Uploaded byBob Kaplitz
How to Use Content Marketing to Build Your Business
Bob Kaplitz discusses developing video marketing strategies using one-to-one engagement. With over 31 years of audience research experience, he helps build brands through engaging stories on social media and emerging technologies. Kaplitz has experience boosting attendance for a TV station using innovative video on social media. He teaches international marketing and digital media. Kaplitz's presentation focuses on creating concise videos for multiple platforms like mobile, email and websites to increase recognition, reputation and revenue through targeted messages.
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Similar to How to Use Content Marketing to Build Your Business
How to Use Content Marketing to Build Your Business
- 1. What’s AR&D? Develop powerfulone person to one person video marketing strategies. Build successful brands based on 31 years of audience research and development. Create engaging stories to increase recognition, reputation, and revenue. Distribute targeted marketing messages using social media and emerging technologies.
- 2. Bob Kaplitz More thanthree decades of experience building successful brands primarily for TV stations using the power of video. That includes the highly successful “Spirit of Texas” campaign for Channel 8. DFW American Marketing Association: Pioneered innovative use of video to boost attendance via social media. DFW Interactive Marketing Association: Judged the nation’s most creative work. MBA Educator: Recognized for excellence in teaching international marketing and digital media by Dean at University of Dallas Graduate School of Management. Award-winning TV journalist appearing on CBS Evening News with Walter Cronkite. © 2011 AR&D, Inc. All rights reserved
- 3. Video Marketing Strategy Bob Kaplitz
- 4. First • Please takeout your business card. • If you have a QR code on it, raise the card.
- 5. Learn • What youdon’t know can hurt you. • Learn about new, affordable video technology to build your business. • How to get noticed so people seek you out like a TV station.
- 6. What is aQR code? Quick Response code is a barcode readable by dedicated QR readers in intelligent phones.
- 7. What is aQR code? Quick Response code is a barcode readable by dedicated QR readers in intelligent phones.
- 8. What is aQR code? Quick Response code is a barcode readable by dedicated QR readers in intelligent phones.
- 9. What is aQR code? Quick Response code is a barcode readable by dedicated QR readers in intelligent phones.
- 10. What is aQR code? Quick Response code is a barcode readable by dedicated QR readers in intelligent phones.
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- 13. You as aMedia Company
- 14. Revolution in Marketing Interactive Traditional • People searching • Pulling in • Pushing out • Interrupting
- 15. Revolution in Marketing Video Social Media • See • Hear • Conversations • Feel Interactive • Credible “news” • People searching • Pulling in Traditional • Pushing out • Interrupting
- 16. Video Content: 4Channels
- 17. Video Content: 4Channels
- 18. Video Content: 4Channels
- 19. Video Content: 4Channels
- 20. What is aQR code? Quick Response code is a barcode readable by dedicated QR readers in intelligent phones.
- 21. Smartphones Estimate – 250million by end of 2012 From Nielsen
- 22. QR code basics Download QR scanner app on smartphone iPhone - Scanlife, Redlaser Android - QuickMark Blackberry - QR Scanner
- 23. QR Code Basics Generateyour own code in seconds. Google “QR Code generator” Code only good for ONE link Download QR Code image Place anywhere
- 25. QR code basics Generate your own code in seconds. Google (QR Code generator) Code only good for ONE link. Download QR Code image Place anywhere
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- 27. E’s of QRcodes #1- Engage #2- Educate #3- Easy
- 28. Action launched byCode #1- 47% Video
- 29. Action launched byCode #1- 47% Video #2- 34% Sweepstakes
- 30. Action launched byCode #1- 47% Video #2- 34% Sweepstakes #3- 24% Social Media
- 31. Custom Code vsGeneric Code Custom- Relink code Free Generic- One Link
- 32. Clients- Custom CodeDesigns
- 33. Scan Strategies • ENGAGE- Video #1 Scan Action- 47%
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- 36. Scan Strategies • EDUCATE- ADD VALUE With EXPERT ADVICE
- 37. Scan Strategies • EDUCATE- ADD VALUE With EXPERT ADVICE
- 38. Scan Strategies • Call to Action-
- 39. QR CODE #1MISTAKE (LINK TO WEBSITE)
- 40. QR CODE MUST Linkto Mobile Landing Page
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- 43. Video Content: 4Channels
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- 46. © 2011 AR&D,Inc. All rights reserved
- 47. Video Content: 4Channels
- 48. Video Content Email
- 49. Research With proper optimization, video increases thechance of a front page Google result 53X. -- Forrester
- 50. Warning: Claim your real estatebefore a competitor blocks you out. Provide helpful information.
- 51. When optimized for search,each video is a magnet, pulling in Google.
- 52. Video Content: 4Channels
- 53. Key Points • Theless your video looks like advertising, the more effective it’ll be. • Let your content do the selling: The Power of Story. • People will pass along valuable content, not ads.
- 54. Content Marketing • Theart of communicating with consumers and prospects without direct selling. Non-interruption marketing. • Instead of pitching, you’re delivering valuable information that people search for. • Can create greater customer engagement, enthusiasm, and sales.
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- 56. Creating Videos: 5Musts 1. Real 2. Short 3. Educate 4. Engage 5. Sharable Bob Kaplitz 214.766.4236 bkaplitz@ar-d.com
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- 61. Testimonials – EmotionalConnect
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- 66. Testimonial with HighProduction
- 67. Recap • Don’t wait.You can start now. • You can become your own media company. • Let your content do the selling. • People will pass along valuable content, not ads.
- 68. Bob Kaplitz Senior VP bkaplitz@ar-d.com www.kaplitzblog.com 214.766.4236
- 69. Opportunities to Engagewith Video Mobile Video Email Web
- 70. Video Marketing Strategy Bob Kaplitz
- 71. Video Opportunities toEngage 3. 1. Mobile 2. Email Web/YouTube “Must Video QR Codes Open” Storytelling Engaging Video Q and A Video Instant Sharable SEO Response
- 72. 72 Video Opportunities toEngage 3. 1. Mobile 2. Email Web/YouTube “Must Video QR Codes Open” Storytelling Engaging Video Q and A Video Instant Sharable SEO Response
- 73. Create Videos: 5Musts Be Real Be Short Educate Engage Sharable
- 74. What to Do •Create customized video marketing solutions essentially enabling you to become your own media network. • Create real, authentic, personal videos that educate, engage and add value for the consumer. • Combine video story telling with customized QR (Quick Response) codes for a rich, state-of-the-art mobile experience that drives traffic to your videos, website, promotions and more. © 2011 AR&D, Inc. All rights reserved
- 75. What You Needto Know • You can be your own TV station. • Whoever is in video first can dominate that space. • You can pre-empt competitors. © 2011 AR&D, Inc. All rights reserved
- 76. How Consumers GetInfo • When was the last time you wanted to watch commercials on TV? • Last time you went online to research a product or service?
- 77. Branded YouTube Channels YouTube channels are “branded” with your logo and custom graphics. Videos can reside here forever. You can update them. © 2011 AR&D, Inc. All rights reserved
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- 79. What We Do Wecreate true, real and engaging content marketing web videos configured to display on mobile devices as well as for use on all social media sites. Welcome video greets consumer and engages them with info on your company Links may be Custom QR Code changed. takes consumer to mobile landing page when scanned with smart phone reader. © 2011 AR&D, Inc. All rights reserved
- 80. Where do youwant to put your code? © 2011 AR&D, Inc. All rights reserved
- 81. What Happens Afterthe Scan… • Viewer leaves feeling like they learned something or benefitted. • Special offers get consumers to scan. Engage prospects and build a personal relationship with them. • Customers provide contact info for fast follow-up at press of a button. © 2011 AR&D, Inc. All rights reserved
- 82. The Takeaway –it’s time to get serious Strategy Discipline Capabilities
- 83. What kind ofrelationship do you want? Transactional Loyal Occasional Constant Impersonal Authentic Short-Term Long-Term
- 84. Video Opportunities toEngage 3. 1. Mobile 2. Email Web/YouTube “Must Video QR Codes Open” Storytelling Engaging Video Q and A Video Instant Sharable SEO Response
- 85. Revolution in Marketing Video Social Media • See • Hear • Conversations • Feel Interactive • Credible “news” • People searching • Pulling in Traditional • Pushing out • Interrupting
- 86. Where To PutVideos • Emails • Website • Branded YouTube Channel • Facebook, Twitter, LinkedIn • Blogs • Links from other websites