Buddy Scalera’s 2013 Conference and Speaking Recap

This was a busy year for me in terms of presentations and appearances. Content marketing has become a hot topic, so these days I’m out there talking about some of the how-to elements of getting started.

A few people have mentioned that I need to keep track of these speaking appearances better, so I created this post to document 2013.

 

Buddy Scalera explains content strategy using Grok comics drawn by Pat Quinn.  ICC2013 - San Francisco

Buddy Scalera explains content strategy using Grok comics drawn by Pat Quinn. ICC2013 – San Francisco

FEBRUARY:
February 7-8, 2013
The year kicked off with the Intelligent Content Conference 2013 in San Francisco. This event is one of the most technically advanced events, so the speakers are encouraged to talk about the how-to aspects of creating intelligent content. One of the organizers is Ann Rockley, who is an industry thought leader on XML-driven content. The other organizer is Scott Abel, the Content Wrangler, who is deeply involved with the technical details behind content management across multiple channels.

Anyway, I spoke at the ICC 2013 and delivered a presentation called “Channel-Agnostic Content Strategy for Happy Marketers.” It’s a deep dive into how content needs to be developed and managed to flow across multiple platforms. We had slightly tighter time slots, so the idea was to get into your story fast. It was a good approach that stripped out the fluff and forced you to get into the specifics of content formatting.

This is the deck I presented:

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Snikt! Wolverine Infographic Claws Way to Successful Content Strategy

Wolverine Infographic Cropped

Wolverine Infographic Cropped. Click for full-size image.

If you haven’t yet seen it, there’s a terrific infographic featuring the popular Marvel Comics superhero Wolverine. Much of the world became familiar with the Wolverine character through his portrayal by Hugh Jackman in the X-Men movies.

But Wolverine was a fan favorite, ever since his introduction in Incredible Hulk #181 (1974). The character exploded in popularity in the 1980s and 1990s and continues to be an A-list character in the comics and on the silver screen.

I discovered an infographic on Gizmodo.com and was impressed with the way the designer managed to incorporate the right amount of design, text, and layout to this rather complex character.

This was no average fan. This was a pro designer at work and this infographic was quickly going viral. At the bottom of the infographic was a cleverly placed URL that drove you to a website where you can buy costumes.

Yep, you guessed it, there are even costumes of Wolverine. This was a fantastic example of visual content marketing in action. They knew who the audience was, what would draw them in, and how to get them to their target website.

Two of the architects behind this content marketing campaign were Kate Willeart and Mark Bietz. They sat down for a brief email interview to discuss their content strategy tactic from a marketing perspective.  (Note: This is Part 1 of a 2-part series. Check out Part 2.)

 

BUDDY: To get started, can you introduce yourself and describe what you do?

Kate Willaert

Kate Willaert

KATE: My name is Kate Willaert, and I’m a graphic designer for Fun.com (and its sister sites HalloweenCostumes.com and T-Shirts.com). My job includes web design, creating t-shirt designs, and designing marketing materials such as infographics.

MARK: I’m Mark Bietz, VP of Marketing for Fun.com and I lead the marketing strategy here.

 

Just for context, there’s this great infographic that painstakingly details the costumes of the Marvel superhero character Wolverine. At the bottom is a URL for HalloweenCostumes.com. Can you describe how this project came about?

KATE: The Wolverine piece is actually the third in a series of superhero costume infographics I’ve designed, which previously included Iron Man and Superman. The inspiration came from an infographic I saw comparing the cost of Batman and Iron Man’s estates — their suits, their houses, their cars, etc. You get to the bottom of this infographic and see that it’s by an insurance company. I thought that was really clever. Continue reading