Telling Your Story: Producing Video with Quality, Strategy and Speed STEVE BLAND Marketing budgets are getting increasingly smaller, yet demand for high quality content grows. Video allows you to develop a deeper emotional connection with visitors and is a critical component to any content marketing plan. This session will teach you how to effectively tell the brand story of your intuition through video. The proliferation of content creation technologies, from smart phones and social media to DSLRs and Adobe Creative Suite, has opened up less expensive, faster and better story telling opportunities for brands. Schools must take notice and learn to create excellent, timely video that is on strategy. KEY TAKEAWAYS: How to take your story from idea to script How to align your video production with your content strategy How to balance the the need for speed and the demand for quality

1. Video 101
Converge Consulting
13 October, 2014
Nashville, Tennessee

2. It was right in everyone’s face. It was on the tip of everyone’s tongue.
We just gave it a name.

3. Essentially, “Content Marketing” describes a SHIFT
away from campaign-centric thinking and big moments in time
to always-on thinking and near real-time communications.

4. Let’s all agree that:
Content Marketing is necessary to efficiently build your business
• Blogging
• Email
• Social Media

5. Let’s all agree that:
Content Marketing is necessary to efficiently build your business
• Blogging
• Email
• Social Media
These are the main drivers of brand engagement

6. Let’s all agree that:
Content Marketing is necessary to efficiently build your business
• Blogging
• Email
• Social Media
These are the main drivers of brand engagement
Video is an essential piece of each driver

7. • 90% of info transmitted to the brain is visual, and is
processed much, much faster than text
• Photos are “liked” 2x to 3x more than text updates while
videos are “shared” up to 12x more than links and text posts
combined
• 80% of visitors will watch a video and only 20% will read
content
• Video constitutes over 90% of all internet traffic
• 73% of on-line consumers get frustrated when content
appears that has nothing to do with their interests

8. 1993
M-PEG
Video Digital Compression Standard.

9. 1993
M-PEG
Video Digital Compression Standard.
1993
MOSAIC
Intuitive interface. Popularized web browsing.

10. 1993
M-PEG
Digital Compression of Audio/Video.
1990s
AVID
“Non-Linear” Editing goes mainstream.
1993
MOSAIC
Intuitive interface. Popularized web browsing.

11. “Non-Linear” Editing goes mainstream.
1993
M-PEG
1990s
AVI
Digital Compression of Audio/Video.
1997
STEVE JOBS
Returns to Apple. PC as a Media Center.
1993
MOSAIC
Intuitive interface. popularized web browsing.

12. 1990s
AVI
“Non-Linear” Editing goes mainstream.
1993
MOSAIC
Intuitive interface. Popularized web browsing.
1993
M-PEG
Digital Compression of Audio/Video.
1997
EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1997
STEVE JOBS
Returns to Apple. PC as a Media Center.

13. 1990s
AVI
“Non-Linear” Editing goes mainstream.
1993
MOSAIC
Intuitive interface. Popularized web browsing.
1993
M-PEG
Digital Compression of Audio/Video.
1997
EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998
GOOGLE
Better search through page rankings.
1997
STEVE JOBS
Returns to Apple. PC as a Media Center.

14. 1990s
AVI
“Non-Linear” Editing goes mainstream.
1993
MOSAIC
Returns to Apple. PC as a Media
Intuitive interface. Popularized web browsing.
1993
M-PEG
Digital Compression of Audio/Video.
1997
EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998
GOOGLE
Better search through page ranking.
1997
STEVE JOBS
Center.
2005
YOU TUBE
On-line video search, sharing and archiving.

15. “Non-Linear” Editing goes mainstream.
1993
MOSAIC
Intuitive interface. Popularized web browsing.
1993
M-PEG
1990s
AVI
Digital Compression of Audio/Video.
1997
EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998
GOOGLE
Better search through page ranking.
2005
YOU TUBE
On-line video search, sharing and archiving.
2005
Wi-Fi
Critical mass access content anywhere, anytime.

16. “Non-Linear” Editing goes mainstream.
1993
MOSAIC
Intuitive interface. Popularized web browsing.
1993
M-PEG
1990s
AVI
Digital Compression of Audio/Video.
1997
EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998
GOOGLE
Better search through page ranking.
2005
YOU TUBE
On-line video search, sharing and archiving.
2005
Wi-Fi
Last 5 Years
New Camera Tools
Everyone is a filmmaker.
Critical mass access content anywhere, anytime.

17. “Non-Linear” Editing goes mainstream.
1993
MOSAIC
Intuitive interface. Popularized web browsing.
1993
M-PEG
1990s
AVI
Digital Compression of Audio/Video
1997
EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998
GOOGLE
Better search through page ranking.
2005
YOU TUBE
On-line video search, sharing and archiving.
2005
Wi-Fi
Returns to Apple. PC as a Media Center.
Critical mass access content anywhere, anytime.
1997
STEVE JOBS
Last 10 Years
Rapidly Evolving Tools
Everyone is a filmmaker.

18. “Non-Linear” Editing goes mainstream.
1993
MOSAIC
Intuitive interface. Popularized web browsing.
1993
M-PEG
1990s
AVI
Digital Compression of Audio/Video
1997
EXTERNAL DIGITAL STORAGE
D.I.Y.
Cheap and plentiful solutions.
1998
GOOGLE
Better search through page ranking.
2005
YOU TUBE
On-line video search, sharing and archiving.
2005
Wi-Fi
Returns to Apple. PC as a Media Center.
Critical mass access content anywhere, anytime.
1997
STEVE JOBS
Last 10 Years
Rapidly Evolving Tools
Everyone is a filmmaker.

19. A movie producer’s dream . . .

20. Compelling characters, great stories, and a natural audience
Cougar Dugout
UCLA and The G.I. Bill

21. What is your story?
• Stand for something
• Exposition, Persuasion, Description & Narration
• Less is more
• Find balance between “saying” and “showing”
• Turn opinion in your favor, inspire consideration

22. Where do I start?
• Identify the mission (scope)
• Identify the audience and your client
• Identify the creative team and resources available
• Planned versus opportunistic topics
• “Always on”
• Manage assets and honor the brand voice

23. Production tips: interviewing
• Use people who want to be on camera
• Brief them ahead of time
• Put subject at ease – start simple
• Have them re-state the question when answering it
• Have/make them look good!

24. Production tips: composition and lighting
Basic 2 DSLR and 3 Point Lighting System
As seen left this financial services client, we go for close and medium angles with the
subjects plus a shallow depth of field with live background plus cooler color temperature
plus about seventy-five percent of the key light.

25. Production tips: audio
• Bad, faulty audio will destroy your project
• Always test
• Use headphones
• Use best microphone for the job:
shotgun, lavalier, or omni-directional

26. Closing Thoughts
• Content Marketing is on the tip of everyone’s tongue
• Our clients are starting to embrace it and expecting change
• Getting direction to solve content needs
with increasingly smaller budgets,
and at real time speeds
• But clients not satisfied with low budget corporate video shooters or
the fact that ad agencies won’t answer the phone for under $100,000

27. Closing Thoughts
• Maybe, Fight Club is an apt but ironic reference
It’s premise is that advertising makes us want things we don’t need
(i.e. $30,000 more in student loans)
But, it’s important to get a grasp on the evolving world of what we once
called advertising and public relations
Now to some, “paid” and “earned” media
But whatever we call it — it should work so well – you don’t mind that
it’s a sales pitch at all