Throughout 2012, video marketing for B2B marketers undoubtedly showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.
How To Start Social Media Marketing | Social Media Marketing Tutorial For Beg...Simplilearn
This presentation about social media marketing will help you learn what social media marketing is, why do we need social media marketing, what are the channels used for SMM and how can you use them, what are the tools for social media marketing and few important tips to become a good social media marketer. Social media was introduced as an easier way to connect with our closed ones. But, now it has turned out to be an affordable and important marketing strategy for businesses of all types. Social media marketing involves increasing website traffic, engagement, brand awareness, and other marketing goals by creating various forms of content for different social media platforms. After watching this video, it will become easier for you to get started with social media marketing.
Also, below are the topics covered in this presentation:
1. What is social media marketing?
2. Why do social media marketing?
3. What are the channels used for SMM and how can you use them?
4. What are the tools for social media marketing?
5. Tips to be a good social media marketer
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
Who should take this Digital Marketing course?
1. Marketing Managers
2. Digital Marketing Specialists
3. Marketing or Sales Professionals
4. Management, Engineering, Business, or Communication Graduates
5. Entrepreneurs or Business Owners
6. Marketing Consultant
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
These slides were presented at the Semrush webinar "Top E-commerce Marketing Channels in 2021". Video replay is available at https://www.semrush.com/webinars/top-e-commerce-marketing-channels-in-2021/
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Top Social Media Marketing Trends to Follow in 2023Jomer Gregorio
2023 is here and it's time to take your social media marketing strategy to new heights. From Tiktok's domination to the growing popularity of live videos, our article covers the top social media marketing trends you need to know to stand out in this crowded space. Keep your brand ahead of the curve by checking this presentation.
Full blog here - https://whitelabelseoagency.net/top-social-media-marketing-trends-to-follow-in-2023-infographic/
How To Start Social Media Marketing | Social Media Marketing Tutorial For Beg...Simplilearn
This presentation about social media marketing will help you learn what social media marketing is, why do we need social media marketing, what are the channels used for SMM and how can you use them, what are the tools for social media marketing and few important tips to become a good social media marketer. Social media was introduced as an easier way to connect with our closed ones. But, now it has turned out to be an affordable and important marketing strategy for businesses of all types. Social media marketing involves increasing website traffic, engagement, brand awareness, and other marketing goals by creating various forms of content for different social media platforms. After watching this video, it will become easier for you to get started with social media marketing.
Also, below are the topics covered in this presentation:
1. What is social media marketing?
2. Why do social media marketing?
3. What are the channels used for SMM and how can you use them?
4. What are the tools for social media marketing?
5. Tips to be a good social media marketer
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
Who should take this Digital Marketing course?
1. Marketing Managers
2. Digital Marketing Specialists
3. Marketing or Sales Professionals
4. Management, Engineering, Business, or Communication Graduates
5. Entrepreneurs or Business Owners
6. Marketing Consultant
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
These slides were presented at the Semrush webinar "Top E-commerce Marketing Channels in 2021". Video replay is available at https://www.semrush.com/webinars/top-e-commerce-marketing-channels-in-2021/
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Top Social Media Marketing Trends to Follow in 2023Jomer Gregorio
2023 is here and it's time to take your social media marketing strategy to new heights. From Tiktok's domination to the growing popularity of live videos, our article covers the top social media marketing trends you need to know to stand out in this crowded space. Keep your brand ahead of the curve by checking this presentation.
Full blog here - https://whitelabelseoagency.net/top-social-media-marketing-trends-to-follow-in-2023-infographic/
Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
Here's a perfect recipe for search marketing strategies, digital marketing and consumer trends, along with the must-haves for search marketers in 2023.
Digital Marketing in the Retail Sector: What to Expect in 2022Jomer Gregorio
Retailers must stay on top of their digital marketing strategies to maintain their lead in the competition. Here are some things retailers can expect in digital marketing in 2022.
Full blog here - https://digitalmarketingphilippines.com/digital-marketing-in-the-retail-sector-what-to-expect-in-2022/
Digital Content Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Digital Content Marketing Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/31MrmPx
Upcoming Trends in Digital Marketing in 2024.pptxdollykaushal3
Upcoming Trends in Digital Marketing in 2024
AI Revolutionizing Content Creation
Video Dominance Continues on YouTube
Instagram's Evolution: From Pictures to Shopping
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Are you new to SlideShare? Are you looking to fine tune your channel plan? Are you using SlideShare but are looking for ways to enhance what you're doing? How can you use SlideShare for content marketing tactics such as lead generation, calls-to-action to other pieces of your content, or thought leadership? Read more from the CMI team in their latest SlideShare presentation on SlideShare.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
What's the ROI of a Piano? What's the ROI of a YouTube channel? What's the ROI of anything!? After you read this deck you'll be able to answer all these questions easily.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
This presentation defines social media, how to use social media for marketing, benefits of social media marketing, facts and successful implementation of social media.
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Community management goes way beyond customer service and crisis management. Making human connections is absolutely crucial to the success of your business. There is no avoiding it.
All the data has citations and sources, so you can show this to your boss, your coworkers, your clients, or anybody who needs to learn the value of community management!
Introducing Content Marketing- The New Face of Digital Marketing. Inside this eBook, you will discover the topics about what is content marketing, why content marketing, types of content marketing, curating vs. creating content, use content to get social media.,leads and content marketing.
Geared towards small and medium manufacturers, this presentation explains the basics behind web site design, search engine optimization, pay-per-click marketing and social media. It includes tips for both DIY'ers and those looking to outsource. Finally, find out which web marketing strategies work best based on timelines, budgets and resources.
Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
Here's a perfect recipe for search marketing strategies, digital marketing and consumer trends, along with the must-haves for search marketers in 2023.
Digital Marketing in the Retail Sector: What to Expect in 2022Jomer Gregorio
Retailers must stay on top of their digital marketing strategies to maintain their lead in the competition. Here are some things retailers can expect in digital marketing in 2022.
Full blog here - https://digitalmarketingphilippines.com/digital-marketing-in-the-retail-sector-what-to-expect-in-2022/
Digital Content Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Digital Content Marketing Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/31MrmPx
Upcoming Trends in Digital Marketing in 2024.pptxdollykaushal3
Upcoming Trends in Digital Marketing in 2024
AI Revolutionizing Content Creation
Video Dominance Continues on YouTube
Instagram's Evolution: From Pictures to Shopping
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Are you new to SlideShare? Are you looking to fine tune your channel plan? Are you using SlideShare but are looking for ways to enhance what you're doing? How can you use SlideShare for content marketing tactics such as lead generation, calls-to-action to other pieces of your content, or thought leadership? Read more from the CMI team in their latest SlideShare presentation on SlideShare.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
What's the ROI of a Piano? What's the ROI of a YouTube channel? What's the ROI of anything!? After you read this deck you'll be able to answer all these questions easily.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
This presentation defines social media, how to use social media for marketing, benefits of social media marketing, facts and successful implementation of social media.
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Community management goes way beyond customer service and crisis management. Making human connections is absolutely crucial to the success of your business. There is no avoiding it.
All the data has citations and sources, so you can show this to your boss, your coworkers, your clients, or anybody who needs to learn the value of community management!
Introducing Content Marketing- The New Face of Digital Marketing. Inside this eBook, you will discover the topics about what is content marketing, why content marketing, types of content marketing, curating vs. creating content, use content to get social media.,leads and content marketing.
Geared towards small and medium manufacturers, this presentation explains the basics behind web site design, search engine optimization, pay-per-click marketing and social media. It includes tips for both DIY'ers and those looking to outsource. Finally, find out which web marketing strategies work best based on timelines, budgets and resources.
This presentation talks about the b2b content marketing for manufacturers. The strategy, process and effective channels that a manufacturing company can implement to get most out of b2b content marketing.
Follow this simple, step-by-step, methodology to create an effective video marketing plan and produce engaging video content to support your marketing goals.
50 Stats You Need to Know About Content Marketing NewsCred
The 50 most important content marketing statistics that will help you prove the value of content and keep you accountable. To see a full list of the sources please click here: http://blog.newscred.com/article/4d5125444fcd2d72ebd17b282107d742/50-stats-you-need-to-know-about-content-marketing
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
If an image can say a thousand words, what can a video do? While video marketing is an effective form of digital marketing, many business owners dismiss it as a viable option for their business. This could be due to discomfort in front of a camera, a lack of videography equipment or a relevant skill set, or simply because they don’t know how video marketing would fit into their marketing mix. After completing this episode, the business owner will have a much clearer understanding of how to do video marketing and many of the potential objections to this form of marketing will have been addressed.
Part of the webinar series: DIGITAL MARKETING TIPS FOR THE NEW (OR OLD!) BUSINESS OWNER 2021 - PART II
See more at https://www.financialpoise.com/webinars/
Video Vigilante : Rank No.1 on YouTube and Google MichaelWebsterII
In this eBook, you will discover the topics about getting started with video, what works for marketing, some beginning steps, what about your audience, what about length and mistakes to avoid.
How to use video content-and marketing automationHamlet B2B
It’s probably no surprise to you that video is a preferred content medium. Just look back at how you spent your day online yesterday—chances are that you watched at least one video. How could you resist that play button? And you’re not alone: Cisco predicts that more than 84% of all internet traffic will be video by 2018.
The number of platforms for video consumption is growing as well, with mobile video becoming huge. Mary Meeker’s Internet Trends 2015 found that video accounts for 55% of all mobile traffic. That’s up almost 10% in just three years.
CMI’s own research found that nearly 80% of B2B companies are using some form of video in their content marketing. This percentage has been steadily increasing over the last three years (70% in 2013, 73% in 2014, and 76% in 2015).
So, how do today’s marketers rise above the noise? As we started to explore this question, three overarching challenges emerged:
How do businesses empower themselves to create videos (cost effectively) in the first place?
Once businesses are creating videos, how do they scale this ability across the business?
Once businesses have a functional process for creating videos, how do they use this new skill to differentiate the content they’re producing?
In short, how do marketers start smart, scale up, and stand out by using video as an intelligent piece of a content marketing approach?
Our Video Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. At Demand Metric, we define Video Marketing as the strategies, processes and technologies employed by an organization to generate interest in their brand, company and products through the use of relevant, engaging video content.
Businesses utilize videos to provide information, education, advice and/or entertainment to their target audience. These videos include a powerful combination of elements – audio, cast/speaker(s), images, graphics and text – that are exceptionally appealing and effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including program planning, the alignment of target audience & video content, video production, content distribution, video optimization & monetization and program analysis.
The main goals of a Video Marketing program are to develop brand awareness, to provide attention-grabbing content for clients & prospects and to generate qualified, captivated leads.
This study covers the following sections:
- Executive Summary
- What is Video Marketing?
- Benefits of Video Marketing
- Video Marketing Deployment Lifecycle
- Vendor Selection Criteria
- Video Marketing Solutions Landscape
- Video Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric
To obtain this document, visit us at http://www.demandmetric.com/register
Video marketing is flooding on social media outlets and website. Here are a few reasons why video marketing should be a part of B2B marketing strategy.
Video Marketing Trends to Incorporate into Your Marketing PlanJomer Gregorio
Elevate your marketing game with the latest trends in video marketing! Our presentation breaks down the must-know strategies to incorporate into your plan. Dive in for actionable insights that will set your brand apart. Ready to shine? Click to read now!
Full blog here - https://digitalmarketingphilippines.com/video-marketing-trends-to-incorporate-into-your-marketing-plan-infographic/
This document shows how companies can use video marketing tactic into their marketing automation strategy, to nurture their leads to finally make them real customers.of their brand and products.
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
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Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
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What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
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Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
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Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Business Video Marketing Report: The Definitive B2B Marketer’s Guide to Using Video to Drive Brand Awareness, Leads, and Sales
1. Business Video Marketing Report:
The Definitive B2B Marketer’s Guide to Using Video to
Drive Brand Awareness, Leads, and Sales
2. 2
Table of Contents
Introduction to B2B video marketing: Understanding the market, its potential,
and what your competitors are doing.............................................................................................4
Step 1: Define your purpose.........................................................................................................7
Step 2: Pick the right video type for your purpose......................................................................... 10
Step 3: Let’s talk length............................................................................................................. 12
Step 4: Just be yourself............................................................................................................. 14
Step 5: Executions.................................................................................................................... 16
Step 6: Choose the right distribution channels.............................................................................. 18
Step 7: Encourage people to watch your videos............................................................................20
Step 8: Help it spread virally.......................................................................................................23
Step 9: Optimize for conversions.................................................................................................25
Step 10: How to maximize your video’s impact.............................................................................27
Step 11: Analyze the results........................................................................................................28
Step 12: Bring it all together, and repeat......................................................................................32
3. 3
APPENDIX 1: TOP TIPS...........................................................................................................34
Top tips 1: Video likes company (don’t make it lonely).........................................................34
Top tips 2: Utilize what you have.......................................................................................34
Top tips 3: Leverage events.............................................................................................35
Top tips 4: Make sure your video works across devices......................................................36
Top tips 5: Make it interactive .........................................................................................36
APPENDIX 2: CASE STUDIES..................................................................................................37
Case study 1: Using events to harness high-quality content efficiently and economically,
by John Sweeney at Demandgen UK...............................................................................37
Case study 2: The creative process and execution, by Phil Booker at Geniusbar...................39
Case study 3: Creating sustainable video campaigns, by Jerry Vine at Wasp
Barcode Technologies..................................................................................................... 41
4. 4
Introduction to B2B Video Marketing:
Understanding the market, its potential,
and what your competitors are doing
Throughout 2012, video marketing for B2B marketers undoubtedly showed an upward trend in both effectiveness and popularity,
and most industry observers expect this to continue into 2013 and beyond.
Some of the reasons for its popularity include:
The ability to succinctly and effectively deliver well-crafted brand and product messages
The chance to communicate with more personality, reflecting brand and product positioning
Its effectiveness in generating leads and converting them to sales
Its increasingly important role in boosting SEO results
The diversity of content types that video can accommodate — from executive interviews to themed cartoons
The corresponding diversity of budgets that can be used to create video
Advances in technology that allow videos to be displayed across multiple devices
Executives’ increasing consumption of business-related video
Together, these advantages of video marketing — a subset of content marketing — are driving its adoption by B2B marketers from
all types and sizes of companies across the globe.
5. 5
Here are some relevant findings from a variety of
respected industry reports and trends to back up
this claim:
Research firm and reviews publisher Software
Advice recently found in its 2012 B2B Demand
Generation Benchmark Survey that video was the
second most popular type of content used across
channels, as shown by this graph (right):
In another study (left), B2B Content Marketing: 2013
Benchmarks, Budgets, and Trends —
North America carried out jointly by MarketingProfs and
the Content Marketing Institute, it was found that video
had the largest increase of any content marketing tactic in
2012, jumping by 70 percent from an already hot 54 percent
increase in 2011.
Reprinted with permission from Software Advice
Reprinted with permission from MarketingProfs and Content Marketing Institute
6. 6
Findings from Searchmetrics could partly help to explain this trend. They found that, of all content included in Google’s general
search listings, video appeared most frequently, being displayed in over 70 percent of search results.
Perhaps more important than its impact on SEO are the results video has had in generating the desired response from target
markets.
A study from the Web Video Marketing Council and Flimp Media suggests that the use of video embedded in an email is a
powerful tool, with 88 percent reporting that email with integrated video improves campaign performance, 76 percent acknowledging
that it generates high click-through rates, and 72 percent believing that their prospective clients are more likely to buy after viewing
video content sent via email.
The B2B Content Marketing Report also illustrates that a significant majority of B2B marketers — 58 percent — believes that video
is an effective form of B2B marketing.
So if you believe the reports and buy into the reasons why video can be such an effective marketing channel for B2B marketers,
let’s look at how you can make it happen, and how to achieve amazing results with it.
7. 7
Step 1: Define your purpose
Approaching any type of marketing campaign with strategic intent — i.e., with a defined purpose or outcome — really is a no-
brainer. It’s the first thing you’ll hear in any Content Marketing 101 blog, so I won’t spend too long on it. However, it can’t be skipped
completely, not only because of its importance, but also because of the ease with which people can miss this step in their rush to
make amazing videos and jump on the bandwagon.
First, let’s look at why you should define a purpose before you create your first content marketing video campaign:
Reason 1: A defined purpose will save you money because you can create very specific, targeted videos with simpler messages,
so your videos can be shorter and you won’t need to spend money on creative ways to appeal to “everybody.”
Reason 2: With more crafted and targeted messages, you’re more likely to see a response that gives you a return on your
investment, as it will resonate more effectively with the customers who actually want/need your product or service.
Reason 3: Getting your video found by your potential customers will be cheaper and easier to achieve than a catch-all video, too.
Rather than competing against big-budget competitors to have your video ranked for broad search terms (which are expensive to bid
on in Google Adwords), you can focus on the more cost effective long-tail terms that better match the video’s content.
Hopefully those three reasons are good enough to allow us to move on and talk about achieving this clarity of purpose, which
prompts the question: “What do we mean by purpose anyway?” Well, it actually means a couple of things...
8. 8
First, what response are you trying achieve, and what metrics will you use to judge if you have achieved it (i.e., what will tell you that
the video has been a success)? There are myriad different purposes you may want to use your videos for, including:
To make a sale
To generate an inbound lead
To position your brand or build brand awareness
To demonstrate a new product or service
To educate a market
To entertain
These are all legitimate strategic purposes.
You’ll note that items not on the list are “to generate views,” “to go on location to Hawaii,” or “to prove to my class of ‘86 that I can
be really cool and creative.” The first may be a metric for gauging success, the second may (if you’re very lucky) be a by-product of
execution, and the third is something you just need to get over. None of these are a good reason to create marketing videos, though.
Once you’ve decided what outcome you’re striving for (and how its success will be measured), the second purpose you need to
define is what audiences you are trying to reach. (This is directly related to the first list.)
For example, there is no point in trying to make a video that appeals to junior executives with no purchasing power if you’re
trying to clinch a sale, or a video to educate the market if the landscape is generally well known among decision makers.
They have to be in sync.
9. 9
Some questions to keep in mind:
Are they senior decision-makers, mid-level influencers, or observers who may be making decisions five years hence?
Do they speak your industry language (e.g., a techie to a techie), or are you trying to reach a different type of
executive who may not be so familiar with your industry jargon (e.g., a results-driven sales outsourcing company trying
to reach a new market that’s a creative, product-obsessed one), or someone not in your industry at all
(e.g., a government regulator)?
Do they care more about numbers and metrics, or vision and aspiration; details vs. big picture; process vs. creativity;
layers of bureaucracy vs. flat structure, etc.?
The best way to come up with an answer to this second question is to imagine you’re having a conversation with your “perfect
customer” at a trade show. How do you greet them, what do you talk to them about, and in what manner? This is roughly how your
video should address that same “perfect customer.”
So now that you have your purpose — a measurable outcome plus a target market — it’s time to pick the right kind of video to
appeal to that segment and put a swing in your metrics barometer.
10. 10
Behind-the-scenes/documentary
Product demo
Case study
Interview
Presentation
Montage
On-location/at-event
Traditional or irreverent
Formal or informal
Technical or colloquial
Interactive technology
Length
Step 2: Pick the right video type for your purpose
There are nearly as many types of video as there are purposes, which is great because it means you can usually find a pretty close
fit between the finished video and your desired outcome. However, it does provide you with a somewhat complex web of choices.
Here are just a few of them:
Animated/cartoon
Whiteboard/illustration
Time-lapse
Talking head(s)
Then you have to think about the tone:
Corporate or creative
Market leader or new entrant
Humorous or serious
Collaborative or competitive
Then there are the finishing touches to think about:
Subtitles
Background music
Voiceover
Of course, these lists go on (and on, and on...), so that’s why it’s so useful to know your purpose, and then you can more easily
eliminate the styles and tones that definitely won’t fit, and concentrate on those that will. (We'll talk more about tone and personality
in Step 4.)
11. 11
Deciding on the right video format
When choosing the format of your video, think about your existing brand and the brands of your major clients:
Is your existing website cartoonish, like Hipmunk, Mailchimp, and Team Treehouse?
Or does it focus on ease of use and design aesthetic, like Heroku, Dropbox, and Square?
Maybe it’s designed to show thought leadership, like Accenture, KPMG, and McKinsey & Co.?
Perhaps it’s more utilitarian and full of information on features and benefits, like 37Signals, Leads Explorer, and
HubSpot?
Or heavy on testimonials to inspire trust and credibility, like Balsamiq and Badgeville?
Once you’ve thought about this, the above list starts to get easier: The first set of companies would do well to stick with animation;
the second, a time-lapse video; the third group, an interview or presentation; the fourth group may go with the whiteboard or product
demo; and the final group, talking heads or case studies.
One assumes that your website is optimized to appeal to your customer base, but it’s worth pausing for a moment and looking at
your five highest-priority target customers and seeing if the style of their corporate communications are similar to yours. If not, how
will you resonate with them?
With your purpose in mind, and a style of video chosen to suit that purpose and the existing style of your online brand, it’s time now
to look at the choice of video length.
12. 12
Step 3: Let’s talk length
Everyone knows length is important, but no one can agree on what the perfect length is.
According to this graph taken from Forbes Insight’s report, Video
in the C-Suite, the majority of executives prefer 3- to 5-minute
videos, while only 9 percent prefer longer than 5 minutes, and 36
percent still prefer 1 to 3 minutes.
A quick search on YouTube and Google finds that most B2B
videos with hits in the hundreds of thousands, or even millions,
tend to be between 90 and 120 seconds in length.
However, that only goes to prove that they’re popular in general; it
doesn’t show whether they were effective at achieving the desired
outcome within their targeted market.
Then there are always counter-examples, where longer videos
have performed incredibly well. The entire catalogue of videos on
TED are one counterpoint to the “shorter is always better” argument, as is one of the most watched B2B videos of all, Corning’s
A Day Made of Glass, which has reached over 21 million YouTube views, and is more than 5 minutes in length.
Again, you may ask the question, “How many of these views are from executives looking to buy Corning’s glass, as opposed to
viewers like me who are happy to buy into their vision of the future, but have no intention of purchasing their product directly?”
Reprinted with permission from Forbes.com
13. 13
This concept of reaching the right audience is one of the problems with YouTube. It is huge, and has an extremely broad and diverse
range of viewers, most of whom will be consumers, and casual viewers, who may happen across your video by chance or mistake
(i.e., they are not typically in a B2B marketer’s target market).
My suggestion on finding the right video length is that the length should be a function of your stated purpose.
You can’t really provide thought leadership in 90 seconds, so you’ll need videos closer in length to those found on TED, which are
often up to 18 minutes long. That may be pushing it for many brands, but certainly a target range of 8 to12 minutes is a good
estimate for these kinds of videos. However, you wouldn’t want a product demo to run for 10 minutes when you communicate the
key features in 90 seconds.
Humor can be achieved in 30 seconds or less, while gravitas or educational content may take longer. Testimonials can be 10
seconds long, whereas case studies may have more impact if they have sufficient details and run from 2 to 5 minutes.
At this point it’s best to approximate your video length depending on purpose (outcome and audience) and the complexity of the
message; then, measure and refine according to the actual results, as there is no golden rule.
However, if you’re an absolute stickler for golden rules and have no time or budget to experiment, it seems your best bet would be to
create videos 2 to 5 minutes in length, and you shouldn’t go too far wrong.
Now, we’re agreed length isn’t everything, so now you have to consider personality too, and how your videos reflect your
brand values...
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Step 4: Just be yourself
With a video type chosen, and a target length decided upon, it’s time to start thinking about the content of the video, and particularly
about how you want to portray your brand.
There is one simple, golden rule for this decision — be yourself.
You don’t want any major incongruity between your existing brand and the content of your video. This needs to play into the narrative
you develop, how the script is written, and what your call to action is.
Bringing together steps 2 to 4, let’s look at some hypothetical examples:
Example 1:
New Horizon Sales is a start-up trying to prove that its new 3D Claytronic sales reps are the future of the direct sales industry. Its
purpose is to educate the market on a brand new, untested technology, and to do so it will need to reach the highest-level executives,
regulators, and sales directors.
To achieve this, the company may choose a series of documentary-style videos showcasing its Claytronic sales reps out in the field,
with each video focused on one of its key advantages, such as effectiveness or reduced costs. Each video would run between 3 and 5
minutes due to the need for a narrative to be established, and the key educational points to be conveyed.
To measure its success, the company would run a market survey before and after the launch of the video campaign, to measure
awareness of, and attitudes toward, its new technology amongst its target market, as well as how many inbound enquiries it generates.
The call to action could be as simple as, “Learn more about the future.”
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Example 2:
Big Data Corp., a fast-growing SME in the competitive Big Data and Analytics space, is trying to establish its solution as being the most
advanced in the market, with the most talented team.
Its purpose is to position its brand as a thought leader, targeting data scientists and strategic executives at FTSE 500 firms, and to generate
leads for its sales team to follow up with.
To achieve this, the company could produce videos of its talks at industry conferences and interviews with happy customers and its lead
product developers, with a focus on proving its technical competency. These may run between 10 and 15 minutes in length, as big-picture
topics are explored, and the company needs to prove its depth of knowledge and technical proficiency.
Each video would have a strong call to action, and have buttons next to it, allowing viewers to download white papers, or contact a product rep.
Success would be measured by the number of leads generated, and probably a market research survey to see how the company is viewed
vs. its competitors, in terms of innovation and thought leadership, before and after the video campaign.
Example 3:
BadAss Software is a software company vying for the business of freelancers, to help with its accountancy, CRM, and invoicing needs. Its
purpose is to generate direct sales from very small companies and freelancers.
To achieve this, the company may choose a more irreverent tone delivered via cartoons that make fun of more expensive/corporate software,
and finish with a specific call to action, for instance a free trial, or perhaps even giving customers the chance to star in a future cartoon as a
caricature of themselves, for the best case studies submitted after the trial period.
Video length is probably 90 to120 seconds to capture the attention of freelancers juggling multiple tasks, with just one feature delivered per
video. Success is measured by the increase in sales, and how many times the video offer code is used in claiming a free trial.
So, now that we have an idea of how purpose combines with the basics of video type, tone, and length, let’s talk about actually making the video.
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Step 5: Execution
Now you’ve completed the planning stages for your video campaign, including defining the objectives, target market, video style, length,
and tone, it’s time you got the ball rolling and produce your first video. But what happens next? What steps do you need to take?
The first thing you do is take your overall campaign and break it down into single, discrete messages, and hold yourself to one per
video, where possible.
You then craft a storyboard around that message, with core components including:
An attention-grabbing introduction/initial characterization/scene setting
A set-up/problem/challenge
An action/journey/discovery
A resolution/punch line/solution
A call to action
With the core message laid out and a storyboard in place, it’s time to call in the professionals to help shape and refine them, and get
you towards the finished product.
So who you gonna call? No, not "Ghostbusters." As with many things, the answer is, “It depends.”
If you’re going to produce animation, you don’t need to hire a film crew, but you do need an animator or design studio; for customer
testimonials you may not need a voiceover, but you will need one for a whiteboard illustration.
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In general, you’re most likely to need some combination of the following services:
A scriptwriter
A studio/animator/film crew
A voiceover/interviewer
Music and sound effects
An editor
At this point, we’re hoping you have an amazing, well-crafted, well-targeted, high-impact video that delivers your brand message to
the right market. Brilliant! Let's go home and watch the leads and $$$ roll in, shall we?
Well, not quite. We’re only half way there at this point. Now that we have this awesome video, it is time to get it properly distributed,
encourage people to watch and share it, maximize its impact, and measure our success.
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Step 6: Choose the right distribution channels
When considering how to get your video out to the right audiences, you need to consider a few options. The obvious one is to place
it on your own website. This should be done of course, but this alone is not enough unless you already have a very high volume of
traffic from your target market. Even then, it has its limitations, as you need to encourage new visitors, not just existing ones, to view
your videos.
A second option is YouTube, which is a great free option to put your video in front of potentially hundreds of millions of viewers.
It seems like a no-brainer, but again, there are some limitations. The ability to own your conversion funnel and tailor the way you
capture leads is critical to the effectiveness of your campaign, particularly if you’re trying to drive sales and define a high-quality
pipeline of prospects. Unfortunately, the tools to achieve this are not available on YouTube.
Therefore you need to look for a more focused, business-centric distribution channel that gives you more control over how you
capture leads, encourage a direct sale, and represent your brand around the video.
You should also consider how many companies block YouTube because of its non-work related content, a point made by Magnet
Video in the article, 5 Reasons B2B Marketers Should Avoid YouTube for Video Lead Generation Campaigns.
It also highlights that:
“Fortune 500 Executives often cite bandwidth costs, the HR risks and liabilities associated with objectionable content,
and the productivity impact on employees as the top reasons for blocking YouTube.
Deliverability is the key to every lead generation campaign. Video is an engaging marketing tool, but only if the video
plays for the target audience. If your marketing video is blocked, there is no way it’s going to generate leads or
conversions. Using an online video platform to deliver B2B marketing videos instead of using YouTube greatly increases
the chances that your video will be seen and your campaign goals will be met.”
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There are also the pre-roll adverts you have to consider. Do you want your audience clicking off of your videos before they’ve even
begun, or having half their attention span taken up before your content kicks in?
Ideally, what you should be looking for is a hub where executives go to specifically educate themselves about new developments in
their industry, watch business videos and build connections in their market. There are probably some options specific to your industry,
but cross-industry platforms that may work for you include BrightTalk, SlideShare, and Xavy.
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Step 7: Encourage people to watch your videos
Once your videos are out in the world through the right distribution channels, the next step is to encourage people to watch them,
and this can be broken down into three distinct parts:
1. Use SEO to help people find you on your chosen channels
2. Tell them why they should watch it
3. Offer social proof to overcome their skepticism
Let’s tackle each one in turn...
SEO – Help them find it
The core components for getting your video found via SEO are pretty straightforward:
Title: Make sure your title contains the key words from your core messaging, placing the more important words toward
the beginning. Keep it to 60 characters or less if you are placing it on YouTube. Also include keywords in your filename.
To find the appropriate keywords you can use the YouTube keyword tool, Google Trends, the Google Adwords
keyword tool or any one of a number of proprietary tools.
Metadata: Because search engines can’t crawl the actual content of the video, you need to give them a helping hand,
and create a description that contains your keywords. Only 55 to 70 characters will typically be displayed on YouTube,
but you can write longer descriptions than that.
Tags: Tag the video properly, again with your keywords.
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Additional text: Use additional text around your video if it’s embedded on your site, or a distribution channel that
allows you to customize the real estate around your video. This helps search engines to find it and display it correctly in
their results.
Use a video site map: Even better, create a specific video site map so you can explicitly tell the search engines
where and what your videos are. There’s a very useful guide to video sitemaps for major hosting platforms here.
Choose the right thumbnails: Having the right image as your thumbnail could have a huge impact on click-throughs,
so ensure that you use the best one, and test to see if it can be improved.
Links: Again, like normal SEO, the number of links that point to your video (on YouTube or elsewhere) will help drive up
its rankings across search engines.
User behavior: Late in 2012, YouTube overhauled the basics of its ranking algorithm, to specifically focus on
engagement, measured by the time a viewer spends watching your video, rather than simply the number of views it
gets. So consider these two things: Don’t mislead people about the content, or they’ll simply click off it straight away
and you gain very little; and make sure your content is good all the way through, and not just packed into the first 15
seconds. Comments, likes, and shares will all help your overall ranking, too.
Tell them why they should watch it
One of the keys to getting people to watch your video is providing enough information to help them decide if it’s relevant to them.
As highlighted in an interesting blog post by John Bottom in his blog, BaseOne:
“People skim-read headlines. This is the big problem: Video is a format that you cannot skim-read. The busy user has to
quickly assess whether they will gain from investing their time in a piece of content. Expecting a busy person to choose a
10-minute video over a piece of text/image they can scan in seconds? Forget it.”
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To combat this problem you need to provide a really good, accurate synopsis.
For example, think about bullet-pointing the top three benefits they will receive from watching your video, or summarizing the plot
points if it has a narrative, or giving a run-down of speakers if it is a highlight reel — you get the picture.
Even better, consider getting the whole video transcribed so that they have a text version to skim if they prefer. This will also help if
they are in a situation where they can’t watch a video. Giving them the content in text form will ensure that they still take away the
message, and if they enjoyed it, then there’s every chance they’ll return to watch the actual video when they can.
Utilize social proof
Even if you’ve tagged it appropriately and provided a fantastic synopsis, you can still face skepticism from a potential viewer. After all,
why should they take your word for it?
This is where the idea of social proof comes in, as you can use likes, number of views, vote rankings, comments or any combination
of the above to show them that others found it useful. As they see a groundswell of support for the content, they will be more likely
to trust it as a useful source of information.
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Step 8: Help it spread virally
Once you’ve convinced someone to watch your video(s), the next stage is to encourage them to send it around their network,
creating a viral effect that could considerably reduce your own marketing costs, and increase the number of views. So, how can you
achieve the “holy grail” of a viral video?
I’ve broken this down into three main areas to consider:
If you don’t ask, you don’t get
Don’t be coy about asking your viewers to share your videos with their networks, particularly if your end objective is brand building,
education, or some other purpose that needs wide distribution and isn’t necessarily about creating inbound leads or sales. Make it
your call to action: “Enjoyed this? Then share it with your network” is all you need, just to prompt them to pass it on.
Make it easy for them
Make it as easy to share, download or embed your video as possible. Ensure that wherever you host it, including on your own site,
you provide quick share buttons to LinkedIn, Twitter, Google+ and Facebook, as well as via email. Let them download it so they can
watch it offline and show it to anyone they’re with, even when they’re not online. Let them embed it on their own site, and then all of
their audience will be able to find it, too. You may also want any comments to show up in their social feeds.
Content is king
It may be one of the most overused clichés in marketing, but that doesn’t make it any less valid. What your video contains will
ultimately be the key ingredient to whether it is found, watched, and shared with others.
However, if we’re specifically talking about how to get a viewer to share a video, then there are probably five main themes that will
be most effective:
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Controversy: Controversy can simply be going against the established wisdom of your industry, but however you
deliver it, controversy always courts interest and spreads fast. As an example, this is a pretty controversial video from
Kixeye that picked up a lot of press coverage and viewers:
Humor: Everyone needs a little light relief during their 9 to 5, and people love to share humorous videos with friends
and colleagues. A well-crafted and delivered video that makes your audience laugh will go a long way, literally.
Unfortunately, genuinely funny is perhaps the hardest of all these suggestions to do well, so make sure you test it quite
widely before doing a “general release,” otherwise you’ll end up with people laughing at you, not with you. Check out
this series of videos from Kinaxis that does “humor with a message” well:
Surprise/novelty: Anything remarkable or out of the ordinary will always get people sharing, just so they can be
the ones who helped everyone else “discover” it. Anything that could get you asking questions, thinking differently, or
feeling inspired would fall into this category. The RSA series of whiteboard sketches is a good example of thoughtful,
interesting videos, as are most of the videos on TED.com.
Utility: If your videos help executives with a specific problem, give advice, or explore future trends, they are likely to be
shared with their colleagues who face similar challenges. Sharing a useful video is an easy way to be helpful to others,
and it will likely increase your stature as a thought leader in that particular area, too. Most videos on Xavy are good
examples of this.
Ego: People love to share videos that feature themselves. Interviews, talking heads, and montages are all good ways
to capture third parties, who are then more likely to share them with their friends and colleagues. Awards videos would
also be good for this purpose. Be somewhat wary of this approach, though, because if the content isn’t very good,
then it won’t spread much beyond that first degree of separation.
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Step 9: Optimize for conversions
So once you’ve got people watching your videos, how do you make the most of it to achieve the objectives you set back in Step 1?
Well, if your objective was simply to garner as many views as possible, then you can reread Steps 7 and 8 and probably skip this
step; but if you want the viewer to take an action other than sharing the video with his or her network, you need to optimize for
conversions.
Here is how you can do that:
Include a call to action: So many videos don’t include a call to action, and they miss the whole point of existing.
Make sure yours has a call to action, and make sure it’s in line with your original purpose. If you want leads, ask for
their info; if you want sales, ask them to buy; if you want a dialogue, ask them to comment.
Keep it simple: If your video has a single message, then it’s easier and clearer to ask for a decisive action from the
viewer.
Measure: Ensure that you measure where viewer numbers drop off, and either cut the video length down to that point
or at least place relevant calls for action before the drop-off points.
Make it easy: Surround your video with calls to action so viewers can just click on a link, fill out the form next to it,
or hit the share buttons. Make sure the actions are placed around the video, as well as in the video, so that they are
simple to use.
Make it interactive: With a service like Mozilla’s Popcorn, you can now make your videos interactive in the actual
video frame, so experiment with how that affects your call to action.
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Give options: You might only ask for one action, but you could give more than one way to accomplish it. Some people
hate web forms and would prefer to email, while others prefer to phone in. Don’t confuse them by giving 10 options,
but give two or three that you know are the most-used communication channels for your customers.
Incentivize: Give them some immediate incentive to share their details with you or to buy now — an exclusive white
paper, a time-bound discount, a prize draw — to help nudge them over the edge into action.
Experiment: Don’t just put up your video and calls to action and leave it — experiment. Web copywriters are
obsessive about testing the impact of their words, their positioning, their surroundings, and even their color or font to
optimize conversions. You should try different things too, and see what work best.
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Step 10: How to maximize your video’s impact
Now that you have your video campaign ready, you’ll want to ensure that it has the maximum impact. This means you should
consider three main ways to enhance its impact on your overall B2B marketing strategy:
1. Make it part of a multichannel campaign with white papers, research, blogging, etc., so that there are multiple touch
points and media that executives can engage with. Not everyone loves video, so having a transcript of it is a good idea. Similarly,
it’s probably good to offer a white paper around it, as that remains one of the most popular forms of B2B content marketing
around. Proprietary research and data, blogs, and podcasts are all also highly ranked for engagement by the business viewer, and
effectiveness by B2B marketers.
2. Try to time your campaigns around your events calendar. Release your videos in the month leading up to the event, so they
help create buzz and build awareness before you get there. It may also help customers to become more familiar with your brand, and
to feel like they understand your company before they meet with you or your reps at the show.
It’s also a good idea to capture video at the event and release it afterwards. Capture interviews at your stand (remember: ego),
create a time-lapse video showing the buzz around your stand, or create a montage of the event’s best moments. It’s likely that the
organizer will want to help you distribute that last video, and you want to be in front of his or her audience.
3. Don’t just rely on YouTube as your only distribution channel (going back to Step 6). Get it up on your own website, and
definitely consider business-specific content portals like Xavy, where executives go to watch professional content, and it’s easier to
get your content discovered by the right people.
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Step 11: Analyze the results
Measuring success will ultimately come down to what your original purpose was, and what
you decided the outcome should be, but here are four common examples:
Sales and revenue
In theory, this should be the No. 1 outcome for any commercial company. So how do
you analyze the performance of a video when your outcome is to generate more sales
and revenue?
You can do something like this:
Let’s say the video cost you $1,000 and you got 20,000 views. That cost you $.05 a view.
If you converted 5 percent into a lead, then it cost you $1 per lead.
Let’s say 70 percent of those leads are time wasters or gave you bad data; so you’re left with a cost of $3.33 per lead.
Then maybe your sales team converts 10 percent of those leads into a sale, so each sale cost you $33.33.
Let’s say each sale is worth $500 to you over a customer lifetime (which is a very small amount in B2B sales).
Then the ROI of the campaign is 1,400 percent.
Not a bad return on investment at all.
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Leads
Perhaps you’re not judging your marketing team based on the ability of the sales team to convert the leads, but rather on the
effectiveness of your videos in generating them in the first place. How should we measure the success of this?
There are a number of options. You could look at the total number of leads a video generates vs. some other form of marketing.
(There should usually be a comparison made, as your job is to see not just how effective a marketing channel is, but also how much
more effective it is than other channels, so you can make smart decisions on where to allocate your finite resources.)
You could look at quality of leads (taking it one step further down the sales funnel); man-hours to leads generated to see how time-
efficient they are; or you could measure what types of leads they generate vs. other channels (e.g., are they more senior, or from a
particular vertical).
My suggestion is to keep it focused on the money, at least in the first instance; i.e., how much are you spending per quality lead
versus other forms of marketing?
So it would look something like this:
Let’s take the same number from above for the video, and assume that Channel B is a white paper.
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The white paper costs $700 to produce, and generates 500 downloads, of which 30 percent again have the correct data and are
deemed worthwhile for contacting by the sales team. This makes each quality lead worth $4.66, which is more expensive than your
quality leads per video. Your video also has the added benefit of generating all that exposure to 20,000 viewers, which is hard to
achieve for a white paper that must be downloaded to read.
Therefore, in this hypothetical example you may consider spending a larger portion of your content marketing budget on video,
supplemented by white papers, to ensure that you›re maximizing the effectiveness of each marketing pound.
Market engagement
Perhaps your purpose was not to generate leads, but to create a conversation around your products and brand, and get engaged
with your market. How can you measure this? There are three reasonably simple ways:
The first is to take the total number of views and find out the average length of a view, so that you have some
measure of their engagement in the content.
The second is how many mentions your brand (or product) gets before, and then after, the video has been released,
across the media channels you watch. What is the new total number? What is the percent increase? Can you
measure the sentiment? How often is it being tweeted and retweeted, or quoted in the press as part of an ongoing
conversation? Has it actually generated a debate?
Finally, you might look at how many comments it has generated on your own site or other distribution channels that
you’ve used, to gauge whether it has been successful at generating a conversational response.
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Brand awareness
You may care most about brand awareness, in which case you’ll have four main metrics to measure:
1. Total number of views: How many people are actually watching your videos?
2. Number of shares: How often are people sharing it, and with how many people? This is worth diving into deeper.
Don’t just look at how many times it’s been shared, but look at who is sharing it: i.e., are there 10 people sharing it,
but they have tens of thousands of twitter followers; or are there 100 people sharing it with little impact beyond their
immediate network of 100 followers?
3. Number of mentions: Similar to the engagement metric above, how often is your brand or product now mentioned
online, across forums and in groups, via Twitter, and on blogs? You’ll want a special social media monitoring tool to get
this measurement, but it’s worth it if this is your core objective.
4. Brand recollection: A classic market research technique. How many people are familiar with your brand before,
and then after, your campaign?
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Step 12: Bring it all together, and repeat
Hopefully you’re still with me on this 12-step journey; and don’t worry, we’re now at the final step.
To recap, your B2B video marketing strategy should take the following steps:
Step 1: Define your purpose
Step 2: Choose the right video type
Step 3: Then choose the right length...
Step 4: and the right tone to reflect your brand
Step 5: Then create the video
Step 6: Distribute it properly
Step 7: Make sure people find it and watch it
Step 8: Get people sharing it
Step 9: Optimize conversions when people view it
Step 10: Maximize the impact of your videos
Step 11: Measure their success against your purpose
Which brings us to Step 12: Bring it all together, and repeat.
Just like you can’t hope to create one product and reap the rewards forever, it’s the same for your video campaigns. What was
fresh last month won’t be next month, so you need to keep repeating the process, each time learning and getting better at it as you
measure and refine your output.
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My suggestion would be to aim for something new at least once every month, and base your campaigns on quarterly or four-monthly
cycles. So for example, you may plan to produce four videos, all based on brand awareness, which will be released once a month
for the first four months of the year, perhaps in the run-up to a major trade show; then the next four months will be focused on lead
generation post-event, again with a new video released each month; and then finally, with brand recognition, leads, and a whole lot
of marketing data and metrics in your pocket, the final four months may be pushing toward sales, as your videos specifically target
those most likely to buy.
This need for constant content is probably why the MarketingProfs/CMI B2B Content Marketing Report shows that the
No. 1 difficulty for marketers is getting enough content for their campaigns. Problem though it is, I would suggest it’s essential to
your video success; otherwise you’ll be left with outdated, uninteresting content which does little to help you reach your original
purpose.
To help you further with this specific problem, there are a couple of ideas in the Top Tips section in the appendix.
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APPENDIX 1: TOP TIPS
Top tips 1: Video likes company (don’t make it lonely)
It may be tempting to go for broke, invest all your budget in a single high-production video and hope it’s a breakout success that
transforms your brand image, puts you ahead of competitors on thought leadership, or drives millions of pounds in sales.
While this is not impossible to achieve, the vagaries of online attention mean it is a huge gamble to do this. Instead, you should
see your videos as plural, as part of a wider campaign to generate ongoing, sustainable outcomes as defined by your purpose.
Then, as this purpose may evolve (from educating a market, through thought leadership, to sales, etc.) you can match your video
content to suit.
You’re also likely to get it wrong — or at least not optimal — the first time you create and launch a video (not to mention a lack of
momentum, unless you’re already a household name), so you’ll need time and money in reserve to make changes and improve on
your first effort.
To save on time and budget, why not shoot three to five videos at the same time as part of a related series? Then, you can release
them when the timing best suits you.
Top tips 2: Utilize what you have
You’d be surprised how much video you already have, or could have at your fingertips. If you’ve spoken at an industry event, why not
ask if they filmed it, and if you can have a copy of the video? Check to see if any of your executives have been on TV, or if you’ve
done any recording of product testing and development.
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If you don’t already have content, then there are plenty of easy ways to generate good content that lets customers see inside your
company and feel more connected:
Staff interviews (from the executive team to the tea boy)
A “day in the life of” video of a handful of your staff
Guest interviews if your customers are in the office
A tour of your office or campus building
Even videos of your staff dancing
Top tips 3: Leverage events
The second best way to get easy content is to leverage events.
Events provide you with a cornucopia of great content opportunities, including:
Interviews with international staff who are not normally on hand
Interviews with your visitors to the stand
Interviews with the speakers at the event
A time-lapse video to show the buzz around your stand
Live product demos (with a delighted/impressed audience in the background)
Capture your presentations (if you’re speaking on stage)
A mini-presentation at your stand (even if you’re not on the official program)
The key is to be creative and utilize resources like business events as efficiently and effectively as possible to generate a lot of
original content in one go.
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Top tips 4: Make sure your video works across devices
More and more executives are accessing content on the go, across multiple devices including iPads, other tablets, and smartphones.
You need to make sure that your videos — and the surrounding real estate around them where you may have calls for actions and
other conversion tools — are optimally displayed when viewed on these devices.
When choosing your distribution channels, ensure that at least one of them is properly formatted for responsive design, and to allow
video playback across multiple devices (remember, for instance, iPads don’t support Flash).
Top tips 5: Make it interactive
Tools like Mozilla’s Popcorn are starting to innovate with what you can do in-screen with videos, such as adding dynamic content,
maps and asking for a response within the frame of the video.
To get a better understanding of the possibilities, you can experiment yourself here or watch their TED talk here.
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APPENDIX 2: CASE STUDIES
Case study 1:
Using events to harness high quality content efficiently and economically, by John Sweeney at DemandGen UK
Q: What was your purpose?
A: We wanted to stand out from the crowd and our competitors in the most economical way possible. The key was to position
DemandGen as thought leaders in our particular niche, and showcase our strengths as a brand to build awareness and generate
leads.
We’ve also used them to help with sales pitches by including them in RFPs or utilizing them to create microsites for our sales team.
Q: How did you decide on the format, length, and tone of the videos?
A: We specifically didn’t want the videos to be inward-facing; i.e., we didn’t want them to be us talking at our customers, because
we didn’t think that is particularly interesting.
What we did think would be useful and interesting to customers was hearing from one another, industry speakers and our partners,
so that they got a rich sense of what’s going on in the marketplace around them.
This made the format reasonably easy to settle on — interviews at conferences. The length is variable and completely depends on
the content, which is the most important factor.
An added benefit of featuring our customers in our videos is the credibility and trust it imbues our brand with when people are first
trying to get to know us.
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Q: How did you create them?
A: It took a lot of up-front preparation to make sure we got high-quality videos. We certainly didn’t just turn up onsite with a camera
and hope for the best.
We made sure we contacted people we wanted to feature ahead of time, and confirmed time slots with them. We briefed them
onsite about the format and what we were looking for, and coached those who were a bit camera shy.
You also have to be cognizant of what else is going on around the event, so you have to ensure you’re not scheduling any interviews
during keynote speeches or other activities taking place throughout the day.
Q: What distribution channels have you used?
A: The content is part of a full marketing mix including webinars, white papers, briefing documents and attending or sponsoring
events.
They have primarily been used on our various websites and on YouTube, but also in microsite for our sales team and in direct sales
pitches.
Q: How successful have the videos been?
A: Showing potential clients our videos has made a very strong impression. It reinforces our strengths as a company, from the
competencies we have that solve specific problems for our clients (like lead storing), to brand awareness about our global presence.
There has been a very strong correlation between customers viewing our webinars and videos, and then engaging in conversation
with us. In fact, I don’t think there have been any new customers in recent times who didn’t engage with our brand first through
video or webinars, before becoming a customer.
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Case study 2: The creative process and execution, by Phil Booker at GeniusBar
The brief
Our brief was to create an animated case study for Research Now (the world’s largest online market research company),
demonstrating the effectiveness of their product ADimension. The case study in question was a successful project they had
delivered for Debenhams and its creative agency Steel.
The purpose of the case study was to introduce their services to new clients. It needed to appeal to both a U.K. as well as
a U.S. market.
The final animation needed to be viewed on all platforms, and the project had to be delivered for under $10k.
The creative process
Research Now provided us with a basic concept to make the animation in a “fairy tale” style, along with some sample copy. We took
this copy to an established children’s TV script writer, who in turn wrote a perfectly rhyming 12-verse “modern fairy tale,” telling the
whole story of the campaign from concept to delivery.
We then took this copy to a freelance graphic designer who specialized in “hand- drawn” animation, which we felt was the best style
for the fairy tale theme. The artist then drew the storyboard, as well as creating a sample five-second animation, which in turn were
presented to the client for sign-off prior to full production.
The next stage was to record the narration, as the pace and delivery of each verse would dictate the speed of each animated scene.
We felt a mature, male voice would be the right tone for the “once upon a time” style of delivery. Once the actor had been selected,
we sent him off to a recording studio for a two-hour session, which was enough time to record a few takes and the final version. The
recording was then tweaked with a few post-production effects, and sent to our animator as a WAV file.
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Once in receipt of the voiceover, the full animation process commenced, developing the storyboard concepts to produce each verse.
The animation was produced in Flash, which would then be converted into an MP4 format at a later stage, so that it would be
accessible on all viewing platforms. This process took about 15 working days.
With a few additional sound effects added, the first version was then ready to be played through to the client, and was received
extremely well. The client did decide that one of the verses needed to be completely redrawn with a new angle, along with other
smaller changes to other verses. It was also felt that music needed to be added to enhance the fairy tale theme. At this late stage,
to source and edit a piece of music that would run throughout the production would have involved a near-total rebuild; however, we
settled on adding a musical sample to the intro and the exit, which worked very well and did not take away from the crucial vocal
narrative.
Results
Those at Research Now were extremely happy with the final product. The video has been embedded into their website, has been
used for social media campaigns, and has enabled them to introduce their ADimension product to new audiences that would have
previously been difficult to communicate with — meeting the main purpose of the video.
As a postscript, the production was delivered within budget — so it was a fairy tale ending for all involved.
You can view the video here.
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Case study 3: Creating sustainable video campaigns by Jerry Vine at Wasp Barcode Technologies
Q: What was the purpose of the video campaign (e.g., brand awareness, lead generation, direct sales, etc.)?
A: The reason Wasp Barcode created online videos was to promote brand awareness and to help generate leads. We thought
people would have a better experience seeing our products being used in the real world. We create several types of videos including
customer testimonials, how-to videos, product videos, training videos, and now six-second Vine videos.
Q: How did you decide on the format, length and tone of the videos?
A: Over the years of using video analytics and YouTube Analytics, I’ve been able to understand where people start engaging with
and leaving the video. The tone of the video was created to be very fast-paced, entertaining and engaging, so that people watch
most of the video. Based on my experience, most of our videos are under 60 seconds, and we use lots of close-up shots where you
can see the speaker’s eyes. Here is an example.
Q: How did you create them?
A: I create all my videos with a Canon T3I DSLR with a 50mm lens and a Zoom H2 digital recorder. I use Adobe Premiere or Final
Cut X to edit my videos. I have won many awards with this sub-$1,000 setup. As long as the lighting and audio are high quality,
it really does not matter what type of camera you use. Many people are using iPhones to create videos that are better than those
made by some professional studios.
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Q: What distribution channels have you used, and which worked best?
A: I distribute my videos by first uploading them to YouTube, and then putting them on my website and creating a video XML
Sitemap. Then I turn on Adwords for video advertising to seed the video with a few thousand views. The next step is typically
creating an article for a major website and embedding the video within the article to build major back-links. I also share videos with
my friends, family, and customers, and ask them to socially engage with the video. Here is an example.
Q: How successful have the videos been as measured against your initial purpose, and how have you measured it?
A: Videos are now Wasp Barcode’s best site-referral lead. Viewers who come to our website from our YouTube channel stay on our
site for a very long time, and tend to convert to leads at a very high rate compared to all other referral traffic.
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About the Content Markting Institute
The Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches
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