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#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Today’s Webinar:
Game-Planning Your Online Video
Strategy: Advice from the Experts

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#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
• Interact with the presenters anytime – ask questions!
• Type into the questions area at bottom left – click submit.
• The slides will advance automatically throughout the event.
• Having trouble? Enter your issue in the questions area.
Before We Get Started

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#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Hi I’m Joe Pulizzi
(@juntajoe)

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#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
CMI teaches marketers how to effectively own their
media channels to attract and retain customers.
EVENTS MEDIA CONSULTING
CCO Magazine

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#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC

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#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Today’s Agenda:
• 6 key steps in video production
process
• Must-have video strategy
components
• Managing the production process
• Overview best practices

7.
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Today’s Speakers:
Michael Kolowich Stu Siegal
@MichaelKolowich @VideoLinkLLC

8.

Game-Planning Your
Online Video Strategy
Michael Kolowich - Founder/CEO
KnowledgeVision
@MichaelKolowich
Stuart Siegal - Director, VLStrategies
VideoLink
@VideoLinkLLC
Joe Pulizzi – Founder
Content Marketing Institute
@JuntaJoe
Sponsored by…

9.
Video is now used by 70% of B2B
content marketers
#CMI @MichaelKolowich @KnowledgeVision

10.
Video is on a rapid rise as a B2B
content marketing tactic
#CMI @MichaelKolowich @KnowledgeVision

11.
Video is also used by 70% of B2C
content marketers
#CMI @MichaelKolowich @KnowledgeVision

12.
Growing confidence that video
works
 Video ranks ahead of
white papers, eBooks,
and website articles in
perceived
effectiveness.
 Still, confidence in
video (and most other
tactics) has some way
to go.

13.
Online video works…
 Video works for content
marketing…because:
 it engages more senses
 it caters to different
information gathering styles
 it often lends a personality to
a brand and its concepts
 it “touches a chord”
 Result: more memorable
message imprint
#CMI @MichaelKolowich @KnowledgeVision

14.
…and that creates a challenge
 Video’s effectiveness has
sharply increased demand
for video content
 Recent research:
Corporate video producers
in 2012:
--56% more demand,
--24% more budget
0%
10%
20%
30%
40%
50%
60%
Video demand
growth
Video budget
growth
Growth in demand vs.
budget
Source: Interactive Media Strategies
Video producer study, 2012
#CMI @MichaelKolowich @KnowledgeVision

15.
The challenge is evolving
• The challenge is no
longer how to get the
video up and back
out again…
• The new challenges
are:
• how to create it
efficiently
• how to make it
work harder
#CMI @MichaelKolowich @KnowledgeVision

16.
WANTED: A VIDEO GAMEPLAN
#CMI @MichaelKolowich @KnowledgeVision

17.
Our agenda today
 What’s changed in video
creation
 The two biggest mistakes
video content creators make
 Components of a video game
plan
 How to measure impact
 Key lessons from a
practitioner
 Most important take-aways#CMI @MichaelKolowich @KnowledgeVision

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when your image is on the line™
What’s Changed?

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when your image is on the line™
“We are all media companies now.”
– Nick Thomas, Forrester Research

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when your image is on the line™
“We are all media companies now
(minus the budgets, resources, and experience).”
-Most Marketing Directors

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when your image is on the line™
Video on the web has been around for a while…
what’s different now?
• The digital video production revolution happened, and
video became easier to create.
• Delivery methods got better. Encoding and infrastructure
improved, processors got faster, storage got cheaper, and it
became easier to host and stream video.
• A generation that speaks video came of age, and moved
from key influencers to decision makers.

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when your image is on the line™
The paradigm shift
Traditional video was…
a one-way medium that enabled organizations
to talk about themselves.

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when your image is on the line™
The paradigm shift
Online video is…
a fluid mix of content creation, marketing,
and engagement.

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when your image is on the line™
Best practices have dramatically changed
Viewers no longer want to be sold, they want:
• Entertainment
• Information
• Respect
• Value
• Fresh Content
• A Voice in the Conversation

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The Two Biggest Mistakes Content
Marketers Make with Video
#CMI @MichaelKolowich @KnowledgeVision

26.
Television has “upped the ante” on
production values
#CMI @MichaelKolowich @KnowledgeVision

27.
Common Mistake #1
Feeling you
need to do a
“Full Spielberg”
on every piece
of video
#CMI @MichaelKolowich @KnowledgeVision

28.
Key to survival
“Divide
to
Conquer”
#CMI @MichaelKolowich @KnowledgeVision

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The “Long Tail” Theory
#CMI @MichaelKolowich @KnowledgeVision

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“Long Tail” Theory + The Buyer’s
Journey
Demand
Generatio
n
Lead
Nurturing
Sales
Support
The Buyer’s Journey
#CMI @MichaelKolowich @KnowledgeVision

31.
“Divide to Conquer”:
Segment Your Video Needs into 3 Tiers
Showpiece
Videos
•High-visibility
•Universal concepts
•Big impression
•Demand generation
Workhorse
Videos
•Medium-visibility
•Product, service, or
technology-specific
•Lead nurturing
Long Tail
Videos
•Highly specialized
•Detailed Explainers
•Often feature subject-experts
•Lead nurture/sales support
$1k-$10k+ per
finished minute
$200-1000 per
finished minute
$20-300 per
finished minute
#CMI @MichaelKolowich @KnowledgeVision

32.
Content Strategy & Hierarchy
Content
Delivery
Channels
1
3
2
Target audience: CXO, business management
Message Style: Short, conceptual, creative. Speak to the
business need. Establish vision & credibility.
SOLUTION FOCUSED - SALES SUPPORT
Detailed solution content – validate purchase decisions
Target Audience: business management, CIO, technical
Message Style: Informative, focused, address business
drivers and benefits. Support core value propositions.
AWARENESS / EDUCATION
Thought Leadership, unique proposition
VALIDATION / EXPLORATION
Validate Thought Leadership and support discovery process
Target Audience: IT Managers, network administrators
Message Style: Informative, comprehensive. Designed to support
sales efforts and validate solutions to decision makers & influencers
#CMI @MichaelKolowich @KnowledgeVision

33.
Doing more with less
demands that you:
 segment/triage your
videos;
 map them onto the
buyer’s journey;
 match production
methods to the
segment;
 match distribution to the
stage.
Avoiding Mistake #1: Triage &
Match
#CMI @MichaelKolowich @KnowledgeVision

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Common Mistake #2
#CMI @MichaelKolowich @KnowledgeVision

35.
Avoiding Mistake #2:
Every video needs definition
 Precisely who is it
for?
 What exactly do you
want that person to
do or think differently
after they’ve
watched?
 How does this
advance the buyer’s#CMI @MichaelKolowich @KnowledgeVision

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when your image is on the line™
What is video?
Your
Video
Assets
Social
Rich Media
Webcasts
Internal
Communications
Lead
Generation
E-learning
Live
Television
Content
Marketing

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when your image is on the line™
Core Components of a
Video Strategy

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when your image is on the line™
Creating content is only one piece of the puzzle
Successfully using video to drive business goals requires more
than producing video. It involves:
Development
&
Pre-Production
Production Post Production Distribution Discovery
Measurement
&
ROI

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when your image is on the line™
Development and Pre-production
• What’s appropriate creative/content?
• Do you have buy-in?
• Are you following current best practices?

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when your image is on the line™
Production
• Done a reality check?
• Created an efficient workflow?
• Can you scale?

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when your image is on the line™
Post -Production
• Created a realistic post-production timeline?
• Created a cost-effective workflow?
• Created a realistic review process?
• Planned to manage and archive assets?

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when your image is on the line™
Distribution
• Where do you need to be?
• Has security been addressed?
• Can you be viewed on all platforms?
• What level of analytics do you need?

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when your image is on the line™
Discovery
• Have you mapped your audience?
• Have you identified key influencers?
• Do you have a plan to reach them?

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when your image is on the line™
Measurement & ROI
• Have you defined success for each unique asset?
• Determined meaningful metrics for each video?
• Set up a plan to track metrics over time?

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when your image is on the line™
The strategic planning process
Define your goals
Identify internal stakeholders
Profile your audiences
Build creative plan/define best practices
Create a realistic workflow
Know your competition
Determine ROI

46.
Key lessons as a practitioner
 Lesson #1: Broaden your definition of video
#CMI @MichaelKolowich @KnowledgeVision

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Example: Video, Broadly
Defined
#CMI @MichaelKolowich @KnowledgeVision

48.
Example: The Video Chalk-Talk
(created on an iPad)
#CMI @MichaelKolowich @KnowledgeVision

49.
Example: Online Video Presentations
Plain old video
Enhanced, interactive online video presentation
#CMI @MichaelKolowich @KnowledgeVision

50.
Key lessons as a practitioner
 Lesson #1: Broaden your definition of video
 Lesson #2: Capture the video-ready content
your organization already generates
#CMI @MichaelKolowich @KnowledgeVision

51.
Marketing content is all around
us!

52.
New forms of video:
“Thinking outside the frame”…
#CMI @MichaelKolowich @KnowledgeVision

53.
…creates treasure-troves of marketing
content for every stage of the buyer’s
journey
#CMI @MichaelKolowich @KnowledgeVision

54.
Key lessons as a practitioner
 Lesson #1: Broaden your definition of video
 Lesson #2: Capture the video-ready content
your organization already generates
 Lesson #3: Don’t give in to conventional
wisdom
#CMI @MichaelKolowich @KnowledgeVision

55.
Key lessons as a practitioner
 Lesson #1: Broaden your definition of video
 Lesson #2: Capture the video-ready content
your organization already generates
 Lesson #3: Don’t give in to conventional
wisdom
 Lesson #4: Beware the vanity metric – it’s not
about views!
#CMI @MichaelKolowich @KnowledgeVision

56.
“Content Telemetry” – tracking detailed
viewing data & turning it into actionable
insight
- 56 -
 Who watched
 When they watched
 How long they watched
 How deep they got
 What reference links they
clicked
 What handouts they
downloaded
Engagement Score
0-10

57.
Key lessons as a practitioner
 Lesson #1: Broaden your definition of video
 Lesson #2: Capture the video-ready content
your organization already generates
 Lesson #3: Don’t give in to conventional
wisdom
 Lesson #4: Beware the vanity metric – it’s not
about views!
 Lesson #5: In “do it yourself”
productions, avoid the “seven deadly sins”
#CMI @MichaelKolowich @KnowledgeVision

58.
The Seven Deadly Sins of
Do-It-Yourself Video
 Audio
 Stability
 Lighting
 Background
 Webcam trance
 Length
 Compression
#CMI @MichaelKolowich @KnowledgeVision

59.
Planning it all out
 Allocate your projects to tiers
 showpiece
 workhorse
 long-tail
 Allocate your budget (both time and $$) to tiers
 Inventory and collect repurposable assets
 Partner with a trusted professional on the high-
end productions
 Get to know the emerging tools on the low-end
#CMI @MichaelKolowich @KnowledgeVision

60.
when your image is on the line™
Top Two Takeaways

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when your image is on the line™
#1. Why should your audience
watch your video?

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when your image is on the line™
This is how your video looks on your web page
The Very Prestigious University School of Medicine
HOME NEWS DONATE CONTACT USCAMPUSSTUDENTS DOCTORS
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videntur parum clari, fiant sollemnes in futurum.
Media Contact:
John Doe
555-555-5555
jdoe@university.edu
News Releases
Archive
Current
Related Resources
Contact Media
Relations
University Completes Breakthrough Surgery

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This is how video looks on your viewer’s desktop

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when your image is on the line™
#2. Know why you are
producing each video.

65.
when your image is on the line™
Video - strategy =
• High expenditure of time and effort to create video
• Production of “clutter” content
• Frustration with lack of measureable results
• Abandonment of the strategic use of video

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when your image is on the line™
Video + strategy =
• Time and cost efficient production process
• Creation of content your audiences value
• Generation of meaningful metrics to track efforts
• Advancement of your business goals

67.

Game-Planning Your
Online Video Strategy
Michael Kolowich - Founder/CEO
KnowledgeVision
@MichaelKolowich
Stuart Siegal - Director, VLStrategies
VideoLink
@VideoLinkLLC
Joe Pulizzi - Founder
Content Marketing Institute
@JuntaJoe
Sponsored by…
#CMI @KnowledgeVision @VideoLinkLLC

68.
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Questions & Answers
Keep your questions coming. Type into the
“ask a question” text area and click submit.

69.
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Thank you for attending
today’s webinar!
A link to the archive will be sent to you in a day or two
after the event.
For more on the Content Marketing Institute
visit: http://ContentMarketingInstitute.com

70.
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Supercharging Your Webinar
Demand Generation
(Part 2)
Mike Argon
@WebinarReady
June 26
1 PM EST/10 AM PST
Register at:
http://contentmarketinginstitute.com/events/webinars/
Sponsored by:
Register today
for CMI’s next webinar!