Pardot Elevate 2012 - Video: The Content King's Crown

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Online video is an incredibly powerful medium. It’s emotional, engaging, and drives lasting traffic. Used effectively, video can be a content marketer’s best friend. But where should you begin, and how do you know if it’s really working? We’ll answer by sharing how our own video marketing has evolved over time. You will be able to see what worked for us and avoid what didn’t.

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Pardot Elevate 2012 - Video: The Content King's Crown

  1. 1. IF CONTENT IS KING,THEN VIDEO IS THE CROWN: CREATING RELATIONSHIPS WITH VIDEO Chris Savage @csavage
  2. 2. WHY VIDEO? Drive traffic Increase conversion Explain simply Tell stories
  3. 3. WHY VIDEO? Drive traffic Increase conversion Explain simply Tell stories Build relationships
  4. 4. What an amazing product!
  5. 5. DOESN’T REQUIRECELEBRITY STATUS
  6. 6. HOW WISTIA DOES VIDEO Show what we care about
  7. 7. HOW WISTIA DOES VIDEO Show what we care aboutConnect people to messaging
  8. 8. HOW WISTIA DOES VIDEO Show what we care aboutConnect people to messaging Teach, teach, teach
  9. 9. JUST SHOWING WHAT WE CARE ABOUT
  10. 10. PEOPLE KNOW WHAT WE CARE ABOUT
  11. 11. PEOPLE KNOW WHAT WE CARE ABOUT ITO RS 00 VIS S: 15 0,0 BO NU
  12. 12. CONNECT PEOPLE TO MESSAGING
  13. 13. Bathrobe launch
  14. 14. Building relationships
  15. 15. BONUS : NO SU PPORT REQUE Building relationships STS!
  16. 16. TEACH, TEACH, TEACH
  17. 17. Individual thought leadershipCompany thought leadership
  18. 18. Individual thought leadership Company thought leadership BONUS:PRESS. VISITORS. SIGNUPS!
  19. 19. But we didn’t start like this
  20. 20. 91% Average engagement! Take away: Fun works.
  21. 21. Fun + Product video
  22. 22. Car video Stats video
  23. 23. Car video Stats videoTake away: Fun and content need to be married
  24. 24. 3x the signups on launch day than the previous month
  25. 25. EVERY AUDIENCE IS DIFFERENT
  26. 26. START CRAPPY
  27. 27. PUT YOURSELVES ON CAMERA
  28. 28. SCREENCASTS
  29. 29. SCREENCASTS
  30. 30. PICK ONE MESSAGE PER VIDEO
  31. 31. PARDOT CONNECTOR LAUNCHING SOON
  32. 32. THANKS VERY MUCH! WISTIA.COM/PARDOT @csavage chris@wistia.com
  33. 33. HACKING PRODUCTION

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