How to Use Content Marketing to Build Your Business

What’s AR&D?Develop powerful one person to one person videomarketing strategies.Build successful brands based on 31 years ofaudience research and development.Create engaging stories to increase recognition,reputation, and revenue.Distribute targeted marketing messages using socialmedia and emerging technologies.

Bob KaplitzMore than three decades of experience building successful brandsprimarily for TV stations using the power of video. That includes thehighly successful “Spirit of Texas” campaign for Channel 8.DFW American Marketing Association: Pioneered innovative use of videoto boost attendance via social media.DFW Interactive Marketing Association: Judged the nation’s mostcreative work.MBA Educator: Recognized for excellence in teaching internationalmarketing and digital media by Dean at University of Dallas GraduateSchool of Management.Award-winning TV journalist appearing on CBS Evening News withWalter Cronkite. © 2011 AR&D, Inc. All rights reserved

Video Marketing Strategy Bob Kaplitz

First• Please take out your business card.• If you have a QR code on it, raise the card.

Learn• What you don’t know can hurt you.• Learn about new, affordable video technology to build your business.• How to get noticed so people seek you out like a TV station.

What is a QR code?Quick Response code is a barcode readableby dedicated QR readers in intelligent phones.

Ready or Not?

You as a Media Company

Revolution in Marketing Interactive Traditional • People searching • Pulling in • Pushing out • Interrupting

Revolution in Marketing Video Social Media • See • Hear • Conversations • Feel Interactive • Credible “news” • People searching • Pulling in Traditional • Pushing out • Interrupting

Video Content: 4 Channels

What is a QR code?Quick Response code is a barcode readableby dedicated QR readers in intelligent phones.

SmartphonesEstimate – 250 million by end of 2012From Nielsen

QR code basics Download QR scanner app on smartphone iPhone - Scanlife, Redlaser Android - QuickMark Blackberry - QR Scanner

QR Code BasicsGenerate your own code in seconds.Google “QR Code generator”Code only good for ONE linkDownload QR Code imagePlace anywhere

QR code basics Generate your own code in seconds. Google (QR Code generator) Code only good for ONE link. Download QR Code image Place anywhere

Custom Codes

E’s of QR codes#1- Engage#2- Educate#3- Easy

Action launched by Code#1- 47% Video

Action launched by Code#1- 47% Video#2- 34% Sweepstakes

Action launched by Code#1- 47% Video#2- 34% Sweepstakes#3- 24% Social Media

Custom Code vs Generic CodeCustom- Relink code Free Generic- One Link

Clients- Custom Code Designs

Scan Strategies• ENGAGE- Video #1 Scan Action- 47%

Scan Strategies

Scan Strategies• EDUCATE- ADD VALUE With EXPERT ADVICE

Scan Strategies• Call to Action-

QR CODE #1 MISTAKE (LINK TO WEBSITE)

QR CODE MUSTLink to Mobile Landing Page

Packaging

Searchable Valuable Information

Video Email

Video Content Email

ResearchWith properoptimization,video increasesthe chance of afront pageGoogle result53X.-- Forrester

Warning:Claim your realestate before a competitorblocks you out.Provide helpful information.

When optimizedfor search, each video is a magnet, pulling in Google.

Key Points• The less your video looks like advertising, the more effective it’ll be.• Let your content do the selling: The Power of Story.• People will pass along valuable content, not ads.

Content Marketing• The art of communicating with consumers and prospects without direct selling. Non-interruption marketing.• Instead of pitching, you’re delivering valuable information that people search for.• Can create greater customer engagement, enthusiasm, and sales.

Creating Videos: 5 Musts 1. Real 2. Short 3. Educate 4. Engage 5. Sharable Bob Kaplitz 214.766.4236 bkaplitz@ar-d.com

Searchable Valuable Info

Content Marketing Video

Testimonials

Testimonials – Emotional Connect

Searchable Valuable Info

Welcome, Why You?

Personal Connection, Why You?

Testimonial with High Production

Recap• Don’t wait. You can start now.• You can become your own media company.• Let your content do the selling.• People will pass along valuable content, not ads.

Bob Kaplitz Senior VP bkaplitz@ar-d.comwww.kaplitzblog.com 214.766.4236

Opportunities to Engage with Video Mobile Video Email Web

Video Marketing Strategy Bob Kaplitz

Video Opportunities to Engage 3. 1. Mobile 2. Email Web/YouTube “Must Video QR Codes Open” Storytelling Engaging Video Q and A Video Instant Sharable SEO Response

72Video Opportunities to Engage 3. 1. Mobile 2. Email Web/YouTube “Must Video QR Codes Open” Storytelling Engaging Video Q and A Video Instant Sharable SEO Response

Create Videos: 5 MustsBe RealBe ShortEducateEngageSharable

What to Do• Create customized video marketing solutions essentially enabling you to become your own media network.• Create real, authentic, personal videos that educate, engage and add value for the consumer.• Combine video story telling with customized QR (Quick Response) codes for a rich, state-of-the-art mobile experience that drives traffic to your videos, website, promotions and more. © 2011 AR&D, Inc. All rights reserved

How Consumers Get Info• When was the last time you wanted to watch commercials onTV?• Last time you went online to research a product or service?

Mobile Landing Page

What We DoWe create true, real and engaging content marketing web videosconfigured to display on mobile devices as well as for use on all social mediasites. Welcome video greets consumer and engages them with info on your company Links may beCustom QR Code changed.takes consumer tomobile landing pagewhen scanned withsmart phone reader. © 2011 AR&D, Inc. All rights reserved

What Happens After the Scan…• Viewer leaves feeling like they learned something or benefitted.• Special offers get consumers to scan. Engage prospects and build a personal relationship with them.• Customers provide contact info for fast follow-up at press of a button. © 2011 AR&D, Inc. All rights reserved

The Takeaway – it’s time to get serious Strategy Discipline Capabilities

What kind of relationship do you want? Transactional Loyal Occasional Constant Impersonal Authentic Short-Term Long-Term

Video Opportunities to Engage 3. 1. Mobile 2. Email Web/YouTube “Must Video QR Codes Open” Storytelling Engaging Video Q and A Video Instant Sharable SEO Response

Revolution in Marketing Video Social Media • See • Hear • Conversations • Feel Interactive • Credible “news” • People searching • Pulling in Traditional • Pushing out • Interrupting

Where To Put Videos • Emails • Website • Branded YouTube Channel • Facebook, Twitter, LinkedIn • Blogs • Links from other websites

How to Use Content Marketing to Build Your Business

by Bob Kaplitz on Dec 30, 2012

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How to Use Content Marketing to Build Your Business Presentation Transcript