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How to Create Video Content Using Hangouts on Air

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: YouTube Success Stories For Marketers. PRESENTATION: How to Create Video Content Using Hangouts on Air - Given by Grant Tilus, @granttilus - Collegis Education, Inbound Marketing Manager. #SMX #32C

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How to Create Video Content Using Hangouts on Air

  1. 1. March 5, 2015 How to Create Video Content Using Hangouts on Air Grant Tilus Inbound Marketing Manager at Collegis Education
  2. 2. searchmarketingexpo.com @GrantTilus #SMX #32c • Inbound Marketing Manager Collegis Education • Content Marketing Director MnSearch.org Advanced YouTube Viewer  Marketer/Jock/Nerd/Parent  Root Beer Connoisseur  Grant Tilus
  3. 3. searchmarketingexpo.com @GrantTilus #SMX #32c What Video Consumption Used to Be
  4. 4. searchmarketingexpo.com @GrantTilus #SMX #32c Where Video Marketing is Today
  5. 5. searchmarketingexpo.com @GrantTilus #SMX #32c We Can’t Get Enough of It
  6. 6. searchmarketingexpo.com @GrantTilus #SMX #32c You Need More Video Content
  7. 7. searchmarketingexpo.com @GrantTilus #SMX #32c Video Can Be Intimidating
  8. 8. searchmarketingexpo.com @GrantTilus #SMX #32c You’re Not a Trained Videographer
  9. 9. searchmarketingexpo.com @GrantTilus #SMX #32c Budgets are Tight
  10. 10. searchmarketingexpo.com @GrantTilus #SMX #32c Have You Tried Hangouts on Air?
  11. 11. searchmarketingexpo.com @GrantTilus #SMX #32c It’s Time to Get Started
  12. 12. searchmarketingexpo.com @GrantTilus #SMX #32c It’s Time to Get Started
  13. 13. searchmarketingexpo.com @GrantTilus #SMX #32c It’s Time to Get Started
  14. 14. searchmarketingexpo.com @GrantTilus #SMX #32c It’s Time to Get Started
  15. 15. searchmarketingexpo.com @GrantTilus #SMX #32c It’s Time to Get Started
  16. 16. searchmarketingexpo.com @GrantTilus #SMX #32c It’s Time to Get Started
  17. 17. searchmarketingexpo.com @GrantTilus #SMX #32c Are You Ready?
  18. 18. searchmarketingexpo.com @GrantTilus #SMX #32c Invest in the Platforms
  19. 19. searchmarketingexpo.com @GrantTilus #SMX #32c • What do you want to be known for? • Showcase your UVP • Highlight your brand’s voice • Focus on building your brand • Conduct competitive analysis • Think about your target audience Determine a Content Strategy
  20. 20. searchmarketingexpo.com @GrantTilus #SMX #32c • Entertain • Educate • Persuade • Inspire Focus on Providing Real Value
  21. 21. searchmarketingexpo.com @GrantTilus #SMX #32c Find a Way to Differentiate
  22. 22. searchmarketingexpo.com @GrantTilus #SMX #32c • Is it individual or organizational authority? • Authority through information • Use subject matter experts • Internal or external • Are you an expert? Where Do You Have Authority?
  23. 23. searchmarketingexpo.com @GrantTilus #SMX #32c Find the Right Equipment for You
  24. 24. searchmarketingexpo.com @GrantTilus #SMX #32c Find the Right Direction
  25. 25. searchmarketingexpo.com @GrantTilus #SMX #32c Interviews Create Different Types of Content
  26. 26. searchmarketingexpo.com @GrantTilus #SMX #32c Discussion Panels Create Different Types of Content
  27. 27. searchmarketingexpo.com @GrantTilus #SMX #32c How to Create Different Types of Content
  28. 28. searchmarketingexpo.com @GrantTilus #SMX #32c Podcasts Create Different Types of Content
  29. 29. searchmarketingexpo.com @GrantTilus #SMX #32c Q&A Create Different Types of Content
  30. 30. searchmarketingexpo.com @GrantTilus #SMX #32c Industry News and Trends Create Different Types of Content
  31. 31. searchmarketingexpo.com @GrantTilus #SMX #32c Showcase Expertise Create Different Types of Content
  32. 32. searchmarketingexpo.com @GrantTilus #SMX #32c Product Demonstrations Create Different Types of Content
  33. 33. searchmarketingexpo.com @GrantTilus #SMX #32c Promote a Cause Create Different Types of Content
  34. 34. searchmarketingexpo.com @GrantTilus #SMX #32c Promote an Issue Create Different Types of Content
  35. 35. searchmarketingexpo.com @GrantTilus #SMX #32c Promote a Lifestyle Create Different Types of Content
  36. 36. searchmarketingexpo.com @GrantTilus #SMX #32c Customer Testimonials Create Different Types of Content
  37. 37. searchmarketingexpo.com @GrantTilus #SMX #32c Mobile Create Different Types of Content
  38. 38. searchmarketingexpo.com @GrantTilus #SMX #32c Showcase Your Organization
  39. 39. searchmarketingexpo.com @GrantTilus #SMX #32c Showcase Your Organization
  40. 40. searchmarketingexpo.com @GrantTilus #SMX #32c Background Fail
  41. 41. searchmarketingexpo.com @GrantTilus #SMX #32c Background Fail
  42. 42. searchmarketingexpo.com @GrantTilus #SMX #32c Show Your Brand with Lower Thirds
  43. 43. searchmarketingexpo.com @GrantTilus #SMX #32c Show Your Brand with Lower Thirds
  44. 44. searchmarketingexpo.com @GrantTilus #SMX #32c Show Your Brand with Lower Thirds
  45. 45. searchmarketingexpo.com @GrantTilus #SMX #32c Show Your Brand with Lower Thirds
  46. 46. searchmarketingexpo.com @GrantTilus #SMX #32c • Good with the technology • Authoritative • Authentic • Engaging • Knowledgeable • Cool under pressure • Fully invested • Able to keep things moving Find the Right Host
  47. 47. searchmarketingexpo.com @GrantTilus #SMX #32c • Good with the technology • Authoritative • Authentic • Engaging • Knowledgeable • Cool under pressure • Fully invested • Able to keep things moving Find the Right Host Not this guy
  48. 48. searchmarketingexpo.com @GrantTilus #SMX #32c • Internal and external • Develop industry connections • Benefits: • Borrowed authority • Third-party validation • Gain credibility • Unique content • Win/Win for experts • Wider audience Find the Right Talent
  49. 49. searchmarketingexpo.com @GrantTilus #SMX #32c • Internal and external • Develop industry connections • Benefits: • Borrowed authority • Third-party validation • Gain credibility • Unique content • Win/Win for experts • Wider audience Find the Right Talent
  50. 50. searchmarketingexpo.com @GrantTilus #SMX #32c • Internal and external • Develop industry connections • Benefits: • Borrowed authority • Third-party validation • Gain credibility • Unique content • Win/Win for experts • Wider audience Find the Right Talent
  51. 51. searchmarketingexpo.com @GrantTilus #SMX #32c • Internal and external • Develop industry connections • Benefits: • Borrowed authority • Third-party validation • Gain credibility • Unique content • Win/Win for experts • Wider audience Find the Right Talent
  52. 52. searchmarketingexpo.com @GrantTilus #SMX #32c • Live Public • Live Invite Only • Non-Live Invite Only Types of Hangouts on Air
  53. 53. searchmarketingexpo.com @GrantTilus #SMX #32c • Live Public • Live Invite Only • Non-Live Invite Only Types of Hangouts on Air
  54. 54. searchmarketingexpo.com @GrantTilus #SMX #32c • Live Public • Live Invite Only • Non-Live Invite Only Types of Hangouts on Air
  55. 55. searchmarketingexpo.com @GrantTilus #SMX #32c • Content planning • Frequency • Event promotion • Creative assets • Technical setup • Practice • Etc. Develop a Production Process
  56. 56. searchmarketingexpo.com @GrantTilus #SMX #32c Take Advantage of Topic Trends
  57. 57. searchmarketingexpo.com @GrantTilus #SMX #32c • Organic views are key • Discover areas to focus the conversation • Find a keyword family • What to do when… • Careers in… • Traveling to… • How to invest in… Create Optimized Titles Ubersuggest CPC & Search Volume Enhancer
  58. 58. searchmarketingexpo.com @GrantTilus #SMX #32c • Use a template • Input conversation points • Key questions to answer • Fluid conversation • Helps avoid mistakes • Easier for participants • Keeps you on time Create a Program Outline
  59. 59. searchmarketingexpo.com @GrantTilus #SMX #32c • Nose • The 5 W’s • Body The details • Keep things moving • Tail • Recap • Key takeaways • Desired actions • Next time Understand the Structure
  60. 60. searchmarketingexpo.com @GrantTilus #SMX #32c Remember: Length Matters http://bit.ly/1efy9PA
  61. 61. searchmarketingexpo.com @GrantTilus #SMX #32c • The Hangout ToolBox • Showcase • Screenshare • Q&A • Google Effects Use the Apps
  62. 62. searchmarketingexpo.com @GrantTilus #SMX #32c • Hangouts on Air can be delicate • Sound quality trumps video quality • Self manage the video feed • Select the correct equipment • Try earbuds • Mute mics • Avoid Wi-Fi Manage the Production Quality
  63. 63. searchmarketingexpo.com @GrantTilus #SMX #32c • Edit video description and thumbnail • Include timestamps • YouTube optimization • Crop video • Add annotations • Promote content • Additional content creation Post Production Activities
  64. 64. searchmarketingexpo.com @GrantTilus #SMX #32c Repurpose Video Content
  65. 65. searchmarketingexpo.com @GrantTilus #SMX #32c Repurpose Video Content
  66. 66. searchmarketingexpo.com @GrantTilus #SMX #32c Repurpose Video Content
  67. 67. searchmarketingexpo.com @GrantTilus #SMX #32c Create Different Uses
  68. 68. searchmarketingexpo.com @GrantTilus #SMX #32c • Brand awareness • Build authority • Topic awareness • Competitive advantage • Organization goals • Educate audience • Referral traffic • Engagement Set Your OKRs
  69. 69. searchmarketingexpo.com @GrantTilus #SMX #32c • Brand awareness • Build authority • Topic awareness • Competitive advantage • Organization goals • Educate audience • Referral traffic • Engagement Set Your OKRs
  70. 70. searchmarketingexpo.com @GrantTilus #SMX #32c • Retention • Engagement • Participation Focus on Your R.E.P.
  71. 71. searchmarketingexpo.com @GrantTilus #SMX #32c • Retention • Engagement • Participation Focus on Your R.E.P.
  72. 72. searchmarketingexpo.com @GrantTilus #SMX #32c • Retention • Engagement • Participation Focus on Your R.E.P.
  73. 73. searchmarketingexpo.com @GrantTilus #SMX #32c • Demographics • Traffic sources • Playback locations • Devices • Audience retention • Subscribers • Engagement metrics • Annotations Use YouTube Analytics to Improve
  74. 74. searchmarketingexpo.com @GrantTilus #SMX #32c • Build a foundation of content • Promote your passion • Master the soft sell • Practice newsjacking • Play the long game Keep It Up
  75. 75. searchmarketingexpo.com @GrantTilus #SMX #32c Are You Excited to Get Started?
  76. 76. searchmarketingexpo.com @GrantTilus #SMX #32c • Develop a content strategy for creating videos • Use Hangouts on Air for creating more video content • Optimize everything • Become a Hangout on Air expert • Focus on finding ways to improve Key Takeaways
  77. 77. searchmarketingexpo.com @GrantTilus #SMX #32c • @GrantTilus • linkedin.com/in/granttilus • plus.google.com/+GrantTilus • Grant.Tilus@CollegisEducation.com • www.collegiseducation.com Stay Connected
  78. 78. searchmarketingexpo.com @GrantTilus #SMX #32c

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