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Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums
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Getting Your Content Through - Strategies To Optimize Delivery Options and Mediums

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  • 1. #B2BContentEvent @MichaelKolowich   The Many Faces of Content Marketing Video Michael Kolowich Founder/CEO, KnowledgeVision Founding Producer, DigiNovations Editor, “Rich Content Daily”B B Conference
  • 2. #B2BContentEvent @MichaelKolowich   First  of  all…video  works!  •  Results  at  A:vio  (Enterprise   so?ware  company)  not  atypical    •  A?er  adding  video:   –  200-­‐300%  increase  in  monthly  unique  visitors   –  157%  increase  in  search  engine  traffic   –  100%  longer  average  Ome  on  site  per  visitor   –  3-­‐minute  average  Ome  spent  on  video  pages  (2x  non-­‐video   pages)   –  superior  lead-­‐scoring  info  for  leads   Source:  MarkeOngSherpa,  December  2011  
  • 3. #B2BContentEvent @MichaelKolowich   The  challenge  is  evolving    •  The  challenge  is  no   longer  how  to  get   the  video  up  and   back  out  again…    •  The  new  challenge  is   how  to  make  it  work   harder  
  • 4. #B2BContentEvent @MichaelKolowich   A  pracOOoner’s  key  observaOons   about  video  in  content  markeOng  •  Video  is  not  a  “one  and  done”  proposiOon  •  Need  and  demand  is  growing  faster  than  available   budget  •  Video  provides  an  unprecedented  opportunity  not  only   to  engage  but  also  to  measure  •  YouTube  is  not  enough  for  the  serious  content   marketer  •  Video  is  not  something  to  delegate  to  the  “intern  in   the  corner”  
  • 5. #B2BContentEvent @MichaelKolowich   Three  “conversaOon  starters”   about  video  content  markeOng  •  “Divide  to  conquer” –  how  to  survive  the  exploding   demand  for  video  •  “They’re  not  couch  potatoes  anymore” –  how  to   engage  your  audience  interacOvely  in  video  •  “Think  outside  the  frame”  –  how  to  use  new  tools   to  enhance  the  video  experience…and  conversion  
  • 6. #B2BContentEvent @MichaelKolowich   “Divide  to  Conquer”   Segment  Your  Video  Needs  into  3  Tiers  Showpiece   Workhorse   Long  Tail  Videos   Videos   Videos        • High-­‐visibility   • Medium-­‐visibility   • Internal  pages  • High  viewership   • Product,  service,  or   • Explainers  and  SEO  bait  • Brand-­‐criOcal   technology-­‐specific   • O?en  feature  SME’s   $3k-­‐$10k  per   $500-­‐$2k  per   $50-­‐$500  per   finished  minute   finished  minute   finished  minute  
  • 7. #B2BContentEvent TradiOonal  video  is  based  on   @MichaelKolowich   an  old  television  model  •  Linear  story    •  Story  “arc”  with   beginning,  middle  &   end  •  Passive  experience  •  Contained  within  a   4:3  (later  16:9)   frame  
  • 8. #B2BContentEvent We  must  redesign  video  for  a   @MichaelKolowich   rich,  interacOve  content  world    •  Modular  design    •  User-­‐driven  paths  •  AcOve  experience  •  What’s  outside  the   frame  is  just  as   important  •  Driving  to  acOon  or   results  
  • 9. #B2BContentEvent The  new  face  of   @MichaelKolowich   video  content  •  Video  +    •  Context  +  •  NavigaOon  +  •  Drill-­‐Downs  +  •  Calls-­‐to-­‐AcOon  
  • 10. #B2BContentEvent @MichaelKolowich   Thinking  “outside  the  frame”     KnowledgeVision-­‐enhanced  video  Plain  old  video  
  • 11. #B2BContentEventExample:  DemandGen  Report   @MichaelKolowich   Enhanced  Interview    
  • 12. #B2BContentEvent @MichaelKolowich   Alcatel-­‐Lucent:  Content  MarkeOng   with  Online  Video  PresentaOons  Demand  GeneraOon:   Sales  Enablement:   Thought  Leadership:   Demand  GeneraOon:   Product  Roadmap   Expert  Chalk-­‐talk   Repurposed  Keynote   On-­‐Demand  Webinar  
  • 13. #B2BContentEvent @MichaelKolowich   The  more  interacOon,  the  more  you  can  measure  &  score!  
  • 14. #B2BContentEvent @MichaelKolowich  Consider  incorporaOng  landing  pages   into  your  online  video  
  • 15. #B2BContentEventAt  the  very  least,  put  your  video   @MichaelKolowich  onto  conversion  pages  (where   appropriate)  
  • 16. #B2BContentEvent @MichaelKolowich   Summary  •  “Divide  to  conquer” –  divide  your  video  needs  into   three  Oers;  different  approaches  to  each  Oer  •  “They’re  not  couch  potatoes  anymore” –  let  your   viewers  define  their  own  path  through  video  •  “Think  outside  the  frame”  –  don’t  restrict  yourself   to  just  a  16:9  video  frame;  use  new  tools  to  drive   context,  interacOon,  calls-­‐to-­‐acOon,  and  scoring  
  • 17. #B2BContentEvent @MichaelKolowich   Contact Information Michael Kolowich michael@knowledgevision.com @MichaelKolowich www.KnowledgeVision.com www.RichContentDaily.comB B Conference

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