The document summarizes a presentation by Jon Mowat on video marketing strategy. Some key points include: video is an effective marketing tool as it increases conversion rates and recall of information; different types of videos should be used at different stages of the sales funnel; emotional storytelling is important for video engagement; and metrics like views, watch time, and engagement can help measure the success of video marketing campaigns. The presentation also covered topics like how to create videos, getting videos seen online, and common mistakes to avoid.

1. © Hurricane Media UK Ltd
Image is Everything
Using Video as a marketing tool
AM Live
Sunday 18th March
AM Live Business workshop, Olympia
Sixteenth November 2017

2. Should I be spending my precious time
and hard earned money on some
videos?

3. Some big numbers showing video is a big deal
•Hosting video on a landing page increases conversion rates by up to 86%
•95% people watching a video page are able to recall the critical
information, versus just 10% from those exposed to text.
•Adding videos to your website increase your change of front page results
listing by 50x
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

4. Some big numbers showing video is a big deal
•In 2021 a million minutes of video content will cross the Internet every
second.
•More than 60% of marketers and small business owners plan to increase
investment in video marketing in 2017.
•62% of B2B marketers rated videos as an effective content marketing
tactic in 2016.
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

5. Should I be spending my precious time
and hard earned money on some
videos?

6. YES

7. How to get videos made
DIY videos
Getting your videos seen
How to measure success
KPI’s, metrics
You Tube master class
Common mistakes
QUESTIONS
PART 1 - 30 mins PART 2 - 30 mins
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Introductions
What is video marketing?
What video will do for your business?
Why does video work?
Types of videos
Why you need different types of videos
Video types and sales funnel stage
What makes a great video?
QUESTIONS

8. The bit about me
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

9. AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

10. www.hurricanemedia.co.uk

11. “A fantastically easy to read, practical and hands-on book”
Daniel Rowles
CEO
Targetinternet.com
“An exceptionally comprehensive study on the power of a varied content strategy”
Ben Wiggins
Brand & Communications Manager
INFINITI Motor Company
“Very engaging and insightful. Great insights, useful diagrams and important learnings
that will help to increase market penetration and increase return on investment.”
Linda Brewer
Head of Communications
Atlas Copco, Vacuum Technique
“Mowat has produced a fascinating and eye opening look at the latest generation of
content marketing.
Henry Stuart
CEO and Cofounder at Visualise
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12. What is video marketing ?
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Jon Mowat
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13. What is video marketing?
The use of multiple videos and planned campaigns
to increase sales and drive brand growth
3 Key steps
Planning and goal setting
Video content creation
Activation
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

14. What is video marketing?
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

15. What is video marketing?
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

16. Why does video work?
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

17. Why is video so effective?
60% of net traffic is now on
mobile and touch devices
and what was the “normal”
way to watch content is no
longer the norm.
Dopamine from touch
feedback
Compulsion loops
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

18. Why is video so effective?
We are tuned into small sudden
movements, like that of a
predator: Snake Detection theory
Ganglion cells, signal the brain to
be aware that an object is
moving.
If the whole scene moves, the
cells remain silent.
If only part of the scene moves,
they signal the brain that there is
movement.
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

19. Why is video so effective?
We pay more attention to our mobile
devices as they are “part of us
“Extension of personal mind”
Clark and Chalmers 1998
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

20. Why is video so effective?
Video allows for powerful
storytelling and emotional
engagement
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@Jon_hurricane
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21. This is why
“62% of 18-32 year olds prefer to check their smartphone if they have any
‘downtime’ rather than just sit and think
37% check their smartphone if there’s a short lull in conversation with friends.
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@Jon_hurricane
@HurricaneMedia

22. Types of video ?
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23. AM LIVE
Jon Mowat
@Jon_hurricane
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HERO
HUB
HYGIENE

24. AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
HERO
HUB
HYGIENE
This is the content you want to push to a big, broad audience. Most likely, you’ll only have a
few hero moments per year—for example, major product launches or seasonal tentpoles.

25. AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
HERO
HUB
HYGIENE
Episodic or multi-part series designed to give a fresh perspective on your audience’s
passions and interests. This is often staggered throughout the year.

26. HERO
HUB
HYGIENE
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Answer the questions your consumers are asking to create programming that is always relevant
throughout the year. Consider making product tutorials, how-to lessons or customer service videos.

27. HERO
HUB
HELP
GO
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

28. HERO
HUB
HELP
GO
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

29. “Advertiser” Vs “Publisher”
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

30. Why you need different types of video
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@Jon_hurricane
@HurricaneMedia

31. Classic sales funnel
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

32. Digital sales funnel
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Jon Mowat
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@HurricaneMedia

33. Digital sales funnel
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

34. Awareness content
“Advertiser”
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Jon Mowat
@Jon_hurricane
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35. Big “Hero” content
TV ads
Paid ads
Personalised video outreach
Searchable organic (EG “How to films”)
Awareness content
“Advertiser”
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

37. Consideration : Content
“Publisher”
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Jon Mowat
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@HurricaneMedia

38. “Hub” content
Detail videos
Explainers
Interviews
Testimonials
Personalised
Searchable organic (EG How to films)
Consideration : Content
“Publisher”
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

41. Action : Content
“Salesman”
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@Jon_hurricane
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43. A POWERFUL VIDEO STRATEGY WILL USE
DIFFERENT PIECES OF CONTENT AT
DIFFERENT STAGES OF THE FUNNEL
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

44. What makes a GREAT video?

45. Emotional drivers
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Jon Mowat
@Jon_hurricane
@HurricaneMedia
Facts are important But FEELINGS are more important

46. What are the emotional reasons that people would choose you?
Emotional drivers
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Positive drivers
Doing the latest thing
Improved Confidence
Negative drivers
Not being on trend
Anxiety
Bad self image
Fear of the future

47. Emotional drivers
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Emotional reasons are nothing to do with the services you offer
They are the reasons that people would emotionally choose you.

48. Emotional drivers
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Emotional reasons are nothing to do with the services you offer
They are the reasons that people would emotionally choose you.
Quick Exercise
What would drive people to use your service ?
… a volunteer?

49. Emotion Fact Action

50. How to get videos made
DIY videos
How to measure success
KPI’s, metrics
Getting your videos seen
You Tube master class
Common mistakes
QUESTIONS
PART 1 - 30 mins PART 2 - 30 mins
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Introductions
What is video marketing?
What video will do for your business?
Why does video work?
Types of videos
Why you need different types of videos
Video types and sales funnel stage
What makes a great video?
QUESTIONS

51. How to get videos made
DIY videos
How to measure success
KPI’s, metrics
Getting your videos seen
You Tube master class
Common mistakes
QUESTIONS
PART 1 - 30 mins PART 2 - 30 mins
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Introductions
What is video marketing?
What video will do for your business?
Why does video work?
Types of videos
Why you need different types of videos
Video types and sales funnel stage
What makes a great video?
QUESTIONS

52. How to get videos made!
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

53. DIY
Freelancers
Production company
Video marketing agency
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Getting videos made

54. DIY
Freelancers
Production company
Video marketing agency
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Getting videos made
What do you need to buy

55. DIY
Freelancers
Production company
Video marketing agency
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Getting videos made
Who should you use

56. DIY
Freelancers
Production company
Video marketing agency
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Getting videos made
How to choose

57. DIY
Freelancers
Production company
Video marketing agency
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia
Getting videos made
How to know if they are any good

58. Getting your videos seen!
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

59. What is video marketing?
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

60. What is video marketing?
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

61. Measuring your success
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

67. • Total Watch time “The amount of time in aggregate that your viewers are watching your
videos…” (REF) . This is important across all channels, especially on YouTube as “YouTube
optimizes search and discovery for videos that increase watch time on the site”(Google) (4)
• Audience Retention is a measurement of hoe many viewers stay on your content channel.
Think like a publisher and look to retain people as long as you can.
• Engagement rates are key to campaigns as the Highs and lows in engagement rates
across your videos will tell you which parts were most viewed and which led to a “drop-off.”
Use this metric to figure out which content is resonating with your viewers. It’s really
useful when testing content as it gives valuable insight into what to do next.
•
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

68. AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

69. Views
Impressions
Unique users
Brand Awareness uplift
Ad recall lift
Focus Groups
Pr inch’age
Social chatter via listening tools
Awareness Metrics
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

70. Consideration Metrics
View through rates
Total view time on channel
Social feedback
Engagement (Watch time, sharing )
Focus Grouping
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

71. Action Metrics
Increase in sales
On site purchase data
Shoppable video data
Interactive video usage
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

72. Planning multiple pieces of content
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

73. Planning multiple pieces of content
Awareness Consideration Action Retention
Profile 1
Profile 2
Profile 3
Etc
Content Map
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Jon Mowat
@Jon_hurricane
@HurricaneMedia

74. Masterclass
AM LIVE
Jon Mowat
@Jon_hurricane
@HurricaneMedia

77. THE SUMMARY BIT
Marketing Week Live
Jon Mowat : Video Marketing Strategy
@Jon_hurricane
@HurricaneMedia
STAND MF44

78. THE BIT WHERE PEOPLE ASK QUESTIONS
Marketing Week Live
Jon Mowat : Video Marketing Strategy
@Jon_hurricane
@HurricaneMedia
STAND MF44

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80. © Hurricane Media UK Ltd
Jon Mowat
THANKYOU
AM Live
Sixteenth November 2017