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Visual Content Marketing: Leveraging Infographics, Video, and Interactive Media to Attract and Engage Customers Paperback – April 18, 2016
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This month's Book With Buzz: "The Lying Game" by Ruth Ware
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"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 to get it quickly and engage with content that can be quite technical with jargon that is business-specific. By embracing the principles and learning from the visual case studies in every major industry, this book shows how one can successfully engage your audience even on the most complex content. If you have complex subject matter and tough audience to reach, you need to embrace this book." Leighton Symons PhD, Senior Vice President, Two Sigma Investments
"Innovation is all the rage and now we must face head on the problem of making sure all stakeholders get the point of the innovation and are excited about its prospects. This book delivers both the theory and the practical steps on how to take your innovation and visually engage all your audiences. The fact that its filled with colorful visuals samples for all major professions and industries from startups to Fortune 500 companies makes it a very compelling read. Innovation leaders need to wake up and embrace a visual-centric approach to communications as outlined in this book." Hao Dinh, Innovation Leader, GE
"While working with the software development group we come up very large complex trading systems for financial institutions and the success of these project is largely dependent on management, business owners and partners getting onboard with the whole point of these new systems. This book clearly shows how to make the complex intuitive and simply on one page how to get to that “ah-hah” moments for tough audiences resistant to change. All technical departments need to embrace to the approach outlined in this book for their communications with their stakeholders." Peter Bulko, Fixed Income Risk and Analytics, Royal Bank Securities
From the Back Cover
A Framework for Picturing Your Business Solutions in Infographics
Visual Content Marketing demystifies the explosive and wildly successful trend driving real business value by amplifying business communications with infographics, interactive pictograms, animations, and data-driven visualizations.
Winning customer engagement and attention hinges on outstanding visual content, and in this authoritative guide by visual marketing solutions leader, Stephen Gamble, you become fully immersed in a lively mix of narrative and infographics explaining why visual solutions have emerged as steady contributors to achieving bottom-line business goals. He walks you through a logical framework for taking a visual-centric view of your business, including scoping a visual project, getting your team on board, and how to choose and manage a vendor. This book becomes part of your ongoing development and sets your course for growth by sharing imaginative, revenue-generating examples you can emulate and build on with the accompanying insider's perspective on why each one works the way it does. With this turnkey process for fleshing out the important information in your message, you can:
- Match the best visual marketing and engagement strategies with your business goals and values
- Update and refresh your brand with memorable, informative, and shareable visual solutions
- Reference an industry-specific collection of remarkable examples of visualizations from real businesses leading the way in visual communication
If your business relies on conversions, lead generation, and revenue expansion, you need Visual Content Marketing.
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Top customer reviews
And it is visually quite a stunning book with rich color examples spread across the pages on very interesting and varied subject matter. This will become the industry standard on applying visual solutions to business communication challenge.
I'm a blogger and graphic design dabbler, so I picked this book thinking that it might help provide insights on ways to use visual content/infographics to enhance my business. I can honestly say that I learned absolutely nothing new from reading this book. Gamble emphasizes that this is not a "how-to" book for designers, but more of a "why you should use visuals in the first place" for business owners. The title and subtitle provide pretty much the entire message of the book. "Visual Content Marketing: Leveraging infographics, video, and interactive media to attract and engage customers." Note in the subtitle, he doesn't say HOW to leverage the visual content.
I'm pretty sure his solution would be just to hire Frame Concepts and let them do it for you (which is why his company's name is dropped every few pages).
The third section is a 150 page portfolio of different visuals that his company has created...but several of the images are repeated multiple times. The infographics themselves are sometimes difficult to read due to the font size and position on the page.
This is just not a helpful book. I feel like I wasted my time reading it. Thankfully, it didn't take too long to get through it since 75% of the book is blank page or pictures.
While the author might have shared some worthwhile content, I found most to be exhaustive advertisements of his own work. I even handed it over to my husband, a Digital and Interactive Designer at an international company, and he couldn't find a lot of merit in the book. Sure, its great to flip through, see examples of the author's work. But sadly, it lacks substance needed to be a reference tool for serious designers and lacks the ability to hold your interest if you don't already have a wealth of knowledge on the subject.
On the good side, its pretty too look at!
Now, that's not to say that the examples don't have merit. They do. Some of them are good illustrations of taking complex information and boiling it down to the essence. But I found the book to be a design fail in itself (the odd chapters, poor layout and amateurish book illustrations had me scratching my head), making it very hard to read and even harder to skim (the index was ridiculously bad).
As good as his agency might be at creating infographics, Gamble failed in making a book that would educate and assist marketers and brands to create something of use. The 'book' would be better suited as a portfolio of work--not a useful 'framework for picturing your business solutions in infographics' as it claims.
And that's the problem with this book - It is more like a portfolio of this company's work than a real exploration of visual content in any way that I might make use of it in my life or work. It is a bit inspiring in that it an encouragement towards graphic excellence, and to think more closely about visual aids and the flow of communication. If someone were in the field of producing news insets or visual content, or a graphics art department tasked with the production of visual aids, well, then it the tons of case studies in the book might be of use.
It is fully illustrated, most with examples of past work and with accompanying case studies. The writing could be so much better. There are a few too many run-ons and rambles, even in the very short blocks of text, and it is often just boring to read.