King of the Brand - State of Search 2016

@Matt_Siltala
T H E A R T & S C I E N C E O F B R A N D / C O M M U N I T Y B U I L D I N G W I T H V I S U A L S

@Matt_Siltala
Content with relevant photos
or Infographics see a
increase in page
views versus
content without
images.

@Matt_Siltala
Colored visuals
increase people’s
willingness to read
content by

@Matt_Siltala
Visual content is
more than
more likely to be shared
on social media

@Matt_Siltala
of senior marketing
executives believing
visual assets are core to
how their brand story is
communicated
of online marketers use
visual assets in their
social media marketing

@Matt_Siltala
The National Center for
Biotechnology
Information found in
2015, that the average
attention span had
dropped from 12
seconds in 2000 to

@Matt_Siltala
Luckily, visual
content is
consumed at a
much faster
speed than text

When it comes to
making decisions
we start with our
emotions.
Studies have shown
that people are unable
to come to a decision if
they are not
emotionally influenced
in some way.
@Matt_Siltala

@Matt_Siltala
FANATICS
We leverage UGC
we find on social
platforms like
Instagram, and put
the fans into our
social updates.

@Matt_Siltala
We use a tool called Pixlee
to find these images, and
get the permission. The
images showcase the
products we sell, and are
more authentic than
model pictures.
FANATICS

@Matt_Siltala
The WeAreFanatics blog
posts in which we focus
bringing stories for fans
to enjoy. Highly visual
content, as it tells the
story better.
FANATICS

@Matt_Siltala
The jersey evolution posts are
great examples as these
appeal to all sorts of fans.
Especially when it concerns a
team which didn't win the
championship since 1908,
Cubs, fans do like the
nostalgia of the content.
FANATICS

@Matt_Siltala
Learning from what fans are
searching for, we tailor the
content to the search demand
when we find a topic.
Example: What does the GSH
stands for on the Chicago Bears
jersey. We leverage our
Facebook Fan pages to
distribute the content, and get
high engagement on these.
FANATICS

@Matt_Siltala
H’What is
Visual
Content?

Visual content is
blazing the path
@Matt_Siltala

My wife said that she has
not used Google to search
for anything in over 2
years, and that she uses
Pinterest because it gives
her everything she is
looking for in an easy to
consume visual format.
@Matt_Siltala

@Matt_Siltala
The need a brand has for a
community that supports
and follows them

@Matt_Siltala
Brands can
no longer
get away
with
“not being
on social”

@Matt_Siltala
Building your brand
goes well beyond just
the “branding” of
your website.
You need to have an
identity on places like
Facebook, Instagram
and Twitter.

@Matt_Siltala
Have a strong
purpose behind
your visual
content

@Matt_Siltala
Identify
needs and
set goals

@Matt_Siltala
Create content
based on those
needs and goals

@Matt_Siltala
Can you
generate
leads
with it?

@Matt_Siltala
Is it helping
you build a
community
or brand?

@Matt_Siltala
Are you
generating
sales?

Are you sparking
a debate,
conversation,
or controversy?
@Matt_Siltala

Earning links for your
visual content is
incredibly important for
branding - Because links
are important focus on
creating visual content
that will earn links.
@Matt_Siltala

Who here
wouldn’t
mind links
from Forbes,
Huffington
Post or even
Allure or
Esquire?
@Matt_Siltala

So that is all
fine and
dandy Mat,
but how can
I do better
with visual
content?
@Matt_Siltala

@Matt_Siltala
Don’t
make it
complicated.

Are you
missing
easy
branding
victories
with
visuals?
@Matt_Siltala

@Matt_Siltala
Think Instagram,
(Instagram Story)
Snapchat
(snapchat story)
Facebook Live,
Periscope,
YouTube live.

@Matt_Siltala
Can live video
expand your
branding and
community?

Instagram story:
How will you
position
yourself?
@Matt_Siltala
(offer something
unique to this
channel only and
followers will come)

@Matt_Siltala
Richie Norton - (friend of mine shares how to grow business tips on his
Instagram story updates) and you can only get these behind the scene
ideas and tips from him on Instagram.

THINK
How can I
capitalize on
something
like this in
my industry?
@Matt_Siltala

@Matt_Siltala
Think about it being
a good place to
build community,
interact with
customers, help
them, answer
questions, share
and grow together -
crowd source them

These visuals
ain’t right
for branding
@Matt_Siltala

@Matt_Siltala
Those kind of
examples are
not good for
branding or
community
building

@Matt_Siltala
Good
examples
for
branding

@Matt_Siltala
Speaking of
beards…

@Matt_Siltala
Again - think easy Branding Wins - This is
a personal branding win

@Matt_Siltala
So what does content like
these previous examples do?
It makes me want to follow
them and be a part of their
community.
That leads to more of what
they post in front of me, that
leads to me be very familiar
with them and when I need
(or want) to purchase
something in their
industry - I will go to them.

@Matt_Siltala
Community
building

@Matt_Siltala
Where are we
headed?
What type of
visuals will I start
seeing more of in
the future?

@Matt_Siltala
When you can
build a brand
that the
community
grows,
defends, adds
value to - you
have done
your job.

King of the Brand - State of Search 2016

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King of the Brand - State of Search 2016

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