Extend Content Marketing with Video
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You get that video is an important and powerful tool for getting visitors to engage with your content. But lack of time, budget, and creative talent is holding you back. Justin Park, founder of Vidaao, a Skyword-owned marketplace for video production and animation services, will debunk myths like video is only for global brands with deep pockets, or quality video is too expensive to produce at scale.
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Extend Content Marketing with Video
- 1. Extend the Shelf Life of Your Content Marketing Program with Video ©2014 Skyword 1
- 2. “Brands face a gap between videos created on iPhones and highly produced TV spots. I founded Vidaao to address this mid-market category of video creation.” ©2014 Skyword 2 Justin Park, VP of Brand Partnerships, Skyword jpark@skyword.com
- 3. ©2014 Skyword 3 Poll: How many videos do you produce a year?
- 4. ©2014 Skyword 4 Agenda The Storytelling Paradigm The Video Ecosystem The Challenge The New Video Model
- 7. ©2014 Skyword 7 Stop interrupting what people love Start becoming what people love
- 8. Everyone loves a good story ©2014 Skyword 8
- 9. ©2014 Skyword 9 1.5 Billion
- 10. Each one of these top brands Publishes ~ 78 videos per month Source: Pixability ©2014 Skyword 10
- 11. ©2014 Skyword 11 It’s all about scale Source: Pixability
- 12. Shoppers 200% more likely to purchase Shared 1200% more times than link and text combined ©2014 Skyword 12 Video encourages customers to go deeper… 60% of site visitors watch before reading 86% increase in conversion rates 88% more time spent on website 200% to 300% increase in video click-through rates Source: Reel SEO Video Marketing Survey and Business Video Trends, 2013
- 13. ©2014 Skyword 13 …enhances content analytics Source: Aberdeen Group 64 43 38 28 16 12 0 20 40 60 80 Ability to track how specific content is performing Ability to capture content metrics across all channels (corporate site, blog, social) Process to track engagement metrics of content (comments, shares, forwards, etc.) Use video in content marketing Non-users 100 75 50 25 0%
- 14. ©2014 Skyword 14 …and continues to drive engagement Percentage Of Total Video Views Over 1 Year 30% of Total Views happen 4 - 12 weeks after publishing Source: Pixability
- 15. “Video can seem like just another challenge to overcome, but I see a major increase in my business and brand awareness, all from the power of video.” ©2014 Skyword 15 Lewis Howes, 29 Tips to Make Your Video Marketing Easy So what’s holding you back?
- 16. ©2014 Skyword 16 Barriers to Scale 1. Cost is high 2. Production quality hard to achieve 3. …and continue to achieve at scale 4. Management of creatives and stakeholders difficult 5. All eggs in editorial basket
- 17. ©2014 Skyword 17 How do you rise above?
- 18. ©2014 Skyword 18 “Stop thinking of ‘video marketing’ as this separate entity that is optional for your business. Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.” James Wedmore, 7 Video Marketing Success Principles Everyone Should Know
- 19. “We are moving away from a monolithic definition of quality. There is more room for authenticity.” David Boyll, Director, Media Technology Solutions, Oracle Brand Communications ©2014 Skyword 19
- 20. ©2014 Skyword 20 And here’s an example
- 21. ©2014 Skyword 21 Successful Video Creation The key to successful video is finding the sweet spot between strategy, creative, and budget. Marketing Team • Objectives Filmmaker • Creative Vision Video Budget
- 22. The key to maximize ROI for video content: ©2014 Skyword 22 Publish the right type of video to the right customer at the right channel.
- 23. ©2014 Skyword 23 We have fallen into this trap that video is only for top-of-funnel. Mina Seetharaman, OgilvyOne Brand-centric, broadcast video Familiarity Last Mile Close/Loyalty Ensure relevancy
- 24. ©2014 Skyword 24 Awareness Familiarity Last Mile Close/Loyalty Support the entire buyer lifecycle with custom video content Ensure R Nurture them throughout
- 25. ©2014 Skyword 25 Reach the Right Customers with the Right Content at the Right Time 13.4% 12.5% 11.6% 11.6% 20.5% 45.5% 38.4% 67.0% 94.6% Awareness Branding Brand affinity/advocacy Purchase intent Customer acquisition Lead… Thought leadership Other Customer… Source: Sharethrough, “Native Advertising Survey,” 2013
- 26. Loyalty ©2014 Skyword 26 Customize TV Brand-centric, broadcast commercials Social Educational animations Thought leader interviews Vine videos Last Mile Awareness Familiarity Landing Page Business overviews Email Client testimonials Event recap Industry specific thought leadership Sales Rep Product-focused demos Product comparison Internal Training videos for sales staff Email Exclusive content Product Product tutorials Video FAQ
- 27. ©2014 Skyword 27 “It’s clear that in the future of digital marketing, video plays a critical role to not only gaining audience attention, but establishing and accelerating the relationship between audience and brand.” Jason Thibeault, Limelight
- 28. ©2014 Skyword 28 So what’s the process?
- 29. ©2014 Skyword 29 Tap into talent-rich marketplace
- 30. ©2014 Skyword 30 Manage workflow…
- 31. ©2014 Skyword 31 Encourage collaborative editing
- 32. ©2014 Skyword 32 Publish
- 33. ©2014 Skyword 33 Amplify
- 34. ©2014 Skyword 34 Promote on multiple channels • 74% company website • 41% social media • 37% company blog • Facebook and Twitter most important sources of traffic on YouTube • Vines capture 4xs more screen space than a tweet Source: Aberdeen Group, Pixability, The Next Web
- 35. Video + Editorial = ©2014 Skyword 35 Your Brand
- 36. ©2014 Skyword 36 Take Aways Scale • More videos, more views, higher conversion rate Systemize • Creative marketplace + workflow management Customize • Content that speaks to the journey
- 37. ©2014 Skyword 37 Questions
- 38. Are you ready to Are you ready tmoove forward? move forward? ©2014 Skyword 38 learnmore@skyword.com 855.759.9673 www.skyword.com
Editor's Notes
- Why Video Needs to Part of Your Content Marketing Strategy What we want you to walk away with – Sense of Urgency as to why you need to Integrate video into their content marketing strategy b) make it part of holistic strategy – create multiple touchpoints c) use it to scale and reach prospects at all levels of their buying cycle corporate video is not a one-hit wonder.
- Justin made his way to Skyword via the acquisition Vidaao, an online marketplace for video production, that he founded in 2012. Vidaao was venture/angel backed and worked with clients like Microsoft and Citi. Prior to Vidaao Founded Apartment Streaming, a video production in NYC catering to real estate firms. He also co-owned a summer storage company and consignment bookstore while at Amherst. Worked as a management consultant for IMS Health.
- Before we begin, let’s find out a little more about you, our audience.
- First, I’ll start off the presentation by talking about how video has changed the traditional storytelling model, and show how consumer viewing habits have shifted along with it. Then, I’ll review the current video ecosystem, including what major global brands are doing in this space; then look at the challenge most marketers are facing when it comes to producing videos at scale. Finally, I’ll offer some tactics about how to overcome these obstacles and successfully integrate video into your content marketing model.
- For the past 50 years, media (newspapers, radio, television, cinema, etc.) provided an effective storytelling platform. And as marketers, we took advantage of the opportunity to interrupt those stories with our own. People soaked it all in...
- But after being hit with 3,000 brand messages each and every day, people pushed back… …and technology enabled them to escape and seek out content they love without being interrupted. Now consumers are using their mobile devices as second screens to television to stream video when and how they want it. There are more opportunities than ever to reach consumers.
- So, how do we capture their attention? Well, the answer is actually pretty simple. Stop interrupting what people love… Click: And become what people love.
- ..and people love to hear and watch stories being told through video
- Online Video Users Expected to double to 1.5 Billion in 2016 (http://www.slideshare.net/marshasvu/21-amazing-video-stats-37250481)
- Top 100 Global Brands publish approx 78 videos/month or a bit shy of 1k a year. Most of us on this call publish x number of videos per year. Simple Math: The more videos, the more views, the bigger the pay off
- Top 100 Brands – generated 9.5 billion collective video views. They will invest more than 1M NEW YouTube videos by 2015
- Takeway: Video encourages ACTION Transition: It enables marketers to better track these actions.
- -Video content is one of the most measurable form of content marketing (CMI) -Bc it lives in players, able to track across syndicated properties – vs. text which is typically shared in PDF form -easier to measure engagement, and evaluate leads -Real-time tools enable marketers to measure when their audience taps in or out of the their video – to the second!
- Videos have a long shelflife. The more consumers are engaged on a webpage the engagement, better conversation rate. And best of all, a video has a long shelf-life, which means that your return on investment should be measured over a longer period of time. Another third of a video’s view happens between 12 weeks and a year after it’s published! It’s the Gift that keeps on Giving
- So all of this good stuff! what’s holding you back?
- ANIMATED CLICKS Okay, you get it. You understand the need for video, but too many obstacles. You have Limited Resources - no production team on staff, no budget, no time to allocate to video •Needs to be a Move Trailer - super polished MGM Grand-style •One-and-Done – belief that if you create one video, you’re done. only top of funnel video needed. look at all the types of content needed to reach prospects at different stages in their buying lifecycle •Text is best – It took you a while to get just the editorial component of a content marketing strategy in place. And now you have to integrate video? No way.
- So, in spite of all these hurdles how do you rise above?
- First of all “Stop thinking of you’re video marketing as a separate entity. Make it part of your holistic strategy Video and text go hand-in-hand as part of a big picture strategy -Having multiple touch points elevates reach – surround with transcript, whitepapers, infographics to appeal to a wider audience and drive home the message -Blog posts with video generates 3xs as many inbound leads as without (real biz media)
- In short, the story that is being told is just as important as quality of video. Also, the YouTube generation has ushered in a taste for non-broadcast style video. Brands often forget that, thanks to technology cutting production time and costs, there is that market in between agency and iPhone produced videos
- Give some context
- The key to maximize ROI for video content: Publish the right type of video to the right customer at the right channel. How do you bring consumers into the funnel? Successful marketers focus on feeding target audiences relevant information along the buyer’s journey.
- Video is applicable across the buyer lifecycle – from first touch to closing the deal. How do we nurture them throughout.
- Lots of brands invest in creating “awareness videos” very Top of Funnel. Less are focused on lead gen, thought leadership, or retention content. These areas, mid-to-bottom of funnel, are ripe for the taking.
- Brands are not creating a quarter million commercials. There is pent up demand for short-form video to help move customers through funnel.
- Stop thinking of video as a one-and-done. The new model is about integration. It is about relevancy. It is about creating content that speaks to the buyer throughout their whole journey. You need to change your current model now.
- 27: So how do you do it? What is the tactical process? Based on my experience in building a video marketplace from scratch, I’ve learned how to navigate through some of these challenges. And here’s what I found is the best solve.
- With the abundance of low-cost filming and editing tech, talented videographers are cropping up left and right. Just like your editorial strategy is fueled by a community of writers, your video strategy needs a fresh pool of videographers. The same selection process applies. You need creatives that match the project you’re trying to produce. For example, if you’re producing an product explainer video, you’d probably be well off with a creative that’s worked with Microsoft versus Disney. Drive down production costs by tapping into talent pool and making videographers bid! There is tons of talent, it’s just about finding the right one for you.
- If you are big global brand and want to create videos for 50 cities around the world, how do you manage that process? The languages, the currencies, the editorial review? The stakeholders? At any given time you’re dealing with producers, editors, shooters, graphic artists, animators etc. The need to systemize this process, to streamline it within a platform has never been greater. By figuring out a way to manage the workflow, brands can free themselves up to produce more videos, and spend more time optimizing their content strategy.
- Remember that pain point about pleasing all the stake holders? What about including them in the process? Find a workflow solution that enables multiple contributors to make time-stamped comments.
- Once you’ve recruited creative, and managed production, then you have to figure out where to host your video. There's more to life than YouTube and Vimeo. Talk about marketplace.
- The process doesn’t end once you host it. Follow thru to the end to get best results. To amplify you video, check out a few solutions…
- Popular Distribution channels for brands Video in Context more effective
- AND REMEMBER THIS Video is no longer just a piece of content. Brands are embodying who they are -- both internally and externally -- through the combination of video and editorial content. Make sure your brand message flows across all channels.
- Q: How can I afford a quality creative without much budget? I need something above iPhone quality videos. A: Talk to explosion of marketplace with videographers, and the affordable, innovative technology that enables them to produce quality film without the old equipment overhead. It is really about finding the right talent for your project (i.e. matching a skilled animator for an explainer video, or someone who is a profile pro for interview-style). Q: How many video should I publish/month to see a return? A: We recommend 2 videos/month. That doesn’t mean feature length films, people. A seven minute video can easily yield 3 mini-series. Q: How much do I need to work into my budget to get a scalable program? A: Talk to range of video’s in Vidaao’s content library. Give examples of a few different ones. Encourage them to access the site for more information. Q: What metrics are valuable to track? A: Views are vanity metrics. Let’s look into distro channels, where viewers “timed out” of a video - to the very second, the performance of editorial and video, vs. one or the other….those “in context” metrics become a powerful way to tell your analytical story. Q: What’s an example of top of funnel video vs. mid-bottom? A: Q: You’ve talked a lot about the top 100 global brands - very consumer focused. What about the rest of the B2B market? A: 73% of B2B Marketers use videos in content marketing 63% have confidence in video, which ranked alongside in-person events and case studies as most effective B2B tactics-Content Market Institute, 2014