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I Created An Infographic To Explain Content Marketing

April 21, 2016

Every illustrator needs an elevator pitch. Mine usually goes something like this:BlankVertSpace.6pixels

“I’m an illustrator. I create visuals for social media and content marketing.”BlankVertSpace.6pixels

Everyone knows an illustrator draws pictures. Nowadays, he does at least some of his work on a computer. And most people know “social media” refers to blogs and platforms like Facebook, Twitter, YouTube, etc. But what’s “content marketing”?BlankVertSpace.4pixels

I like this little summary by the Content Marketing Institute:BlankVertSpace.8pixels

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.BlankVertSpace.8pixels

I’d qualify that slightly: some content might simply be entertaining. You’re making the prospect happy, and your brand will be linked to that experience. Making people happy, making them laugh, creates goodwill and keeps you top-of-mind.BlankVertSpace.8pixels

I recently came across an interview with Lukas Kircher. Mr. Kircher is the managing director of C3, Europe’s largest content marketing agency. He summed up content marketing in a way that brought it into sharper focus for me. I thought his insights deserved wider distribution. I decided to create an infographic to that end.

Here it is. I hope it gives you a better understanding of what content marketing is, and what makes it successful.blank vertical space, 32 pixels high

infographic which explains content marketing how it differs from traditional marketing characteristics of good content cat facts based on interview with Lukas Kircher managing director C3

blank vertical space, 32 pixels highHere are a few detail images that make it easier to read the fine print.blank vertical space, 32 pixels highFishbowl computer with Dr. Oz banner ad for miracle pill to dissolve cat hairballsblank vertical space, 24 pixels highFishbowl computer with popup ad saying your computer has worms click button to de-worm now or no thanks I don't careblank vertical space, 24 pixels highcat watching Dancing With The Starfish on Cat Toys & Joys website as example of entertainment content marketingblank vertical space, 16 pixels high

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Do you follow any brands because you enjoy the content they post?

Have you ever googled “how-to” information and found it on a company’s site or YouTube channel?

Have you ever seen a cat using a fishbowl computer??

Hope you’ll leave a comment.blank vertical space, 24 pixels high

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I also invite you to get updates. Just click the Get Updates button in the sidebar below the Portfolio Thumbnails, or click + Follow in the blog menu bar.blank vertical space, 24 pixels high

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10 Spring Things And 4 Coke Bottles In One Illustration

April 12, 2016

Thanks to editor Jay Moye at Coca-Cola Journey, I’ve had a chance to illustrate a number of wild and wacky posts by writer Charles McNair. These posts usually have a number in them: The 10 Best, My 12 Favorite, etc.

Somewhere along the line I decided to make it a personal challenge to include or somehow reference all of the points in Mr. McNair’s posts: if he mentioned 10 things, I’d figure out a way to include all 10 in my illustration.

Here’s the latest example. The official title of the post is: 10 Things That Go Better With Coke (Spring Edition!), and you can read it here on the Coca-Cola Journey website.blank vertical space, 32 pixels high
Springtime fun activities with Coca-Cola Easter bunnies, picnic under cherry blossom tree, kites, bumblebees, baseball, showers. spring cleaning, leprechaun, shamrock, 4-leaf clover, marshmallow chicks, dandelions, hay fever

blank vertical space, 32 pixels highAt this point you’re thinking: What a minute. Is this the same Mark Armstrong who’s always extolling the virtues of white space, and warning against trying to squeeze too much into an illustration? Yup, same guy, that’s me.

However… it’s a curious fact that an illustration absolutely crammed with details can truly engage a reader. Anyone who’s seen a Where’s Waldo illustration knows this. Not a good strategy if you’re trying to make a serious point, but a very good strategy if you’re trying to entertain (and thereby attract followers).

Can you identify the 10 “spring things” in the illustration? I’ve numbered them below.

Important note: Do not spend too much time on it. Some of Mr. McNair’s things are rather playful. Answers at end of post.blank vertical space, 32 pixels high
10 numbered springtime fun activities with Coca-Cola Easter bunnies, picnic under cherry blossom tree, kites, bumblebees, baseball, showers. spring cleaning, leprechaun, shamrock, 4-leaf clover, marshmallow chicks, dandelions, hay fever

blank vertical space, 32 pixels highHere are some larger detail images:blank vertical space, 32 pixels high
springtime Easter bunny rubbing rabbit's foot, family having picnic under cherry tree with falling blossomsblank vertical space, 32 pixels high
springtime flying kites getting eaten by tree, cowboy with lasso chasing bumblebee, Little League baseball player trying to catch Coke bottle in gloveblank vertical space, 32 pixels high
spring showers, wife getting ready to hose down smelly husband who has not bathed all winter with industrial grade cleanerblank vertical space, 32 pixels high
spring cleaning, old granny with broom showing she found her lost false teethblank vertical space, 32 pixels high
springtime, leprechaun putting drop of Coca-Cola on 3-leaf clover to turn it into 4-leaf clover, dandelion offering Kleenex tissue to guy with hay fever who's about to sneeze

blank vertical space, 32 pixels highAnswers:

1.  Bunnies (“Rub a lucky rabbit’s foot!… if you’re lucky, the rabbit won’t bite you!”)

2. Picnics Under Cherry Trees (“First, you need a cherry tree. If you live in Japan or Washington, D.C., you’re in the pink.”)

3. Kite-Flying (“Know why trees like spring? People feed them!… best of anything, trees like kites!”)

4. Bumblebees (“Take a length of sewing thread, throw your tiny lariat (around the bee, and watch him) happily zoom around and around…”

5. Spring Showers (“Like a big black bear that napped in a cave all winter, you’ve finally emerged from the house after football season… You need a spring shower!”)

6. Baseball & Softball (“Bound off the bench, race over the infield like a deer, and slide to a dusty stop in front of the concession stand…”)

7. Four-Leaf Clovers (“A shamrock anointed with one tiny amber drop of Coca-Cola will sprout a lucky green fourth leaf… that’s why leprechauns have pots of gold!”)

8. Spring Cleaning (“You found that corn chip you lost last July, $7.34 in coins, two melted (but edible) peppermints, plus Granny’s lost dentures!”)

9. Marshmallow Chicks (“What says spring like nibbling a marshmallow chick? Just make sure it’s marshmallow!”)

10. Dandelions (“Hey, hay fever zombie! Feel that next sneeze coming on?”)

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Any luck guessing the 10 Things? (I know: the shamrock was totally misleading– sorry!)

Anyone ever lose a kite in a tree?

Anyone ever lose a frisbee on a roof?? (I’m raising my hand.)

Hope you’ll leave a comment.blank vertical space, 24 pixels high

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