Visual Content Marketing

Acknowledgements x
 
About the Author xii
 
About the Content xiii
 
About Frame Concepts xiv
 
Dedication xv
 
Foreword xvi
 
References xvii
 
Prologue: A Call to Visual Action xviii
 
ABOUT THE AUTHOR AND THIS BOOK
 
First-Hand Knowledge of Communication Challenges and Visual Solution 2
 
Presented from the Perspective of a Business Person, not a Designer 3
 
ABOUT THIS BOOK
 
Three Main Sections 6
 
INTRODUCTION: NOTES FROM THE UNDERGROUND
 
My Career Life Is Symptomatic of Our Business Communication Challenges 10
 
My First Business Communication Lesson: Explaining the Business Value of Preventative Maintenance11
 
Academic Complex Communications 12
 
Corporate Training 13
 
Wall Street 14
 
The Startup Laundry Machine 16
 
A Lot at Stake with Startups 17
 
Some Visual Light at the End of the Tunnel 19
 
A Sketch Helps Business 20
 
Netting It All Out 21
 
PART 1 - WHY VISUAL SOLUTIONS FOR BUSINESS
 
WHY IS THERE A BUSINESS COMMUNICATION
 
PROBLEM?
 
Is Business Communication Important to the Bottom Line? 26
 
So Why Is There a Communication Problem? 29
 
Information Overload 31
 
Information Economy 32
 
Attention Deficit Syndrome 32
 
Innovation Requires New Understanding 33
 
Differentiation in a Crowded Space Very Nuanced34
 
Offerings Becoming Increasingly More Specialized35
 
Buyers Have No Time 36
 
Media Consumption Increasingly Visual in the Media/Consumer World 37
 
SOLUTION: INFORMATION DESIGN
 
Graphic Design Vs Information Design 40
 
Illustration vs Information Design 41
 
Technical Communication Vs Information Design 42
 
Copywriting and Stock Photo Sourcing 43
 
So How is Information Design Different? 43
 
The Ingredients of Information Design

STEPHEN GAMBLE is the CEO and founder of Frame Concepts, a visual solutions company that provides business-driven visual solutions for some of the most innovative and demanding clients in the world.

"As a consultant bringing transformational change to large corporations, it's clear that there is a huge asymmetry - companies spend lots on IP, trivially little on positioning and polishing that IP. It is essentially quitting the race to meet the customer's need yards from the finish line. The ideas and the practical examples within this book is the remedy for this problem. If you have complex subject matter and an audience that needs to engage with your new approach, this book should be at your side on every project." Joe Singh, Board Advisor and Operating Executive, Grace One Advisors, Inc.
 
"As a seasoned enterprise sales leader I know how challenging it can be to get a prospect to engage with a new offering and see the point to the innovation below the surface. This book tackles this problem head on and shows how the value in a new offering can be visually communicated so even the toughest audience gets it and engages. Every sales and marketing leader can benefit from the approaches and industry-specific visual case studies." Alon Verdnikov, General Manager, Glassbox
 
"More and more complex solutions are being developed through strategic partnerships between different companies and it can be a challenge to communicate the point and value of a joint solution to multiple stakeholders. This book shows how even the most complex offerings can be visually communicated so the marketplace and the staff get onboard with the vision of innovative complex solutions. More than just theory, this book provides practical guidance on how to deliver these visual projects and offers provocative visual samples across every major industry. If you need to communicate the point and value of a complex offering, you need to read this book." Kevin Dexter, Alliance Leader, Dun and Bradstreet
 
"We are dealing with complex layers of nuanced content while communicating to the marketplace, our employees and new recruits. But at the end of the day we want our audience