Video Content Marketing: The Foundation


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Learn the basics of video content marketing from a seasoned expert. Book includes actionable tips to help content planners create a strong creation and distribution plan.

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Video Content Marketing: The Foundation

  1. 1. Video Content Marketing: The Strategic Foundation by Lisa Gonzalez
  2. 2. About the author. Lisa González has been leading innovative marketing communications for big brands for over 15 years. Since 2005 she has used video content to launch and promote products like Sony Internet TV powered by Google TV, Sony's first Android Tablet, Blu-ray Disc and HDTV. She’s a fanatic about helping people learn about products, services and technology in an engaging, accurate and truthful way. Her work is never seen on TV but can be seen on online video networks and in retail stores all around the world. @lisagonzos 2
  3. 3. Let’s start with content marketing. Content marketing is all about creating, curating and distributing valuable content intended to build a relationship with customers that drives action - without directly asking for the sale. It’s intended to build trust with your audience and show that you really understand your customer by providing the information that will help them solve a problem. THE BIG IDEA: If we continuously deliver valuable content to our customers, they will ultimately reward us with their business and loyalty. But of all the content formats video is the most engaging. There are many flavors of content marketing, but of all of the formats, video is the most engaging. It lets the customer sit back and quickly take in your story. It can stir emotion, share knowledge, build credibility and ultimately help sell stuff. While it is not interruption marketing (promoting a product through continued advertising, promotions, PR and sales) it should complement your brand’s marketing activities. 3
  4. 4. Why do you need a video? Let me rephrase that… Why does your CUSTOMER need a video? Remember, it’s not about what YOU want to sell them, it’s about what will help them solve a problem. So it’s important to start with them in mind… Successful plans always start with a clear plan or strategy. So before you run off and make a video because someone is waving their arms and saying. “We need a video!” always ask WHY. What problem will it solve for them? How will this help them make a better decision? What are their needs? Where they are looking? What do we want them to do once they’re finished watching? (Did you notice none of those questions had anything to do with what you wanted to tell them them?) REMEMBER: It’s not about you. It’s about them. The key here is to do a few important things up front: develop a plan, determine relevant metrics and figure out how you will measure performance over time. Your video marketing will be highly relevant to stakeholders this way and you’ll be able to effortlessly communicate your successes, thereby making you look like a total rock star. <YES!> Okay… let’s start with the basics. Your customer may not know about you. Or, they may have heard of you, but don’t really know if you’re the right fit for them. Or maybe they are very familiar with you… Whatever the case, we have to make sure we’re giving them information they need to help get them closer to becoming a loyal advocate and repeat purchaser. Understanding how your customer moves toward loyalty will help your be smart and strategic about what video content to create for them. ASK: What types of content does your target consume? Who do they trust? Where do they get it? 4
  5. 5. You can’t predict an exact customer journey – but you have to support your customers no matter where they are in their journey. Nate Elliott, Forrester Research Vice President and Principal Analyst “Using Video In Your Brand Ecosystem” 5
  6. 6. The Customer Journey Lifecycle* The Customer Journey Lifecycle represents the customer’s relationship with a brand as they discover new offerings, determine their wants and needs, make purchases, experience products and connect with their peers. *There are many flavors of this cycle. This version is based on what we want from our customer. 6
  7. 7. Awareness REACH. Increase exposure and build awareness. This is the initial trigger that helps customers discover your brand. It’s your job to REACH them and give them taste of what your brand stands for so they’ll want to learn more. DO: Use your video to increase exposure and build awareness of your product, brand or service. DON’T: Don’t try to sell them right away! Give them an idea of what you’re about so they will want to take the next step to learn more. TIP: Produce 15 second short-form videos (they produce the best click-through rates) that provide shallow learning or information with a call-to-action to get deeper information. Make sure they are no longer than 30 seconds! The intent is to make your viewer curious to learn more. Preference INFORMATION. Foster trust and influence consideration. During this stage, customers explore your brand (and other options). This is your chance to establish trust by providing them with the deeper INFORMATION they need. DO: Provide helpful and entertaining information that shows them how your brand is relevant to them and why they should trust you. Be authentic, engaging and most importantly, help them feel confident in making an informed decision. DON’T: Don’t just and sell them. Just give them the information they need so they will be compelled take action, opt in or purchase your product. TIP: Produce lightly branded educational, informational or how-to videos between 60-120 seconds long. If your information is complex, break it up into sections so they don’t get bored and leave. Conversion ACTION. Tell them exactly how to take action. The customer takes action! Remember, not every conversion is a sale. A conversion can mean getting them to opt in or sight up for an email list. What is the most valuable ACTION they can take? Ask them to do it. DO: Make sure your video includes a call to action. Make it easy for the customer to take the action by telling them exactly what to do. DON’T: Don’t assume they know. Take their hand and lead them. TIP: The key to conversion is your call-to-action. Include calls to action within your video. You can use annotations and end cards within any video to easily direct your viewer to subscribe, share or like. Loyalty RELATIONSHIP. Sustain loyalty and develop advocates. Now that they have taken action, you want to make sure to maintain your new RELATIONSHIP with them. The goal is to nurture them so that they become advocates who refer others. DO: Keep your loyal customers interested with video that is helpful, entertaining and shareable. DON’T: Don’t use advertising video for the purpose of retaining your customer. They might like it, but to goal here is to retain your customer. TIP: Produce product-specific video that helps them use set up their product, use it better or brandspecific video that introduces new or complementary offerings. 7
  8. 8. Let’s ask ourselves some questions. What does our customer need? • Which stage of awareness, preference or loyalty are they in? • What content will fulfill their needs and solve their problem at that stage? • Where are they searching for information? Search? Blogs? Social media networks? YouTube? What business problem do we need to solve? • How can we solve their problem while building a relationship as a trusted partner? • What is the highest value action we want them to take? What content currently exists? • Is it solving your problem? • If not, what is missing that would solve that problem? Right Message. Right Channel. I can’t tell you how it drives me crazy to see a product setup video on an eCommerce page. Or a TV ad on YouTube. (Unless it’s really good…) It’s an example of wrong place, wrong content. When you’re thinking about your customer, think about what they are trying to do and where they are looking for information. Armed with that information, you can maximize your video’s performance with a distribution plan designed to increase its performance. Based on your goals of awareness, informational depth and customer loyalty it’s important to place your video where it will inherently perform best. Although the lines are somewhat blurred, we can start with a general structure: PAID: You know those videos you’re forced to watch for an allotted amount of time? That’s pre-roll… It’s a great option if you want to get your promotion or campaign video out and you have to do it fast! It’s an expedient way to reach your target because views are guaranteed within a specified period. EARNED: This is free placement on a website. The user chooses (initiates) whether they WANT to watch your video because the quality is so compelling, helpful, informational or entertaining. If it’s good enough, they will then share it. Results are organic and can go on for months. OWNED: This is the site that you own and manage. You can place whatever kind of video you want here. It can be heavily branded because your viewer expects that from you. This is a great place for product specific videos… 8
  9. 9. Awareness Objective: Reach - The goal is to attract traffic. Channel: Paid Type of Video: Promotion & Campaign Video Tactics: Advertising channels: pre-roll, promoted video Paid search (SEM / PPC) Sponsorships / Partnerships Paid Seeding - Social Media Advertising Preference Objective: Information - The goal is to convert visitors to fans. Channel: Earned Type of Video: Education / Information / How-to Video Tactics: Natural search (SEO) Natural Seeding - Social Media Optimization (influencer outreach, PR, blogs) Conversion Objective: Action - The goal is to convert fans into paying/active customers. Channel: Owned Tactics: Annotations eCommerce Opt-in pages Loyalty Objective: Relationship - The goal is to turn customers into repeat, higher margin customers. Channel: Owned Tactics: Journalistic Brand Video Community channels CRM / Opt-in Email lists Social Media: Managed 9
  10. 10. Right Measure. True content marketing focuses on understanding and addressing customer priorities, problems and needs – and then solving them. But your executive marketing team is probably going to want to know how this video program is impacting business and driving sales. The truth is that every step of the Customer Journey has a relevant goal. And your measures must be tied to that goal. Here are some ways you can measure your success… It’s not a complete list, but it will get you started in the right direction. Awareness Objective: Reach - The goal is to attract traffic. Channel: Paid Drive views # of unique YT views Completion rate Time spent watching Acquire subscribers # of new YT subscribers Repeat visits Preference Objective: Information - The goal is to convert visitors to fans. Channel: Earned Grow fans # of fans / followers # of shares / likes Positive sentiment # of comments (%+/–) # of shares / likes Conversion Objective: Relationship - The goal is to turn customers into repeat, higher margin customers. Channel: Owned Increase conversion Associated revenue Conversion rate Average order value Loyalty Objective: Relationship - The goal is to turn customers into repeat, higher margin customers. Channel: Owned Drive .com traffic Unique visits / # of page views Bounce rate/time on page Grow users/ repeat customers Opt in to email / Join community Click-through rate (embedded video) 10
  11. 11. Make it happen. In general, here’s how to make it happen. Roles and responsibilities may vary based on your organization. Plan it. Content Strategist develops video strategy to support business goals and is the main point of contact. They help determine the mix of video and distribution plan. They measure and monitor results to refine and optimize your video mix. Produce it. Video Production Team makes the video – from scripting, shooting, editing and delivering of the video. Optimize it. Search Engine Optimization Team works on making sure your video to be found when customers are searching for answers to their questions. Distribute it. Media and Social Team distributes or seeds the content in channels where it will inherently perform best Measure it. Content Strategist works with the distribution team to measure, monitor and continually optimize the program. So there you have it. These are the basics of making sure you have a solid foundation when you’re planning your video initiative. REMEMBER: Clear strategy is the #1 key to success. What works is a strategy well executed. Now go out there and make great stuff. © 2013 Lisa Gonzalez, Lucky Charm Marketing & Consulting 11