1. #B2BContentEvent
@MichaelKolowich
The Many Faces of
Content Marketing Video
Michael Kolowich
Founder/CEO, KnowledgeVision
Founding Producer, DigiNovations
Editor, “Rich Content Daily”
B B
Conference

2. #B2BContentEvent
@MichaelKolowich
First
of
all…video
works!
• Results
at
A:vio
(Enterprise
so?ware
company)
not
atypical
• A?er
adding
video:
– 200-­‐300%
increase
in
monthly
unique
visitors
– 157%
increase
in
search
engine
traffic
– 100%
longer
average
Ome
on
site
per
visitor
– 3-­‐minute
average
Ome
spent
on
video
pages
(2x
non-­‐video
pages)
– superior
lead-­‐scoring
info
for
leads
Source:
MarkeOngSherpa,
December
2011

3. #B2BContentEvent
@MichaelKolowich
The
challenge
is
evolving
• The
challenge
is
no
longer
how
to
get
the
video
up
and
back
out
again…
• The
new
challenge
is
how
to
make
it
work
harder

4. #B2BContentEvent
@MichaelKolowich
A
pracOOoner’s
key
observaOons
about
video
in
content
markeOng
• Video
is
not
a
“one
and
done”
proposiOon
• Need
and
demand
is
growing
faster
than
available
budget
• Video
provides
an
unprecedented
opportunity
not
only
to
engage
but
also
to
measure
• YouTube
is
not
enough
for
the
serious
content
marketer
• Video
is
not
something
to
delegate
to
the
“intern
in
the
corner”

5. #B2BContentEvent
@MichaelKolowich
Three
“conversaOon
starters”
about
video
content
markeOng
• “Divide
to
conquer” –
how
to
survive
the
exploding
demand
for
video
• “They’re
not
couch
potatoes
anymore” –
how
to
engage
your
audience
interacOvely
in
video
• “Think
outside
the
frame”
–
how
to
use
new
tools
to
enhance
the
video
experience…and
conversion

6. #B2BContentEvent
@MichaelKolowich
“Divide
to
Conquer”
Segment
Your
Video
Needs
into
3
Tiers
Showpiece
Workhorse
Long
Tail
Videos
Videos
Videos
• High-­‐visibility
• Medium-­‐visibility
• Internal
pages
• High
viewership
• Product,
service,
or
• Explainers
and
SEO
bait
• Brand-­‐criOcal
technology-­‐specific
• O?en
feature
SME’s
$3k-­‐$10k
per
$500-­‐$2k
per
$50-­‐$500
per
finished
minute
finished
minute
finished
minute

7. #B2BContentEvent
TradiOonal
video
is
based
on
@MichaelKolowich
an
old
television
model
• Linear
story
• Story
“arc”
with
beginning,
middle
&
end
• Passive
experience
• Contained
within
a
4:3
(later
16:9)
frame

8. #B2BContentEvent
We
must
redesign
video
for
a
@MichaelKolowich
rich,
interacOve
content
world
• Modular
design
• User-­‐driven
paths
• AcOve
experience
• What’s
outside
the
frame
is
just
as
important
• Driving
to
acOon
or
results

9. #B2BContentEvent
The
new
face
of
@MichaelKolowich
video
content
• Video
+
• Context
+
• NavigaOon
+
• Drill-­‐Downs
+
• Calls-­‐to-­‐AcOon

10. #B2BContentEvent
@MichaelKolowich
Thinking
“outside
the
frame”
KnowledgeVision-­‐enhanced
video
Plain
old
video

11. #B2BContentEvent
Example:
DemandGen
Report
@MichaelKolowich
Enhanced
Interview

12. #B2BContentEvent
@MichaelKolowich
Alcatel-­‐Lucent:
Content
MarkeOng
with
Online
Video
PresentaOons
Demand
GeneraOon:
Sales
Enablement:
Thought
Leadership:
Demand
GeneraOon:
Product
Roadmap
Expert
Chalk-­‐talk
Repurposed
Keynote
On-­‐Demand
Webinar

13. #B2BContentEvent
@MichaelKolowich
The
more
interacOon,
the
more
you
can
measure
&
score!

14. #B2BContentEvent
@MichaelKolowich
Consider
incorporaOng
landing
pages
into
your
online
video

15. #B2BContentEvent
At
the
very
least,
put
your
video
@MichaelKolowich
onto
conversion
pages
(where
appropriate)

16. #B2BContentEvent
@MichaelKolowich
Summary
• “Divide
to
conquer” –
divide
your
video
needs
into
three
Oers;
different
approaches
to
each
Oer
• “They’re
not
couch
potatoes
anymore” –
let
your
viewers
define
their
own
path
through
video
• “Think
outside
the
frame”
–
don’t
restrict
yourself
to
just
a
16:9
video
frame;
use
new
tools
to
drive
context,
interacOon,
calls-­‐to-­‐acOon,
and
scoring

17. #B2BContentEvent
@MichaelKolowich
Contact Information
Michael Kolowich
michael@knowledgevision.com
@MichaelKolowich
www.KnowledgeVision.com
www.RichContentDaily.com
B B
Conference