Video content marketing white paper

Video content marketing white paper
In this file, we share with you all information that related to video
content marketing white paper such as video marketing tips, video
marketing tools, video marketing sites.
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· Top 21 tips for video marketing
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· Top free 7 tools for video marketing
I. Video marketing content for you!
As Senior Vice President of Marketing for MasterControl, Curt Porritt
leads the content marketing charge at his company. White papers have
taken center stage at MasterControl, a B2B company that works with
pharmaceutical, biotechnology, and related organizations on compliance
issues.
It took some time, but Curt and his team of writers have put together a
massive library of content that positions MasterControl as a standout in
its industry. It hasn’t always been smooth sailing, either — but it’s often
a long road to success.
Curt sat down with the Content Marketing Institute to discuss his
organization’s white-paper success and share how testing has helped
drive content choices.
Video marketing. Free pdf download examples Page 1

CMI: What’s the biggest problem that your content tries to solve?
Curt: In our industry, all of our target customers are highly regulated
companies. They need to comply with nitpicky, detail-oriented FDA
regulations and ISO regulations that are changing all the time. Most of
our content focuses on helping them get more information about how to
comply with those regulations more easily and in less time. They’re all
quality managers trying to get their product through the minefield of
FDA regulations, if you will.
How did you get buy-in internally to use content marketing? Did
you have to justify yourself?
It hasn’t been easy, and yes, we did have to justify ourselves quite a bit.
I had the unfortunate task of building a content marketing program in the
midst of the down economy during 2008. Trying to convince leadership
that it is going to work when nothing is working at the time was the
challenge. They stuck with it, and eventually the numbers came. I can’t
emphasize how important it is to track and measure and report on
success. Everybody has their opinions on what should work, but what
actually does work speaks volumes.
How do you guys measure your content’s impact?
We track and measure a lot of different things. Most of our data goes
into our Salesforce database. We also use email, marketing automation,
and web analytics tools. Then, we have some internal things that we
built ourselves. All of that right now currently goes into a large

spreadsheet, which is not ideal in my mind. We’re in the process of
converting it into a dashboard-oriented system.
We track the different kinds of leads from where they come from, what
types of people are coming into our system, how they found us, and the
conversion rates of each one. Eventually, all this boils up and you can
look at it and say, “Well, we’re growing every single year at a constant
rate.” In our case, about 90 percent of our sales pipeline comes from our
marketing efforts.
What content marketing tactics and strategies are you using?
The workhorse of our content marketing engine is the white paper. We
do a lot of white papers and they’re very popular in our industry. Most
of them are on topics that you and I would think are very boring, but to
our target market they’re like catnip. They love hearing about
regulations and how to do this or that better.
The most effective thing that we do in terms of lead quantity is the white
paper. For lead quality, we developed a series of multimedia content,
both in the form of customer videos as well as flash tours.
content marketing strategy - white papers
content marketing strategy, videos
We had to build our own viewer because most of the video tools out
there don’t do what I think they should do. Our viewer allows people to
see the video or multimedia flash tour right away without filling out any
forms. Then, it offers them additional content in the form of white paper,

data sheets, and so forth. They do have to fill out a form in order to view
those.
It works extremely well. Somebody who finds us through a generic,
industry-specific white paper will convert at about 2 percent into our
sales pipeline. Somebody who watches one of our videos and downloads
that same white paper will convert at about 10 percent. It’s a very
significant difference.
Why do you think that is? What’s the difference between the
customer who’s coming in one way vs. the other?
There are two types of prospects out there. One type knows what they
want. They are actively searching for something. Those are pretty easy
to move forward in the pipeline. Then, there are those that don’t know
that they need something and are looking for general industry
information.
For those who aren’t searching for something, rather than just reading a
white paper on the top five ways to solve some quality problem, they
actually view a video and hear people say, “MasterControl solved our
problem here. You really ought to look at these guys.” I think it just
encourages them to take that next step forward and fill out a form to
learn more about us. Often we hear something like, “I’m not in the
market right now, but it sounds interesting.” The bottom line is that I
think most people today would rather watch something than read
something.
We make sure that most of our videos are about three minutes long; that
seems to be the threshold for people’s attention. If you go far beyond

three minutes, we find it’s tougher for them to stay focused and listen to
it, even if they’re interested. Anybody will watch a three-minute video.
What kind of infrastructure did you put in place to get started with
your content marketing?
The biggest thing right off the bat was writers. I had to have people who
would write and produce content. When I was first hired six years ago, I
told my boss that I could use as many writers as he was willing to let me
have. It’s taken a while to build up the repertoire of content that we’ve
got. In addition to the internal writers, of which I have four or five right
now, we’ve developed a newsletter internally that has gained a
reputation in the industry over the years.
We actually have industry experts providing content for us now on a
fairly regular basis — for articles, our newsletter, and white papers.
We’re even starting to make videos now of industry experts. Once you
get a reputation, the biggest problem with content marketing is it just
takes a while to build a positive reputation over time. It’s a slow
evolution, and sometimes your executives get a little impatient with that.
How do you distribute and promote your content?
Our biggest activity for promoting and distributing our content is search
engines. About half of all of our leads come from either SEO efforts or
pay-per-click. We originally started with pay-per-click because it’s easy
and quick. We spent more money on it originally but over the years, by
building up our SEO content, we eventually achieved more natural
rankings than all of our top competitors combined. That’s a big one for

us. It connects us to all those people who are searching for the things
you want them to search for.
We also do a lot of email marketing — both newsletters and white
papers over email. We have a rather large internal database. At one
point, we rented emails to help build up or database. We don’t rent as
many anymore because our database is pretty big now. We also do trade
shows and disseminate things that way. We do speaking engagements,
but most of it is electronic.
How do you zero in on what issues and what headlines are going to
work for white papers?
A couple of ways. For one, we watch and see what works and what
doesn’t work. We try different things, do testing and monitor that.
Again, going back to the importance of measuring and reporting, we
developed a series of topics that we know will work pretty much every
time. Then you experiment with new ones, keep the ones that work and
build on them. We do away with those that don’t work as well. We can
tell with the tools how many people open, how many people click on
things, how many people come through and become a lead.
We also have a customer advisory board made up of about a dozen of
our key customers and we ask them, “What interests you? What do you
like to hear? What do you like to see? What things are we doing that you
think we ought to do more of? What things do you think we shouldn’t do
more of?”
But mostly it’s just going to be the metrics — what works and what
doesn’t. You have to try things. You’ve got to go and be bold and try

something new and see if it works. I always tell my employees and
executives that their opinion doesn’t really matter and neither does mine.
What really matters is to try something and see how it actually does. If it
does well, it works. If it doesn’t do well, it didn’t work. Try something
else. It’s pretty straightforward when you think about it.
What’s the next strategic move or big challenge that you’d like to
overcome?
For us, it’s improving our conversion processes. I break marketing down
into two major camps. You’ve got message creation. Then, you have
what I call “access to customers,” or the way that we deliver the
message to customers. We have plenty of message creation going on.
What I would like to see us focus on more moving forward is
implementing the dashboard system that I’ve talked about. That way, we
can easily see what’s working and what’s not working at a moment’s
notice and do more A/B testing to make sure we’re doing what we need
to be doing.
I think it’s very easy for most companies (including us) to get so
involved with creating the perfect message that sometimes you don’t
look at how well that message is working or whether it’s doing for you
what you want it to do. That’s the next level for us.
Where else do you see exciting examples of content marketing?
I think one of the misperceptions about content marketing is that it’s
always focused on providing high quality information. Some of the most
creative tactics I’ve seen are things in the B2C space where they’re just
having fun. I look at some of the things that GEICO has done, for

example. They do crazy stuff that I would never do in my market. But
for them, with their branding efforts, they have apps you can download
that have nothing to do with insurance. They basically say, “Based on
our research, our target market would like this sort of thing. It’s just a
fun way to get our name out there.” I think we’re going to see some
really creative things as we continue down the path of mobile apps,
videos, and other things we can do online.
II. Video marketing tips
#1: Take advantage of video’s
branding opportunities
For branding purposes, have your
company logo displayed
prominently somewhere on the
screen. You can do this at all
times, or during key times in your
video.
In the image below, notice how the company logo is displayed in the
upper-left corner. You can display your logo throughout your video or
only at key times.
#2: Include your URL in your video
When you edit your video, take advantage of the different editing
features. One easy feature is to add a text box to your video. This is
where you can display your website address and it’s a great way to get
exposure.

Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she
used a text box in her video to display key information, including her
website URL at the end of her video. Smart move!
#3: Make your title count
Just like a headline to a blog post, video titles can pull powerful traffic.
There are two main reasons why the title is so important. One, a great
title can instantly grab a viewer’s attention.
Two, when you use the appropriate keywords in your title, you are more
likely to show up on search engines when people are searching for your
topic. And remember Google owns YouTube, so there’s a story
connection between video and searching.
#4: Provide excellent content
Take some time to think about your ideal viewer. What do you know
that they’ll find valuable? What can you teach them? “How-to” videos
are extremely successful because not only do they offer great value to
your viewer, but also you’re able to showcase your knowledge and skill,
thus positioning yourself as an expert. This is key as you continue to
grow your brand
#5: Always provide an HTML link
When you post on YouTube, you have the option to write a short
description of your video. Always start with the link you want to drive
your viewers to so you don’t miss this key opportunity.
Here’s a snapshot of the description boxes from one of my YouTube
videos. Notice the placement of my website URL (it’s the first thing
you want to put in the box!) and the keywords I used in my title as well
as the description.

#6: Go beyond YouTube
Most people post their videos on YouTube. In addition to this, make
sure to always embed your video on your own website. This will
increase the amount of time people spend on your website and help grow
a captive audience.
Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!

Video content marketing white paper

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