1) Financial services firms can use video content to tell their stories and attract audiences in a compelling way, as video is highly engaging and people prefer watching videos over reading text. 2) There are different styles of video firms can use, such as live events, animations, tutorials, and behind-the-scenes, to achieve various goals like explaining concepts, building brand awareness, and establishing trust. 3) It is important for firms to measure their video content's engagement and response through analytics in order to improve content and reach their objectives.

1. How Financial Services
Firms Can Create Great
Video Content
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2. • Why the financial industry has great stories to tell
• Using video to get the message across
• Different styles of video
• Making engaging video
• Building an audience
• Measuring the response to video
• The future of business video
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Agenda - How Financial Services Firms Can Create Great Video Content
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3. Why financial firms have great stories to tell
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4. nConsumer goods companies understand the power of good
storytelling
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5. Financial firms know how to make money
This is knowledge that can attract an audience
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6. Video content needs to target different audiences: B2B, B2C, Individual
Investors, Financial Advisors, CEOs, Graduates etc
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t means understanding who your customers are, what they want and when they wa
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7. Using video to get the message across
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8. 72% of buyers watch
video to aid in their
purchasing decisions
Source: Nielsen 2015
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9. Source: Marketo 2013
46% of consumers are
more likely to
investigate a product
after watching a video
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10. People can retain 95%
of a video after 72
hours versus 10% of
text they’ve read
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11. Source: Marketing Week 2012
Video appears in
almost 70% of
the top 100
Google search
listings
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12. Source: Forbes 2012
59% of executives would
rather watch a video than
read text
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13. Using the word “video” in
email subject lines
boosts open rates 19%,
click through rates by
65%, and reduces
unsubscribes by 26%
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Hub © 2016Source: Brainshark 2014

14. Mary Meeker - Kleiner, Perkins,
Caufield and Byers (“Queen of the Internet”)
“Content and community is
key to online success”
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15. 84% of people with
more than £100,000
in investable assets
are active with social
media
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16. 40% of those engage with
financial companies and
31% of those interact with
their content
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Hub © 2016Source: LinkedIn

17. Different uses & styles of video
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18. We believe that story can
encourage people to jump in and
participate with a brand and
become part of a shared narrative.
We want to create an immersive
environment that resonates with
the highly connected, digitally
enabled audience of today.
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19. Video can be used to:
• Explain difficult ideas
• Save your audience time
• Build brand awareness
• Establish trust
• Promote expertise
• For learning and development
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20. 75% of executives
told Forbes they
watch business
videos on websites at
least once a week
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Hub © 2016Source: Forbes Insights

21. 65% of senior executives
who watch videos click
through to the vendor’s
website
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Hub © 2016Source: Forbes Insights

22. 50% look for more information
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23. 45% contacted the
vendor after watching
a video ad
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Hub © 2016Source: Forbes Insights

24. • Live event
• Webinar
• Animation
• ‘How to…’
• Commentary
• Training
• Behind-the-scenes
• Targeted response
• Sponsorship event
• Video brochure or NFC download
• Multi-media experience
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Styles of Video:
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25. Making engaging video
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26. Source: YouTube
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Hero
Hygiene
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Hero
Large-scale, tent-pole events or ‘go
big’ moments designed to raise
broad awareness
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Regularly scheduled ‘push’ content
designed for your prime prospect
Hygiene
Always-on ‘pull’ content designed
for your core targets
Hero, Hub, Hygiene Content Pyramid
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27. Coca Cola’s Model for Content Investment
70% - bread & butter content
20% - innovative ideas derived from the 70%
10% - brand new ideas
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Source: YouTube

28. Coca Cola’s Five Types of Storytelling for Customer Engagement
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29. Within any video based content creation there should be due consideration to the viewer’s
engagement. All content should be structured in a way that will hold the viewer’s attention and
engagement levels.
Objective 1 Objective 2 Objective 3
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Organisational Story Arcs
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30. ‘Sparkline’ for Persuasion
Expanding on the storytelling arc is the
‘sparkline'. This idea was popularised by
Nancy Duarte and introduces the idea of using
structure within a presentation to persuade an
audience.
The key idea is telling the audience what is
and what could be. The gap in between the
two should capture the audience’s attention.
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Hub © 2016Source: Nancy Duarte, Resonate

31. Measuring the response to video
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32. We bring this all together to measure the output through analysing the video engagement
curve and correcting if we experience negative engagement curves.
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Video Engagement
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33. hub.
Content Marketing Matrix
AWARENESS
RATIONALEMOTIONAL
PURCHASE
ontent across stages of the customer journey as well as against the emotional and rationa
Hub © 2016Source: Smart Insights

34. Building an audience
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35. hub.
Organisations should build their
own strategic content distribution
network:
• Targeting key influencers
• Identify relevant distribution
channels
• Identify & track specific metrics
to reach campaign goals
Your
Business
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36. hub.
• Facebook – 8 billion video views per day uploaded directly to the platform
• Twitter – 82% of users watch videos found in their feed
• Vine (owned by Twitter) – limited to 6 seconds
• Instagram (owned by Facebook) – 70 million photos and videos shared each day, 50x
more engagement than Twitter
• Snapchat – 6 billion video views daily
• Google+ - news feed videos
• LinkedIn – add video via Professional Portfolio, embed from a wide range of providers
• Pinterest – videos from Vimeo and YouTube are ‘pinnable’
Social Video: Services
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37. hub.
Five Step
Digital Marketing
Measurement
1. Identify business objectives
D - doable
U - understandable
M - measurable
B - beneficial
2. Establish clear goals
3. Identify KPIs
4. Identify targets for each KPI
5. Segment data to find insights
- Avinash Kaushik, Google
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38. hub.
Lean Analytics Cycle - flow chart to help improve
performance
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39. The future of business video
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40. hub.
Inbound marketing focuses on creating quality content that pulls people toward your
company and product.
By aligning the content an organisation publishes with your customer’s interests, you
naturally attract inbound traffic that you can then convert, close, and delight over time.
Hub © 2016Source: Hubspot

41. hub.
Combining automation platforms with video content management systems to up-sell,
cross-sell and nurture:
Marketing automation can
create a two-way conversation
by listening to customers’
online behaviour
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42. For more information:
david@hub.tv
+44 (0) 203 176 4260
www.hub.tv
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