the project was “between 30 and 50 percent less” than they expected.
https://vine.co/v/eK6dzV2WBpL
HOW WE CREATE GREAT CONTENT
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STEP 1: Start a new project
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Click here
NEW CUSTOMERS
EXISTING CUSTOMERS
STEP 2: Describe your project
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STEP 3: Receive a Custom Quote
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STEP 4: Fill out your creative brief
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STEP 5: We match you with Talent
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● Our pool of 1000+ freelancers contains:○ Animators, Creative Directors, Designers, Developers,
Journalists, Project Coordinators, Project Managers, Proofreaders, Scriptwriters
STEP 6: Collaborate!
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STEP 7: Rate the project
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Step 8: Share your content
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VISUALLY PRO
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1. Multiple Workspaces
● Consolidate all project activity● Gain visibility into other projects within the organization● Owners vs Members: admin privileges
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2. Project selection● Select which projects
you want to share
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3. Administer your company’s team● See your company team
members that accepted
● See outstanding invites (with ability to resend and cancel)
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4. Your pre-set Visually team
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● View Visually talent that has worked on company projects
● Review their past work as well as their ratings from your fellow team members
5. Stored brand assets
● Store company assets - brand guidelines, style guides, positioning, voice, etc
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6. Clone projects
● Easily create new projects (and quotes)
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Coming soon: even more features▪ For 1H 2016
• Files export to Percolate, Spredfast, and Facebook• File preview and notes annotation• Team mgt - hierarchies, permissions, and notification preferences• Private hub and direct message
▪ For 2H 2016• Editorial calendar• Integrated call scheduling and video chat• Groups & teams• ‘Bring Your Own Team’ – use your creatives and our creatives on the same project
Advanced feature requests? Email [email protected]
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Pricing and terms
▪ $3,000 Pro platform fee and annual contract
▪ 5% discount on all products• Once you spend $60k per year, you offset the platform fee
▪ No minimum commitment for product spend
Contact [email protected] to learn more
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Upcoming Product Roadmap
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2015 Product Changes
▪ New talent roles: Project Coordinators, Proofreaders
▪ New products: Writing services, content strategy
▪ Every client on-boarded and assigned point of contact
▪ Help Center updated: help.visual.ly
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1st Half 2016 Product Plans
▪ Creative brief overhaul
▪ Talent portfolio & matching improvements
▪ Task-based checklist
▪ More flexible timelines
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