Megaphone with communication imagery like text message, heart icon, web pages, and more
Megaphone with communication imagery like text message, heart icon, web pages, and more

If you own a business or work in marketing or business development, you likely rounded out your 2019 and began 2020 perusing articles with such titles as:

  • Your Marketing Strategy Guidelines for 2020
  • How to Propel Your Brand to Success in 2020
  • 18 Steps to Your Best Year of Visual Content Ever

— although these are made-up examples. I even wrote one such post for my own company — and for good reason! Preparing your organization for the year to come isn’t just smart business — it’s essential for survival. And not a single industry can simply sit still and…


Make shorter videos, get personalized, and develop a visual language

Computer screen with play button for animated video or motion graphic and surrounded by data visualization
Computer screen with play button for animated video or motion graphic and surrounded by data visualization

In the open office space of the visual communication agency where I work, animators, designers, developers, project managers, content editors, account managers, and marketers are not only under one roof — we’re between the same four walls. This means it’s commonplace to walk past anyone’s desk and catch a glimpse of the latest project they’re working on, tool they’re putting to the test, or skill they’re working to master.

While I’m not an animator or a marketer myself — I’m the company’s chief process officer — I’m routinely exposed to the challenges, skills, and trends they encounter on a daily…


“Trust me.”

“I’m telling you, it’s the truth.”

“I’m sure of it!”

Okay, so you’re pretty confident that what you’re saying is true. Are you confident enough to Google it in front of your friends? What about to look for the primary source? Or read a scientific journal entry about it?

When it comes to making a convincing argument, there’s “I swear” confidence, and then there’s “This source backs me up” confidence. Often, the way to cross the bridge between these is with data. But even then, the wrong data can lead you astray. Is it from a reputable source…


Are you trying to explain, promote, or evoke emotions?

Computer screen with play button for animated video or motion graphic and surrounded by data visualization
Computer screen with play button for animated video or motion graphic and surrounded by data visualization
Image courtesy of the author

We’re surrounded by quick and easy ways to produce and share video content. The Story features on Instagram, Snapchat, and Facebook are used by individuals and businesses alike to share snippets of their day.

In fact, these Stories have become an integral part of many businesses’ video marketing strategies. A 2018 survey found that nearly 7 in 10 people using Facebook’s collection of apps use Stories.

As individuals, we can post almost any videos we like without too much thought. For businesses, though, it’s still a form of marketing. That is, your Story should truly tell your brand’s story. …


3 people in an office organizing the different pieces of a project: calendar, multi-choice decisions, phone calls, etc.
3 people in an office organizing the different pieces of a project: calendar, multi-choice decisions, phone calls, etc.

When your organization is juggling a hundred priorities at once, deciding who takes point on a visual communication project can be more about bandwidth than job titles. The person to connect with a vendor might be a C-level executive, a director, a junior, or even an intern. They might be in marketing, content, creative, biz dev, or project management. But unless they’re a project manager, they might not be well-versed in the procedural steps that make a creative project successful.

Strong vendors will take on the project management role so that the client can focus on feedback — but it…


A tablet showing 3D pages with data visualization hovering above the screen
A tablet showing 3D pages with data visualization hovering above the screen

When it comes to marketing, only a few types of content are as effective as visual content. It reaches your audience quickly in a way they truly want to engage with. As a result, you might see increased traffic to your site, a boost in leads, more closed deals — or all of the above.

But the power of visual content doesn’t begin and end with your company’s target market. There’s another eager audience within your own organization that craves a visual means of understanding processes, policies, and expert subject matter: your employees.

And while there are many ways to…


A few rules of thumb for designing with charts and graphs

Examples of various data visualization types
Examples of various data visualization types
Illustrations courtesy of the author

You’ve got a credible statistic or two, and you’re ready to share that information with your audience. Do you write it out? Draw a picture? Use a chart? To make sure your audience understands and retains the information, it needs to be compelling and accurate.

But the choice of what type of visualization to use isn’t purely aesthetic, nor is it entirely personal. The wrong choice can lead your viewer to boredom, confusion, or both. Even worse, visualizing data inaccurately can constitute a breach of trust between you and your audience.

So let’s take a look at how to choose…


Illustrations, icons, and data visualization for interactive infographic content
Illustrations, icons, and data visualization for interactive infographic content

The best interactive infographics, widgets, and quizzes can boost audience engagement by encouraging play. Marketers have already experienced the powerful impact of interactive content. In fact, according to the Content Marketing Institute, 81% of marketers report that interactive content is better than static content at attracting consumer attention.

But visual content has to be high-quality in order to boost your marketing returns. You know this from your own experience: it’s hard to want to click on or interact with something that looks like a stock image or like it was made in a rush.

What’s more, one-off pieces that don’t…

Lucy Todd

Chief Process Officer @ Killer Visual Strategies. Writer at The Visual Marketer medium.com/the-visual-marketer

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