Author: Buddy Scalera

Buddy Scalera is a healthcare content strategist working in Parsippany, NJ. He is the author of five published books on content, creativity, and visual storytelling. In his free time, he writes superhero comic books. Learn more at and Follow Buddy on Twitter at @BuddyScalera.

By buddy_scalera published August 22, 2022

How To Ensure Optimal Visual Experiences Across Devices

Updated Aug. 22, 2022

Open the best-converting page on your website on three devices – mobile, tablet, and desktop.

Really, do it. I’ll wait.

Does your content display as well as you expected it to?

Many marketers will find it doesn’t. The user experience and messaging consistency are unsatisfactory. Sometimes, it is downright awful.

How did you get here? After all, your company invests a lot of resources to publish content. You even maximize those content resources by adopting the COPE method – create once, publish everywhere.Continue Reading

By buddy_scalera published January 25, 2022

Need a Creativity Boost? Spend Some Time With The Creative Show

CMI creative director Joseph Kalinowski contributed to this piece.

In just 10 episodes, CMI’s The Creative Show has completely rewritten the rules for live streaming, visual storytelling, and conversations about creativity.

Maybe we’re exaggerating a tiny bit. But we’re creatives, so we reserve the right for a bit of good-natured hyperbole about the impact of our show.

We’re excited for season two, which debuts at 2 p.m. (U.S. ET) Friday, Jan. 28, on Facebook, LinkedIn, and YouTube. If you haven’t caught every episode (or any episode), look back with us as we share some behind-the-scenes observations and highlights from our creative conversations in the first season.Continue Reading

By buddy_scalera published August 5, 2015

Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons

jaws-visual-storytelling-lessons-cover 7_31_15

This post was co-written by CMI’s Creative Director, Joseph Kalinowski.

Dahhh dum. Dahhh dum. Dahhhhhhhhhh dum.

Just when you thought it was safe to go back in the water, it’s back.Continue Reading

By buddy_scalera published June 22, 2015

Say No to Stock Photography and Create Authentic Images


Here’s one of the first rules of your visual content strategy: Don’t use stock images on your branded website. Stock photos are cheap and easy, hence tempting. Do not be tempted by cheap and easy. (That’s advice that you can apply in other situations, as well.)

Visual content is a cornerstone of almost every branding campaign. And yet, we still see respectable brands using stock photographs that undermine the credibility of their hard-earned visual-branding standards.Continue Reading

By buddy_scalera published July 2, 2014

Brand Storytelling Lessons From a Successful Screenwriting Instructor

smiling woman-paper-covered table

Pilar Alessandra, photographed by Kevin Scanlon

If “content strategy” is one of the most overused and abused phrases in marketing, then “storytelling” can’t be far behind. Trendy brands are jostling to tell brand stories and catchphrase-savvy marketers are adding “storytelling” to their LinkedIn profiles at a breakneck pace.

The big problem is that just because storytelling is becoming more popular doesn’t mean it’s always being done well. In truth, effective storytelling is deceptively difficult, requiring dedication, focus, and ongoing practice (talent plays a bit part, as well).Continue Reading

By buddy_scalera published May 4, 2014

5 Tips for Coming to Town with a Great Content Plan

santa's hands holding listIt’s spring; the snow has finally melted… and believe it or not, Santa is already starting to make a list. And, as you know, he’s checking it twice (there’s also the whole naughty and nice thing, but that’s not really the point of this).

If you are 6 years old (or ever were at some point), you can sing the song of Santa. Though the ditty was conceived as a way for scheming parents to bribe kids into behaving, it also serves as a lesson for adults — but probably not in the way you’re thinking. And I’ll bet you definitely haven’t considered what this means for content marketers.Continue Reading

By buddy_scalera published April 25, 2014

What Keeps Brilliant Visual Content From Being Shared

infographic segment-submersible

Image via The Washington Post

Almost all content is visual in some way. Numbers themselves are visual — they can even be quite beautiful in the hands of a talented designer. Yet many of us are stuck in a traditional mindset of treating numbers like they are supposed to be dull.

Visual content, like infographics, can strap a jetpack to your data in ways never before possible. It provides the ability to tell both static and interactive stories that help increase the depth and understanding of data, analytics, and even math.Continue Reading

By buddy_scalera published January 20, 2014

Terrifying Tales of Marketing Zombies Curating Content

Chapter 1: The battlefield

content-curatin-Marketing-Zombies_1When the gun smoke cleared, they saw what they had done. A dozen dead — or perhaps the word is “deader” — zombies lay still on the ground. At least now, the dead were no longer walking.

Gick Rimes turned his gaze to his team. There was Haryl Hixon, a bowman as accurate as a superhero. Michette, who wielded a machete sword like a samurai. And his pre-teen son, Carrrl, who is finally becoming a cool guy.

They were survivors — and killers. They were neither good nor bad. They did what was necessary to survive.

They. Were. Marketers.Continue Reading

By buddy_scalera published October 14, 2013

Learn What Makes a Content Plan Successful by Taking One Apart

cluttered workbench-parts of equipmentMy workbench is covered in junk. It’s usually tidy, but today it’s strewn with screws, clamps, wires, and knobs from an old guitar amp. You’d love it.

In my life, taking things apart is a time-honored tradition. These days, when things break, we just buy a new one. But at one time, we had no choice but to fix things that broke — two-day-free-shipping-with-your-Amazon-Prime-account just wasn’t an option. Often there was just you, a box of tools, and a workbench.

Wondering how this relates to content marketing? Don’t worry, I’m getting there. Continue Reading